HTC cannot quit phone game

Coombes will serve as CEO, while Atkins chief marketing officer.

HTC former executives Coombes and Atkins are hoping fresh up and start with their own company. The two left HTC in March, part of an exodus of several key executives leaving as the company struggles with its U-turn.

Of course the company faces great hurdles, and might perhaps very well go from Kazam to kablooey in short approach. After all, if a company with the resources of HTC continues to struggle with the earpiece business, how much of a chance does a start-up have?

Kazam, who determines on focusing on the European market, has confidence that HTC 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.

There is a real occasion for a new mobile brand to disrupt the status quo if there is passionate about delivering a truly positive mobile experience that doesn't just stop once you've bought the phone.

As Kazam's dynamic structure and focus is on local markets meaning that they can retort swiftly to the ever-embryonic and deviating needs of current’s purchaser.

There is need to hear more about Kazam plus its phone first before making a final noise, but for now, the startup is raising a lot of questions about its business with the announcement.

Because in many markets where the carrier plays a foremost role in what the consumer ultimately buys, getting an in with the big companies will be a huge contest. Fortunately, unlocked phones are more popular in Europe, so there's a potential market for customers who want approximately different technology.

Also, with companies such as HTC, Sony, and LG fighting for the scraps left over from Samsung and Apple, there appears to be little left over for Kazam. And comparatively large companies such as Huawei and ZTE have struggled to get into mature markets despite gigantic resources.

But in a market where money, scale, distribution, and brand talks, Kazam is at a distinct disadvantage.