HTC 2008 Annual Report Download - page 21

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36 37
Mobile operating system remained constant, reflecting
HTC's success in improving cost structures.
Since launching the HTC brand, HTC has maintained an
investment focus on innovative R&D and on enhancing the
value and image of the HTC brand. The operating expense
ratio (pre-employee bonus) registered 9.8% for the year,
1.7 percentage points higher than that2in 2007 and was in
line with the 10% target set by the company at the
beginning of the year. Overall performance in 2008
remained exceptional. Net profit after tax (pre-employee
bonus) reached NT$34.2 billion, a rise of 18.4% over 2007.
The net profit margin (pre-employee bonus) achieved
22.4%. Earnings per share (pre-employee bonus) for the
year came to NT$45.41, the highest for any Taiwan listed
company, underscoring the inherent value to investors of
their HTC holdings.
1 To be on a comparative basis, the gross margin in 2007 was adjusted by product
warranty expenses of NT$5.02 billion and provision for loss on inventories of NT$0.48
billion. Therefore, the gross margin (adjusted) was 33.9% different from gross margin
shown on audited financial reports.
2 To be on a comparative basis, the operating expense ratio in 2007 was adjusted by
product warranty expenses of NT$5.02 billion. Therefore, the operating expense ratio
(adjusted) was 8.1% different from gross margin shown on audited financial reports.
F. Brand Strategy
Managing the HTC brand is a long-term commitment at the
core of HTC's overall business strategy. Brand
management is meant to help sustain HTC's success over
the long run and represents a natural path forward for
many of Taiwan's more successful businesses. HTC brand
management strategy is grounded in innovation-based
product differentiation and strong customer satisfaction
with products.
Innovation, encoded in the 'DNA' of the HTC, is readily
evident in the already respectable list of products designed,
manufactured and sold first by HTC. HTC products are
solidly built from the inside out to deliver a user experience
second to none and a reputation that promises to continue
to grow and build further value into the brand. Brand
marketing at HTC targets the creation of brand value rather
than simply brand awareness.
The Touch Diamond line of converged phones, launched in
2008, includes the HTC Touch Diamond and HTC Touch
Pro. Products in the line promise and deliver an exciting
new mobile Internet experience and the latest generation
TouchFLO 3D user interface. Sales of Touch Diamond
products broke 2 million units in 6 months, highlighting the
respect already earned by the HTC brand among
consumers in key markets worldwide.
This past September, HTC joined Internet search engine
leader, Google, and US telecom service provider, T-Mobile
to launch T-Mobile G1, the world's first smart phone
designed on the open Android platform. US sales topped 1
million units in the first four months of sale. The G1 marked
a major leap forward in mobile Internet development and
accessibility.
HTC's presence was widely evident at the 2009 Mobile
World Congress held in February 2009. Underscoring
HTC's position as an innovation leader in the wireless
communications sector, many of the innovative technology
and product breakthroughs on display were the result of
cooperation between HTC and the biggest names in
telecom service and high technology - including Vodafone,
Orange, T-Mobile, Qualcomm, Microsoft and Google.
During the 2009 Mobile World Congress, HTC announced
with strategic partner Vodafone the launch of its newest
addition to the Android-based smart phone family, HTC
Magic. Simplifying how users receive and use information,
the new model features a distinctive and sporty design, a
2OO 8 HTC AN N UAL REPO RT
III. Business O perations
08Q1
10%
15%
20%
25%
30%
35%
40%
08Q2 08Q3 08Q4
3 5 .6 % 3 4 .5 % 3 4 .2 %
2 9 .8 %
Gross margin
2 2 .8 %
2 0 .0 % 1 9 .1 % 1 8 .3 %
2 1 .2 % 1 9 .1 % 1 8 .5 % 1 7 .1 %
Operating margin Net margin
Gross margin Operating margin Net margin
08Q1
10%
15%
20%
25%
30%
35%
40%
08Q2 08Q3 08Q4
3 6 .1 % 3 5 .0 % 3 4 .6 %
3 0 .1 %
2 7 .4 %
2 4 .0 % 2 3 .0 % 2 2 .0 %
2 5 .4 %
2 2 .6 % 2 1 .8 % 2 0 .8 %
Gross margin, Operating margin & Net margin
(Post Employee Bonus)
(Pre Employee Bonus)
'0 8A R_ HT C/ 英文版* NEW 05/ 14/ 20 09 17: 42 頁面 3 6