台湾HTC的异军突起

飞雪寒冰

A year ago, Taiwan’s HTC was a well-regarded but relatively minor player in the mobile phone industry – acclaimed as the maker of the first Android phone but its sales of 11m units in 2009 was a fraction of market leader Nokia’s and just half that of Apple’s iPhone.
一年前，台湾HTC（宏达国际电子股份有限公司）是手机行业内一家声誉卓著、但相对次要的厂家——它被选为首款Android手机的制造商，但2009年销量仅为1100万部，与市场领军企业诺基亚(Nokia)相比可谓是小巫见大巫，销量也仅为苹果(Apple)iPhone的一半。

Over the past year, however, HTC has doubled in size and the “quietly brilliant ” phone maker, as its advertising slogan goes, has emerged as a key winner in the smartphone race.
但在过去一年里，HTC的销量翻了一番，这家打着“谦和卓越”(quietly brilliant)旗号的手机厂商已脱颖而出，成为智能手机竞争中的一大赢家。

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Rivals such as Nokia and LG were forced into high-profile management shuffles as they scrambled to catch up.
诺基亚和LG等竞争对手正慌忙奋起追赶，并不得不进行高层管理层改组。

HTC sold 25m phones in 2010 and saw revenues rise 90 per cent from a year ago to T$275bn ($9.4bn) while pre-tax profit rose 76 per cent to T$44.5bn.
2010年HTC共销售2500万部手机，营收同比增长90%，至2750亿元新台币（合94亿美元），税前盈利增长76%，达到445亿元新台币。

Its shares outperformed the benchmark Taiwan equity index by 158 per cent last year.
去年HTC的股价表现比台湾基准股指领先158%。

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A global advertising push, the first in HTC’s history, last year also helped establish its brand as a major smartphone player in consumers’ eyes.
HTC去年首次开展了一次全球性的广告活动，这也有助于它在消费者眼中成为一个重要的智能手机品牌。

“2010 was a breakthrough year for us,” says Peter Chou, chief executive. “We went from a small company to one with scale and the process was a lot quicker than I expected.”
HTC首席执行官周永明表示：“2010年是我们的转折之年，我们从一家小公司，发展成具有一定规模的公司。这个过程比我预料的快了很多。”

On the surface, 2011 looks set to be a repeat of last year’s success.
2011年，HTC看来有望续写去年的成功。

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Google’s Android platform is continuing its relentless march towards becoming the most widely-used smartphone platform, while Microsoft’s Windows Phone 7 operating system, of which HTC is one of the main supporters, has been well-received.
谷歌(Google)的Android平台继续朝着“应用最广的智能手机平台”的目标不懈前进，微软(Microsoft)的Windows Phone 7操作系统——HTC是该操作系统主要支持者之一——也已经得到了广泛认可。

HTC expects first-quarter revenue to reach T$94n on sales of 8.5m phones, up 46 per cent and 157 per cent, respectively, year-on-year.
HTC预计，今年第一季度手机销量将达到850万部，同比增长46%；营收将达到940亿元新台币，同比增长157%。