Shulou(Shulou.com)11/24 Report--

On the evening of November 14, MediaTek recently released the 5G chip of Tianji 9200's flagship mobile phone. Chen Guanzhou, general manager of MediaTek, and Xu Jingquan, deputy general manager of MediaTek and general manager of the wireless communications division, said in an interview with the media that in the second and third quarters, Tianji 9000 has reached 30% of Chinese mainland's flagship market share. It is hoped that Tianji 9200 can break through a higher share.

Will not give up low power consumption in pursuit of high performance the Tianji 9000 is a turning point for MediaTek in the flagship market, giving it a place in the flagship mobile market.

The Tianji 9200, which is released this time, inherits the "product gene" of the previous generation of high performance, high energy efficiency and low power consumption, and upgrades in games, video, 5G communications and Wi-Fi 7.

Talking about the challenges in the flagship market, Xu Jingquan, deputy general manager of MediaTek and general manager of the wireless communications division, said frankly that product definition and market acceptance are the two most important factors. In terms of product definition, MediaTek has never entered the flagship field before, so there is no customer who can guide the direction. Whether the designed product is the most needed by the customer is the first big question; and after making the product, the difficulty is whether customers will use our product on their terminal equipment and define it to the flagship level.

"people have the impression that MediaTek started at the middle and low end, so why should we use MediaTek products? it takes time to resolve and overcome. So from the very beginning, we expected that this cannot be done by one product or two products. This is a process that must go through a lot of market experience and work together with many of our customers and partners to climb step by step."

After laying the groundwork for Tianji 9000, Chen Guanzhou, general manager of MediaTek, believes that the competition pattern faced by Tianji 9200 is different from that of the past. "now it must be better than the first generation." He said that the basis of customer trust in MediaTek is completely different based on Tianji 9000. For example, it will take a long time to develop flagship phones and mid-range phones, and it should be clear at which stage to work with customers. Through the R & D and commercial use of Tian Ji 9000, MediaTek has accumulated a lot of experience to gradually make customers more trust in MediaTek's methods and technical capabilities.

With regard to the product definition, Chen Guanzhou also shared his views on building flagship chips.

He believes that the flagship chip is not selling chips, but selling technology-- the technology inside the chips. The technical areas required for mobile phone platforms and applications are the broadest and deepest; what is more challenging is that flagship chips cannot have shortcomings. There are a variety of technologies integrated in the chip, and as long as one technology is a deficiency, it cannot be called a flagship chip. "We can't have a deficiency. Each technology requires considerable improvement and upgrading every year."

However, he also stressed that while promoting the upgrading of many technologies and applications, MediaTek will insist on low power consumption. Reducing power consumption in important daily use scenarios is the low line for MediaTek to plan all technologies, processes and applications, and will not give up low power consumption in pursuit of high performance.

Xu Jingquan also stressed the importance of low power consumption to the flagship market. For example, in order to achieve the high performance required by the flagship chip, the usual way of implementation is to stack the core and the hardware, but in the end, the overall performance cannot be brought into full play, because it is too hot, and the chip designer may have done 100 points of hardware. in the end, it can only play a level of 30-40 points, and the overall performance may not be as good as lower-level products.

Hope that the market will rebound in the second half of next year at the launch of Tianji 9200, Chen Guanzhou revealed that Tianji 9000's market share reached 30 per cent in the second and third quarters of Chinese mainland.

Referring to the goal of Tianji 9200, Xu Jingquan said that he hopes to do better and better and break through higher market share. At the same time, in addition to the mainland market, MediaTek also hopes to continue to expand overseas markets. "We also note that some customers are also promoting our products to high-end overseas markets, and we will continue to work closely with them to expand our flagship share of overseas markets."

In order to expand the market share, we must face the competition with the competitors.

He mentioned that MediaTek's flagship chips were released ahead of competitors, so it was impossible to predict competitors' next-generation product information. But the common problem faced by MediaTek and its competitors is how to make the Android camp bigger and better together, improve the Android user experience, and beat other camps, which is MediaTek's bigger goal.

Industry insiders believe that the launch of MediaTek's Tianji 9000 chip is a key turning point in the mobile chip track in recent years, and MediaTek has finally successfully entered the high-end flagship mobile chip market.

"at a time when the smartphone market is facing unprecedented challenges, MediaTek has chosen to use hard-core technological innovation to achieve a breakthrough." according to industry insiders, MediaTek does not pursue a single parameter or run a score. instead, it focuses on the improvement of the panoramic experience, which may bring a "quantitative change to qualitative change" experience to the product.

It is worth mentioning that MediaTek has also played an important role in promoting the development of 5G, deeply participating in standard-setting and promoting market popularity. And wireless communication technology is also the key skill of MediaTek. In MediaTek's view, 5G wireless communication, Wi-Fi / Bluetooth wireless short-range communication and satellite positioning are the three core technical directions in the field of communication.

Especially in 5G, Tianji 9200 integrated 5G modem integrates AI technology, focusing on optimizing the communication experience in high-speed rail, basement, subway, airport and other scenarios. One of the most prominent features summed up is the "three fast": fast to find the network, fast to return to the network, fast network speed. This "three express" is the key point in users' daily use of 5G scenarios, and MediaTek is strengthening the core value of "user experience" through "product genes" and "cutting-edge technology".

Conclusion: 5G is the general trend and technology is the last word. At present, the smartphone industry is facing unprecedented challenges.

In Chen Guanzhou's view, first of all, mobile phones are a necessity for people's livelihood. Global shipments of 1.3 billion units in 2021 are expected to be more than 1.2 billion this year. "it will be a little challenging next year, but it should not be less than 1.1 billion, which is not very accurate at the moment," he said. Mobile phones are a basic demand, and as long as the environment is stable, the mobile phone market will pick up.

Second, the mobile phone industry is facing the momentum of converting 4G to 5G. From a global point of view, 5G may not be able to replace 4G in a short time, but it will gradually replace 4G, which is a constant trend. He is "cautiously optimistic" about the market, believing that there will still be challenges in the market environment next year, but believes that inventory adjustment will reach a new stage. "I hope that starting from the second half of next year, the market demand side can be relatively robust, and even some rebound."

It is believed that the mobile phone chip players represented by MediaTek may be able to break through the bottleneck of the existing mobile phone experience through various technological innovations.

In any case, smartphone and mobile chip manufacturers are going through a big test, and talking with technology and innovation is the last word.

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