Competition for Nokia in the form of two vividly coloured new devices.
HTC was a big ally of Microsoft before becoming the go-to OEM of the early Android era. It made some terrible phones based on the lamentable Windows Mobile OSs of the mid-noughties.
Now, of course, Microsoft has sharpened up its act considerably with WinPho – while HTC's market share in the Android space has slipped.
So the two are back together again. HTC did make devices based on WinPho 7, but you get the sense it will be pushing its new new WinPho 8 handsets much harder.
The Windows Phone 8X and 8S are immediately identifiable by their colour – they come in California Blue, Graphite Black, Flame Red and Limelight Yellow for the 8X and Domino Black-White, Fiesta Red, Atlantic Blue and High-Rise Grey-Yellow for the 8S.
The other big USP is the addition of Beats audio tech. The painfully trendy accessory company is part owned by HTC, and it's powered the phones to 'boost the audio signal'.
Then there's the ultra-wide angle front-facing camera that allows up to four people and more to be captured at once. A physical shutter button makes it easy to capture spontaneous action, even if the phone is locked.
In terms of display, 8X features a 4.3” HD-resolution super LCD 2 screen, while the 8S has a 4” screen. Both are protected by lightweight Gorilla Glass.
The X will be available in 50 countries beginning in early November with 126 mobile operators. The 8S will be available in 52 countries beginning in November with 146 mobile operators.