Rockchip flat chip manufacturers into the mobile phone market what are the odds

Country cottage flat chip manufacturers rockchip has finally entered the mobile phone market.

On March 2, at the WMC2015 Conference, rockchip launched together with Intel's first 64-bit Quad-core 3G SoFIA 3G-R communications solutions, the programme is mainly based on mainstream cost-effective phone and Tablet market. It is understood that the chip is based on Intel Atom processor, the 3G modem and connection technology, the new product called the Intel ® Atom ™ processor x-3 C3230RK, equipped with the products of the programme listing is expected in the first half of 2015.

Since last May, and "high-rich handsome" Intel reached a strategic cooperation, rockchip has vowed to enter the mobile phone market, plans to launch quad-core based on Atom processor cores So FIA 3G. After nearly a year after the dormant, rockchip has finally launched the chip.

However, due to the current global chip industry already oligopolistic situation, rockchip cottage flat as a domestic chip manufacturers, leaving its chances there much? Hello Kitty Galaxy S5 Case

Rockchip has in the mobile phone chip market suffered "serious injuries"

In the past more than 10 years, the rise of rockchip can be called a wonder of the digital world. Rising from the Repeater industry, MP3/MP4 industry leaps beyond, and then to the flat panel industry has been rising rapidly, rockchip by virtue of its accumulation and slow and steady strategy one step bigger.

In this process, the rockchip was also involved in the mobile phone chip market. In MP3/MP4 after a market decline, ushered in a golden age of mobile industry. At that time, the rockchip has invested a lot of money into the mobile phone chip market. It is understood that in this 2 years from 2008 to 2010, although rockchip has successfully extended to mobile phone chip oppo, ZTE and other brands, but chip shipments generally does not. The reason is, as later the rockchip, compared with mediatek, Spreadtrum powerful opponents, both in financial strength, technical capabilities, marketing capabilities, resource integration ability and other aspects have many shortcomings. Industry rumors, rockchip in the mobile phone industry's losses more than hundreds of millions of Yuan.

Rockchip's first foray into the mobile phone chip market, ultimately ended in failure.

Thanks to early 2010, Apple released the iPad, off the flat panel industry in this market, rockchip created a historic opportunity.

Near Intel, rockchip attempts "come again"

However, the rockchip entered the mobile phone market, has found a strong partner – Intel.

Intel and rockchip contacts began in early 2014, took 3 months to finalise the cooperation matters in the first round, and X86 and 3G modem technologies empowered the rockchip.

It can be said that Intel and rockchip is a win-win combination. From the market point of view, for Intel who would like to enter the Tablet market, select the rockchip means finding a shortcut to move quickly into the Tablet market; for the rockchip, also found a powerful patron. From a technical point of view, the benefits of the Intel architecture and modulation and demodulation techniques, and rockchip advantage is to move chip design capability, is a complementary relationship between the parties.

Intel's intention to cooperate with rockchip Tablet market, but more far-reaching plan would call Tablet and mobile phone markets. So far as the rockchip, near Intel also makes up for its shortcomings in communications, for calls Tablet war to keep the position, and even enter the phone chips.

At the Hong Kong Electronics fair in October last year, rockchip has launched its first communications chip with Intel--XMM6321, mainly for the 7-inch entry-level call flat. It is understood that a Dubai flat panel manufacturers touchmate rockchip a solution provider to sign a 100k level of XMM6321 order.

After the call the Tablet market to taste blood, the rockchip and Intel started formal entry into the mobile phone market. However, more competition in the market for mobile phone chips, rockchip once again the Council will face a number of difficulties.

Again an incoming mobile phone chips, slim Swiss core computer

In the flat field, flat domestic chip makers accounted for almost half of the Tablet market, but in the field of mobile phone chips, is a completely different situation. Rockchip to enter the mobile phone chip market will face a number of challenges.

First problem is sandwiched between the ARM and Intel, two giants, rockchip could be "about gas." Due to rockchip product line is basically based on the ARM architecture, and to some extent, rockchip is the ARM camp, with Intel is bound to have an impact on the following, rockchip must present the product line and business realignment and combed, and needs to maintain a good relationship with ARM manufacturers.

The second challenge is that the cell phone chip industry has formed oligopoly situation, rockchip broken almost hard. According to related statistics, 2014 global Android device chip brand share, Qualcomm shares are 32.3%, mediatek has become 31.67%, Samsung accounted for 22.1%. It can be seen that global mobile chips have formed Qualcomm and mediatek and Samsung a situation of potential and established international chip makers like Texas instruments, Broadcom has dropped out, NVIDIA also have a hard time doing the dying, and Marvell have also recently been reported plans to sell news. Rockchip partner Intel's market share in mobile and only 2.81%.

And, from the mobile chip market, Qualcomm, covering the high end of the market, mediatek supplies chips covered in the mid-tier, low-end market, Spreadtrum, chip manufacturers, such as core to cover super low end of the market, and 4G has become mainstream in the mobile phone market, rockchip launch is still a 3G chip. It can be said that leaving rockchip space has been minimal.

However, rockchip has certain advantages, such as SoC product line in the Tablet market for many years of experience and intimate knowledge of the Chinese market, and Intel's mature baseband technology and the development of resources in the international market. Rockchip foothold in the mobile market, it must give full play to our advantages, starting from the low end of the market, gradually to gain market recognition, then make a comprehensive layout.

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