China's 2G mobile phone chip market will usher in the excellent opportunity, through the early post-war ushered in China's 2G mobile phone chip market, a temporary calm, decided to 2G mobile phone chip market, China's top three pattern of War unexpectedly exciting field. Learn the latest trends in electronic technology and applications, please Subscribe to the the enemy can win. We are across the company to make good use of this opportunity Maozuliaojin. all have turned Spreadtrum platform, familiar with the market Spreadtrum platform developers pay high prices debug the PA, Spreadtrum's customers reflect the tension and not technical support staff in place, the software interface to be improved details, and said after the event's technical staff and partners contact details for further communication to be platform switch, the switching process in MTK's technology and product positioning strategy of continuous errors, leading to the end of 2009 a large number of customers to shift from MTK Spreadtrum Spreadtrum and MStar mm at the mobile phone chip program matured after years of efforts, especially the development of inquiry SC6600 platform for quality and cost-effective, downstream customers a new choice, no longer willing to pay for the mistakes MTK.
with Spreadtrum's rise and burst on the scene MStar heads and feet, 2010, China's mobile phone chip market from a monopoly MTK toward the MTK, Spreadtrum and MStar Triwizard era. While 2G mobile phone chip market in China, MTK still holds the major market share, but shipments of Spreadtrum has reached 600 to 800 million / month or so, expected in 2010 In the second half will exceed 1,000 million / month, and has achieved a wide range of customers, and shipments of MStar estimates are close to 100 million / month, and successfully enter the association, Sky and smell Thailand and other large customers.
As MTK, Spreadtrum, and MStar have each have their own problems to solve, so this year will be the MTK, Spreadtrum and MStar the preparation period, the current market structure will not be much change in mm of the market is expected to MTK the steady decline, Spreadtrum steady rise, while the larger uncertainties MStar .2011 outbreak three years is likely to market share and a price war, and probably is initiated as a latecomer in the MStar.
the pattern of hegemony will make China more exciting mobile phone chip market, the downstream system machine manufacturers will have more choices.
effect loss of Jingzhou: MTK switching platform in order to reduce costs and errors
improve product performance, 2009 In the second half, MTK MT6225 introduced to replace the single-chip packaging platform MT6253, 6253 integrates baseband, RF, SIM card switching and power management chips, lower cost, multimedia performance was slightly better than 6225 mm at Daiwa Securities Analysis Master Zheng Mingzong in a report that 6253 single-chip costs only $ 1.5, while the 6225 chip set costs 2.5 dollars. This will undoubtedly enhance the competitive advantage of MTK and MTK's gross margin pressures easing.
Table: Daiwa Securities MTK6225 and 6253 on the cost of 2009/07
Although 6253 was a very competitive product, but the MTK has had two mistakes. First, technical error, as a pillar of MTK's products, changes in 6253 too much, not only the introduction of SMT factory downstream require a higher level of technology aQFN package, resulting in many small SMT plant yield is very low, and the 6253 sale and it is difficult to repair the motherboard, and there is the possibility of burning the main chip; In addition, the 6253 supports more special admux flash, due to miscommunication, MTK, when the shortage of production capacity of several flash memory manufacturers did not get timely support. Second, the pricing strategy errors, MTK has taken on the 6253 and 6225 is almost the same price strategies are about $ 5.
for downstream firms, 6253 without any appeal, first, the platform takes time to mature, while orders from overseas clients in particular need stability; followed by the early 6253's on a lot of negative news, For example, mentioned above, SMT, repair and flash support issues; and 6253 without any appeal to the price, no reason to risk.
more importantly, the end of 2009 China's 2G mobile phone chip market is no longer MTK a monopoly. Thus, in 2009 the price of the second half of 6253 policy came out, many customers have turned to the quality, stability and MStar Platform Spreadtrum Spreadtrum 6600L mm and 6225/6253 was spread over 1 to $ 2. MTK large customers Shenzhen, a major mobile phone design company executives on the that since 6253 the cost of lower than 6225, it should be sold cheaper.
Figure: MTK Nomura Securities on the proportion of each product line shipments forecast 2010 / 7
While many satisfied customers, but the MTK was forced carry out their plans to switch the platform to the market demand in the first half of 2010, 6253 a lot of inventory, 6225, and a large low-end 6223D stock, which in turn led to a number of customers to switch and MStar Spreadtrum Spreadtrum platform or to improve the procurement of the chip the proportion of such old design company Longcheer low-key introduction to Spreadtrum platform, there are many programs the company's new projects are based on Spreadtrum platform.
many solutions company believes that this is MTK 6253 to promote platform and its gross margin lower the mandatory implementation of 6225 and 6223D stock. the MTK large clients that can not completely say that MTK forced out, there may be a variety of factors. to his analysis, MTK production in certain period is certain, so it is estimated MTK prepared for the 6253 a lot of goods, only a few stocking 6225, 6223D have a certain amount of goods, MTK switching platform according to a predetermined plan, due to no one dared to 6253, 6225 prices will be very expensive, so we rush to do 6223D, 6223D result is out of stock.
a mobile phone chip industry commented that, MTK's example shows that a company would like about the whole market, in full accordance with their own ideas is very difficult to control, especially in the opponents gradually enhance the introduction of competitive products and circumstances, br> Chinese mobile phone market, a number of chip suppliers need to appear
, MTK platform for development of telecommunications switching errors and MStar take advantage of, but in 2010 China's 2G mobile phone chip market from a monopoly to the the early embryo, the deeper causes of China's mobile phone market is huge and diverse needs of multiple vendors, a monopoly is not the normal practice, a number of suppliers a competitive situation is the normal state.
shipments a year from 6 to 7 million units, a can handle, so MTK moment out of stock, while technical support is not in place, Gubuguolai. China's mobile phone system has thousands of machine manufacturers, there is a certain size (annual shipments than a million) there are also 100 to 200, any supplier can not make products, supply, technical support and price are in place market is not who is playing who, but certainly the concept of the coexistence of multiple vendors. even if all the products and prices are the same, also have their own living space, because the market is so huge, the number of customers too much > Lin Yongyu also compared the Chinese mobile phone market in particular and TV markets are different. He explained: well, not easy to make mistakes, so there is no MTK attack four years any way up, stressed that: downstream of the agreement. MTK's major clients, said the, choice practice there is no way. MTK platform for some confusion, for example, pushing a six-month 6223D fact not only how supply, and there are some manufacturers to follow MTK tired, insecure, have turned to developing information and MStar. However, Li Sheng MTK digital still full of confidence, in order to get a better price, delivery and technical support to ensure, Li Sheng Digital recently spent a high price as the MTK licensing customers.
Thus, in a sense, downstream customers early in the development of information and MStar look forward to these new suppliers. phone multimedia processors and camera sensor suppliers Si Bike, an executive said recently there are indeed many customers to switch to Spreadtrum platform, because 6600L L a good cost structure, program maturity, Spreadtrum's future product road map is also very attractive; and 6223D stock, we have an excuse to take the opportunity to cut into the show to do a balance inquiry, as a bargaining chip in future negotiations, and MTK.
newly introduced Fair Dragon Communications Platform is a typical representative of the flag, although the dragon flag 200 million shipments a month or so, is MTK's major clients, but not MTK high-quality customers. Long, a research and development manager, said the flag, high-quality customer can get better availability, delivery and price, MTK quality customer standards is in line with the main degree of comparison to see who is obedient, and as a large design company, the dragon has its own flag Development. Spreadtrum introduced Longcheer platform, not only because Spreadtrum 6600L has been accepted by the market, it is more important is that MTK has been very dissatisfied with the dragon flag mmMTK because I heard the dragon flag and Spreadtrum contact, in June the originally assigned to the dragon flag 6223D reduce the number of chips a lot.
determine the pattern of the top three , Spreadtrum has been in China for many years, and MStar the execution is good, but in the mobile phone industry, it is a newcomer But he then changed the subject, laughs, want to make the National Games, Asian Games and the Olympic Games and only then , they are very low-key, it seems all hope is more concerned about the other side MTK rather than their own, want to watch the other two sparring own, such as their opponents have exaggerated surprisingly shipments data, while shipments of its own data are either very conservative or vague. can be expected, the three the problems brought before a firm development effort, while its average selling price increase (ASP) and gross margin of the new generation of 3G and smart phone platforms to be able to launch first half of 2010. Spreadtrum take some time to digest the rapidly expanding Shipments to the challenges of company operations and quickly expand capacity and strengthen the technical support team, the other product lines also need to improve. Finally, as newcomers MStar may also need some time to improve the quality of their own particular protocol stack operating system compatibility and to ensure that once the shipments did not worry about upgrading later.
therefore, will be the second half of 2010 MTK, Spreadtrum and MStar the preparation period, the market structure continues the trend of the first half. MTK platform switch as the biggest beneficiaries of mistakes, Spreadtrum has a good customer base, market experience and competitive products, coupled with first half of 2010 many new projects to Spreadtrum, and its steady shipments continue to rise. in 2G and 3G product key conversion of the MTK, to balance market share and gross margin, and as a market leader MTK need to try to maintain the market price system and the stability of the strategy is unlikely to take drastic, wanted stability remains critical, so the market share and gross margin will be stable and may decrease slightly. and MStar shipments will steadily rising, but whether in the short period of time from the hundreds of thousands of shipments per month to millions of rapid increase is still a doubt, the relative uncertainty larger.
MTK: market share or gross profit margin to be? This is a problem despite the 6253 conversion
encountered a problem, but in high pressure and MTK both hardware and software inventory, the lower platform, many customers have turned to 6253 m On the one hand, the efforts of the MTK, 6253 的 SMT, maintenance and supporting the supply of flash memory largely resolved, although some issues, if careful testing, good results can still be obtained; the other hand, MTK supply by limiting the 6223D the price of commitment and follow-up 6253, forcing customers to switch to 6253.
the Li Sheng digital source said: also expensive. MTK technical support and the lack of a general level of small and medium factories yield 95 ~ 97% mm of this level of design company or not accept, because the current board of the Maori only 5 ~ 10%.
executives said the MTK, MTK's current share of product shipments in 6223 accounted for about 30 to 40%, about 20 ~ 30% of 6253, 6225 and 6235/35 more than 10% each. MTK hope that 6253 will replace the 6225 first, then slowly replace the 6223 end of 2010, total shipments in 6253 will account for more than 50%, while the 6223 is about 30%, a slight increase in 6235/38 steady. He did not directly answer whether the 6223 will limit supply, but stressed that want customers to 6253 rpm. can be expected is that gross margin pressure on listed companies MTK have to make some sacrifice market share.
table: MTK Nomura right product road map and the proportion of shipments in 2010/07
However, 6253 To become mainstream, the price may be an important issue. MTK will be in March 6253 dropped slightly to $ 4.7 after July further raised to 3.6 to 4.0 dollars, while the current price of Spreadtrum 6600L 3.1 to 3.5 U.S. dollars. not few customers said that the current price of 6253 is not reduced to bits, because the price is not enough decisive and thorough MTK, Spreadtrum has led to a lot of market share growth, the market has been taken away Spreadtrum, prices need to be able to Genghen win back. The large customers MTK to 0.5 U.S. dollars, is now $ 1 lower and lower is not effective, and there is no price advantage of 6600L to drop too Genghen. MTK estimated before the end of 2010 is also likely to put 6253 down to $ 3, which is everyone's expectations.
RDA phone chip suppliers outside an executive also said the market now in the hands of Spreadtrum, MTK to strive and work hard, if MTK's price strategy can not effectively prevent the development of information and its market share will plummet, as can snatch away the market, but also the successor to MTK. He explained that Spreadtrum 6600L has been gradually recognized by customers, but the MTK 6253 has not been recognized by customers, many customers Q2 of this year's exhibition of new information on the project will be in Q3 / Q4 production, it is certainly Spreadtrum unstoppable in Q3/Q4. He stressed: to prevent the development of telecommunications, MTK first half of 2011 will continue to decline, it is estimated that MTK will not be weak 07
In fact, it involves people jealous of the gross profit margin of MTK problem mMTK current 60% gross margin, and Spreadtrum maintained at 40%, which makes a lot of customer dissatisfaction. particularly at a lower design and integration margin thin, the former board each earn an average of $ 0.5, which is only $ 1 or so. Tianyu, an executive said privately that the 6600L and MTK Spreadtrum of 6253 did not differ, MTK's gross margins have dropped to 40% was reasonable. This represents a lot of people think.
this, executives do not want to respond positively to the MTK. his mobile phone chips, as well as CD-ROM and other product lines, compared to cell phones, drive higher margin chips, but only a mobile phone chip Spreadtrum; followed by the 2009 foundry foundry costs are cheap, so tight production capacity this year to get good price is not easy, this year's gross profit margin will not be so high. margin is determined by the market, it is difficult that is high or low. He also suggested that MTK will not cut prices recently, Do you want to drop depends on the market price, because price cuts early this point in time may be dissatisfied customers, unless the amount since 6253 after the price cuts by way of rebate. Now price is not only damaged its gross profit margin, but also fail to take away the purpose of developing telecommunications market and is currently Spreadtrum capacity is limited. the big customers, said MTK:
MTK operation of the company is now in the classic dilemma is to give up the pursuit of market share in high margin, or keep their market share and give up the high profit margins. The choice is difficult, especially in MTK this for many years in the market so smooth still occupy the leading mmMTK 2G mobile phone chip market in China about 80%, if the price war, injured most of the self, if you do not fight, rivals grew up. MTK executives of the : MTK's operating and management costs are dramatically reduced.
Therefore, it is shipped depends MTK 6253 and 6223 cases, MTK unlikely the price war in the main product line, especially unlikely active price competition. By 2011, MTK more competitive in the high-end launch of the 3G and smart phone platform, and the launch of 6223 SoC low-end single-chip solution, the pricing strategy may be more active and greater flexibility. the MTK The executive stressed: qualitative change in the future to the infinite, the biggest enemy of rapid increase in
For information on the exhibition, in addition to market share, the most pressing need is to quickly expand production capacity and strengthen the technical support team to address the large volume Spreadtrum mm is expected to increase the capacity problem in the third quarter will be a great relief, but the volume of the expanded operations to bring pressure to take some time to digest. Also the development of telecommunications product line is relatively simple, the follow-up products line also takes time to perfect. Therefore, the issue is resolved, Spreadtrum for the time being is unlikely to take drastic mm Spreadtrum pricing strategy is not easily increased in April after the authorized customers, also illustrates the operation of Spreadtrum is very strong, but experienced a stock price Spreadtrum more than $ 0.6 will not be afraid of a price war.
Figure: Spreadtrum 2G roadmap
Although MTK Spreadtrum platform switch to bring the opportunity, but the chances are ready to leave only the people, Spreadtrum rise in 2010, more experienced in the market is low and management turnover Spreadtrum hardships and penance in the past few years, the result of internal strength. Spreadtrum Yang IV, said in recent years show QA and testing of telecommunications companies the status of the two sectors increased significantly, from chip design to software development and field side, have done meticulous to ensure delivery of products to prevent problems to the customer.
2008 Exhibition News in the doldrums When an early introduction in TCL mobile phone MTK platform design company executives said on the author, Spreadtrum is make their own dead, it's better than the absolute level of technology and even some aspects of poor MTK stronger than MTK, but its The problem is instant success, and the internal management of confusion, such as single-chip dual card dual standby technology was first made out of Spreadtrum, this is an excellent chance to counterattack, but why do not know how the competition will soon become the magic weapon MTK. writer in 2009 Visit the company Spreadtrum also very surprised when the hall was established in 2001, Spreadtrum Communications in 2007 listed on the Nasdaq, but until 2008 to obtain ISO9000 quality management system certification. Spreadtrum, a top executive at explained that although the pioneering generation of Spreadtrum strong technical strength, but the R & D management is very extensive, in late 2007 acquisition of RF chip maker Spreadtrum Quorum discuss cooperation after and Samsung phones and found that he was not done with ISO9000.
addition to R & D and quality management, the development of telecommunications in customer service has improved more this past year show information from customer growth and a sharp increase in the volume of the effect can be seen. few people, weak, always passively waiting for customer issues, and still can not solve the problem, The only code of conduct, employee service awareness has greatly improved, from passive to active, from the transfer problem to solve the problem, customer service has been greatly improved, red in the first-line support personnel and training a lot of added Jishu strongman home agents support resources to make the expansion of services and reserve personnel. Yang four pairs of services, such as helping customers to promote their own brand of products to overseas sources, the real one-stop service SC6600L2, SC6600L3 and SC6600L6, Spreadtrum said to be in the third quarter in a very competitive side platform 6800H. 6600L series is successful if MTK card like that between the 6223 and 6225/6253, 6800H the card in the MTK between the 6225/6253 and 6235, 6600L repeat the success expected to form between MTK Spreadtrum and competition across the board. Yang IV, said: terms of points and weak points of the strongest competitors is the key to success will be repeated positioning .6800 H SC6600L impact on the market, it will completely disrupt the existing market structure reincarnation , Spreadtrum is whether the formation of a strong enough execution. If you can do in the future development of the future of unlimited information.
MStar: those who launched the market changes?
MTK and Spreadtrum relative to the temporary Qiuwen, most likely to launch a price war is a relatively small volume, more hungry MStar.MStar the Linyong Yu did not disclose the current shipments, but that certainly is more than 50 million / month mm legend of the industry's data is MStar shipments of 200 million / month, plans to achieve 500 million by the end / month, according to the author of the Thai press, Sky and high Will major customers such as MStar tracking shipments, estimated that 50-100 million / month room. Linyong Yu on
He hinted that, $ 3 less, must be forced, it may be us up. because the cell phone chip business is not accounted for the proportion of revenue, gross margin was less affected. but Linyong Yu has repeatedly stressed that the price is only one aspect of the customer need not only to accept lower prices, in addition to price factors, service, supply, contacts and confidence may lead to customer switching platform, no company can take-all market.
However, there are people in the industry said that although MStar have a good reputation and chips in China's TV track record of success, many customers have high expectations, but complex mobile phone market, it takes time and streamline their sound mm such as its high-end product positioning, brand large customers, but there is no threshold for small and medium customers. hundreds of thousands of shipments per month can not fully prove himself, which requires a process MStar mm problem is not much time left, one MTK is vigorously attacking the backyard MStar m TV chip business to harass MStar, the second is the 2G mobile phone running out of space and time . MStar market this year, there seems to take advantage of its TV chip business at the top and 2G mobile phone chip market, there are stories to tell the suspect cash quickly.
Figure: MStar the 2G product roadmap
for these statements, has been very low-key and respectful Linyong Yu made some clarifications. He points are different. For example, the low-end GSM Spreadtrum up from playing, MStar beat down from the high-end EDGE. MStar play from top to bottom there are some difficulties, a longer cycle, the advantage is 2G and 3G software platform that can be shared to facilitate future customers to develop a full range of products, and competitors, the open software platform and stability of the future may be challenges. As there are many small customers, it is a historical legacy, because the previous play is not into the brand manufacturers, so MStar development many medium and small customers, small and medium customers in order not to fight the initiative, now support these small and medium customers by the agents. For MStar internal argument does not straighten out, he said puzzled, because Taiwan and the mainland's mobile phone chip business were he was responsible for may be this statement from the .
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