http://www.enet.com.cn/enews/ 2012 years 05 27 09 : 58 Source: from the Forums of: 21st Century Business Herald
[Abstract] continuous recession in Taiwan has a “cottage machine, the king,” said chip maker MediaTek MediaTek recently seems to have started the road to recovery. Chip king of this era of feature phones, is it possible to make a turnaround in the smartphone era?
continuous recession, Taiwan has a “cottage machine, the king,” said the chip maker MediaTek recently seems to have started the road to recovery. Chip king of this era of feature phones, is it possible to make a turnaround in the smartphone era?
May 25, 2009, MediaTek mainland China area general manager Lu is an interview, acknowledged that the smartphone era cottage is unlikely to reproduce the situation of the function machine “letting a hundred flowers blossom” . Cottage king of the recovery, or very difficult to rely on mobile phone firms.the
smart phone chip shipments soared
in the process of feature phones to smart phones, a slower pace than half a beat MediaTek subsequent internal high-level shake-up when the reuse entrepreneurial veterans.
2011, MediaTek to sell about 500 million 50 million chips, which only about 10 million smart phone chips. At the same time, the world’s mobile phone market has been drastic changes in the transition from feature phones to smart phones is inevitable. MediaTek 17 percent decline in revenue last year, In contrast, the Spreadtrum of the one of its major competitors last year revenue has jumped 95 percent.
in the mobile phone industry, MediaTek, with its “Turn Key” (turnkey) solutions and the rise of MediaTek customers need the phone features are integrated in the chip. The mobile phone manufacturers purchased the MediaTek chip, just need to add cell phone case, the placement of the panels can be finished products out, the phone into the barrier near “overcome”.
but in the process of feature phones to smart phones, MediaTek’s pace was slower by half a beat. MediaTek’s smartphone program has been launched into the second half of last year, MediaTek and Lenovo was the first to cooperation, the introduction of the Lenovo smartphone platforms based on MediaTek chip shipments limited production early, most of them supply Lenovo, overall shipments.
At the same time, the 2G chip market started in MediaTek, Spreadtrum, Morningstar couplet MediaTek launched a fierce price war, which MediaTek very uncomfortable, is a sharp drop in its performance . MediaTek Tsai Ming-Kai, founder of the end of 2010 to regain the reins, Tianyu, customers and personally pitched in to visit. At the same time, MediaTek big shake-up of the internal high-level, reuse veteran entrepreneurs.After this, the the company’s situation has improved. From March, MediaTek smartphone chip shipments soared, many vendors, including Huawei, ZTE, Lenovo, OPPO uses MediaTek’s smartphone programs. For example the market ubiquitous Huawei 360 special for the machine, “Shine” MediaTek MT6575 chip solutions.
In this case, the recent MediaTek smartphone chip full-year shipment target by 50 million increase to 75 million. The reason why the MediaTek chip shipments this year is better, largely because the mobile phone market this year “fast fish eat slow fish” market situation caused.
characteristics of the domestic smartphone market in the first half of this year, the industry described as “fast fish eat slow fish”, that is fast shipping companies can account for much cheaper. This is because the experience of last year’s market development, awareness of domestic consumer smartphone greatly enhance operators thousands of intelligent machines offensive.
market industry chain is also more mature, smart phone applications become very rich, so the domestic replacement tide of the transition of a wave of feature phones to smart phones. At the same time, the market to choose from low-end intelligent machines is relatively small, an introduction of new models will be able to get good results.the MediaTek
“Turn Key” solution, it is precisely in line with fast shipping needs of the domestic mobile phone manufacturers to enable them to be the most effortless way to develop a mobile phone.
mobile phone manufacturers to get the MediaTek program, the fastest one or two months can be designed to complete a smart phone and then shipped. The mobile phone manufacturer has always been the center of gravity in the high-end manufacturers Qualcomm (microblogging), its programs also tend to need larger secondary development and adaptation on the basis of, 3-4 months or even six months before shipment .
the cottage intelligent machine is no longer flourishing
in which the estimate MediaTek smartphone chip shipments this year, there is no brand or brand small mobile phone manufacturers, only shipments of around 20%.
the MediaTek performance changes inseparable cottage mobile phone industry in China in recent years experienced a major landslide.
Lu is admitted, the cottage phone is difficult to reproduce in the era of smart phones in the era of feature phones, “letting a hundred flowers blossom”. Smaller brands or brand mobile phone manufacturers in the estimate MediaTek smartphone chip shipments this year, only about 20% of the volume of the market position of the cottage manufacturers have been significantly weakened in the era of intelligent machines.
in 2007, 2008, the cottage phone no longer is the mainstream market. “Pan Jiutang of Shenzhen Huaqiang Industry Institute research team leader pointed out. This is because the typical users of the cottage for the first time to buy the lower end of the phone’s population before 2007, ushered in the first wave of replacement climax of this group of people, most people tend to choose a replacement when brands, more secure mobile phones in recent years the cottage phone industry has been in recession conditions.
cottage market was mixed, some unscrupulous companies began smoking costs the software and other things for profit against the interests of consumers, the Chinese government thus improving the admission threshold of the mobile phone. Tell laboratory tests required under the Ministry of Industry, all mobile phones sold in the market must be sent to the Ministry of Industry passed, but the process is time-consuming, a mobile phone is no more than a million of expenditure is difficult to smooth by detecting Many cottage mobile phone manufacturers do not have this ability.
In addition, barriers to entry of smart phones is still more than feature phones, is much higher, even if it is MediaTek’s “Turn Key” program matures, mobile phone manufacturer is no longer the battery, with a plastic shell “will be able to ship. Do a 3G smart phone also need to pay patent licensing fees to Qualcomm, small and medium-sized mobile phone manufacturers are also difficult to get a better display, touch screen tight parts, not a cottage manufacturers have the ability to make a transition to a smart phone.from the point of view of the entire mobile phone market, the large mobile phone manufacturers smart phones priced at the same pressure is very low. Such as Huawei and 360 co-operation special for the machine “shine” the market has a very high price, the price is not higher than the price of medium and small and cottage manufacturers, which further compresses the space of the cottage manufacturers.
Pan Jiutang Yulong Coolpad brand manufacturers such as the reason why the recent shipments rapidly, largely because they pushes prices lower this year, many brands strategy is to quickly seize the market, first occupy market share to say.
recent cottage mobile phone manufacturer in Shenzhen, mostly forced to make a transition in exports. This Lu is said that in the developed countries in Europe and the United States market, the domestic small and medium-sized mobile phone manufacturers is difficult to penetrate, so most of the manufacturers or from third world countries to start.
“many of the more backward countries, 3G networks also not built up and sold to their 3G mobile phone does not make sense, but some users have Wifi Internet needs, so the sale of 2G smartphone is also good to give them market “Lu is therefore MediaTek also supply many 2G smartphone chip to the cottage mobile phone manufacturers.
“cottage manufacturers need to upgrade to upgrade to become the norm, the brand manufacturers.” Lu is pointed out that China’s mobile phone will become increasingly standardized, market concentration will be higher.
couplet MediaTek, the decline of the cottage manufacturers group is precisely a major challenge, which means it had to actively explore the smart phone market, Lenovo, Huawei, ZTE and other major brands. this one is precisely what the Qualcomm focus on developing areas.
the end of last year, Qualcomm launched the “Turn Key” solution, and to launch its own low-cost chip, low-end smartphone market, Qualcomm and MediaTek Division must have a big engagement. Lu to being pointed out, MediaTek’s strengths is its experience in the “Turn the Key” program, and domestic small and medium-sized mobile phone manufacturers of long-term cooperation among them, MediaTek and they accumulated a good partnership, and therefore associated hair Division of Intelligent phone “Turn Key” program easier to program than the number of international companies allow small and medium-sized manufacturers to get started.
MediaTek smartphone chip solutions began to heavy volume, a direct effect is to drive the price of smart phones has dropped significantly.
last year, domestic carriers thousands of intelligent machines of war have made the price of smart phones for the first time a substantial drop-down, the biggest change of the domestic mobile phone market in the second half of this year will be a number of second and third line, cottage mobile phone manufacturers to enter the smart phone market because the operators are limited financial resources to begin to reduce the subsidy intensity, a large number of difficult to enter the mobile phone operator subsidies sequence, shipping will depend on the price advantage.
“MediaTek in the short term will not be considered to rely on the Internet, software, etc. to make money.” Lu says that the era of smart phones rely on these methods to make money is tempting, but MediaTek will focus on short-term IC design field of hardware.
MediaTek reported a 2012 first quarter of a single month average revenue performance at about the level of NT $ 6.6 billion, NT $ 13.58 billion from January 2010 record single-month record high, has been cut by more than half. MediaTek in order to return to glory this year is a crucial year.
of: 21st Century economic resources from the Forum)