台達電品牌之路再進化(吞下三星大單)

三種態度深化DELTA品牌

從今年台達電的參展主題「Smarter、Greener、Together」中不難發現其努力想深化「DELTA」這個品牌拓展市場的決心,因而以比較讓人顯而易懂易記的標語與旗下產品做連結,當然,最重要的「環保、節能、愛地球」的台達精神依舊沒有失去。

去年台達電正式宣布為品牌元年,開始整頓、收納旗下的產品,希望從中萃取出最精華、最能代表企業的精神象徵,於是Smarter強調功能、Greener強調理念、Together強調方法,這三種態度因運而生。

attachments/201308/3579448352.jpg

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鉅亨網新聞中心 (來源:聯合報系/udndata.com)

台達電子(2308)推出高性能被動元件新產品,繼成為蘋果新款手機獨家供應廠後,再接獲南韓三星智慧型手機訂單,8月起放量出貨,10月將達到高峰。台達電下半年被動元件產品可望成長五成,有助提升毛利率。

高階智慧型手機所需的速度更快、繪圖更高階,零組件也不斷推陳出新,台達電領先推出熱壓式軛流器(hot press choke),讓手機的效能更好,更加速手機、平板取代筆記型電腦(NB)的趨勢。

由於台達電第2季針對被動元件設備已做一次性的折舊認列,加上被動元件整體稼動率偏低,使第2季的毛利率出現稍微下滑,但被動元件在下半年出貨看旺下,外資預估,台達電第3季營收季增10%,毛利率和營益率也可望回溫。

據了解,目前iPhone等高階智慧型手機是採用傳統式的被動元件,台達電和競爭對手都有供應,蘋果新款手機在被動元件有新的製程,是採用熱壓式,這部分則是由台達電獨家供應,從8月起已明顯出貨。

使台達電明顯拉開與競爭對手的差距,讓台達電在第3季和第4季的業績前景都不錯。

據了解,現在蘋果只占台達電出貨量的40%,台達電這項新產品同樣獲得蘋果最大競爭對手三星採用,台達電目前幾乎獨霸同業,技術至少領先半年。

台達電證實,確實有出貨給美系和韓系的客戶。台達電強調,這項新產品的自動化設備也是自行開發出來。

台達電董事長海英俊表示,由於經過熱壓過程的電感,性能電流較過去高,體積又是過去的四分之一,一支智慧型手機要使用20多顆被動元件,價格也比傳統元件高,目前台達電的產能全開,可望在第4季達到滿載的情況。

他說,被動元件上半年占台達電營收比重約10%,第4季可能增加到15%以上,成長幅度高達五成。

外資在台達電法說會後已加碼近2,000張,就是看好台達電下半年在被動元件產品線的布局。

外資報告指出,台達電受惠於蘋果新產品推出,以及朝熱壓電感等ASP較高的新品轉型將逐步發酵,加上智慧型手機處理器朝多核、3G往4G轉型,估計智慧型手機整體產業今年出貨仍會成長15%至20%,台達電將會受益。

【記者詹惠珠/台北報導】

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