God reversal: Handset manufacturers become chip manufacturers "Boss"

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In the past, describing a mobile phone manufacturer's strength, often stressed that it can integrate upstream and downstream resources, research and development of cost-effective mobile phones. In this process, in order to maintain their own advantages, competition for limited resources, handset manufacturers often and upstream new products try to maintain a good relationship, because the latter in charge of the former "lifeline." But now comes the reversal of the God, handset manufacturers instead above chip manufacturers, take the latter's throat.

MediaTek, Qualcomm encountered different difficulties, not only to look at the mobile phone manufacturers face, and even their own customized development strategy has been disrupted by mobile phone manufacturers. Handset manufacturers become chip manufacturers "boss" behind, the doorway is too much. and handset manufacturers and chip manufacturers of conflict of interest behind, is the entire smartphone market competition is too fierce in miniature.

Qualcomm: To deserve, to follow blindly

Qualcomm's third-quarter financial results for the 2015 fiscal year ended June 28 showed revenue of $5.8 billion, down 14% from a year earlier, net profit of $1.2 billion, and $2.1 billion in the same period, down 47% per cent. The sharp decline in revenues, especially profits, has forced Qualcomm to make 4500 of its workforce, and consider the move to split the design and production of ARM chips and the development and licensing of communications patents. All of this stems from the nightmare of the overheating of the Dragon 810 processor.

In the 32-bit processor era, Qualcomm is the wind, its killer is the independent chip architecture. Originally using the Scorpion architecture of the MSM8250 chip, with ARM's authorization to design krait architecture, in the A9 to A15 era, high-pass processor power consumption and performance are good performance, but also achieved high-pass processor dominance at the time of the situation. But as the ARM processor entered the 64-bit era, Qualcomm's development strategy was "confused" by MediaTek's multi-core route, Buchion 810 processors to stay competitive. But in order to a footrace, Qualcomm eliminates the development time of autonomous architecture, direct use of ARM's public version design, resulting in endless heat dissipation problems.

Originally Qualcomm also has been stressed that the Dragon 810 processor does not have thermal problems, and finally due to avoid, sales decline serious, only have to face the heat dissipation problem. In order to keep shipments, Qualcomm had to pull down the face, around the phone manufacturers to contact. Even with Xiaomi, one plus etc launched the Dragon 810 processor's multiple optimized version, maintain its flagship position. Unfortunately, even if the handset manufacturers for the "Boss", but still failed to recover their own decline. Blindly follow, let Qualcomm taste the consequences of their own.

MediaTek: "Pig-mate" pit miserable

MediaTek, originally known as the "King of the Cottage", dreamed of becoming a strong maker of the wrist with Qualcomm. And its efforts are obvious, many domestic handset manufacturers have adopted MediaTek processor. But MediaTek's dream of moving into high-end processors has never been realized, and its processors are being built on thousands of models. But this is not because MediaTek does not work hard, but "pig-mates" too.

August 13, Xiaomi released the Red Rice Note 2 with MediaTek's eight-core processor MT6795, priced at only $799. The 1799-yuan Meizu MX5 is powered by this processor, originally MediaTek wanted to use the processor to enter the high-end market, the result is Xiaomi thoroughly stirred. MediaTek's high-end Helio X10 processor, the dream of killing to the high-end market, shattered.

However, this is not the first time this has happened. MediaTek's MT6592 processor is also high-end market, but in the fierce competition of many domestic handset manufacturers, abruptly killed to the thousand-dollar market. The lack of team-mates has always made MediaTek inactive in the high-end market.

MediaTek has been criticised for its low binding force on handset makers downstream of the industry chain. But there is no way, there is Qualcomm at the side of the eyeing, MediaTek dare not neglect, can only be careful to "serve" the start machine manufacturers. Even if the development strategy is destroyed, it can only be swallowed by the teeth.

Back to the rational chip manufacturers need to jump out of "nuclear war"

Mobile phone manufacturers become chip manufacturers "boss", seemingly impossible things, so staged. Blindly and rivals compete, blindly the most core number, frequency, etc., so that chip manufacturers suffer from its harm. The result of mutual restraint and competition is to make mobile phone manufacturers profit. To get rid of this situation, chip manufacturers must return to reason, out of the "nuclear war", really from the innovation and user needs to find a way out.

For now, Qualcomm has been "waking awake" after paying a painful price. Its recent launch of the Dragon 820 processor, re-return to its own design of the 64-bit Kryo architecture, and reduce the core number to four cores, while upgrading the process. The reduction in the number of cores and the improvement of the process allow Qualcomm to have more space on the SOC design, and the thermal problem should not be repeated. And MediaTek is still in the whirlpool, when it can jump out or unknown.

In Huawei, Samsung, Apple's own processor play Fengfenghuohuo, Xiaomi processor is also about to launch the moment, Qualcomm, MediaTek no effort, waiting for the status of the lower again! Now just to worship the handset manufacturers for the "Boss", the later days will be more difficult to say ... (New discoveries of science and Technology, Constantine/Wen)

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God reversal: Handset manufacturers become chip manufacturers "Boss"