HTC has created an “emerging devices” division for new HTC products and global distribution strategies, in a bid to succeed in the US mobile space and spur innovation, according to a new report.

The Wall Street Journal said on Monday that HTC North America President Mike Woodward would lead the division. Coupled with the new American operations unit, HTC CEO Peter Chou has promoted Jason Mackenzie, HTC president of global sales, to president of HTC North America.

“With the success of the One, we have many new opportunities both to expand current sales as well as to enter new distribution channels with new business models,” said Chou, in an internal email obtained by The Wall Street Journal.

Read: HTC teasing something 'little' for tomorrow - possibly HTC One mini

It's a tactical move for the company, as HTC's financial performance hasn't been up to snuff. For instance, despite critical acclaim for the HTC One, profit slumped 83 per cent last quarter compared to the same period last year. HTC's stock is at its lowest since 2005.

Chou is probably hoping the new division will spur growth and provide some hope for the company's otherwise bleak future.