HTC debuts Butterfly 2 August 19 in Tokyo
Taiwan News, Staff Writer
2014-08-18 02:50 PM
HTC (2498) will launch its second generation Butterfly smartphone August 19 in Tokyo, Japan ahead of large screen rivals such as the iPhone 6. This smartphone will be positioned as HTC’s flagship phone in Asia and the market is expecting this release to reestablish Q3 sales momentum.

Competition in the smartphone market is white hot. In addition to Chinese upstarts such as Xiaomi seizing market share with numerous “high spec low price” models, smartphone primogenitor Apple will also release a large screen iPhone 6 model in autumn. Research institutions speculate that growth of the smartphone market will slow in the near term due to a large number of consumers delaying smartphone purchase while “waiting for the large iPhone.”


Facing a severe test from the market, HTC will partner with Japanese telecom KDDI to announce the launch of a new generation Butterfly smartphone expected to debut August 19 in Tokyo. Since this new generation Butterfly smartphone is primarily targeted at the Japanese market and will also be released in Taiwan, Hong Kong, Vietnam, and South Asia, the status of this release is akin to an Asian product launch. HTC CEO Peter Chou will personally take the stage in Tokyo.

The Japanese mobile phone market is unique in its extremely mature development of 3G mobile phone functions. Penetration rate of smartphones lower than Taiwan has made Japan a market aggressively pursued by many brands. However, the Japanese consumer’s favorite mobile phone brand is Apple’s iPhone which accounts for half of the Japanese mobile phone market almost every month. Even Japanese domestic brand Sony has been left far behind.

Looking back to December 2012, HTC’s partnership with KDDI on the “HTC J Butterfly” resulted in excellent sales performance. The Butterfly also had a long product life cycle and sold very well during its long lifespan.


According to data released by market research organization BCN, the HTC Butterfly accounted for a 2.9% sales market share of Japan’s overall mobile phone market. This market share was ninth overall and the first time a HTC model placed among the top ten in terms of monthly sales volume.


In addition, according to technology research institution IDC Japan, due to brisk sales of the Butterfly, HTC’s smartphone market share reached 6.6% from January to March 2013, edging out Samsung.

The Butterfly’s sales victory in Japan foreshadowed its popularity in Taiwan. In 2013, the Butterfly and HTC One sold over 1 million units in Taiwan.

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