According to MIC (Market Intelligence and Consulting Institute), an ICT industry research institute based in Taipei, shipment volume of Taiwanese branded mobile phones topped about 4.33 million units in the fourth quarter of 2013. In the first quarter of 2014, HTC only has a new model, the Desire 816, available for sale in the Chinese market, beginning in March 2014. Other HTC models are still awaited for large-scale shipments. In addition, HTC flagship model M8 did not hit the market until late March. The decline in shipment volume of HTC in the fourth quarter of 2013 underscored the fact that the company has been suffering from the lack of follow-ups. Regardless of the dilemma facing HTC, ASUS' three ZenFone series of smartphones demonstrated at CES 2014 have begun shipments. And Acer's shipment for a Thai's telco also has also kicked off, making its contribution to Taiwanese branded mobile phone shipments. Shipment volume of Taiwanese branded mobile phone is forecast to grow mildly to about 4.51 million units in the first quarter of 2014.
Outlook for 2014
Looking ahead to Taiwanese branded mobile phone shipments in 2014, HTC's shipment volume is forecast to grow slightly compared to 2013 to approximately 23 million units. However, as HTC is project to release about 20% of orders to its contract partners in China, it should be noted that MIC (Market Intelligence & Consulting Institute) only includes HTC's smartphones produced in Taiwan and therefore HTC's shipment volume is to see a decline in 2014 compared to 2013.
On the other hand, upheld by mid-to-low-end products of ASUS and Acer, along with ASUS' Zen UI, Taiwanese branded mobile phone shipment volume is expected to see a boost. It is forecast that Taiwanese branded mobile phone shipment volume in 2014 will total about 20.5 million units, slipping 1% year-on-year. The industry's ASP will drop slightly as product portfolios tend to center on mid-to-low-end products. The shipment value will arrive at about US$6.3 billion in 2014, down 1.3% compared to 2013.
Taiwanese Mobile Phone Shipment Volume, 1Q 2012 - 4Q 2014
Source: MIC, April 2014
To see more about this report, please visit: The Taiwanese Mobile Phone Industry, 1Q 2014: Branded Vendors.
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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