Earlier this year, a handful of HTC executives departed the company amidst the launch of the One flagship and reports claiming that the company was in serious jeopardy. According to a new report out of CNET, however, the executives can’t stay out of the smartphone industry for too long and have teamed up to create new start-up, dubbed Kazam. Michael Coombes, the former sales head at HTC, and James Atkins, the former U.K. marketing leader, have joined together to create a new smartphone manufacturer that will be focused on developing smartphones that feature “stunning design, robust hardware, and intuitive technology, underpinned with improved customer service.”

“There is a real opportunity for a new mobile brand to disrupt the status quo,” Atkins, who will take the role as chief marketing officer, said. “We are passionate about delivering a truly positive mobile experience that doesn’t just stop once you’ve bought the phone.”

Kazam, which will focus on the European market, believes it can differentiate itself by offering phones that it will continue to support after they’re purchased. Considering that smartphones routinely get software updates, the company will likely offer more support than new versions of the software. The bare-bones statement didn’t provide any concrete details on the products themselves, noting only that a line of smartphones will launch later this year. Presumably, the company would use Android as well.

“Kazam’s dynamic structure and focus on local markets means we can react quickly to the ever-evolving and diverging needs of today’s consumer,” Coombes, who will be the CEO of the company, said.

Obviously, the company will have a plethora of hurdles to overcome, but the idea behind Kazam is certainly interesting and something to keep an eye on.

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