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HTC may be putting itself up for sale

The troubled company is also looking at selling its virtual-reality business.

htc-vive-vr-ces-2017-4432-001.jpg
Josh Miller/CNET

HTC appears to be in trouble. 

The Taiwanese company is exploring its strategic options, according to a report by Bloomberg. That's business code for shopping itself around because of financial woes. The options range from selling or spinning off its VR arm into a separate business to actually selling the entire company outright, with Google as a possible suitor.

It's been a long and steady fall for HTC, which was one of the early pioneers of Android phones and a major player in the mobile business. But with Apple and Samsung nudging the competition on premium phones and upstarts like OnePlus and Xiaomi introducing slick budget phones, it's getting hard to stay interested in HTC phones.

HTC's newest bet was on virtual reality and its Vive VR system, a partnership with gaming company Valve. But that doesn't even seem to be working out. 

The Vive on Monday got a $200 price cut to boost sales. IDC estimates HTC has sold about 190,000 units in the first quarter, placing it in third place in the VR market behind Samsung (489,000 in the same period) and Sony (429,000 units). 

Google, which has pushed its Daydream software as its platform for VR, could use HTC's hardware know-how. But the search giant previously attempted to run a mobile hardware company in Motorola and ultimately sold it to Chinese PC giant Lenovo. 

HTC and Google declined to comment on this report.