In the third quarter of 2013, shipment volume of Taiwanese mobile phone branded vendors is anticipated to have reached about 4.39 million units in the third quarter of 2013, dipping 36.1% sequentially. “This is mainly ascribed to the reduced sales of Taiwanese branded smartphones resulting from the rollouts of several international competitors' flagship models such as the Apple iPhone 5S/5C, Samsung Galaxy Note 3, Sony Xperia Z1 and LG G2 in the third quarter of 2013”, noted Eddie Han, Research Associate, Mobile Communications. 

Looking at ASP, shipment value of Taiwanese mobile phone branded vendors is expected to have arrived at around US$1.40 billion in the third quarter of 2013, representing a 39.4% sequential decline. As a result, ASP fell to US$318.5 in the same quarter.

The value decline is mainly ascribed to HTC's strategy which was set to rapidly roll out mid-range models including several Desire models and the HTC One Mini, the mid-range variant of New HTC One. However, HTC's products falling in the mid-range segment did not have competitive price-performance ratio compared to Chinese branded vendors, thereby refraining its shipment growth. This also led to a decline in overall ASP in the third quarter albeit the decline was only modest compared to the second-quarter.

Taiwanese Mobile Phone Shipment Volume, 1Q 2011 - 1Q 2014

Thousand Units

Source: MIC, November 2013

For future receipt of press releases, or more information about MIC research findings, please contact MIC Public Relations.

About MIC

Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. https://mic.iii.org.tw/english