Another quarter, another financial loss for HTC. But the struggling Taiwanese smartphone maker is looking to recover with new mid-range devices.

“We will continue to stay focused on making the best smartphone and building a compelling mid-range portfolio,” CEO Peter Chou said in a statement. “Meanwhile, we are going to communicate better with consumers.”

That’s similar to what HTC said back in November, when it announced plans to cut handset prices in an effort to boost sluggish sales. The phone maker promised handsets in a wider price range, but said it would avoid the “ultra low-end” market.

HTC co-founder Cher Wang told Reuters(Opens in a new window) today that the problem in 2013 was that “we only concentrated on our flagship. We missed a huge chunk of the mid-tier market,” she said.

Last year, HTC made a big push with its HTC One ($139.99 at Amazon)(Opens in a new window) smartphone. It got positive reviews, but failed to truly make a dent in smartphone market share, an area that’s dominated by Apple and Samsung.

The phone maker also released the HTC One Mini and One Max, not to mention an actual gold HTC One, and a number of mid-range devices, including the Desire 700 dual sim, Desire 601, and Desire 500 in Europe, Asia, and the Middle East.

Still, HTC’s third-quarter revenue landed at about $1.41 million, which TechCrunch said(Opens in a new window) was a 28 percent year-over-year decline from the same time period in 2012.

Meanwhile, Reuters added that HTC CFO Chialin Chang hinted at wearable technology during a Monday call with analysts, but declined to provide further details.

For more, see PCMag’s review of the HTC One and the slideshow above.