HTC focusing on strengthening global brand awareness and market share in 2010

High Tech Computer (HTC) will pursue a strategy to strengthen the global image of its own-brand products and to boost its market share in 2010, according to company CEO Peter Chou.

In line with the goal, HTC will offer handsets based on Brew Mobile Platform (Brew MP) to tap the global low- to mid-range smartphone markets, with the first model, the HTC Smart, to be launched in Asia and Europe later in first-quarter 2010, Chou revealed

With the launch of Brew MP-based devices, HTC expects its gross margin for the first quarter of 2010 to drop to 30% from 32% recorded in the fourth quarter of 2009, the company said.

While projecting its revenues are likely to reach NT$32-34 billion (US$998.44-1,060.84 million) in the first quarter, the company declined to reveal a revenue projection for all of 2010.

Total shipments of own-brand handsets are expected to grow 30% on year in the first quarter of 2010, the company said. HTC's shipments of own-brand handsets totaled 2.4 million units in the first quarter of 2009.

HTC: Financial results, 4Q09 (NT$b)

Category


4Q09


2009


1Q10(f)

Revenues


41.08


144.49


32-34

Gross margin (%)


32


31.9


29.5-30.5

Net profits


5.53


22.61


-

EPS (NT$)


7.01


28.71


-

Handset shipments (million units)


3.5


11.71


Up 30% on year

ASP (US$)


348


354.5