The rise of the mobile phone industry in China originated from Mediatek's Turnkey technology, which lowered the technical barriers in the industry and left mobile phone manufacturing simple and streamlined. Another important motivation is the ultra-high profitability of the industry. According to the owner of an early mobile phone, in 2004, the gross profit of a mobile phone could make $90, which led to numerous gold diggers, only five years, and now The gross profit of the mobile phone is 1.5 US dollars. At present, there are 3,000 mobile phone integration companies (mainly concentrated in Shenzhen) and more than 500 mobile phone design companies across the country, but regardless of the fierce competition among these two groups, the upstream main chip suppliers still maintain their exclusive status and their profits. No loosening.
In 2010, it was a year that China's domestic mobile phones really shuffled. MediaTek was forced into the battle of Chibi, and once again the once glorious Thai King suffered from attack. Two heavyweight players in the Chinese mobile phone industry are in a similar situation. MediaTek has a press conference and Morning Star pressing harder. Thai King has Newport media and Rui Dike pursuing a hard fight. At one time, the east wind blows, drums whisper, and the wind blows. .
Faced with this situation, even people who are self-indulgent in the industry can not help but feel the fog of flowers. However, when Spreadtrum and Morningstar were singing all the time and the news was frequently reported, MediaTek released July data. The monthly revenue was about NT$8.24 billion, which was not as continuous as expected but it was 2.6% lower than in June; the August camp recovered. It was NT$10,038 million, up 21.79% from NT$8,242 million in July. As of August 2010, MediaTek’s consolidated revenue was NT$80,929 million, an increase of 8.23% compared to NT$77,773 million in the first eight months of last year. Coincidentally, in the analog TV chip market, sources have revealed that despite the fact that Newport media is no match for the moment, Rui Dike is also fighting an invincible flag. As of August, Thai King still kept nearly 80% Market share. These data should be able to open up a little bit of the fog in front of us, let us glimpse some of the mysteries inside.
First of all, MediaTek and Thai King have already realized that the dominance era is over. Whether it is Tsai Ming-kee who is on the line of fire or Thai King’s layoffs and reorganization, he has explained to the outside world that they are already preparing to face competition. . Whether it is triumph or an oligarch, competition has begun. The two former hegemons also accepted this fact. This should be a good thing.
Second, after carefully studying the markets in which these two companies are located, and after noisy talks, the figures are still quite large. The prices have dropped by a large amount, but they haven’t changed in response to the corresponding increase in the total amount, let alone the geometric multiplication that everyone expected. It's nothing more than the share that you get. It's just the one I lost. Especially in the analog TV market, the price has been removed by three quarters. The total amount of several households has no change compared to the amount of the Thai King family. This can't help but make people feel a bit depressed.
Especially Newport media, it is said that the price of 1.2 dollars with Thai King set a dollar price! Don't know how long they can support? But also to cope with the constant Costdown in the competition, if Newport really rumors that only 5 million US dollars left, then what percentage should be given to do the next lower-cost version? There is also Rui Dike. It is said that their listing plan has failed. Do you not know if you are suffering from too low gross profit margin?
Of course, these issues are beyond the scope of this article. Let's put it aside for the time being. Looking back at the entire analog TV market, this widely recognized sunset industry does not show an explosive growth due to the reduction in the cost of chips. The market is still those markets. For all players, if you blindly lower prices, the outcome will be the market to complete the life cycle in advance, or these players complete the life cycle in advance. How to make the entire market bigger and tap potential as much as possible in the limited life cycle of this product; In addition, with the transformation of global analog to digital, how to adapt to trends to expand new products. I believe these are the real issues that the entire industry needs to think about.
In the field of analog television, India and China are two super gold mines to be opened.
Thai King is also in the process of responding to competition and defending market share while also making new markets and new product layouts. In the field of analog television, India and China are still two super gold mines to be opened up. Not only is this the main battleground for cottage mobile phones, more than 60% of the cottage mobile phones are digested in these two markets, but also because these two markets simulate TV mobile phones. The share is almost zero. It sounds very encouraging. Taijing’s new CEO frequently appeared in Shanghai and Shenzhen and visited local customers. His sincere hopes and attitude towards the Chinese market are evident. He plans to use next-generation chips to open up China and India. The door, of course, Newport media and Rui Dike are also eager to try, I believe that once the market has loosened, these two will certainly be the first time to arrive, this is the game rules of the Shanzhai market. In this regard, there is no difference between upstream and downstream companies.
Looking at the top of the domestic mobile phone industry chain, the exclusive site of MediaTek has also been evolving with the development of the Chinese mobile phone market. The technology threshold has been gradually overcome by Spreadtrum and Morningstar. Spreadtrum has so far grabbed 15 from MediaTek. With a market share of 20%, Morningstar has also gone through two years of sharpening. Now it ships more than 2KK per month, and it has successfully entered major customers such as Lenovo, Tianyu and Wentai, at the recently concluded Shenzhen China-India mobile phone exchange conference. It also revealed that it has successfully entered the luxury goods market and supplied 100,000 units of Lamborghini's mobile phones, instantly overwhelming its competitors.
Competition intensified in this area. Every player in the game is seeking new breakthroughs while positioning price competitions and positioning their own competitive advantages. Recently, the head of MediaTek, Mr. Cai Mingjie, who is hot in the industry, has re-sifted into the mobile phone business department and launched heavy adjustments. After the three major platforms: MT6516 support for Android 2.1 platform; the new revision of MT6253; and support for the latest WCDMA chip MT6573 Android platform. Such rapid market response and adjustment demonstrated the strong market and technical foundation of MediaTek. It has been reported that under Cai’s efforts, some customers are returning to MediaTek, and the decline in revenue in the third quarter will be reduced to less than 5%, which is expected to rebound month by month.
Of course, there is no miracle medicine in the world that can make MediaTek back to absolute overlordship. Competition in the industry has begun. It is believed that the era of qualitative change in China's mobile phone industry will also come. The creation from China to China will open in the mobile phone industry.
Extended reading: Telegent Systems, a single-chip analog/digital mobile TV solution released before the end of Thai Landscape, has delivered over 90 million free-to-air wireless mobile TV chips built into mobile phones worldwide. Telegent Systems recently released The latest product roadmap plans to provide a mixed digital and analog single-chip TV reception solution by the end of this year. This single-chip solution can enable Telegent's mobile customers to launch in markets that are currently transitioning from analog to digital TV standards. product.
The series of analog mobile TV solutions to be released includes the TLG1122/23 family, which features improved image quality, reduced system materials, and reduced current power consumption. This is the second generation of Thai King's 65nm package; the LG121x and TLG123x series feature breakthroughs in cost and performance by taking advantage of revolutionary new architecture and family algorithms.
The family of single-chip solutions for hybrid digital and analog mobile TVs includes the TLG118x family, which integrates ISDB-Tb and analog TV systems and is targeted at the Latin American market. The solution also integrates H. 264, and the ISDB-Tb solution cost platform has been a revolutionary update to support the existing mobile phone market with digital mobile TV capabilities while achieving cost reduction; TLG117x series, which integrates DVB-T and analog TV The system has the most stable picture quality in the mobile market. The solution is being delivered to multiple Southeast Asian markets.
The key elements of Thai King's development roadmap for the next 12 months include: continuing to develop advanced algorithms that can improve picture quality and sound quality; continuously improve system design, reduce the number and cost of necessary external components; continue to smaller processes Transformation of dimensions, reduction of system size and power consumption; expansion of supported television standards; continuous investment in new structures that exceed existing costs and quality standards; and addition of functions and software that enhance the overall consumer experience and ease of use.
In 2010, it was a year that China's domestic mobile phones really shuffled. MediaTek was forced into the battle of Chibi, and once again the once glorious Thai King suffered from attack. Two heavyweight players in the Chinese mobile phone industry are in a similar situation. MediaTek has a press conference and Morning Star pressing harder. Thai King has Newport media and Rui Dike pursuing a hard fight. At one time, the east wind blows, drums whisper, and the wind blows. .
Faced with this situation, even people who are self-indulgent in the industry can not help but feel the fog of flowers. However, when Spreadtrum and Morningstar were singing all the time and the news was frequently reported, MediaTek released July data. The monthly revenue was about NT$8.24 billion, which was not as continuous as expected but it was 2.6% lower than in June; the August camp recovered. It was NT$10,038 million, up 21.79% from NT$8,242 million in July. As of August 2010, MediaTek’s consolidated revenue was NT$80,929 million, an increase of 8.23% compared to NT$77,773 million in the first eight months of last year. Coincidentally, in the analog TV chip market, sources have revealed that despite the fact that Newport media is no match for the moment, Rui Dike is also fighting an invincible flag. As of August, Thai King still kept nearly 80% Market share. These data should be able to open up a little bit of the fog in front of us, let us glimpse some of the mysteries inside.
First of all, MediaTek and Thai King have already realized that the dominance era is over. Whether it is Tsai Ming-kee who is on the line of fire or Thai King’s layoffs and reorganization, he has explained to the outside world that they are already preparing to face competition. . Whether it is triumph or an oligarch, competition has begun. The two former hegemons also accepted this fact. This should be a good thing.
Second, after carefully studying the markets in which these two companies are located, and after noisy talks, the figures are still quite large. The prices have dropped by a large amount, but they haven’t changed in response to the corresponding increase in the total amount, let alone the geometric multiplication that everyone expected. It's nothing more than the share that you get. It's just the one I lost. Especially in the analog TV market, the price has been removed by three quarters. The total amount of several households has no change compared to the amount of the Thai King family. This can't help but make people feel a bit depressed.
Especially Newport media, it is said that the price of 1.2 dollars with Thai King set a dollar price! Don't know how long they can support? But also to cope with the constant Costdown in the competition, if Newport really rumors that only 5 million US dollars left, then what percentage should be given to do the next lower-cost version? There is also Rui Dike. It is said that their listing plan has failed. Do you not know if you are suffering from too low gross profit margin?
Of course, these issues are beyond the scope of this article. Let's put it aside for the time being. Looking back at the entire analog TV market, this widely recognized sunset industry does not show an explosive growth due to the reduction in the cost of chips. The market is still those markets. For all players, if you blindly lower prices, the outcome will be the market to complete the life cycle in advance, or these players complete the life cycle in advance. How to make the entire market bigger and tap potential as much as possible in the limited life cycle of this product; In addition, with the transformation of global analog to digital, how to adapt to trends to expand new products. I believe these are the real issues that the entire industry needs to think about.
In the field of analog television, India and China are two super gold mines to be opened.
Thai King is also in the process of responding to competition and defending market share while also making new markets and new product layouts. In the field of analog television, India and China are still two super gold mines to be opened up. Not only is this the main battleground for cottage mobile phones, more than 60% of the cottage mobile phones are digested in these two markets, but also because these two markets simulate TV mobile phones. The share is almost zero. It sounds very encouraging. Taijing’s new CEO frequently appeared in Shanghai and Shenzhen and visited local customers. His sincere hopes and attitude towards the Chinese market are evident. He plans to use next-generation chips to open up China and India. The door, of course, Newport media and Rui Dike are also eager to try, I believe that once the market has loosened, these two will certainly be the first time to arrive, this is the game rules of the Shanzhai market. In this regard, there is no difference between upstream and downstream companies.
Looking at the top of the domestic mobile phone industry chain, the exclusive site of MediaTek has also been evolving with the development of the Chinese mobile phone market. The technology threshold has been gradually overcome by Spreadtrum and Morningstar. Spreadtrum has so far grabbed 15 from MediaTek. With a market share of 20%, Morningstar has also gone through two years of sharpening. Now it ships more than 2KK per month, and it has successfully entered major customers such as Lenovo, Tianyu and Wentai, at the recently concluded Shenzhen China-India mobile phone exchange conference. It also revealed that it has successfully entered the luxury goods market and supplied 100,000 units of Lamborghini's mobile phones, instantly overwhelming its competitors.
Competition intensified in this area. Every player in the game is seeking new breakthroughs while positioning price competitions and positioning their own competitive advantages. Recently, the head of MediaTek, Mr. Cai Mingjie, who is hot in the industry, has re-sifted into the mobile phone business department and launched heavy adjustments. After the three major platforms: MT6516 support for Android 2.1 platform; the new revision of MT6253; and support for the latest WCDMA chip MT6573 Android platform. Such rapid market response and adjustment demonstrated the strong market and technical foundation of MediaTek. It has been reported that under Cai’s efforts, some customers are returning to MediaTek, and the decline in revenue in the third quarter will be reduced to less than 5%, which is expected to rebound month by month.
Of course, there is no miracle medicine in the world that can make MediaTek back to absolute overlordship. Competition in the industry has begun. It is believed that the era of qualitative change in China's mobile phone industry will also come. The creation from China to China will open in the mobile phone industry.
Extended reading: Telegent Systems, a single-chip analog/digital mobile TV solution released before the end of Thai Landscape, has delivered over 90 million free-to-air wireless mobile TV chips built into mobile phones worldwide. Telegent Systems recently released The latest product roadmap plans to provide a mixed digital and analog single-chip TV reception solution by the end of this year. This single-chip solution can enable Telegent's mobile customers to launch in markets that are currently transitioning from analog to digital TV standards. product.
The series of analog mobile TV solutions to be released includes the TLG1122/23 family, which features improved image quality, reduced system materials, and reduced current power consumption. This is the second generation of Thai King's 65nm package; the LG121x and TLG123x series feature breakthroughs in cost and performance by taking advantage of revolutionary new architecture and family algorithms.
The family of single-chip solutions for hybrid digital and analog mobile TVs includes the TLG118x family, which integrates ISDB-Tb and analog TV systems and is targeted at the Latin American market. The solution also integrates H. 264, and the ISDB-Tb solution cost platform has been a revolutionary update to support the existing mobile phone market with digital mobile TV capabilities while achieving cost reduction; TLG117x series, which integrates DVB-T and analog TV The system has the most stable picture quality in the mobile market. The solution is being delivered to multiple Southeast Asian markets.
The key elements of Thai King's development roadmap for the next 12 months include: continuing to develop advanced algorithms that can improve picture quality and sound quality; continuously improve system design, reduce the number and cost of necessary external components; continue to smaller processes Transformation of dimensions, reduction of system size and power consumption; expansion of supported television standards; continuous investment in new structures that exceed existing costs and quality standards; and addition of functions and software that enhance the overall consumer experience and ease of use.
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