HTC has announced a waterproof, wide-angled digital camera, the RE, capable of taking still photographs and videos.
The RE's cylindrical design includes a sensor that automatically turns the device on when it is picked up and only two button controls.
An app lets wirelessly connected smartphones and tablets stream the footage live and play it back later.
Experts said the device would compete with GoPro's products, but that it compared unfavourably to them.
The RE is 9.7cm (3.8in) tall and weighs 65.5g (2.3oz), making it lighter but taller than GoPro's cameras
However, HTC suggested its gadget had the potential to "change the face of mobile photography".
"Combining incredible hardware with unrivalled software, HTC is reinventing the way we think about imaging," said the Taiwanese firm's chief executive Peter Chou.
"We are taking you out from behind the viewfinder and putting you back where you belong, at the heart of the action."
The company also unveiled an Android smartphone with 13 megapixel (MP) front and rear cameras at a New York launch event.
HTC recently reported net income of $640m New Taiwan Dollars ($21m; £13m) for its last quarter, reversing a loss from the previous year. However, its sales were lower.
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