Telecom Lead Asia: HTC Corp has unveiled two smartphone models running Microsoft Corp’s Windows Phone 8 software.

The new devices will be available in November through multiple wireless service providers around the world.

“Consumers are going to love these phones, and we’re committed to reaching them in a manner that’s clear and direct,” said Microsoft Chief Executive Steve Ballmer.

Meanwhile, Jih Sun Securities Investment Consulting said HTC is expected to return to growth in 2013 on the back of its efforts to launch new models to stir up buying interest. HTC will benefit from its ongoing business strategy to penetrate the huge China market by introducing more devices there.

In the first half of this year, HTC posted NT$12.47 billion in net profit, down from NT$32.36 billion in the same period last year amid fierce competition from rivals, such as Apple of the U.S. and South Korea’s Samsung Electronics.

HTC has launched several middle-end smartphones in China, while working with the country’s top telecom operators — China Mobile, China Unicom and China Telecom — to provide tailored services to customers.

HTC is expected to benefit from its rising presence in the Asia Pacific region, which will help the company offset the impact from falling shipments to the U.S. and European markets.

According to Jih Sun’s estimate, HTC’s shipments to the U.S. and European markets are expected to fall to 48 percent of its total shipments in 2012 from 65 percent recorded in 2011.

“The new devices will be marketed as the signature Windows Phone 8 smartphones,” said Jason Mackenzie, HTC’s global head of sales.

The success of HTC and Nokia Windows Phone 8 devices this holiday shopping season will be crucial to Microsoft, which has been left far behind by Apple and Google in the smartphone software market in the last several years, according to Reuters.

Until now, HTC has been betting on its One series of phones, but so far this year sales of those phones have failed to keep pace with the Apple’s iPhone and Samsung’s Galaxy range.

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