HTC's mobile phone has fallen by up to 40%

February 8 Morning News, according to Taiwanese media reports, the first quarter of the smartphone giant HTC launched a large-scale mobile phone price reduction, to meet the Asian-Pacific region Chinese lunar year business opportunities.　　HTC from Singapore began a variety of mobile phone terminal price reduction, the maximum decline of 40%, will expand to Taiwan and the mainland, this year's price strategy shift, will increase the market share as a first priority, rather than gross profit.　　In the Shang strategy, HTC forecast the first quarter gross margin of about 30%, plus this year's plan to increase the low end of the introduction of products, gross margin fear difficult to return to the past 32% to 35% of the high level. Analysts point out that HTC's revenue is roughly in line with expectations, but it seems the first revenue can only reach the bottom of the original estimate.　　The recent European debt crisis is feared to affect the speed of consumer recovery, coupled with the North American market into the off-season, mobile phone prices to the Asia-Pacific market benefits, will be the first quarter of the focus on the performance of the array. HTC last year sold less than 12 million handsets, down slightly from the previous years.　　Analysts pointed out that HTC set this year's mobile phone sales target is 15 million, a 25% increase than last year, although lower prices and gross margin is bound to affect the profit this year, but it is necessary, this season's big price may be just the beginning of the prices war. HTC 6th announced its revenue of 11.121 billion yuan, a 11.12% increase over the same period last year, but a 20.95% decline from last December.　　HTC first quarter revenue target of 32 billion to 34 billion NT $, February will be due to the Lunar New Year working days less, revenue reached the bottom, March depending on the production speed of new products.　　HTC CEO Peter Chou pointed out that this year is HTC's "brand year" to a more positive way to enter the mass market, the expansion of HTC mobile phone users, increase sales, and even in the gross margin and the market share between the choice, HTC will give priority to the market share. Market expectations, HTC should be adjusted to the existing magic machine, Hero machine product prices, for the first quarter, the beginning of the second quarter of the new machine listing plan to prepare. (Roy)