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HTC lifted the lid on three new phones last night at Mobile World Congress, as it bids to regain the Android crown from Samsung.

Earlier this year, HTC CEO said the company had flooded the market with too many handsets to the confusion of consumers. To address the problem, this year it plans to focus on fewer, so-called 'hero' devices.

htc one x official

The opening gambit of the phone maker’s new strategy was revealed last night at a press call at the Barcelona tech expo, with the unveiling of a trio of smartphones under the brand name ‘One’.

All three phones will feature Beats by Dre audio technology, unibody form factors and Android Ice Cream Sandwich out of the box, with the latest, 4.0 version of HTC’s Sense custom skin over the top.

And in a bold move for HTC, it will ditch expandable memory via microSD for free 25GB Dropbox accounts for customers to enable them to store music, photos and other media whathaveyou in the Cloud.

Pitched as the company’s flagship phone for 2012 and the kit to take the fight to the Samsung Galaxy S3, the One X packs a 1.5GHz Tegra 3 quad-core processor and a 4.7-inch Pureview touchscreen with 720p HD playback.

It’s also home to an eight-megapixel camera with HD video recording, 32GB of internal storage and NFC to allow owners to pay for low-ticket items by swiping their phone over a reader.

htc one s

The One S is a mid-market offering. Featuring an exterior shell crafted from micro-arc-oxidising metals to make it extra hardy, this features a dual-core 1.5GHz Qualcomm Snapdragon processor and a 4.3-inch AMOLED screen fashioned from robust Gorilla Glass.

Completing the line-up for the New Look HTC is the One V. Taking its design cues from the HTC Legend, this packs a 1GHz dual-core processor and a 3.7-inch screen with optical lamination for wider viewing angle and reduced reflections.

All three handsets are set to go on sale in the UK from April.

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