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published in(发表于) 2016/8/4 1:02:17
HTC for five consecutive quarters of losses: bet on the VR can help themselves? ,

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HTC for five consecutive quarters of losses: bet on the VR can help themselves? -HTC,HTC Vive-IT information

On August 2, 2016 second-quarter results showed HTC, HTC's sales of NT $ 18.9 billion for the quarter, about 4 billion. Operating losses of NT $ 4.2 billion, or about $ 881 million Yuan.

This is since the second quarter of 2015, HTC 5th straight quarterly loss, five quarters since the loss of NT $ 23.1 billion yuan (about 4.85 billion yuan). But HTC Zhang Jialin, President of global sales, said promotion HTC HTC Vive is expected in the third quarter to break even.

Trendforce analysis of the Smartphone to the 21st century business Herald reporter April Ng, an analyst pointed out that now it may just be a good will--the current HTC's revenue comes mainly from the mobile phone business, estimated 2016 HTC Vive shipments do not exceed 300,000, balance is difficult to achieve in the short term.

"Next, HTC VR business will be split into ' all things science and technology ', split messages should be soon. If separated, we believe all things technology can sustain a profit, VR is still, after all, have a premium product, but Smartphone HTC to continue losing "April Ng said.

Defeat of the mobile phone business

Smartphone industry brutal knockout never stops. Starting from HTC to the loss of the second quarter of 2015, upstream and downstream industry chain in the reshuffle. Supply chain many businesses fail, terminal manufacturers are in the product, channels, marketing and emerging markets with multiple levels. Not difficult to find, Samsung, Apple, its share of the first camp experience, the second camp OPPO, VIVO and other brands of the rise.

Stalemate in the competition, failed to find its position and strategy of HTC, continuously experiencing a deterioration in the mobile phone business. According to TrendForce data, HTC shipped 2.67 million in the first quarter, estimated 2016 13.17 million units in shipments for the year, compared with 18 million 2015 fell 26.8%, ranked 18 in the world.

Started OEM HTC in the past more than 10 years, has produced the world's first Windows Mobile phone, the first Android phone. Android is also a peak in the early popularity of smartphones. Data shows that in 2010, HTC's Smartphone shipments 24.6 million, accounting for 8.3% of the total global Smartphone shipments. By the year 2011, market share climbed to 9.1%, sales amounted to 43 million. At this point, its peak market value up to $ 33.5 billion.

However, did not last long. In United States markets patent wars, high end of the market the impact of Samsung, Apple, in the explosive growth of low-end Android phones, stick to the high-end HTC ceded the excellent market opportunities millet, Huawei and other mobile phone manufacturers in mainland China. In that case, HTC's performance losing 2015 the market value fell to $ 2 billion, only peaking at 6%.

April Ng believes that smart phone is the key factor lies in the Chinese market. HTC both in product innovation or take in the channel on, ignoring the depth in China's markets. Errors in strategy, to gradually lose the Chinese market.

Today, HTC has no turning back.

"Insist on in spite of the difficulty, give up more difficult", League Secretary General, China Mobile phone old pathway to the 21st century business Herald reporters pointed out that HTC mobile phones businesses is currently the embarrassment and Sony's somewhat similar-albeit high-end, but experienced innovation bottlenecks, no features, gives the impression that "limbo". In his view, the HTC brand should be abandoned, return to their manufacturing business. If you stick to brand line, lack of market HTC might need to look abroad for new markets.

Bet on VR

Recently, the HTC products mentioned, more people do not think about their unveil a new handset, and associate with the HTC Vive--virtual reality equipment has become HTC hope for the future.

Though HTC has not disclosed specific shipments of the VR equipment, but on the just-concluded ChinaJoy, HTC Vive China General Manager Alvin Wang graylin said Vive equipment shipments exceeded 100,000 units.

April Ng pointed out that Samsung is provided annually to about 800,000 AMOLED screen HTC Vive Panel, a HTC Vive needs two pieces of screen Panel. From a supply chain perspective, HTC Vive capacity up to 400,000 to 500,000 annually. Trendforce estimated HTC Vive shipments this year will not exceed 300,000. "This magnitude clearly will not make up for the loss of 13 million mobile phone shipments, can promise not to profits in the next quarter", April Ng said.

In the field of VR, HTC Vive, and Oculus Rift Sony PlayStation and VR are known as the three big manufacturers. At present, in the virtual reality market, HTC accounted for certain first-mover advantage.

VR sheshuanglin, an analyst pointed out to the 21st century business Herald reporter, HTC Vive users currently dominated by content developers and enthusiasts, industry applications, pricing 6888 HTC Vive set at about 20,000 yuan plus desktop computer equipment, expensive, and consumer markets have to lower the price. Sony will launch new products this fall, VR single price of 2999. When combined with a PS4, video game equipment purchase price is much lower.

Meanwhile, sheshuanglin said, future VR will be more reflected in the VR content development and production, Sony has a lot of high quality IP to attract users, so Sony VR equipment sale may have some effect on HTC.

In fact, HTC's strategy is changing. In addition to hardware production, it is trying to build a comprehensive VR industry eco-system. In March of this year, HTC launched the app store platform Viveport. Subsequently, it also held ecological Conference, announced that it has invested $ 100 million to launch ViveX Accelerator program, to draw global VR business team to provide HTC Vive.

Goldman Sachs analysts pointed out that vision in the analysis, after learning from the Android, HTC has the understanding that as the industry matures, hardware value will decline rapidly. HTC is positioning itself as the platform owner, if in place, HTC and Apple make money by selling hardware and services, and by 2020, Vive for HTC contributed revenue of approximately 60%.

Goldman said, from a long-term perspective, hardware gross margins will reach 20%-25% from Viveport (app store), having obtained the software into gross margins will reach 70-100%, Apple App Store, and Sony's PlayStation Store.

However, fiery bursts of VR can be hard on the set, HTC betting line is able to attain it themselves and reproduce the glorious, is still unknown.


HTC连续五季度亏损:押注VR能否自救? - HTC,HTC Vive - IT资讯

8月2日,HTC公布的2016年第二季度财报显示,该季度HTC营收189亿新台币,约合人民币40亿。运营亏损42亿新台币,约合人民币8.81亿。

这是自2015年第二季度以来,HTC连续第5个季度出现亏损,五个季度以来累计亏损231亿元新台币(约合人民币48.5亿元)。但HTC全球销售总裁张嘉林称,HTC Vive有望在第三季度推动HTC实现收支平衡。

Trendforce智能手机分析师吴雅婷向21世纪经济报道记者分析指出,目前来看这可能只是一个美好的愿望——当前HTC营收主要来自于手机业务,预估2016年HTC Vive出货量不超过30万台,短期内收支平衡难以实现。

“后续,HTC的VR业务会分拆为‘万物科技’,分拆消息应该很快会有动作。如果分拆,我们相信万物科技能够维持获利,毕竟VR现在仍是拥有溢价的产品,但智能手机业务的宏达电仍会持续亏损”,吴雅婷表示。

手机业务败退

智能手机行业残酷的淘汰赛从未停歇过。从HTC走向亏损的2015第二季度开始,产业链上下游也在经历洗牌。供应链企业大量倒闭,终端厂商更是在产品、渠道、营销乃至新兴市场多个层面发力。不难发现,第一阵营的三星苹果、华为份额经历着变化,第二阵营的OPPO、VIVO等品牌异军突起。

在胶着的竞争态势中,未能找准自己的定位和策略的HTC,不断经历着手机业务的恶化。根据TrendForce的数据,HTC一季度出货267万,预估2016年全年出货量1317万部,相比2015的1800万部下降26.8%,全球排名18位。

代工起家的HTC在过去十多年时间里,曾经生产了全世界第一款Windows手机、第一款安卓手机。安卓系统的智能手机普及初期亦是其巅峰时期。数据显示,2010年,HTC的智能手机出货量2460万部,约占全球智能手机出货总量的8.3%。到了2011年,市场份额攀升至9.1%,销售量达4300万部。此时,其巅峰市值亦高达335亿美元。

然而,好景不长。在美国市场遭遇专利战,高端市场受到三星苹果的冲击,在爆发式增长的中低端安卓手机中,坚持走高端路线的HTC把绝佳的市场机会拱手让给了小米、华为等中国大陆的手机厂商。这种情况下,HTC业绩节节败退,2015年市值一度跌至20亿美元,仅为巅峰时期的6%。

吴雅婷认为,智能手机关键还是在于中国市场。HTC无论是在产品的创新还是在渠道的把握上,忽略了深耕中国市场。策略上的失误,让其逐步失去中国市场。

如今,HTC已经无力回天了。

“坚持虽然难,放弃更难”,手机中国联盟秘书长老杳向21世纪经济报道记者指出,HTC的手机业务当前的尴尬局面和索尼有些相似——虽然定位高端,但产品上遭遇创新瓶颈,没有特色,给人的感觉就是“不上不下”。他认为,HTC应该放弃品牌路线,回到自己擅长的代工业务。如果坚持品牌路线,缺乏市场腹地的HTC可能需要在海外寻找到新的市场。

押注VR

近来,提及HTC的产品,更多人不会想到其推出的手机新品,而会联想到的是HTC Vive——虚拟现实设备也成为了HTC未来的希望。

虽然HTC方面并未披露目前VR设备的具体出货量,但在刚刚结束的ChinaJoy上,HTC Vive中国区总经理汪丛青透露,Vive设备出货量已超过10万台。

吴雅婷指出,三星每年提供给HTC Vive约80万片的AMOLED屏幕面板,一个HTC Vive需要两片屏幕面板。从供应链上看,HTC Vive每年产能最多40万到50万。Trendforce方面预估今年HTC Vive的出货量不会超过30万。“这样的量级显然并不能弥补1300万手机出货量的亏损,下个季度可以保证不会盈利”,吴雅婷认为。

在VR领域,HTC Vive、Oculus Rift和索尼PlayStation VR被称为三大头显厂商。目前,在虚拟现实市场,HTC占据了一定的先发优势。

VR分析师佘双琳向21世纪经济报道记者指出,HTC Vive目前的用户以内容开发者和发烧友为主,在行业应用里,定价6888元的HTC Vive加上台式电脑主机整套设备在2万元左右,售价高昂,而消费级市场必须要降低价格。索尼将在今年秋季推出新品,VR单机售价2999元。如果配合PS4使用的话,游戏机设备的购买价格也低很多。

同时,佘双琳也指出,未来VR的机会将更多的体现在VR内容的开发和制作,索尼有很多优质IP能够吸引用户,因此,索尼VR设备的发售可能对HTC产生一定的影响。

事实上,HTC的策略也在发生改变。除了硬件的生产,它正试图构建全面的VR产业生态系统。今年3月,HTC推出应用商店平台Viveport。随后,它还积极召开生态大会,宣布投入1亿美元发起了ViveX加速器计划,拉拢全球VR创业团队为HTC Vive提供内容。

高盛分析师魏晨在分析报告中指出,从Android产业中吸取教训之后,HTC已经理解到:随着产业的成熟,硬件的价值会迅速下降。HTC将自己定位为平台所有者,如果执行到位,HTC将可以和苹果一样通过销售硬件和服务赚钱,到2020年,Vive可以为HTC贡献大约60%的营收。

高盛称,从长远来看,硬件的毛利率将会达到20%-25%,从Viveport(应用商店)中获得软件分成的毛利率将会达到70-100%,和苹果App Store、索尼PlayStation Store差不多。

然而,火热的VR产业能否如期爆发还难以论定,HTC押宝路线是否能够让其实现自救乃至重现辉煌,依然未知。






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