Citing sources "familiar with HTC's plans," FT.com says that smartphone maker HTC is thick in the middle of developing its own store to distribute mobile applications. HTC makes smartphones that run Google's Android operating system and Microsoft's Windows Phone 7 platform.

Though app stores already exist for Android and Windows Phone 7 -- run by Google and Microsoft, respectively -- HTC wants to supply its own applications to both platforms. Samsung, LG and Sony Ericsson are all undertaking similar pursuits.

FT.com reports, "One person with knowledge of the situation said HTC was hiring content editors for a planned online HTC store for its phones, including for e-books and magazines as well as for applications. The team is understood initially to include a small number of staff based in Taiwan, with plans to expand to 100 people in different locations around the world."

HTC already makes a lot of software for both platforms. Its Sense user interface overlay is popular with Android and Windows Mobile 6.x devices. In addition to the UI skins, it also makes dedicated Twitter software for Android and other apps. HTC's first two Windows Phone 7 devices come with an HTC Hub. The Hub is a place on the handset where users can find and download HTC-made apps for their device.

It makes sense, in a way, for HTC to take this route. It has not been satisfied to only make hardware. It has a growing footprint of applications and features that are unique to its handsets. Giving HTC a dedicated place to offer its own software could make it easier for customers to find and install exactly what they want from HTC.

HTC said it is "growing very fast and we are hiring for a variety of positions including marketers, developers, technical writers and many others. We are always exploring new areas we can add value to our customers but we can’t comment on our future plans," though the company did not confirm FT.com's report.