Although MediaTek has encountered setbacks in the smartphone market since the end of last year. However, MediaTek is proud in the Internet of Things market, especially in the current hot smart speaker market. According to You Renjie, deputy general manager of MediaTek and general manager of the home entertainment product business group, nearly 80% of the chips in the smart speaker market in 2016 were supplied by MediaTek.
1. MediaTek won the order for Amazon Echo
. The most popular smart speaker product on the market is Amazon's Echo, followed by Google 's Google Home. Although Apple has also released the HomePod, its market share is still very low since it has just been released.
According to eMarketer data, in the US smart voice speaker market in the first quarter of 2017, the market share of Echo has reached 70.6%, which is the absolute overlord. Google Home ranked second with 23.8%, and other manufacturers (including Apple, Lenovo, LG, Harmon Kardon and Mattel) share the remaining market share of 5.6%.
Previously, we introduced in the article "The market for smart voice assistant devices: Quanzhi/Ruichuang Micro /MediumTek and other chip manufacturers have entered", the previous Amazon Echo used the TI DM3725 multimedia chip (integrated DSP), and its core is still the old ARM Cortex-A8 single-core, and its wireless chip seems to use Qualcomm Atheros QCA6234 (WiFi 802.11 b/g/n and Bluetooth 4.0). Obviously, the performance of its processor is not strong, and coupled with such a multi-chip solution, it does not seem to have much advantage in terms of cost. This also makes Amazon want to change its cores long ago.
. MediaTek's newly launched MT8516 not only uses the stronger 6-bit ARM Cortex-A35 quad-core, but also has built-in WiFi 802.11 b/g/n and Bluetooth 4.0. It not only has outstanding performance, but also a single-chip solution. In addition, compared with the TI solution, MediaTek's pricing should have more advantages.
According to the latest news in the industry, MediaTek has successfully squeezed out TI this year and became the only chip supplier for Amazon Echo's new generation of smart voice assistant products. This also means that MediaTek will occupy nearly 70% of the smart speaker market with its cooperation with Amazon.
In addition, MediaTek also won the chip order for EssentialHome, the new "smart assistant" device of Android AndyRubin.
According to data from research institutions, since the launch of Amazon Echo in 2014, the US virtual personal assistant equipment market has begun to grow rapidly, and the market shipments will reach 20 million units by 2017, an increase of 188% compared with 2014. It is predicted that by 2020, 75% of American households will have virtual personal assistant devices. Then in 2020, the magnitude of virtual personal assistant devices in the United States alone will reach 75 million units, achieving a 275% growth. If we look at the global market, this number may be even more amazing.
Obviously, smart speakers have become the hottest product for the next generation of human-computer interaction. MediaTek can win the industry leader Amazon Echo at this time, which means it has successfully become the hottest.
In addition, Google is also a potential customer of MediaTek. Google's Google Home previously used a combination of Marvell 88DE3006 Armada dual-core ARM Cortex-A7 multimedia dedicated processor + Marvell Avastar 88W8897 (WLAN/BT/NFC). In comparison, MediaTek MT8516's single-chip solution is still relatively advantageous.
If MediaTek can further win orders for Google Home, it will mean that MediaTek is expected to win more than 90% of the smart speaker market. Of course, in addition to MediaTek, Google Home orders are both staring at Riconic micro and Synaptics.
Ruxin Micro launched two chips RK3036 and RK3229 for the smart speaker market at the beginning of this year, which also has certain competitiveness. Synaptics acquires Marvell's multimedia business unit and voice technology manufacturer Keshengxun, which is expected to further strengthen the cooperation between Synaptics and Google.
2. MediaTek is expected to use Alibaba to win the domestic smart speaker market
Compared with the hot smart speaker market abroad, the domestic smart speaker market is still relatively dull.Although JD launched its first smart speaker product in China in 2015, its market performance is very average due to the lack of sufficient back-end application services to support it.
In addition, although there are Amazon Echo and Google Home, their services are basically based on English, and many services are difficult to implement in China. This also makes it difficult for them to open up the Chinese market. So this also brings opportunities to other domestic manufacturers.
. Among these domestic manufacturers, the one with the most strength and opportunity is Alibaba .
Yesterday, Alibaba released its first smart speaker product - Tmall Ghost X1 not only has good hardware, but also integrates a lot of services. Its price of 499 yuan is also very sharp, which is more competitive than Amazon Echo and Google Home. The market performance in the future should be good.
, and Tmall Ghost X1 uses MediaTek's MT8516 chip. MediaTek is expected to successfully open up the domestic smart speaker market with its cooperation with Alibaba.
In addition, Xinzhixun also wrote in the article last week:
Compared with Amazon and Google, Alibaba understands the Chinese market better. It has the ability to provide localized services based on Chinese language, and also has strong overseas market expansion capabilities.
In addition, in terms of market strategy, we all know that in order to seize the entrance, Alibaba is very sharp in hardware pricing, such as the previous Tmall Magic Box. In addition, in order to promote its YunOS, Alibaba has previously provided a large number of subsidies to its cooperative smartphone and OTT box manufacturers. I believe that the pricing of this AI smart speaker that Alibaba will be launched will be more competitive. At the same time, Alibaba may open its AI voice assistant to hardware manufacturers in the future, and may follow the previous strategy on YunOS. Not only will the software services be opened for hardware manufacturers for free, but there may also be subsidies to quickly occupy this Internet of Things entrance.
As we predicted before, Alibaba also announced today the launch of the AliGenie developer platform owner, mainly targeting four types of developers: content developers, application developers, as well as smart home developers and hardware manufacturers.
AliGenie as a software must rely on hardware, so AliGenie's open strategy will also be expected to further promote MediaTek's share in the domestic smart speaker market.
MediaTek's IoT layout
According to the forecast of market research agency IDC, the global IoT market size will exceed US$900 billion in 2017, and the market size will double to US$1.46 trillion by 2020. In the next three years, the global IoT connected devices will exceed 30 billion.
Obviously, the Internet of Things market will be another huge market after smartphones. MediaTek also started its layout very early.
In addition to MediaTek's success in the smart speaker market. MediaTek has also achieved outstanding results in major markets such as wearable devices, shared bicycles and smart TVs.
Although the wearable device market has cooled down significantly in the past two years, MediaTek is still the largest player in the wearable market. Most of the wearable devices on the market are based on MediaTek's MT25XX and MT26XX series chips. Although there are players such as Junzheng and Qualcomm, MediaTek still has the largest market share.
In addition, in the currently popular shared bicycle market, MediaTek has also unexpectedly become the biggest winner. Mobike's Orange Car, ofo's Yellow Car, and Bluegogo's Blue Car are mostly positioned using MediaTek chips.
For example, Xiaolan Car uses the MT2503 chip designed for wearable devices launched by MediaTek at the end of 2015. This is a highly integrated and compact system-level packaged IoT chip. The chip size is only 5.4x6.2mm. It is a single-core ARM-7EJ-S design inside, with a frequency of 260MHz. Its biggest feature is that it supports GPS and Beidou multi-satellite positioning systems, has Global Satellite Navigation System (GNSS) Gate, supports Bluetooth 3.0, and also integrates a 2G modem.
Although Mobike's Orange Car and ofo's Yellow Car use Simcom's Sim800 module, the internal integrated chip is still from MediaTek, among which Mobike uses MT6261 chip, but GPS is not integrated. It is also understood that after the next generation ofo small yellow car upgrades to the "Beidou Smart Lock", MediaTek chips will still be used.
According to You Renjie, deputy general manager of MediaTek and general manager of the home entertainment product business group, "The domestic shared orders were expected to be about 30 million units at the beginning of the year, and now it may even reach about 40 million this year. In the shared bicycle market, MediaTek has three main connections, one is 2G module, one is Bluetooth unlocking, and the third is satellite positioning. In 2G modules, MediaTek accounts for more than 90% of the shareable bicycles on the market. It is worth mentioning that nearly half of the shared bicycles on the market use MediaTek's MT2503 chip module."
At the MWC Shanghai Exhibition not long ago, MediaTek also launched its first NB-IoT system single-chip MT2625, and joined hands with China Mobile to release the smallest NB-IoT universal module. This will also provide assistance to MediaTek to further consolidate its share in the shared bicycle market and enter other cellular IoT markets.
has always performed well in the TV box market. MediaTek has MStar in the smart TV market. Currently, many brand smart TV manufacturers use MStar chips.
At the same time, MediaTek itself has launched corresponding solutions for the smart TV market. Not long ago, MediaTek launched the MT5597 chip, which can support 4K smart TVs and supports two major operating systems, Android TV 7.0 and Linux. It is expected that 4K smart TVs equipped with this chip will begin shipment at the end of the second quarter of this year. In addition, Yourenjie also revealed that MediaTek will cooperate with Internet and TV manufacturers to launch 4K-enabled TV boxes in the second half of the year to meet market demand.
For another popular automotive electronics market, MediaTek officially announced its entry into the automotive chip market on December 29 last year, and will enter four core areas including advanced image-based driving assistance systems (Vision-based ADAS), high-precision millimeter wave radar (Millimeter Wave (mmWave), in-vehicle infotainment systems (In-Vehicle Infotainment), and in-vehicle communication systems (Telematics), providing global auto manufacturers with a complete and highly integrated system solutions.
On February 23 this year, MediaTek announced the launch of MT3303, a global satellite navigation system solution for automotive and industrial applications. This solution integrates GNSS and memory chips, and can support four global satellite navigation system specifications such as GPS, Glonass, Galileo and China Beidou.
In addition, the product lines of WiFi and Bluetooth transmission modules are also a powerful tool for MediaTek to compete for the Internet of Things market. Because, whether it is a smart TV, smart speaker or laptop, WiFi is required.
Yourenjie said that MediaTek's market share in the WiFi 802.11ac standard is increasing, and this branch currently has a revenue growth of more than 10% every year.
summary:
From the above introduction, it is not difficult to see that although MediaTek has encountered "failure" in the smartphone market, it has taken a very good job in the Internet of Things market, and its layout is also very stable and comprehensive. With the rapid growth of the entire Internet of Things market, MediaTek's Internet of Things business will also achieve rapid growth.
"Last year, MediaTek's total turnover was US$8.7 billion, of which the family entertainment business group accounted for about 20% of the entire MediaTek Group's turnover last year, and its revenue is expected to account for 25% of the entire group this year." You Renjie, deputy general manager of MediaTek Technology and general manager of the family entertainment product business group, said: "The annual growth rate of the family entertainment business group this year will reach about 20%.
Author: Xinzhixun-Longkejian
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