The market for touch screen chips is hot, but it is like a wilderness. The manufacturers are rushing into this emerging field, just to catch up with the mobile phone touch screen technology boom launched by Apple iPhone, and spread to Netbook, PC, etc. Relevant business opportunities in other product areas.
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It is understood that the touch screen ASIC used by the iPhone is exclusively designed by Apple, but other mobile phone (non-mobile) OEMs use off-the-shelf low-cost components, including from Atmel, Cypress, Microchip, Renesas and Synaptics. The vendor's touch chip products.
Among them, Synaptics is the leading manufacturer of mobile touch ICs that entered the market earlier. Atmel and Cypress are in a rush, and other latecomers are also involved. At present, the market war situation is still in the early stage. The following are analysts' opinions on various manufacturers.
Atmel
First, Atmel, market research firm FBR analyst Craig Berger said that the company's maXTouch series of touch chip products are expected to be mass-produced in the second half of 2010, and has been sent to four of the top five mobile phone manufacturers; among them, Motorola's Droid It has been published, and several mobile phones such as Samsung's Galaxy, Blue Earth and Instinct have also been adopted.
In terms of price, the average selling price of Atmel's chip solution is about US$3 per mobile phone; Berge expects Atmel to achieve a third of the non-Apple smartphone market, which is about 75 million mobile phones per year. It is quite eye-catching.
Another market research firm Raymond James analyst Hans Mosesmann pointed out that Atmel's touch screen IC products contributed a lot of revenue growth momentum to the company in the third quarter of 2009; Atmel has begun to be Motorola's next-generation Android. Smartphones (CLIQ and Droid) supply a large number of related components.
maXTouch is also expected to enter other mass production applications, such as Windows 7 Netbooks, printers, and devices including portable game consoles, GPS, etc.; Mosesmann said that the series will be between the second half of 2010 and 2011, Atmel's revenue has brought a lot of growth momentum.
Cypress
According to Ashok Kumar, an analyst at Cyopress, Northeast Securities, "According to our survey, Cpress has won many new capacitive multi-touch smartphone designs;" he pointed out that Cypress's product differentiation lies in High-end features, attractive pricing, and low-power and highly integrated software stack support.
"Based on its current design performance, we expect Cypress to replace Synaptics as the leading supplier of touch screen chips in 2010." Kumar added that Samsung and LG are also expected to switch to high-end smartphones using the Cypress solution. In addition, it will compete with Synaptics and Atmel in Nokia and Motorola phones.
Broadpoint Amtech analyst Doug Freedman said that Cypress's TrueTouch family of chips performed well when design activities remained normal (sales are expected to reach $100 million by the end of next year); the company's executives also expect the chips to be in The penetration rate of the top five mobile phone manufacturers in the world has increased.
Microchip and Synaptics
For Microchip, Freedman said: "The production of 32-bit products has begun to reach a certain level, and the company's executives will focus on improving the SAM of the mTouch (Touch Sense) and XLP series products."
As for Synaptics, another analyst at Broadpoint AmTech, Ian Ing, said the company is still a small competitor in the field of capacitive touch technology; the company's underperforming performance is mainly due to big LG, RIM and HTC. The customer's order is reduced.
As mobile touch solutions have moved from modules to chips, first-line mobile phone OEMs have also adopted multi-vendor strategies; Ing still expects Synaptics to win many business opportunities in non-PC capacitive touch, and will continue to be capacitive touches. One of the leading manufacturers of control technology.
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