HTC recently launched a video streaming service, the HTC Watch application, which allows users to rent movies and watch television shows via Wifi or 3G even when they are traveling.
As of now this service is only available on the HTC Sensation, which was released outside India on Tuesday. HTC Sensation is likely to come to India soon.
Smartphone companies have increasingly been relying on innovative applications to attract users. The way apps are sold by mobile platforms such as Android and Apple, the executives at HTC believe, is confusing customers.
Similar apps seem to be popular across all platforms, including BlackBerry, Android and iPhone, a recent Nielsen study said.
The way Google is dominating the smartphone market, it is becoming more important for handset makers to differentiate their offerings. HTC Watch is an attempt to do just that.
Microsoft is pursuing a similar policy for its smartphones as it intends to bank upon Xbox Live and SkyDrive to differentiate its products.
Sony Ericsson too has started selling Xperia Play, a PlayStation phone. Google recently acquired PushLife, which allows users to shift their iTunes music library to non Apple phones as well.
iTunes from Apple is a similar service, and it drives the company ahead of the herd in the smartphone race.