As part of the revamp, HTC will launch HTCSense.com, an online service allowing remote access to users' phones via a PC.
Through the site, users will be able to locate missing phones by triggering the handset to ring loudly, and to remotely access contacts, text messages and call histories.
A Gartner analyst told Reuters the services drive could upset Google, because HTC's new offerings overlap with services such as Google Maps.
The announcement came one day after Nokia showed off three new smartphones based on Symbian ^3, which will launch by the end of the year.
Nokia also announced the latest beta release of its own free navigation service, Ovi Maps, and a revamp of its Ovi App Store.