MediaTek's recent marketing strategy is full of mistakes, and even the initiative to give up the international big ones to competitor Morningstar, MediaTek want to continue to be the leading chip mobile phone, I am afraid it is impossible.
After the Lunar New Year holiday, the semiconductor law said that IC Design Leading MediaTek kicked off and that MediaTek had given an unfavorable first-quarter outlook.
The general manager of the company, Xie Qingjiang, publicly acknowledged on several occasions that this year's mobile phone chip pricing pressure is very heavy. At the same time, he also preemptively noticed that the past 3G mobile phone chip gross margin is far higher than the company’s overall average gross margin, but this year, the 3G mobile phone chip's gross Interest rates will become even closer to the company’s overall average gross margin, or even about the same. This means that, in the face of Qualcomm's aggressive competition strategy, MediaTek has been hard at work slaving. Second, MediaTek’s era of high gross margin may have to draw a formal break.
It is important for Nokia to hand over to Morningstar. The board has a 1GHz processor, GNSS and NFC capabilities. Its market positioning is mid- to high-end, but it has come to attack low-priced 3G smart phones with retail prices lower than a hundred dollars. market. In particular, after the completion of the Lunar New Year, the MediaTek started to unexpectedly announce a major price cut before the start of the conference, which made MediaTek have to realize that Broadcom was in a tough situation.
Moreover, Mediatek has made several major mistakes in its marketing strategy. One of the most embarrassing topics in the semiconductor industry recently was that Morningstar entered the Nokia supply chain and became the first Taiwanese mobile phone chip factory to enter the international first-line mobile phone brand. The reason why Morningstar was able to become Nokia's partner was thanks to Mediatek's meditation. Texas Instruments dropped out of the mobile phone baseband chip market in the fourth quarter of last year, and Intel and Infineon, also fade out of the 2G mobile phone baseband chip market, Nokia wants to regain the dominance of the past 2G mobile phone generation, but can not find it can supply Its 2G mobile phone baseband chip makers have therefore turned their sights to Taiwan.
Last year, Nokia was the first to find MediaTek. At that time, Nokia told MediaTek that it would launch about 30 models of 2G mobile phones, with the proviso that each model would require two FAE engineers from MediaTek to be stationed at Nokia headquarters in Finland in order to get close to it. stand by. However, MediaTek considers that there are only seven or eighty FAE engineers, and the company has already shifted its focus to the 3G market, ultimately rejecting Nokia, and it has also given this competitor the chance to enter international mobile phone makers. Morning Star.
High-profile marketing was shunned by Qualcomm. In addition, MediaTek’s recent law talks will release a message of a 3G smartphone chip that will be listed later to attract the market. Xie Qingjiang revealed in the current law session that MT6575, the second-generation chip of MT6573, which is higher than the current MT6573, is expected to have mass-produced handsets by the end of the first quarter; then, MediaTek will launch a higher version. The third-generation 3G smart phone chip, one of the chip's several appeals is the dual-core. However, for 3G smart phone chips, the difference between single-core or dual-core is not significant, and the speed difference is not too obvious, because even if Mediatek's chip operation speed is faster, performance is difficult to compete with Qualcomm.
What's more, MediaTek's strategy in the 3G smart phone market is to focus on mid- and low-end markets. This is based on MediaTek's mobile phone chips being used by mainland brands such as ZTE and Huawei, including Apple, Samsung, and Nokia. , LG and other international companies have no import can be confirmed. As for the low-end mobile phone market, the main demand is price, the most important task of the chip supplier must be continuous COST DOWN, so MediaTek continues to emphasize how powerful its third-generation 3G smart phone chip features will be at the end of this year. The significance is not great.
2G overlord has become the past tense has finally returned to the current mobile phone baseband chip industry, currently in the 3G mobile phone chip, holding a patented Qualcomm is a single, especially in the past favors Infineon 3G chip Apple, Since the iPhone 4S series began to officially introduce Qualcomm chips, so in the so-called WCDMA 3G system, from the current situation analysis, Qualcomm will always be the protagonist, and others will be supporting actors. MediaTek wants to replicate the possibility that 2G generations are overlords, because regardless of patent rights, marketing strategies, etc., MediaTek is full of mistakes, especially in the face of Qualcomm and Broadcom.
As for the 2G mobile phone chip market, because the patent rights have expired, everyone has the ability to do it. The key point is that they will not do it. As for the current 2G mobile phone chip industry, MediaTek still holds more than 50% of the market, and Morningstar is currently about 7%, but Morningstar is very active. In particular, Morningstar chairman Liang Gongwei stated frankly that for Morningstar, the strategy on mobile phone chips is based on the market in mainland China. Last year, the initial test buzzed, shipments were about 50 million, and this year is expected to grow substantially. I hope this year. Grab 55% of global market share.
Therefore, on the analysis of the overall 2G plus 3G mobile phone chip market, the current situation of MediaTek is that there are tigers behind the Wolves, and MediaTek has imagined that in the past it was the same as a cottage, I am afraid it is impossible!
After the Lunar New Year holiday, the semiconductor law said that IC Design Leading MediaTek kicked off and that MediaTek had given an unfavorable first-quarter outlook.
The general manager of the company, Xie Qingjiang, publicly acknowledged on several occasions that this year's mobile phone chip pricing pressure is very heavy. At the same time, he also preemptively noticed that the past 3G mobile phone chip gross margin is far higher than the company’s overall average gross margin, but this year, the 3G mobile phone chip's gross Interest rates will become even closer to the company’s overall average gross margin, or even about the same. This means that, in the face of Qualcomm's aggressive competition strategy, MediaTek has been hard at work slaving. Second, MediaTek’s era of high gross margin may have to draw a formal break.
It is important for Nokia to hand over to Morningstar. The board has a 1GHz processor, GNSS and NFC capabilities. Its market positioning is mid- to high-end, but it has come to attack low-priced 3G smart phones with retail prices lower than a hundred dollars. market. In particular, after the completion of the Lunar New Year, the MediaTek started to unexpectedly announce a major price cut before the start of the conference, which made MediaTek have to realize that Broadcom was in a tough situation.
Moreover, Mediatek has made several major mistakes in its marketing strategy. One of the most embarrassing topics in the semiconductor industry recently was that Morningstar entered the Nokia supply chain and became the first Taiwanese mobile phone chip factory to enter the international first-line mobile phone brand. The reason why Morningstar was able to become Nokia's partner was thanks to Mediatek's meditation. Texas Instruments dropped out of the mobile phone baseband chip market in the fourth quarter of last year, and Intel and Infineon, also fade out of the 2G mobile phone baseband chip market, Nokia wants to regain the dominance of the past 2G mobile phone generation, but can not find it can supply Its 2G mobile phone baseband chip makers have therefore turned their sights to Taiwan.
Last year, Nokia was the first to find MediaTek. At that time, Nokia told MediaTek that it would launch about 30 models of 2G mobile phones, with the proviso that each model would require two FAE engineers from MediaTek to be stationed at Nokia headquarters in Finland in order to get close to it. stand by. However, MediaTek considers that there are only seven or eighty FAE engineers, and the company has already shifted its focus to the 3G market, ultimately rejecting Nokia, and it has also given this competitor the chance to enter international mobile phone makers. Morning Star.
High-profile marketing was shunned by Qualcomm. In addition, MediaTek’s recent law talks will release a message of a 3G smartphone chip that will be listed later to attract the market. Xie Qingjiang revealed in the current law session that MT6575, the second-generation chip of MT6573, which is higher than the current MT6573, is expected to have mass-produced handsets by the end of the first quarter; then, MediaTek will launch a higher version. The third-generation 3G smart phone chip, one of the chip's several appeals is the dual-core. However, for 3G smart phone chips, the difference between single-core or dual-core is not significant, and the speed difference is not too obvious, because even if Mediatek's chip operation speed is faster, performance is difficult to compete with Qualcomm.
What's more, MediaTek's strategy in the 3G smart phone market is to focus on mid- and low-end markets. This is based on MediaTek's mobile phone chips being used by mainland brands such as ZTE and Huawei, including Apple, Samsung, and Nokia. , LG and other international companies have no import can be confirmed. As for the low-end mobile phone market, the main demand is price, the most important task of the chip supplier must be continuous COST DOWN, so MediaTek continues to emphasize how powerful its third-generation 3G smart phone chip features will be at the end of this year. The significance is not great.
2G overlord has become the past tense has finally returned to the current mobile phone baseband chip industry, currently in the 3G mobile phone chip, holding a patented Qualcomm is a single, especially in the past favors Infineon 3G chip Apple, Since the iPhone 4S series began to officially introduce Qualcomm chips, so in the so-called WCDMA 3G system, from the current situation analysis, Qualcomm will always be the protagonist, and others will be supporting actors. MediaTek wants to replicate the possibility that 2G generations are overlords, because regardless of patent rights, marketing strategies, etc., MediaTek is full of mistakes, especially in the face of Qualcomm and Broadcom.
As for the 2G mobile phone chip market, because the patent rights have expired, everyone has the ability to do it. The key point is that they will not do it. As for the current 2G mobile phone chip industry, MediaTek still holds more than 50% of the market, and Morningstar is currently about 7%, but Morningstar is very active. In particular, Morningstar chairman Liang Gongwei stated frankly that for Morningstar, the strategy on mobile phone chips is based on the market in mainland China. Last year, the initial test buzzed, shipments were about 50 million, and this year is expected to grow substantially. I hope this year. Grab 55% of global market share.
Therefore, on the analysis of the overall 2G plus 3G mobile phone chip market, the current situation of MediaTek is that there are tigers behind the Wolves, and MediaTek has imagined that in the past it was the same as a cottage, I am afraid it is impossible!
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