HTC bestselling in North Asia
Taiwan News, Staff Writer
2014-08-20 11:03 AM

HTC North Asia President Jack Tong forecasts, HTC will maintain its current market share of high-end mobile phones this year while shipments of mid-range models will increase and overall North Asia region sales will grow. Tong expects at least double-digit growth in Hong Kong and Vietnam.

HTC released its second generation Butterfly model in Japan designated the “HTC J butterfly HTL23.” Beyond Japan, HTC will also release a smartphone called the HTC Butterfly 2 in other Asian countries expected to be priced at NT$29,000 no contract.

Tong expects the Butterfly to maintain sales momentum from the beginning of September to the end of the year on par with the performance of the company’s flagship M8 in Q2.

Scrutinizing the North Asian market, Tong stated that sales of high-end models are on the decline and HTC is relying on the M8 to maintain market share. In addition, shipments of mid-range mobile phones have increased this year leading to possible growth in HTC sales volume. Tong is bullish on performance in a number of North Asian countries this year beating last year’s results. He sees at least double-digit growth in Hong Kong and Vietnam.

In terms of Taiwan’s market, Tong stated, HTC has an established foundation. He expects maintenance of the status quo or slight year-on-year growth.

The HTC Butterfly 2 is employing the same spokespeople as the previous model, Japan’s female idol group Nogizaka46. Thus, marketing costs for this year’s Butterfly will not increase compared to the last gen Butterfly.

Examining Japan’s market, Tong stated, the barriers to entry are high and the market has its own seasonal nature. Japan’s telecom spectrum is also different and specifications must be customized to accommodate local telecoms. Thus, a certain economy of scale must be achieved before synergy and benefits can be realized. In the future, Asian products will also be introduced to Europe where appropriate.

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