HTC aims to exceed 40% of local market


TAIPEI — Taiwan smartphone maker HTC Corp. expects its market share in Taiwan to exceed 40 percent next year because of a focus on product positioning, a company executive said Wednesday. HTC, whose market share in Taiwan has doubled from 20 percent last year to 40 percent this year, plans to deepen its cooperation with telecom carriers and improve the marketing of its high-end and mid-range products to expand its presence in the country, according to Jack Tong, president of HTC North Asia.

“We hope our market share in 2012 will exceed this year’s level,” Tong said at a media briefing held jointly with Chunghwa Telecom Co., Taiwan’s largest mobile provider.

HTC and Chunghwa Telecom spent over NT$100 million (US$3.3 million) this year to market HTC’s smartphones in Taiwan, and the two companies expect to spend a similar amount in 2012, Tong said.

Chen Chang-rong, vice president of Chunghwa Telecom’s mobile business group, said at the briefing that sales of HTC’s smartphones through Chunghwa Telecom this year grew 2.5 times from 2010, making HTC the top bestseller among Chunghwa’s smartphone brands.

In terms of HTC’s performance in the region, Tong said shipments to the China market have surged from the third quarter, accounting for the biggest share of HTC’s total shipments in North Asia.

In South Korea, HTC shipments have increased from 200,000 units in 2010 to over 400,000 units this year, recording significant growth in a market dominated by domestic brands like Samsung Electronics Co. and LG Electronics, Tong added.