Smartphone vendor HTC on March 22 announced that Shashi Fernando will take over as the company's chief content officer and report directly to CEO Peter Chou.

Fermando was the founder and CEO of Saffron Digital, which was acquired by HTC with NT$1.4 billion (US$47.4 million) in February this year.

HTC indicated that Fernando will lead the company's efforts in content development, which is a key element of wireless communications. Fernando will be responsible for development, sales and strategic positions in global markets.

David McDonald, former COO of Saffron Digital, will take over as CEO. Though now a wholly-owned subsidiary of HTC, Saffron Digital and its parent company will cooperate via a strategic partner business model.

Saffron Digital will continue to provide content service to other mobile device vendors and telecom carriers.