Back in 2011, HTC supplied one in every 10 smartphones sold around the world back. It now only has a 2.2 percent share in the global market, according to data from Gartner.
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Cher Wang, chairwoman of HTC, was confident that the Desire 816 will improve on the company's popular HTC One model.
"2014 is going to be a great year for HTC," she told CNBC. "Our Desire, 816 Family – it's going to add super great value for people and uncompromising technology. That is the world's best selfie."
Selfie - a term for a self-portrait photograph usually taken with a smartphone - was named as the word of 2013 by Oxford Dictionaries -- with its usage increasing by 17,000 percent last year.
(Read more: 'Selfie' and 'phablet' added to the English dictionary)
Explaining the technology behind the selfie claim, Wang said, "The front camera is actually 5 mega-pixel on a 5.5 inch that you can shoot and the whole wide angle picture is in front of you. The phone is thin and light and at the fore of HTC's great design." Furthermore, as well as the powerful front camera, the phone comes with a 13 mega-pixel rear-facing camera.
The smartphone, which will be available in China from March and the rest of the world in April, aims to build on the modern craze for the seflie.
Wang said that HTC had a "very compelling portfolio this year and our customers are actually very excited. I think there are so many carriers engaging with us more than last year. And we have very good strategies to engage with our customers better this year.
"So our marketing is much more focused and above all I think the important thing is that we are actually focusing on HTC's heart and soul – the great design."