Up and coming handset vendor HTC said Monday it is making a strategic investment in London-based multimedia delivery firm, Saffron Digital.

HTC already incorporates Saffron technology in its handsets, alongside peers including LG, Sony Ericsson, Samsung and Nokia. In terms of video delivery, Saffron also has partnerships with Microsoft, Wildevine, Paramount, Sony Pictures and NBC Universal.

Saffron develops proprietary technologies focused on multi-device media delivery, encoding and domain-based DRM. HTC will join existing shareholders including Beringea, NewSmith Capital and Duet Asset Management.

“HTC’s investment increases our global expansion capabilities and provides us with an opportunity to expand into new markets like Asia and new sectors like games and music delivery,” said Shashi Fernando, CEO of Saffron Digital.