HTC announced new devices targeting the mid-tier and entry-level segments, as the troubled smartphone maker looks to improve its performance across the board.

While much of the focus in the early part of the year was on the vendor’s flagship One device (and subsequently its One mini), the company has traditionally also offered devices targeting mass market smartphone buyers.

And with the performance of One seeming to be a little lukewarm, the company is looking to its wider portfolio to “help us regain momentum and market share” in the latter part of the calendar year.

In the mid-range, HTC said its Desire 601 (pictured) “introduces LTE speeds and innovative features from the flagship One family”. Extending the existing Desire range, it includes the company’s BlinkFeed interface, Zoe multimedia software and BoomSound “fully-immersive audio experience”.

It has a 4.5-inch qHD screen and has a 5MP main camera. It is powered by a 1.4GHz dual-core Qualcomm processor, and has 8GB of onboard storage, with microSD expansion slot.

Desire 601 includes support for LTE networks in the 800/900/1800/2600MHz bands.

Availability through “mobile operators and major retailers in select markets across EMEA” is slated from September 2013.

For the entry level, the 3G-connected Desire 300 is said to offer a “powerful, large-screen browsing experience and HTC BlinkFeed”. Powered by a dual-core 1GHz processor, it has a 4.3-inch screen, 5MP camera, and 4GB of onboard memory with microSD expansion slot.

It is scheduled for availability in “select markets” from October 2013.

The vendor also announced its BoomBass audio accessory and “vivid blue” versions of its One and One mini devices.

“We are committed to offering the most innovative portfolio of products on the market. Our Desire family has become synonymous with affordable quality,” said Peter Chou, CEO of HTC.