HTC founder Cher ng is taking over as company CEO, as the Taiwanese Android smartphone maker fights to revive its struggling business.

Chou, the previous CEO, will remain with the company, lead its “Future Development b” to identify new growth opportunities, HTC said Friday.

ng, who was already company chairwoman, had been taking a larger managerial role in the last two years, so that Chou could focus on product development.

On Friday, the board of directors HTC’s executive team agreed to formalize that progression name ng as CEO to usher in its next stage of development, the company said.

During Chou’s tenure, HTC became a major Android hset maker, but its market share sales have since declined in the face of fierce competition from Apple, Samsung Electronics, an emerging crowd of Chinese vendors.

By last year, HTC ranked as only the world’s 14th-largest smartphone vendor, said Chau, an analyst with research firm IDC.

HTC still comms some br recognition, she said, but its higher-end phones have struggled to st out when both Apple Samsung have far larger marketing research budgets.

At the same time, HTC is facing pressure from the lower end of the market, due to the rise of Chinese vendors offering inexpensive hsets.

Smartphones are increasingly becoming commodities, so companies have to rely on their br or software to lock users in, Chau said.

To make a recovery, HTC will have to go a lot deeper than simply moving around executives, she added.

Earlier this month, HTC unveiled an updated version of its HTC One smartphone. It has been criticized for looking too similar to the previous generation, will have to compete against Samsung’s upcoming Galaxy S6 Galaxy S6 ge devices, which will arrive next month.

HTC’s new CEO said she wanted to apply the company’s thinking in smartphones to other connected products services. She pointed to the new HTC Vive, a virtual reality product, as an example.