Nextbit, a company which counts former Google and HTC staff among its management, is set to take a crack at the premium Android smartphone market, with a launch scheduled for 1 September.

According to CNET, the company will offer a device which adapts to user behaviour. “Your phone will perform better over time and function at a higher level because of this software enhancement,” Mike Chan, CTO, said.

Nextbit’s team is led by Tom Moss, a previous head of business development and partnerships for Android at Google, who also founded a device management company which was acquired by Motorola.

Another high-profile executive is Scott Croyle, who was SVP of design and user experience at HTC as it brought its One M7 and One M8 to market.

Engadget previously reported that the company is likely to focus on the “affordable premium” market targeted by devices such as Motorola’s Moto X and OnePlus line. And it will also adopt a direct-to-consumer model, rather than selling through operator partners.

Nextbit started out as a software player, with the intention of creating a platform where “a person’s entire collection of mobile apps and data are always accessible and functional on virtually any device”.

It is certainly possible that such a technology will form part of Nextbit’s hardware proposition, as a differentiator with other Android devices on the market.

Nextbit was also working with Android platform player Cyanogen – making this a possible partner for the anticipated device launch.