At HTC's press event for the U.S. HTC One M9, the company unveiled its free 'uh-oh' protection plan. HTC will replace the device for free within the first year for a cracked screen, water damage and even switching carriers.

HTC and Samsung are really going at it when it comes to enticing consumers to choose the HTC One M9 or Galaxy S6 or Galaxy S6 Edge as their next smartphone. Both companies held press events on March 1 at Mobile World Congress to unveil their next-generation flagship smartphones. Samsung launched the Galaxy S6 and curved-display Galaxy S6 Edge, both of which were very well received by the tech community thanks to their new metal and glass design and the dual-edge curved display found on the S6 Edge.

That same day, HTC debuted its 2015 flagship smartphone, the HTC One M9. The handset follows the same premium design as its predecessor, the One M8, consisting of a unibody aluminum case and 1080p Full HD display, and unlike the Galaxy S6 or Galaxy S6 Edge, the One M9 allows users to increase available storage via a microSD slot. HTC is hoping that feature and its new free protection plan will be enough to entice consumers to choose their smartphone over the Samsung devices.

"With the HTC One M9, we didn't stop with creating an award-winning smartphone and amazing user experiences. We created an innovative new program that ensures the best phone on the market stays that way," said Jason Mackenzie, president of HTC Americas. "We want our customers to have the confidence to use their new HTC One and the peace of mind that HTC has your back if something unfortunate happens to it."

HTC's new uh-oh protection plan is impressive and will certainly make consumers think twice if they're in the market for a new flagship Android smartphone in the U.S. HTC will replace a One M9 for free within the first year if it suffers a cracked screen or water damage or if the owner makes a carrier switch. If you don't use uh-oh in the first 12 months, HTC will give you $100 toward your next HTC One smartphone purchase.

"While other smartphone companies look at uh-oh moments as a way to profit off of you, we are focused on adding value to owning an HTC One. If you don't need Uh-Oh Protection, we are going to give you $100 off your next HTC One," said Mackenzie. "If something does happen, we're going to take care of you — quickly."

HTC has created a support site for uh-oh, which explains the easy three-step process for using the service. Contact customer support online via live chat or telephone. Choose a shipping option; HTC requires a $299 credit card hold until it receives the damaged smartphone or send them your damaged handset and receive a replacement within two days of HTC's receipt of your damaged device. When you get your HTC One smartphone back, simply insert your SIM, or if you switch carriers, insert the new SIM.

Check out HTC's Uh-Oh Protection video below.