Fresh rumours surround a company that's always fancied itself as a content hub.
A year or two things were going so well for HTC, which was still enjoying being the maker of the world's most wanted Android handsets.
That prompted the firm to think again about its hands-off approach to own-brand content services. Quietly, it rolled out services called Watch, Read and Listen based on movies, books and music.
But then the firm saw its sales stall and its financials go downhill. HTC Listen was closed down last October.
However, fresh speculation from GigaOM now suggests that HTC is working on a new Spotfiy-style streaming music service to be pre-loaded on all devices.
It says the firm is working on the project with Jimmy Iovine and Dr. Dre, the guys behind the Beats accessories firm that HTC has a stake in.
The involvement of these two very cool gentleman could be the key to making the move a success.
It's said that HTC has talked with Spotify and also came close to buying the failed digital music start-up Beyond Oblivion.