Chart of the Day: Here's proof that handset subsidies will drop this year

Check out how much subsidy dropped for major phones.

According to Maybank Kim Eng, the higher prices of three new major handsets launched last week confirmed their view that handset subsidies would decline this year. 

For basic plans, the Samsung Galaxy S5, for example, received the lowest level of subsidies yet, ie, SGD369-380, down by 21-22% from SGD469-490 for the S4 (in 2013), and lower still from the S3, when the subsidy was as high as SGD550 (in 2012).

Here's more from Maybank Kim Eng:

Similarly, subsidies for the just-launched HTC One M8 fell by 24-28% to SGD320-360 from SGD420-499 for the original HTC One, launched in 2013.

We think there could be upside to EBITDA margins from the trend towards lower subsidies. Subsidies had already been reduced last year for the Galaxy S4 and even the most premium of handsets, the iPhone 5S, saw a slight reduction of 1-5%, down to SGD471-483 from SGD475-508.

We estimate that 2013’s subsidy reduction benefited SingTel and StarHub’s EBITDA margins by 2ppts. For both telcos, it was quite clear that margins improved in the quarters the Galaxy S4 and the original HTC One were launched compared to previous models. For M1, the picture was not so clear, perhaps due to its accounting treatment for iPhone subsidies, but we believe its underlying profitability should also have improved.

This year’s subsidy reduction is the highest yet in recent years. We therefore maintain that margin guidance by the telcos, in particular StarHub, is conservative and anticipate further upside.