Early in the day, MediaTek Inc. Company Chairman Cai Ming Kai brought together 78 senior executives together to learn new work, Ram Charan, "On the economic turmoil era leadership ability", and asked each manager at least submit two-page reading experience.
By the financial crisis, in 2008 the global semiconductor industry since 2001, the first negative growth, according to SIA data, the 2008 global semiconductor revenue in 2007 fell 2.8%, while 2009 will be the global semiconductor industry nearly 20 years, the most difficult year, "at the bottom throughout the year." Cai Ming Kai think so.
As Taiwan's largest chip design company, MediaTek 2008 sales of more than 90 billion Taiwan dollars, up 12.5% over 2007, although the full year results beat the market, but in the fourth quarter, MediaTek's revenues are effects of the financial crisis and the off-season, under the double impact of a 26.4% sequential decline, the main product line revenues have declined. At the beginning of this year, Cai Ming Kai in an open letter to all employees by warning employees to 2009, MediaTek achieved growth in the past, will be a considerable challenge, he took the lead with all the Registrar level and above 10% charge reduction .
As the chip design industry's most dazzling star, since the second half of last year, MediaTek to adjust the product line, the implementation of focused strategies, new products and other measures to prepare for the winter.
However, MediaTek's base - the Mainland market, Binglie squeak has in mind.
Defending base
From the second half of 2008, Qualcomm and more than 30 domestic handset manufacturers signed a CDMA chip licensing agreement, many of whom are MediaTek field in GSM fan. May 2008, the Chinese telecom industry restructuring, China Telecom, China Unicom's CDMA received the original license, on the long-awaited mobile services for the Chinese mobile phone market, China Telecom has brought the biggest variable. In the energetic efforts of China Telecom, CDMA mobile phones under the influence of a financial crisis, domestic mobile phone market, one of the few bright spots, a large number of domestic mobile phone manufacturers entered the CDMA handset market, the GSM chip provider, MediaTek, this is not What good news.
MediaTek Mainland China handset chip market's major suppliers, mainly depend on its launch of the Turnkey-Solution-stop solution, this solution not only to provide chip, will the software platform, third-party applications, development tools, All technical programs available to the terminal manufacturers. To help customers develop products faster, MediaTek also allow technicians to go to the client, the client always find and solve problems. Turnkey-Solution of the one-stop solution for subversion of the mobile phone chip market rules of the game.
As Turnkey-Solution reduces the difficulty and cost of mobile phone development, a time of surging domestic mobile phone market, attracting a large number of capital and firms to enter. Especially in the Pearl River Delta, supporting a comprehensive, strong production capacity of the great engine electronics manufacturing industry was MediaTek start, MediaTek, though not "cottage phone" was first, but as the culmination of mobile phones fueled the cottage.
However, by 2008, the wind has changed.
By the end of 2008, is currently the largest mobile phone supplier Amagatarai announced Qualcomm in 2009 and co-operation will focus on CDMA mobile phones and China Telecom. In fact, from the second half of 2008, days of language development will be focused on the mobile phone CDMA mobile phone, a large number of R & D personnel to work as CDMA mobile phones, which led directly to GSM handsets in the second half-day language significantly reduced the number of new models. Day language is MediaTek mobile phone in the country's largest customer, is MediaTek Turnkey-Solution-stop solution for one of the beneficiaries, but now increasingly plump wings "students" began to break free of MediaTek's arms.
"MediaTek customers gradually matured over the past MediaTek compared with European and American firms, advantages are obvious, but now customers couplet made more demanding subjects, and along with the growth of our customers has been gradually equipped with MediaTek strong words of strength. "who is familiar with MediaTek in the industry think so. This trend is also reflected in the days of cell phones and MediaTek language co-operation. Present-day English has established a mobile phone more than 600 R & D team, in the realization of certain functions, has begun to go beyond MediaTek's Turnkey-Solution. Such as MediaTek's platform does not support the 8 million-pixel CCD optical camera, but the days of cell phones have achieved language. "MediaTek is a day of language teachers, but now days the student language cell phone, to give their responses a." Days, said Rong Xiuli, chairman of English phones.
Fixed on the smart phone market
Face the challenges of the market and customers, MediaTek will be placed on the Chinese 3G market growth and smart phones. September 2007, MediaTek acquired ADI's handset chip business, ADI thus obtained in the field of TD-SCDMA and WCDMA all business. In 2008, MediaTek has "won" TD-HSDPA and TD-HSUPA two industry technical problems. In the mobile terminal before the two TD tender, a "joint core / MediaTek" chip solutions (MediaTek chip hardware provided, together provide the core software platform) and over half of end products, while the WCDMA scheme has also been in the customer side validation, scheduled to launch.
But MediaTek over the country, although the 3G licenses have been issued, but in 3G mobile phones type heavy volume growth, at least the middle of 6 to 12 months, and in 2009, Cai Ming Kai more attention to smart phone market. MediaTek announced the first smart phone solutions, MT6516 continuation of its "integrated" advantage, the video decoding, mobile TV and other multimedia applications into a single chip, replacing the previous need for two or more chips can be completed function. The chip upon release, immediately drew in the cottage industry attention, media comments, "cottage phone into smart times in 2009."
In the smart phone market, MediaTek will face the same challenges HTC of Taiwan manufacturers. As the world's largest smart phone manufacturers, HTC smart phones occupy most of the domestic market share. But analysts are generally optimistic about MediaTek prospects in the field of smart phones, mainly because of MediaTek's mobile phone market, especially in the domestic market cottage appeal, and its more integrated single-chip solution, and Turkey-Solution one-stop service, domestic mobile phone makers will quickly develop into the field of smart phones. As more familiar with China market and Chinese customers, MediaTek is likely to replicate in the smart phone market, the success of GSM market.
In fact, the mobile phone market has become MediaTek financial haven in times of crisis. Cai Ming Kai-that "field of opportunities for wireless communication chips are relatively large, great momentum," Although MediaTek ready in 2009 to take a more cautious hiring plans, but Cai Ming Kai also consider increasing the mobile phone sector, technical support personnel, but also in The market still wider area waiting for MediaTek to explore.
Xinjiang to open up land
Cai Ming Kai couplet Fake selected markets have several definitions: first, to a large market size, in addition to high technical threshold. MediaTek's products currently involved in optical storage, DVD, digital TV, mobile phones and GPS, but enter the mobile phone chip market, the Cai Ming Kai found that MediaTek's products have been able to do less and less. More importantly, the financial crisis, MediaTek's product plans are also affected. "Consumer products, such as optical drive, DVD players and TV chip, the product lines are ready, but because of recession, from the DVD over to Blu-ray DVD's over time the introduction of new products, not so fast speed." Cai Ming Introduction think so.
"Some of the smaller scale of the product, I would consider not to pull back, the pace slowed down, or put some resources on a large scale, opportunities for large product line." The mobile phone market is the opportunity to see where Cai Ming Kai . MediaTek's market strategy also will change: in no hurry to find the next market, but ready to existing products as a platform to launch more chips. Such as mobile phones based on this platform can carry which products. Currently, the United Nations Development coqui in the mobile phone platform shipments of Bluetooth chips have more than one million, in addition to MediaTek also offers from the Wi-Fi, radio, FM radio cell phone needs, including almost all the chips. With the domestic manufacturers in the influence of MediaTek mobile phone market will continue to deep plowing.
In 2006, MediaTek language on the phone with Lenovo and the days begin to open up overseas markets. In 2008, although most of the decline in chip design company performance, but MediaTek is because in India, Russia, Brazil and other emerging markets to expand and maintain a sustainable growth trend. In Cai Ming Kai-view, emerging markets have the opportunity to lead the recovery in the future to maintain its rapid growth has always been, and MediaTek should try to seize these opportunities. According to MediaTek's data, in 2008 China's mobile phone export more than doubled in 2007, 2009, MediaTek is expected that 35% of the chips will be exported as domestic mobile phone manufacturers around the world, but also take advantage of international brands European and American markets, MediaTek chip program also gradually penetrate.
Currently, MediaTek to provide the chip has entered the mobile phone carrier Vodafone, and Orange and T-Mobile will also be based on MediaTek's mobile phone chips, MediaTek is moving from China to the world. Although only the top five handset makers LG use MediaTek chips, but Cai Ming medium that is only a transitional problem.
"We came relatively late time, been trying to catch up with Europe's technology, Nokia being the world's largest companies, it is to believe you this supplier's overall ability, not just technical skills, but also a brand image and so on. As we have done earlier CD-ROM chip, are also beginning Lite, Kwong Ming Taiwan companies to use, but after 2067, almost all overseas manufacturers like Samsung, Sony, etc. CD-ROM, DVD or even television, all use our chips. "
For mobile phone chip market ranked No. 4 in the MediaTek, it's upside potential is still very great. And this financial crisis will be the biggest test of MediaTek.
Cai Ming Kai said: "Despite the downturn in the market, but also a relatively good investment opportunity with the potential of technology, we must continue to develop new technologies and new markets, the courage to face the challenges of winter, while you prepare for spring arrival. "
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