Global chip giants seize China’s 4G LTE market with MWC conference

At the 2014 Mobile World Congress (MWC) held in Barcelona, ​​Spain, major mobile product manufacturers around the world have shown their housekeeping skills. However, in addition to increasing their own media exposure, the major mobile chip giants have not forgotten to take the opportunity to compete for China’s 4G mobile network market.

As Chinese mobile operators including China Mobile (Weibo) are racing to upgrade to 4G LTE mobile networks, smartphones including Qualcomm, Intel, MediaTek, Marvell and Broadcom are mainly Component manufacturers are competing for the world’s largest mobile market while participating in the MWC conference.

The evolution of Chinese mobile operators to LTE technology allows Intel and other chip manufacturers to see an excellent opportunity to drive Qualcomm, the main producer of LTE chips, from the altar. The MWC conference will undoubtedly become a crucial battlefield. Last year, 70 Chinese companies participated in the MWC conference, and this year this number has further increased to 99. Therefore, the MWC conference provides an excellent stage for global mobile chip manufacturers to showcase their best products.

Many chip manufacturers, including Intel and Qualcomm, will showcase new microchip products based on LTE technology for the first time in Barcelona, ​​many of which consume less power and are priced lower than previous cutting-edge products. This makes them ideal chip products for low-end smartphones in China and other emerging markets.

Qualcomm even developed a Chinese version of a smart phone application specifically for the MWC conference, and posted a logo with Chinese translation on the booth. CrisTIano Amon, Executive Vice President of Qualcomm, said: “We will showcase many products aimed at attracting Chinese companies and products related to LTE technology. Qualcomm is aware of LTE technology and the migration of consumers in emerging markets to smart phone products. The huge opportunities hidden here.”

LTE chip demand skyrocketed

Due to its early technological advantages, Qualcomm has been the most important manufacturer in the smartphone LTE chip market for the past four years. And more and more countries have begun to adopt LTE network technology, which has also caused the demand for LTE chips to skyrocket.

MediaTek Chief Marketing Officer Johan Lodenius (Johan Lodenius) said: “Qualcomm is very good at developing LTE technology chips. To our advantage, almost all mobile operators around the world are looking for alternatives to LTE chips. They don’t want to The LTE chip contract was separately outsourced to Qualcomm.”

Intel, MediaTek, Broadcom, and other competitors of Qualcomm unanimously advertised their new and upcoming LTE chip products at the MWC show in Barcelona, ​​but few of them can be found in the multiple smartphones launched this week. Applied.

Marvell, a chip manufacturer headquartered in Santa Clara, California, has achieved some success. Its LTE accessory products have been applied to several upcoming low-power smartphones developed specifically for the Chinese market.

Adjust chip strategy

Last Monday, Intel announced the launch of a new LTE chip, and is testing the chip with large mobile operators. Intel marketing director Julie Coppernoll (Julie Coppernoll) said that the new LTE chips will be deployed in mobile phones produced later in 2014. She pointed out: “The market has overwhelming rumors about how LTE chips are applied to mobile phones. And we have actually launched our own chips. We have made significant improvements to our products.”

Like other chip manufacturers, Intel has also readjusted its chip strategy and began to develop products for smartphones priced below $300, while reducing its focus on high-end smartphone accessories.

According to statistics released by the British technology market research agency ARM Holdings, as of 2018, the estimated annual growth rate of global high-end smartphone shipments is only less than 4%; and the estimated annual growth rate of mid-end and entry-level smartphones The annual growth rate is as high as 14% and 17% respectively.

Qualcomm announced on Sunday that it will launch two mobile chips that use LTE technology and direct the consumer market to China. A female Qualcomm spokesperson said that the world’s major mobile phone manufacturers will successively launch more than 10 new devices using Qualcomm chips.

Even Microsoft is expanding its influence in the Chinese mobile phone market. Microsoft announced the launch of a new reference design project aimed at facilitating mobile phone manufacturers to quickly launch Windows smart phones using Qualcomm chips.

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