The Taiwan-based company is changing its handset software to make the home screen more interaction and provide additional functionality, even when the screen is locked.
Users will have several new options, including jumping more easily to new tasks, display photos from the device's library and show the day's weather more quickly.
Beyond the interface, users will also be able to turn over the ringing handset to silence it with the new software. Phones will also use light sensors to ring louder when in pockets or a purse, and will lower in volume as users grab it.
Camera software has also been improved, and the new software reduces shutter-lag, or the amount of time it takes for the picture to be taken.
"With that lag you have, you usually miss the shot when you have things that are moving," said Kouji Kodera, HTC's chief product officer. "We are trying to make it easier for people to make better quality pictures."
The efforts to revamp its Sense software will help differentiate HTC phones from their Android rivals from other device makers. Since Android is open-source, many companies use it as their operating system, making it harder for consumers to distinguish one model from another.
HTC's changes to its interface and software will help brand its phones from their competition.
Differentiation is a logical step for a company that has grown well beyond its initial origins as a second-tier phone maker. Piggybacking on Android's skyrocketing popularity worldwide, HTC has posted high revenue and profits consistently over the last year and recently overtook Nokia in terms of market value.
Now the company is focusing on improving its high-end models, investing in software acquisitions like Abaxia. It also says that it is aiming to attract more customer niches. According to Kodera, the typical HTC phone attracts 70 percent male buyers, but sees women as "one of the markets we see we have an opportunity to develop."
HTC will also soon try to expand to emerging markets, aiming to create handsets at a lower price point.
"We’ll be a little higher than the rock bottom of the market but we will slowly go into that market as it grows," Kodera said.
The new Sense software will roll out in the Sprint HTC Evo 3D as well as other new phones this year.
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