Half of 2009 has passed, and now industry is not the most talked-about analysis of the impact of the crisis, but how in the future to seize the opportunity of economic recovery in the development of economic crisis, I interviewed a lot of well-known semiconductor companys CEO or CTO, From these interviews, I feel the economic crisis brought about by the positive side is that many industries will be able to objectively analyze the pragmatic or summary of the development of the semiconductor industry, based on these interviews and the analysis of individuals, where individuals share the company of the local development of semiconductor chips five proposals in the hope that more local IC design companies can seize the opportunity of economic recovery.
First, the use of "thinking system manufacturers"
As electronic products become increasingly short life cycle, the current R & D model of product development, great changes have relatively the past. One of the most obvious change is the chip company to provide services to more and more - you will not only provide the chip, but also to provide a complete set of programs to the machine manufacturers, see the program before considering others with chips. Therefore, the core Hangzhou Ming, executive vice president said, "now there is no program chip, not create a final product." However, I would like to stress here is not a chip company to provide the program, but to use systems thinking to manufacturers of empathy terminal the needs of manufacturers. NXP Global Sales & Marketing Senior Vice President MikeNoonen once pointed out: "I think the success of semiconductor companies need to develop their own" thinking system manufacturers, "stresses the need for specific understanding of their customers - the system of the challenges faced by manufacturers is What is, What are the requirements, architecture and so the question of how these go far beyond the area of the semiconductor business knowledge. "
Can be seen as a semiconductor IC company, not only need to think about their own IC design in the face of technical challenges and to deal with, but also to consider the customers needs, challenges, and machine products. Furthermore, the local IC design companies should give more consideration and systems manufacturers, system vendors to enhance the innovative capability, because only companies with the innovation system needs, the new device will have a demand, if only to imitate, then the development of IC products becomes a game to reduce costs, the industry the company will do no good for consumers. In this regard, the Apple iPhone is a good example - as a result of touch-screen iPhone in the application of innovation to promote the global touch of the fast-growing chip market to bring many opportunities IC.
Second, the first set and then seek more in order to meet the challenges of change
"Book of Doctrine of the Mean" goes: "forearmed legislation, while not pre-waste", which tells us: Regardless of any one thing, we must have clear objectives, careful preparation and thoughtful arrangements, the success would be very difficult. For IC design, although the threshold has been reduced a lot, but even if you have a certain amount of design know-how, before entering an area still need to plan carefully well thought out - for example, to enter the field of deep analysis has players strengths and their strengths, analyze the challenges and difficulties in the future, after analysis of the strategy to enter the occupation of the city often a profound example of this is there is a local IC design companies to see the large screen display in the field of heat going into the big screen soon LED driver market, the market does not take into account in a Taiwan IC design companies have accounted for more than 80% market share, but also in cost control and channel has轻车熟路, with such companies as the cost of a single it will be very difficult had the upper hand, not to mention the domestic IC companies in terms of performance products can not have a clear advantage, so this kind of competition it will be difficult to have grasped the chance of winning, the results must be no benefit for the money.
Even if the field has entered a new and firmer footing, but also need to constantly change to meet future challenges, more than 2000 years ago, a famous Chinese philosopher Lao Tzu in his famous book "Dao De Jing" in the "good is like the" point of view, I think It should be respected is to constantly adjust their learning to adapt to water of different quality containers - for an IC design company, I want to do is to constantly change to adapt to their changing environment, because consumer demand is changing Terminal changes in demand for manufacturers, research and development model is changing the face of such dynamic changes in the ecological environment, change is the only effective means to deal with, here I would like to cite examples of companies or NXP, I remember that before the outbreak of the financial crisis , the company has made some changes, for example, in early 2008 began to adjust, spin-off mobile phone business, the third quarter of 2008 and launched a "Redesign (re-planning)," the work of its manufacturing operations to adjust and upgrade the manufacturing operations competitiveness, while reducing operating costs, but also become more stable financial situation, and innovation in R & D funds to invest more. These adjustments are just and the economic crisis broke out simultaneously, so a lot of change to avoid risk.
Third, focus - do what they do best
The semiconductor industry after 50 years of development, is already quite mature, and its a sign of a mature industry that is increasingly broken down, have been broken down in this market, to be done to maintain the development of what they do best. We all know that, "Matthew Effect" - and more more less less, and only their best to strengthen in order to accumulate more advantages, access to more resources and markets, that is, in fact, focus on strengthening their core competitiveness.
In this regard, NXP also has two very good examples: one is to divest its mobile phone base-band business and STMicroelectronics to set up wireless communications company, is its acquisition of Conexants broadband media processing business. Into this one, and its focal point is the focus - to strengthen their areas best. MikeNoonen pointed out: "We can not do phone-based business with the worlds third, in order to create the industrys leading position more clearly, decisions and STMicroelectronics merge wireless business. M & A Conexants broadband media processing business, not only strengthens our the digital video business competitiveness, but also allow our business extends to IPTV (Internet TV) and some new areas. "
Here I would like to explore what in the end is the core competitiveness? Many IC design companies is that the core competitiveness of the basis for the development of chip technology, is concerned that many companies involved in IC development of the technical level factors rather than factors in the application or business level. In fact, this is a misunderstanding, the core competitiveness of enterprises should be the long-term ability to achieve competitive advantage, not necessarily all of the technical factors, or even more than the embodiment of commercial factors, such as we are familiar with MediaTek, the Core Competence Power is the capacity of system integration. The new micro-Shui, the core of competitiveness, it is the whole program needs to grasp the capacity.
Fourth, integration of resources, make the best use "is used"
With the industry breakdown of IC design companies has brought new challenges - is the ability to integrate resources. At present, there is a mature industry IP, mature tools, sophisticated manufacturing systems, IC design is how to do integration of these resources, with "use and" the introduction of new IC designs. For example, we can use the ARM core MCU, with its own external IP to complete development of a new application-specific target MCU chip.
Ability to integrate such resources, but also for the integration of other technologies, such as sensor technology and semiconductor technology, security technology and semiconductor technology integration, energy conservation and integrated semiconductor technology, etc., which can create huge new markets, such as the field of security , security, smart cards, security chips have opened a huge market in the future, and food can be combined to create a huge market demand. At present, some of the leading semiconductor companies have been in the field of integration of these emerging needs, such as NXP in a safe, energy-saving has already made clear the field of planning, National Semiconductor, in its 50th anniversary celebration next 10 years made it clear that the direction of the energy.
Integration of resources also means that the IC design companies will be the integration between, for example, the core chip manufacturers to integrate power management resources, or other peripheral device suppliers, will increase industry collaboration. To achieve this, some local IC has been tried and the effect is pretty good.
Five, "a steady jog" control the quality of the establishment of reputation
Since some of the media adding fuel to the fire, the area of the semiconductor industry, the spread of impulsiveness, is that many companies would like to become famous overnight, in a short period of time occupied a large market, in fact, the needs of IC design experience in this field, was born in the United States as a result of micro-electronics Silicon Valley, so local companies have inherent weak, although the number of returnees has some advanced technology, but a lot of experience in IC design, culture and talents are need to accumulate, if the only alternative to a target products, often becomes a price war is the most severely injured himself.
Two years ago, many companies keen to use reverse engineering to shorten the learning curve, but such a "know-I do not know its所以然" is difficult to judge the whole, face new problems, very difficult to solve, therefore, personally think that the local IC design companies more need for "jogging" -静下心来, get down to do a good job in technology, the mature product to the user. Rather than the legitimate "快鱼" always wanted to launch the first products, the products must immature harmed not only harm their own customers - a local IC company is because the early products more bug, the result was the introduction of a good products, there are many machine operators dare not use.
In the "jog", the local IC Corporation IC products have to do a good job of long-term planning and quality control, so that whole business with the ease of comfort, so that when you have established a good reputation, machine operators naturally receptive your new products.
"Jogging" Another benefit is easy to allow ourselves to see the road ahead and the timely adjustment of the direction - we all know, encountered fog, you can easily out-lane speeding. The same as in the semiconductor industry, "jogging" easy for their hair to see the industry trends and needs, reduce development risk. "Jogging" also means that you can have a sustained development, and this is very important - a run at most of the people to run one kilometer jogging but can run dozens of kilometers, in this regard, it is recommended a lot of local companies learn some foreign companies, such as NXP, Broadcom, etc., these companies are often selected after entering an area, to take sustainable development strategy, "jogging" gradually ahead of the competition. Therefore, the local IC design companies in the large company can certainly stand the loneliness of those companies could be sustained.
Many people worry that this "running" will widen the gap and foreign companies, in fact, not have to worry about this, because the demand there is always difference gradient, no company can monopolize a market, you have to survive the market, then the accumulation of on technology can have in the future hope of winning the competition, or even the survival of a problem, how can they talk about the future of competition?
|
