In a bid to further differentiate its offering in the competitive smartphone market, HTC has today announced Best Deals, a new service that will deliver relevant deals directly to users’ handsets.

The service will launch initially in the UK, Italy, Germany, France and Spain, and carry deals from twelve providers, including LivingSocial, Trip Advisor, Qype Deals and Offerum. Users will be able to tweak the deals they receive to their individual preferences.

Promising 1,700 deals at launch, Best Deals will be available as an app and widget on the Android-powered HTC One X+ and the Windows Phone 8X and 8S, set for launch next month. The One X and One S will be updated to support the new service.

The Best Deals application and widget will be available on the new HTC One X+, and the Windows Phone 8X and 8S which launch in November. It will also be included in the upcoming software update for the acclaimed One series devices, the HTC One X and HTC One S.

HTC has struggled in the smartphone market of late, and today’s partnership announcements follow a deal to offer Dropbox storage to its customers. The company’s North Asia President recently said that customising handsets to individual operators’ needs was vital to the company’s future prosperity.