HTC will improve product positioning and strengthen its marketing in terms of innovation and execution to address, resolve and overcome the challenges it is facing in today's smartphone market, according to company CEO Peter Chou.

HTC will steer an array of marketing activities in the US and Europe to promote direct communication with consumers, Chou told reporters after a London event to unveil the company's latest flagship model for 2013, the HTC One.

Wrapped in an aluminum unibody frame, the new HTC One comes with a 4.7-inch, Full HD (1080p) screen with 468ppi resolution and a number of new applications.

HTC believes that the launch of the HTC One will inject new passion into the smartphone market, Chou claimed.

While the HTC One will be available globally through more than 185 mobile operators and major retailers in more than 80 regions and countries beginning in March, Chou stressed that HTC will be responsible for a series of marketing activities itself in 2013 to further promote its brand image.