Budget smartphones may not be as exciting as flagship devices but they have got a whole lot better recently and is a key market for firms like HTC. The Desire 310 offers a quad-core processor and will be released at the end of April via O2, Vodafone and Carphone Warehouse - there's no pricing information as yet.
See also: The 6 best budget smartphones.
"Everybody today wants a smartphone that can keep up with them, regardless of whether it is a flagship or entry-level model" says Peter Chou, CEO of HTC. "The latest addition to our renowned HTC Desire range combines super-fast processing and premium features at a lower price, offering users the best possible experience in this category."
As well as a 1.3GHz quad-core processor, the Desire 310 features a 4.5in (480 x 854) screen and a 5Mp camera. Storage is a little lacking, however, at just 4GB but there is a microSD card slot for expansion.
HTC's BlinkFeed software comes with Android 4.2.2 Jelly Bean but no HTC Sense interface. Note the on-screen navigation buttons and default icons.
Wi-Fi and Bluetooth are supported but users will have to look elsewhere if they want to use 4G LTE networks. Colour options are white, blue and orange.
The news comes just weeks before HTC will unveil its smartphone at the other end of the scale. The new HTC One will be announced on 25 March, a date which the firm can't seem to stop Tweeting. We'll be there so keep an eye out for the news. For now, read: All New HTC One (M8) 2014 release date, price, specs and features: The All New One?