HTC Tattoo the latest Android model
So far, the Google Android operating system has been mostly limited to devices built by the same company - and the newest is no exception.
The HTC Tattoo follows the Magic, Hero and T Mobile G1 - all of which were created by the same firm.
However, the group has claimed this latest Android-powered phone enhances the level of personalisation users can expect and is as individual as the buyer wants it to be.
Peter Chou, chief executive officer of the HTC Corporation, explained the gadget would respond to a consumer desire for the best possible experience combined with a device that is simple yet engaging.
"Everyone wants their own phone to feel like it was specifically made for them. The Tattoo, with HTC Sense represents an easy way to shape your own distinct mobile experience and really make it your own," he added.
Last month, Samsung became the first to provide UK shoppers with a non-HTC Android alternative when it was announced the Galaxy i7500 would be available on O2.
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