As health and fitness trackers become more and more of a mainstream item, smartphones and brands continue to look for new ways to bring them into their offerings. HTC’s new HTC One (M8) isn’t the first such item to do this with their phone, but it’s the first to partner with category-wide leader FitBit to bring their software onto all new HTC One devices. It means that the FitBit software will be pre-installed, so users will be much more inclined to use FitBit’s built-in software rather than heading to the Google Play store for their own. The FitBit software won’t just work with the Force or Flex; FitBit’s software will also work with any of the tracking sensors in the HTC One itself – so whether users use FitBit’s hardware or the technology built into the phone, FitBit wins. The goal, of course, is for FitBit to be to health and fitness trackers what Kleenex are to Tissues, and by integrating their software within popular smartphones at the point of purchase, they’re certainly well on their way to getting there. But whether they will be undercut by bigger companies yet to release their products – i.e. Apple – remains to be seen. Nevertheless, this is big news for both FitBit and HTC.