In 2008, the pattern of mobile phone chip suppliers changed dramatically. There are large companies withdrawing, large companies intervening, and large companies being acquired. After the formation of a strong confrontation, it is difficult for us to judge which big enterprise will win. We expect that in 2009, the mobile phone chip supply market will be very exciting. On the one hand, the competition between giants will kick off. On the other hand, it is a challenge for manufacturers to obtain high profit margins in such a highly competitive market, and we Will also wait and see.
The pattern of mobile phone chip companies has changed dramatically
The field of wireless mobile phone chips changed dramatically in 2008.
Texas Instruments (TI), a giant that has dominated the market for many years, announced the sale of their universal cellular baseband business (merchant cellular baseband business) in the third quarter, which is one of their three major mobile phone businesses, with annual revenues of approximately $ 350 million to 4 The company mainly provides low-cost mobile phone chip products such as LoCosto and eCosto to meet the needs of emerging markets such as China and India. The sale of the business will reduce TI's wireless business operating expenses by 1/3, about 200 million US dollars. At the same time, Texas Instruments still retains custom baseband chip business and OMAP business. Among them, the custom baseband chip department is the largest wireless business revenue department of Texas Instruments, providing customer customized services, providing mobile phone baseband products for Nokia (NOKIA) and other large companies, with an annual revenue of approximately $ 2.3 billion. And TI announced that the divestiture of some wireless services and retention of the OMAP platform is to focus on developing application processing services for mid-to-high-end smartphones, and to abandon the low-end market that has grown steadily or even gradually declined in the coming years.
Another company, STMicroelectronics (ST), has made major acquisitions and reorganizations in the mobile phone chip market in recent years, demonstrating their determination to gain this business. Earlier, they provided Nokia with a mobile phone power management chip. As the relationship with Nokia deepened, in August 2007, they purchased Nokia ’s chip division and obtained the right to design and manufacture 3G chipsets, power management and radio frequency technology based on Nokia modem technology. At the same time, STMicroelectronics has also become a partner of Nokia 3G chips. In 2008, their big moves included establishing a joint venture with NXP in the wireless business and controlling most of the new company's shares. After that, it was further integrated with Ericsson Mobile Platform (EMP), the world's second largest 3G chip supplier, to become a new giant in the mobile phone chip market. As the integration unfolds, the new company has Nokia's related mobile phone chip technology, NXP's 2.5G / EDGE (enhanced data rate mobile communication technology) and EMP's 3G / LTE and other full-line technologies.
Freescale, another big company, decided to sell their mobile phone chip business. In 2006, the company was also the third largest supplier in the mobile phone chip market after Texas Instruments and Qualcomm (Qualcomm). But as the parent company Motorola's mobile phone business experienced a huge decline, Freescale's mobile phone chip business also encountered unprecedented challenges. Eventually, they announced the sale of the business this year, focusing their resources on embedded technology.
In Fabless (waferless semiconductor design company), Broadcom, which ranks only after Qualcomm, has firmly entered this market. Prior to this, Broadcom had strong capabilities in the Bluetooth and WLAN markets. And winning iPhone touch screen controller orders helped them grow rapidly in the mobile phone chip market. In order to further intervene in the market, Broadcom has also adopted a merger and acquisition strategy in recent years, and has completed dozens of merger and acquisition cases, thus obtaining a lot of intellectual property rights. In 2007, Broadcom successfully became Nokia's partner on EDGE. Based on Broadcom's single-chip mobile phone baseband processor and related power management unit (PMU), Nokia developed their future EDGE mobile phones. In addition, Broadcom and Samsung have been working together for some time. Broadcom predicts that they will receive revenue from Nokia in 2009.
In this market, Qualcomm has risen rapidly in recent years and has become the largest giant, all companies have targeted it. In fiscal 2008, Qualcomm's revenue exceeded the $ 10 billion mark for the first time. But Qualcomm has been going through ups and downs. This year, it reached a settlement with Nokia on intellectual property disputes, which is good news for it; on the other hand, they had to announce the abandonment of UMB technology and switch to LTE, which affected the CDMA2000 market.
In addition, Infinion and MTK have a place in this market.
The unclear battle
We see that chip suppliers in an application market are so powerful. In the preliminary ranking of semiconductor manufacturers in 2008 just released by international survey company iSuppli, Texas Instruments is the third-ranked semiconductor company in the world, STMicroelectronics is ranked fifth; Qualcomm is ranked eighth, and Fabless (fabless semiconductor design) The company's number one; Infineon ranks tenth; and Broadcom ranks fourteenth among semiconductor companies and second among Fabless companies. But even if each company has such strong strength, it is difficult for us to judge which company will eventually win in this market in the future.
If you want to win in this market, companies need to have many qualities, such as the strength of sustained high investment, expertise in mixed-signal and RF technologies, and extensive IP (intellectual property) in the fields of wireless communication, multimedia, and connectivity. , But also have the ability to maintain a good profit margin. In addition, the attitudes of Nokia and Samsung, the top two manufacturers of mobile phones with 60% market share, are also critical. In the 3G era, it is more important to advance and retreat with operators to ensure the successful development of data services. If these standards are used to judge these enterprises, they have their own advantages and disadvantages.
Texas Instruments' largest wireless business revenue comes from Nokia's custom chips. Until 2007, it still occupied the entire market of Nokia mobile phone baseband products, with the longest accumulated experience in this market. But Nokia changed their strategy of cooperating with only one chip company and announced the introduction of Infineon, STMicroelectronics and Broadcom in August 2007. In recent months, as these competitors have made progress among Texas Instruments ’traditional customers, Texas Instruments’ wireless business has faced enormous challenges. However, Texas Instruments is still Nokia's comprehensive strategic partner. In addition, he is also opening up a new battlefield. They announced that they are optimistic that there will be a high-growth smartphone and mobile internet device (MID) market in the next few years, and will use the OMAP platform to open up new growth space in this market. Moreover, Texas Instruments made adjustments to its business model this time and increased its investment in one-stop solutions in order to acquire a wider range of customers.
After the reorganization, the joint venture between EMP and ST-NXP became the third largest manufacturer after Qualcomm and TI, accounting for 19% of the overall mobile phone market, and also won customers such as Nokia and Sony Ericsson. The outside world believes that this company has many advantages. For example, the reorganization produced a scale effect, a new product portfolio consisting of the strongest product lines of the original companies, and the acquisition of the Nokia team to make them know how to design mobile phone chips for Nokia. But this does not prematurely determine that this new Big Mac can win. It has not obtained the qualification of Nokia's exclusive 3G chip supplier. Their product lines are facing strong challenges in various markets, and it also faces integration between companies, which will be full of risks and challenges.
Before Broadcom intervened in the mobile phone baseband business, it not only had Bluetooth, WiFi, GPS, FM and other technologies, but also had DSL, digital TV and other related technologies. Therefore, they had a wide range of IP required to meet the future development trend of mobile phones. But the Nokia product that Broadcom won the design won't be available until 2009, and compared with the previous major companies, their resources still need to be strengthened, which also brings some limitations to his competitiveness.
Qualcomm is currently the largest mobile phone chip company and maintains a high profit, accounting for 29% of the overall mobile phone market. But this does not necessarily make it laugh to the end. Qualcomm's biggest problem for customers is the monopoly caused by high chip and terminal prices, and constant intellectual property rights disputes, which force operators and equipment manufacturers to open up other chip supply sources. Samsung has added chip suppliers such as Infineon this year. Moreover, due to Qualcomm's switch to LTE and the abandonment of UMB, operators have to consider multiple issues such as replacement, subsequent support and upgrade compatibility, which also affected the promotion and deployment of CDMA2000 networks.
Infineon is a partner of Nokia's GSM chip. This year they have started to supply Nokia. Although the volume is not large, it has already made a good start. Moreover, they received orders for iPhone baseband chips from 2.5G to 3G mobile phones, which is enviable. But compared with the top three mobile phone chip companies, its resources also have certain limitations, so that he and Broadcom, like the selective attack in the market.
MediaTek has gained about 15% share in the GSM market with its innovative business model. And this year they have made more important progress in TD business. At the same time, they have also recently developed WCDMA products, which also indicates that they have set their sights on the global market. However, the market volume of TD is still very small at this stage, and the maturity of WCDMA products will also have to pass the test of time. We do not know what new business models MediaTek will create in the future and win new markets again.
We see that 2009 will be full of uncertainties in the mobile phone chip market, so it will also be a very exciting year.
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