HTC’s boss is to hand over some of his responsibilities and focus on product development as the phone maker fights to halt its decline.
Peter Chou, the Taiwanese firm’s chief executive, has failed to reverse falling market share and customers have been flocking to the likes of Samsung and Apple.
Chairwoman and co-founder Cher Wang will take a bigger role in the day-to-day running of the company as part of the changes, according to the Financial Times.
Once a significant force in the Android smartphone market, HTC recently reported its first ever quarterly net loss of $101m (£63m) – with sales down a third from a year earlier.
Speaking to the FT, Mr Chou said he was now “very focused” but admitted that things had been difficult for him recently.
“I took on too many things,” said HTC’s boss. “I need to be more focused on innovation and [the] product portfolio.”
Pressure on Mr Chou has been building after the company’s flagship handset, the HTC One, failed to capture the public’s imagination in significant numbers.
Despite being widely praised by technology experts, the phone appears to have been ‘crowded out’ by the marketing muscle of its rivals.
HTC is now valued at about $3.7bn (£2.3bn), according to Bloomberg, compared with $37bn (£23bn) at its peak, with its worldwide market share estimated to have dwindled to around 2.5%.
Mr Chou is now eyeing up the Chinese market as a potential lifeline for the company, with more budget and mid-range phones a possibility.
“In China, we have this product (the HTC One) but it is not enough – the market is huge,” Mr Chou told the FT.
At the opposite end of the market, the company last week announced its entry into the ‘phablet’ category – the sector between a smartphone and a full-sized tablet.
The HTC One Max comes with a 5.9-inch screen, which pitches it against devices such as Samsung’s Galaxy Note 3 and the Sony Xperia Z Ultra.