quot;Low key" ALi mutation of "high profile" is intended where? - Set-top box market, IC-electronics industry

quot;Low key" ALi mutation of "high profile" is intended where

? - Set-top box market, IC-electronics industry

With the majority of Taiwan IC Companies, ALi is the kind of money belonging to bow several companies, although in recent years ALi in MediaTek chairman Cai Ming-kai, under the correct guidance (in March last year by Cai Ming, chairman of Sun Zhenyao referred to, but MTK is still the largest shareholder of ALi) comeback, and constantly get good grades, but still very low key, very little exposure in the media. However, a few days ago ALi changed the low-key style, high-profile office in Shenzhen, China set up headquarters, and invited a number of government officials, customers and the media. Change from the low-to a high-profile, ALi is intended where?

My opinion, the biggest incentive is the huge set-top box market in China has come, and China has become the world's largest set-top box manufacturing base. Spotted the foreign set-top box market growth ahead of mainland China, ALi first success in Europe and the United States market, "This year the European DVB-T set-top box shipments of more than 3,000 million units, demand is very large." ALi said General Manager Lin Shenbin , "because this year happens to be the European mandatory Analog to Digital's turning point. However, the drop will appear next year." But the Chinese mainland market's prime time has come, direct broadcast satellite set-top boxes, Internet set-top boxes, terrestrial set-top boxes, HD cable set-top box, a number of markets the simultaneous development in the Chinese market. "We set up China headquarters in Shenzhen, mainly for two purposes, one with customers in China to conduct a more level Cooperation Another is to our international marketing experience to bring more customers in China, so Chinese customers the products faster to the world. "ALi Corporation general manager in China, said Zhang.

Peripheral device from a PC company into a leading set-top box solutions company, ALi can be said to have completed a successful transformation. "We are in the global retail market DVB-S set-top boxes and DVB-T set-top box market are the first Chip For business. "Lin Shenbin proudly said," This data can stand the test, this is our Tuner from many customers and suppliers a comprehensive analysis of data obtained. "He explained, ALi has been able to get these first, because in the set-top box market, ALi guide a single-chip revolution. In 2004, ALi first introduced integrated demodulation and decoding of the DVB-S set-top box chip program 3327 ; 2005, ALi once again leading the global launch of single-chip DVB-T set-top box 3101. The two single-chip with the Turnkey program launched for ALi victory in the two markets. However, in cable set-top box market, ALi is not the first to introduce a single-chip solution for the company, as regional demand higher cable set-top box, unlike the other two market standards and more public nature. Last year, ALi has introduced single-chip DVB-C program of 3202.

ALi General Manager Lin Shenbin: mainland China market to the prime time.

However, China's set-top box market is not only attracted ALi an IC company, in fact, it has attracted all mainstream set-top IC manufacturers, and local set-top box chip maker mainland development of irresistible force, such as Guoxin and Lan from science and technology are two outstanding. And the recently set-top boxes and digital Trident and NXP TV Ministry of the merger, will more concentrate on the Chinese mainland, and what impact this will have ALi?

"As we all know, NXP's set-top box business is acquired from Conexant, and now being sold to Trident. Conexant like a hot potato to be sold to sell to. Conexant advantages mainly in satellite set-top box, which is our strength, we do not fear. "Linshen Bin said. In the face of competition from domestic IC companies, he said: "Our competitive advantage is like Cai Ming Kai said the three 'P', that is product, product, or products. Of course, the global economic downturn, customers are very price sensitive, so cost is also very important, and we attach great importance to cost-effective. "Although the emphasis on cost-effective, but ALi's gross profit margin even as high as 50%, much higher than consumption Electronic Company average gross margin of 35% (ST and Trident are only 36-38% of the gross margin), which compelled people to admire.

Next year, ALi very optimistic about the Internet set-top box market. "With the upgrade to the previous times the bandwidth and the content available on the Internet more and more, we believe that the explosive growth of the Internet set-top box has ushered in the period, and we now plan on the human-machine interface provides a significant improvement. Make Users only need to use TV Remote control Can freely choose to view their favorite video, from the small screen (PC) personal entertainment completely turned the big screen (TV) of home entertainment. And can provide online upgrade. "Lin Shenbin said. In addition, he said, ALi is also studying Android system, it is possible to introduce an Internet set-top box platform Android operating system." Apple's operating system and Microsoft's operating systems are relatively closed operating system, we will be different platform to introduce more open Android system. "He said.

Extremely strong for the Chinese market to another market?? Broadcast satellite set-top box market, Lin Shenbin that they are very optimistic, but also the appropriate programs. "Although we do not provide limited demodulation chip front-end, but we can provide a full range of back-end decoding program. In fact, the most important set-top box decoder chip." As for the volume, as the cottage of the market more serious, he that good prediction.

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