香港市調公司Counterpoint Technology Market Research在2014年2月按機型排名的全球銷量榜指出，除了持續半年蟬聯榜首的iPhone 5s之外，iPhone 5c居榜眼與4S占第五，新秀紅米與小米3意外入榜，分卡7、10名。其餘五席由Samsung S4、Note 3、S4 mini、S3、S3 mini包辦。



At the global level there has been little brand diversity over recent months. However the appearance of Xiaomi on the best sellers list highlights an increasing trend – local brands moving up the sales rankings in their respective countries. It’s a consequence of commoditization of hardware and software. Provided the price is sufficiently attractive, consumers are willing to try local brands over the higher profile global brands.
- Peter Richardson with Counterpoint

They did the right thing at the right time. Xiaomi addresses a segment that has been underserved by major brands, which craves the coolness of the latest technology at affordable prices.
- Sandy Shen with Gartner

From the standpoint of processor, screen size and camera, Xiaomi's Mi3 is superior to the iPhone 5c.
- Jessica Kwee, a Singapore-based analyst with Canalys

In a mobile-phone landscape, Xiaomi’s rise to prominence is not an everyday occurrence. Whether they can rise to the next big milestone of becoming a global player is their next big challenge.
- Melissa Chau, senior research manager for client devices at IDC Asia/Pacific in Singapore.


Xiaomi is going to be a huge company. They don’t have any immediate plans for developed markets like the U.S. Instead, they are trying to be big in Southeast Asia, India and Latin America.
- Hans Tung, a Xiaomi's earliest investor and a board member from 2010 to 2013

Xiaomi is more like Amazon than Apple in price respect. It sells products as close to cost as it can -- making money on content and services.
- Lei Jun

繼台灣市場，Xiaomi手機已在新加坡市場開賣，接著更多海外市場即將上線

In expanding abroad, Xiaomi is beginning in Southeast Asia, where the Chinese diaspora gives him a head start in name recognition. Xiaomi will begin selling phones in Malaysia in a few weeks, with Indonesia, Thailand and the Philippines following shortly. We are actively looking at India, Brazil and Mexico, too.

We will continue to follow our model of online sales and mobile operator distribution while allowing ourselves to experiment with other channels where it makes sense to do so. We are constantly trying new things at Xiaomi. Xiaomi's global push to boost smartphone sales fivefold to 100 million units next year will add levels of complexity that will force the four-year-old smartphone maker to experiment as never before.
- Hugo Barra, vice president for international sales of Xiaomi.

The question is whether that approach will work overseas, in markets with lots of cheap phones and where Xiaomi hasn’t built up brand-name appeal. It likely will become more difficult as the company moves beyond countries like Taiwan and Singapore where Chinese speakers are familiar with the upstart.

HTC One(M8)發售一週之後在HTC產品僅佔0.1%，而前代HTC One（M7）開賣首週就達到了1%。而在整體Android手機陣營中，HTC占了其中8.4%。





We examined tens of millions of U.S. and Canadian Android smartphone-based online ad impressions between March 24 and March 30, 2014. Figures were then graphed based on average traffic shares observed over the seven-day study period. As the above graph shows, HTC One model users generate a plurality of total North American HTC smartphone Web traffic, with users of the One M8 accounting for 0.1% of the total. This is behind the adoption rate of the original HTC One in the first week following its April 2013 release, with the earlier model’s usage share averaging to roughly 1% on the same scale.
- Chitika Insights

經由逾4000名受訪者表示，Galaxy S5發表後，有意購買者來到歷年新高。



Our latest smartphone survey shows a surge in planned buying for Samsung, driven by the April Galaxy S5 release, with greater interest in the S5 than in any of the S-series Galaxies that preceded it. Along with the Samsung leap, interest in 'phablet' devices has climbed to a new all-time high. The March 12-28 survey of 4,109 consumers takes a close-up look at the latest smartphone trends - including customer satisfaction, OS preferences and future demand.
- ChangeWave

針對Chitika數據，HTC北美業務高層接受專訪指出：

HTC is also seeing a 250% increase in web traffic since having unveiled the One (M8), and it says more than 8 million people visited its site to watch the live video stream of the press conference at which the M8 was unveiled. Our first week of sales with one operator — with Verizon — was significantly better than the first week last year across multiple operators. With in-store availability only at Verizon Wireless and online availability at three of the four top U.S. wireless carriers, HTC’s first week of M8 sales was substantially better than M7 sales during its debut week in 2013.
- Jason Mackenzie, president of HTC America


而ChangeWave市調亦顯示，消費者購買未來新機iPhone 6的意願也較以往Apple機種為高。

source：Sino-GfK

4G手機中國前哨戰，2月份Apple、Samsung兩家共占據85%，Coolpad在中國品牌中一枝獨秀，拿下9.4%。由於中聯通、中電信其時仍未開通4G服務，持有4G手機者應是中移動的140萬4G用戶。

韓媒ZDNet Korea引述三星報導，「Galaxy S5」4月11日於全球125個國家開賣後，平均首日銷量較前代的Galaxy S4超出逾30%。在部分歐洲地區，甚至已是S4的兩倍以上；S5接下來還會在25個國家陸續發售。
，
若不是因為庫存售罄，銷售數據還會高上許多。在巴黎、阿姆斯特丹、倫敦等地的三星旗鑑店，數百位民眾開店前就來排隊搶位置，


S5 in France


S5 in KSA

南韓本土市場方面，SK電信搶先在3月27日開賣S5希望能成為第一批入手S5的消費者。韓聯社引述市場人士估計，截至4月11日為止的12個工作天內，，S5在南韓的銷售量約接近12萬支，每天約可在南韓賣出10,000支，對當地智慧機市場的佔有率已來到28%。

預估S5將可於25天內達標1000萬支紀錄。

GS5 sales seem to be proceeding better than the predecessor S4, citing media reports form South Korea suggesting “Total of 120k units have been sold domestically thus far and overseas sales also off to a better start than the GS4. Could reach 10m mark two days faster than the GS4 (which took 27 days). Better-than-expected GS 5 results should boost Synaptics, maker of the fingerprint sensor in the GS5, after a 9% drop in the last week over fears about the phone.
- Rajvindra Gill of Needham & Co.

Our U.S. carrier checks indicate first-day sell-through of Samsung’s Galaxy S5 smartphones was in line with our expectations, with average sell-through rate reaching 60% within four hours of launch. We found the highest sell-through rate at Verizon, driven by “buy one, get one free” promotions, with multiple stores indicating stock-outs within a few hours of launch.
- John Vinh of Pacific Crest

因為去年Galaxy S4的遇冷經驗，Galaxy S5的備貨計畫已趨保守，據稱是回到Galaxy S3的水平。

　　　今年首季中國大陸智慧型手機銷售疲軟只是曇花一現，因為中國大陸廠商正消化3G庫存，沒有推出新的3G手機，同時為4G手機推出做準備；而大多數消費者都在等待新的4G智慧型手機，還有，白牌低階智慧型手機正迅速失寵，因為消費者追求更好的用戶體驗。
　　　透過通路和零組件製造商調查，中國大陸智慧型手機出貨量將在第2季恢復動能，並在2014年下半年加速成長，主要來自中國大陸本土品牌如具有先發優勢的Coolpad 4G手機的推出。
- CIMB Securities


另外，採用Intel晶片的低價手機Asus ZenFone兩岸開賣，8日在台首波備貨8萬支都已經賣光。ZenFone在5月出貨量已超過40萬支，超過2013年PadFone的銷量，6月出貨量會超過50萬支。

中國市調公司賽諾數據指出，2014年中國線下（不計線上電商通路）手機（2G+3G+4G）市場第一季度終端銷售季增10.5%，達1億311萬支。其中空機零售5245萬支，綁約機5066萬支，成五五波局勢。

依公佈數字推估，上季月銷售依序為（萬支）：
3552 + 3228 + 3531 = 10,311
其中，中國品牌三月份總體市占上升2.4個百分點至74%，而國際品牌為26%（未知是否包含HTC）。

二、三月份中，Samsung與Apple合計市占各為24.7%、22.8%。
Samsung銷售595萬支、600萬支，4G各占19.6萬支、28.3萬支。
Apple銷售202萬支、204萬支，4G各占43.5萬支、50.9萬支。
Coolpad銷售280.8萬支、342.5萬支，4G各占6.97萬支、33.3萬支。
ZTE三月份銷售103萬支，市占2.9%。

二、三月的4G手機總銷量各為74萬支、125萬支；而1~3月份的4G手機市占遷移為：
Apple - 81.6%　→　58.7%　→　40.7%　
Samsung - 13.6%　→　26.4%　→　22.6%
Coolpad - 1.2%　→　9.4%　→　26.6%

Coolpad表現優異，有望領跑中國品牌4G手機。Coolpad手機4G入網許可款式佔整體4G入網手機近30%，為中國最多；在上季度的4G手機訂單量已經超過600萬支，首款千元4G產品87系列產品就已突破單月訂單量200萬支，累計訂單逾千萬支，其中成長最快的手機型號主要是8720L、8076D、7060。

除了率先投入4G終端研發之外，Coolpad在線上、線下通路毫不鬆懈，不但在實體零售通路與太力、愛施德、天音通信和中郵普泰四大手機國代商合作，也針對虛擬通路新創電商品牌「大神」系列，據稱其網路預定量超過2,000萬支，日前尚與網購巨頭京東簽訂人民幣100億元銷售合約。

Apple公布1Q14財報如下。
營收：$456.46億，年增$20.43億（4.69%），超出財測的420~440億區間，也優於市場預測均值的$435億。
營益：$135.93億，年增$10.35億（8.24%）。
淨利：$102.23億，年增$6.76億（7.08%）。
毛利率：39.3%，年增1.8個百分點（4.8%）


39.6%優於Apple早先財測的37%~38%區間，亦為其近六季以來毛利率最高點，更海K市場預測均值的37.7%。



毛利增加顯示Apple在零組件成本與製造費用有所降低，除了關鍵IC NAND跌價外，與新興市場熱賣的舊機4S攤提結束也有高度關聯。再觀iPhone上季均價$596，年減$17，季減$41，創下歷年最高跌幅，若非高階降價，即是低階銷售占比提高。

　　When you look at the $41 of decline, about half of that was driven by the fact we have continued to do very well in emerging markets with the 4S. There’s a lot of markets we’ve grown very strongly, in Latin America, Asia-Pacific, Eastern Europe. The rest was primarily as we move away from the quarter, we tend to have lower-capacity mix in our numbers.
　　Sales performance from the iPhone 5s, 5c and 4S were at all-time highs compared to their predecessors. Driving a large portion of iPhone growth were developing markets. In particular, more than 85 percent of iPhone 4S and 69 percent of iPhone 5c buyers were new to the platform. China Mobile was especially helpful in the low end. Greater China sales of the iPhone 4S hit an all time high in quarter two as the halo iPhone 5s helped attract new customers.
　　Both India and Vietnam, doubled overall iPhone sales, while Brazil, Poland, Turkey and others saw double-digit growth year-over-year.
- Luca Maestri, incoming CFO of Apple

得力於中移動通路，4S賣到最高點；而印、越兩地銷量翻番，巴、波、土等區域也有兩位數年增率成長。

　　BRIC countries (Brazil, Russia, India and China) clocked in with best-ever sales, illustrating the iPhone's growth potential in key developing regions.
　　We’ve seen our ability to attract new users to iPhone to be very significant in emerging market. We saw new-to-iPhone numbers on iPhone 4S in the 80% level in certain large geos. This gives us confidence we can continue to grow. If we can get them in on the entry iPhone, it gives them a great product at a great value and gets them into the ecosystem. The things you are seeing in the U.S. are not occurring in the other geos. Each country has its own cadence.
　　We sold a very, very low single-digit percentage (of iPhone 4 units). Those sales had a minimal impact to results on the quarter.
- Tim Cook, CEO of Apple


US iPhone銷售成長

Cook解釋4S固然然助益iPhone在新興市場的銷售，但占整體約極低個位數比例，若以2%計，也有約90萬支。至於不到百萬支的低價iPhone，是否真能拉低$41整體ASP，值得細算。

舊機降價，以舊拉新的做法成功進軍新興市場，將益加鞏固Apple聚焦高階精品手機的信心，拒絕針對市場低價趨勢來開發專屬機款的想法。



iPhone熱銷爆冷門，同樣地，iPad弔詭衰退（1635萬台，季減37.2%，創最大季節性減幅，同時年減16.1%，也低於市場預測均值的1930萬台）也是讓專家跌破眼鏡。此際，iPad的ASP卻是『正成長』的，上季均價$465，年增$16，季增$25，未見促銷動機。雖然從報表數字來看，較高毛利的iPhone多賣了，佐以較低毛利的iPad少賣了，實際體現在Apple的獲利成長，但市場依舊譁然於iPad在仍處於擴張階段的平板市場的未來發展空間。


iPhone、iPad出貨年增率

We saw the decrease as a nominal change, which equates to a 3 percent decline due to channel inventory fluctuations.
- Luca Maestri, incoming CFO of Apple

Analysts had forecast incorrectly. There were two factors behind this. In the same quarter a year-prior, Apple increased iPad channel inventory, whereas in this quarter it was reduced. And secondly, Apple ended the first quarter, its main holiday season in 2012, with a backlog of iPad mini, which was subsequently shipped during the second quarter just ended.
- Tim Cook, CEO of Apple

Apple解釋，因為通路大量補貨與2012年底大批iPad mini的未出訂單消化造成去年首季的出貨高基期，使市場高估了上季iPad銷量。言下之意，1600萬台是iPad的正常實力範圍？

IPad absolutely has been the fastest-growing product in Apple’s history. We’ve sold 210 million [units since inception.] It’s interesting to note that’s almost twice as many iPhones as we sold in a comparable time.

Cook依例自豪於自家產品，盛讚iPad成長迅速，甚於iPhone。不過接著一番弦外之音，暗喻iPad更聚焦在特定或垂直市場的滲透率，而非削價衝量，似乎回應了對目前低價平板擴張的看法。

　　The usage numbers are off the charts. Four times the Web traffic of all Android tablets combined. In consumer, if you look at the U.S., we had 46% share. In education, in U.S., we have a 95% share. In the enterprise market, we’re seeing virtually all, 98% of the Fortune 500, using iPad. And 91% of activations of tablets in enterprise are iPads. Many of those enterprises are writing key proprietary apps that are essential for running those busiensses.
　　Just like in education what we have to do is focus on penetration. In terms of having people begin the process, writing apps, we’re doing a pretty good job of that. What drives us is the next iPad, the things that are in the pipeline that we can add to it.



Apple’s revenue growth in Japan driven by iPhone sales - THE BRIDGE


營收細目，iPhone占比47.1%、iPad占比19.9%。

Unit sales of the Mac were up by “double digits” in China, while software and services more than doubled. We literally did well in every single area in China. It wasn’t just because we were able to come to an agreement with the world’s largest carrier. The improvement in China reached across our entire range of businesses, with Mac sales increased by more than 10% and App Store revenue doubled. China was exceptional.

論成長動能，市場面，Apple前兩大市場美、歐已現疲態，年增不及5%，直營零售店無成長，亞太區域衰退，僅第三大市場中國與日本撐起大旗；產品面，iPhone一夫當關，iPad衰退，Mac持平，基本不受季節性因素影響的iTunes服務雖達低兩位數成長，亦在減速狀態（1Q13年增率為26%）。





面對強強聯手的Amazon與HBO，Cook對未來的內容大戰仍無懼色，信心滿滿。

Content sold for AppleTV had topped a billion dollars last year. We now sold 20 million units of AppleTV. We believe AppleTV’s content “compares very favorably” with Amazon’s “Prime”, who just announced with HBO a content deal for streaming video.

Apple手頭現金上季結餘約$1510億，季減$80億。即使應對擴大規模的庫藏股回購計畫，Apple擬發債籌資支付，持續迴避將海外現金匯回本土所產生的高額稅金。

Apple reported holding roughly billion in cash and securities at the end of March, down from about $159 billion three months earlier. In early February, the company said it bought back about $14 billion in shares after its stock fell on disappointing quarterly earnings. The company said it would fund the stepped-up capital-return program by issuing debt, rather than repatriating profits from abroad that would be taxed at a high rate in the U.S.

按例，Apple仍提供相對保守的本季財測。由於明顯的季節性因素，缺乏新機催化的本季注定是Apple業績的谷底，也讓市場備加關注充滿期望的第三季。

Apple's guidance for its fiscal 2014 third quarter:
• revenue between $36~$38 billion
• gross margin between 37%~38%
• operating expenses between $4.4~$4.5 billion
• other income/(expense) of $200 million
• tax rate of 26.1%

在跨入上市的第二個月份，上月HTC雖見低基期成長的動能，然糧草充足的新機皇M8御駕親征的光環僅迎來近一成三的年增長，遜於預期。

HTC營收：
3月 - 162.25億（去年158.82億），月增124.56%、年增2.16%。
4月 - 220.79億（去年195.91億），月增36.08%、年增12.70%。

HTC 2Q 2014 Outlook
• Revenue is expected to be in the range of NT$65 billion to NT$70 billion
• Gross profit margin is expected to be 21.30% to 22.00%
• EPS is expected to be in the range of NT$2.21 to NT$3.00

比對本季財測，700億的營收高標持平於去年同期，但22%的毛利率高標卻低於去年的23.18%，意味著HTC高、中階的銷售比例不如去年；且本月與下月的營收均值不會超過240億，月增最高不逾一成。

而以本季的NT$3每股盈餘高標與84億股本計算，推算稅後淨利約25億，而營業費用將自上季的90億增到至少125~130億。鑒於研發與管理費用均值各約30億、15億，暴增的35~40億應來自推銷費用，主要可能與M8在北美Verizon母親節99鎂（上市價為$199、4月10日降為$149，Samsung GS5現在Verizon為$149）合約機促銷有關，也暗喻在激烈競爭下須挹注更多資源以達標。

值得觀察的是，HTC在去年的營收高峰是第二季的707億（接著是470億、429億），也就是機皇M7的首發蜜月期。M8度過蜜月期後的今年第三季，是否有新機承接成長動能，並力抗機皇教主iPhone 6的吸金效應，惹人狐疑。



The HTC One M8 was announced and was officially available on March 25, though in limited form, prior to its larger release on Apr 11. On Monday, May 5th, HTC's M8-specific apps were still in the . they've bumped up to the 500,000-to-1 million from 100,000-to-500,000 downloads range in Google Play. Let's split the difference between launches and call it April 5 to May 5, for simplicity. Using that half-million number as the baseline, that gives a sell-rate of around 16,000 phones a day, or around 113,000 phones a week.
- Androidcentral

Androidcentral估算，M8開賣45天至少賣出50萬支。

旗艦機HTC One (M8)陸續開賣後，亞洲首波開賣的國家表現供不應求，優於M7去年同期時的表現，可望帶動第2季營運表現；5月中旬以後，宏達電M8計劃在亞洲國家啓動第2波開賣計劃，包括越南，而日本市場後續也會加入開賣行列。
- 董俊良, HTC中國區總裁暨北亞區總經理
PS：
Samsung在銷售額與銷售量市占雙雙稱霸今年第1季台灣市場；SONY銷售額市占在3月近20%，為市場第2名。

In addition to a retail network of more than 3,000 outlets around China, HTC sells smartphones through online channels. Sales momentum of its HTC One (M8) has been strong in China, Taiwan and India, while the HTC Desire 816 is also enjoying booming sales in China. In China's smartphone market in particular, HTC's market share has risen to over 5%, the fifth largest.
- Chang Chia-lin, CFO and president of global sales at HTC

Digitimes四月底預測，HTC本季手機出貨量季增約一倍。


HTC ranked #9 in China smartphone market, following Oppo's 3% market share。

回觀全球智機成長引擎的中國市場，顛覆傳統生態的飢餓王朝之主Xiaomi超越中華酷聯四大金剛，在上季飆居國產品牌王，也躍升為全球第六大智機品牌。同時，專精高階路線的中國品牌Oppo也超越號稱中國第五大的HTC，來到第八名。


Q1'14 Smartphones Shipments Share Summary


樂語第一季度暢銷機型排行榜
PS：
創立於2003年的樂語通訊為知名手機零售連鎖網絡，在中國擁有近2380家零售門店，覆蓋26省230個城市，擁有註冊會員近800萬名。

中國電商龍頭京東商城發佈的2014年第一季度手機銷量統計顯示，其平台的銷售量中，國產手機品牌占比逾60%。其中，JDphone計劃手機表現搶眼，Huawei榮耀3C系列、「第一夫人手機」nubia大小牛系列包攬了前三強席位。

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