Over the past few months it has been reported multiple times that HTC seriously needs to improve its position in the smartphone market if it has any intention of remaining a player in the market, the company’s financials have been hammered by poor performance and even recent flagships haven’t been able to do much for its fortunes. Not long after Google’s Nexus event today HTC announced that it’s going to show off a new HTC One smartphone on October 20th.

It sent out invitations to the unique event today over email titled “Meet the new Marshmallow from HTC on 10/20,” which subtly hints that this will be the first HTC smartphone to come with Android 6.0 Marshmallow straight out of the box.

I say unique event because HTC isn’t taking the conventional route with this product announcement, instead the company will conduct a “virtual event” on October 20th to formally launch this handset.

Since this is a virtual event everyone with an internet connection will be able to tun in at, the event starts 12 PM ET on October 20th. The company says it’s not holding a traditional launch event because “this is not your traditional smartphone,” intriguing, though it doesn’t provide any hints about what the new HTC One might bring to the table.

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