This year is China's 4G first year. Only one mobile telecom operator of China Mobile will purchase hundreds of millions of 4G smart phones. This move has driven strong demand for LTE chips. The market prospects seem bright, but the fact is that every few A chip giant announced its withdrawal in a month. The fierce competition in the mobile phone chip market can be seen. With more and more players going out, a new round of shuffling in the mobile phone chip industry will also arrive. Apple Samsung and domestic mobile phone brands are in various chaos. In 2015, the global mobile phone market is also brewing and reshuffle. Recently, domestic and foreign mobile phone chip suppliers have been psychologically prepared to meet the possible irrational price competition of mobile phone chips and start They each found out the way, hoping to get rid of the chaos in the battle for the map. This industry believes that this may be the opportunity for domestic chip manufacturers. Major mobile phone chip manufacturers next year layout The ARM camp is fiercely competitive in the market and is shuffling As we all know, the chip industry (not only mobile phone chips), technology, scale, and capital are the three elements of its survival and development. These features have been proven in the largest traditional PC chip industry. In the early and middle stages of AMD's PC market and Intel competition, AMD could be said to be incomparable in terms of technology, but it was ultimately limited by the shortcomings of scale and capital, and was greatly surpassed by Intel. And today's mobile phone chip market is not the case. For example, from a technical point of view, the performance of the current mobile phone CPU has far met the needs of users. The improvement of CPU performance is not enough for the overall experience of mobile phones. In other words, in the normal application environment, the same number of cores, the difference between 1.7GHz and 1.9GHz is not very large. As for the large games on mobile phones, more depends on the performance of GPU (graphics processing). From another perspective, the evolution of the application processor is not at the main frequency, but at a lower process technology, 64-bit support and so on. But overall, application processors are not currently the focus of competition among vendors. The current focus of competition is on baseband chips, overall experience and integration. If further expanded, the key points of competition include service capabilities such as reference design. Because of the connection properties of mobile phones and the complexity of mobile network standards, baseband chips have become the most difficult part of mobile chip development, and have become a key factor in the mobile phone chip market. Qualcomm: a mountain in the chip industry Qualcomm, which started with communication chips, has deep technical accumulation in this field. Its "five-mode-ten-band" baseband chips are compatible with all mainstream network standards of 2G, 3G and 4G. With this advantage, Qualcomm has become the leader in the baseband chip market. The importance of the baseband chip is also reflected in the changes in the market structure. With the advantages of baseband chips, Qualcomm has introduced a "Snap Dragon" processor with integrated baseband chips, application processors and graphics processors. The Snapdragon processor has been widely adopted by mainstream flagship mobile phones, which has enabled Qualcomm to establish its position in the mobile processor market. Analysts in the industry pointed out: "From the perspective of technology, scale and capital, Qualcomm is the best. In terms of technology, Qualcomm far exceeds its competitors and has many patents; on the scale, Qualcomm is currently in AP and baseband chips. Market share and revenue are both in the first place, and far ahead of the competition. In the 2013 global top 25 fabless IC design company revenue ranking released by market research firm IC Insights, Qualcomm is also annual revenue 172 billion US dollars topped the list, more than twice the number of the second largest Broadcom 8.219 billion US dollars. In the future competition, Qualcomm will continue to lead because of the virtuous cycle of technology, scale and capital." Compared with Qualcomm, in the base of the heavy-capital and heavy-research baseband chips, Broadcom’s exit is mainly due to capital pressure. According to relevant research reports, Broadcom has invested more than US$3 billion in baseband chip research and development since 2007, but this part of the business is not profitable. With the maturity of 3G baseband chip technology and fierce competition in this market, Broadcom's 3G baseband chip shipment growth rate has decreased from 193% in 2012 to 4% in 2013. As the barrier to entry of 3G baseband chips has dropped, more manufacturers have joined the competition, resulting in a very low profit margin for 3G chips. "Competitive competition and capital consumption have allowed Broadcom to opt out, and Broadcom is not the first company to make the above choices. It has a well-known chip company such as Texas Instruments that has withdrawn from the baseband chip market, and the market is mature, allowing the market to integrate. In addition to vertical manufacturers such as Samsung, the mobile phone chip market has moved toward the two strong positions of Qualcomm and MediaTek." A semiconductor analyst explained the reasons why related manufacturers have withdrawn from the mobile phone chip market. Recently, Qualcomm has made a comprehensive attack on the global 4G mobile phone chip market. It has not only continued to invest in the research and development of high-profile mobile phone chips, but has also opened up gaps with its competitors. It has also begun to focus on medium and low-end mobile phone chips, and even lead the price to let competitors prepare. Feeling pressure. At the same time, it also saw the server market dominated by X86. Qualcomm needed ARM architecture server chips to enter the server. MediaTek: Grassroots stick to the low-end When it comes to MediaTek in the two powers, from the 2G era to the 3G era, we have used the “turnkey†overall solution to firmly occupy most of the low-end market. At the end of last year, MediaTek released an eight-core processor and officially entered the high-end market. According to the reporter's understanding, with the launch of low-cost eight-core mobile phones by mobile phone manufacturers such as Xiaomi, Coolpad, Huawei and Lenovo, MediaTek's eight-core processors are increasingly moving toward low prices, violating the original intention of entering the high-end market. More disadvantageous to MediaTek is that in the low-end and mid-range areas, Qualcomm has strengthened its QRD promotion for MediaTek's “turnkey†model and threatened to fully address QRD in future Qualcomm handset chips. This means that the advantage of Qualcomm's QRD model in the high-end will inevitably spread the pressure to the low-end market. At that time, MediaTek can only respond to the cost-effectiveness of the Turnkey model, so that its revenue and profits will be more affordable. Before the greater pressure. "From a certain period of time, although MediaTek's advantage in scale will still give it a place in the smart phone market, if MediaTek does not carry out technological innovation, it will be difficult to resist Qualcomm's penetration into the low-end market." GFK related analysis The teacher told the reporter. Some analysts pointed out that MediaTek's entry into the global 3G/4G mobile phone chip market is still closely following Qualcomm's strategy, including chip solutions, product specifications and technical blueprints. MediaTek is fully close to the gap between Qualcomm and Qualcomm. In 2015, MediaTek should adopt the same strategy and continue to work with Qualcomm in 4G mobile phone chip solution products, technologies, costs and markets. Intel: Heavy Chinese manufacturers want to subvert ARM As the world's largest chip supplier, Intel has not enjoyed the dividend behind the popularity of the mobile terminal market. Since 2013, Intel has re-deployed its mobile device space and set a goal of completing 40 million Intel-based tablet shipments throughout the year. According to the latest news, Intel was finally overwhelmed after suffering a total loss of 7 billion US dollars, and decided to gradually phase out the subsidy policy in 2015. In the eyes of the industry, tablet PCs play the dual role of attack and defense as Intel's most important mobile market. In terms of mobile phone chips, we are immersed in research and development. Although there is no integrated chip, its LTE baseband chip is a vendor that can stably provide commercial LTE baseband chips in addition to Qualcomm. At the previous Taipei Computer Show, He Eryou, general manager of Intel's mobile communications division, announced the progress of integrated chips. That is to say, Intel's integrated mobile phone chip SoFIA platform will launch 3G version in the second half of this year, and launch 4G version in the first quarter of next year. That is to say, in the first half of next year, on the 4G integrated chip, Qualcomm, MediaTek and Intel will compete fiercely. And for the launch of 4G chips later than Qualcomm and MediaTek, Intel said it is not worried. In the eyes of Intel executives, their strategic goals are undoubtedly directed at Qualcomm. Chen Rongkun, general manager of Intel Mobile Communications China, said: "As long as it is the field that Qualcomm enters, Intel will enter." What makes Intel more emboldened is its frequent cooperation with Chinese partners. For example, in addition to the previous cooperation with Ruixinwei, Intel recently reached an agreement with Tsinghua Unisplendour, and Intel will invest RMB 9 billion (approximately US$1.5 billion) in the holding company of Spreadlight Communications and R&D Microelectronics, which is owned by Ziguang. 20% equity. According to the terms of the agreement, Intel's technical cooperation, strategic layout and other key partners are Spreadtrum, and Rideco is mainly involved in product sales. Spreadtrum will jointly develop and sell a series of Intel-based system-on-a-chip, and plans to launch the first Intel-based system-on-chip products in the second half of next year. As for the positive impact of this investment on Intel, there are outside comments that, first through cooperation, Intel has expanded its mobile chip market share. According to Strategy Analytics statistics, in the first quarter of 2014, Qualcomm, MediaTek and Spreadtrum's market share were 66%, 15% and 5%, respectively, while Intel slipped to fourth place. After cooperation with Spreadtrum, Intel and Spreadtrum's market share will increase to nearly 10%, which will greatly narrow the market share gap with MediaTek. The second is to increase cooperation with Chinese mobile phone companies. China has become the world's leading mobile phone production and manufacturing base, and there are hundreds of small and medium-sized mobile phone companies. Before this, Intel tried to convince small and medium-sized mobile phone companies to adopt Intel mobile chip platform, but it was not recognized because of technical threshold and market risk. While Spreadtrum has close links with many small and medium-sized mobile phone brands in China, Intel can increase the promotion of the X86 architecture in the low-end mobile chip market. National IC Industry Fund established "chip national team" More importantly, with more than 120 billion “National Integrated Circuit Industry Fundsâ€, the largest integrated circuit support program in China's history, Chinese companies are becoming an important force in the development of the global chip industry. Ziguang Group's $1.78 billion acquisition of Spreadtrum and $907 million for the acquisition of Rideco's continuous action is behind the important thrust of the competent authorities on the establishment of the "chip national team." Intel will directly enjoy the dividend of the rise of Chinese chip companies through its shareholding in Spreadtrum and Rideco. Chip national team Perhaps based on the above-mentioned benefits, Intel recently said that the company's new semiconductor industry partners in China will turn to Intel architecture within a few years, no longer using the ARM architecture widely used in current smartphones and tablets. In this regard, Intel CEO Ke Zaiqi said that due to the relatively small size of the two companies, Rockchip and Spreadtrum may not have enough resources to develop chips based on Intel and ARM architecture in the long run. Chinese manufacturers still have space challenges Despite the fierce competition in the mobile phone chip market, the favorable environment is that the continuous withdrawal of overseas giants has freed up space for domestic manufacturers. With the old chip makers such as Ericsson, Nvidia, Broadcom or other export or transformation, domestic market competitors only Qualcomm, Intel, etc., emerged a number of domestic chip manufacturers with certain competitive advantages, such as Spreadtrum, Huawei HiSilicon, Datang Lianxin Wait. For example, the 28nm chip independently developed by Datang Telecom will achieve mass production, and a new generation of full-mode SoC smartphone chips will be launched. The chip adopts 28nm process to cover LTE-TDD/LTE FDD/TD-SCDMA/WCDMA/GGE five-mode, helping end customers to realize seamless migration from 3G to 4G standard supporting global LTE, fully supporting TD-LTE 4G large-scale commercial And the rapid development of mobile Internet, to achieve benign interaction and transformation and upgrading of the industry. Huawei HiSilicon's chips have been put into use on their own smartphones and tablets, and have achieved good market response. In addition to its own innovation and technological improvement, it is even more worthwhile to expect that favorable national policies are being introduced. In June this year, the State Council approved the implementation of the "National Integrated Circuit Industry Development Promotion Outline" and proposed eight promotion measures including the establishment of a national leading group and a national industrial investment fund. The scale of the integrated circuit industry fund will reach 150 billion yuan. Far more than the amount of R&D investment in the past decade. In addition, the state can also start from government procurement to create a good supply and demand market for products. For example, the government promotes the use of mobile terminal products with Chinese chips in business and government units, and promotes the development of local chip companies based on market demand. In addition, the rapid development of domestic 4G also provides the impetus for the development of chip manufacturers. According to recent statistics from the Ministry of Industry and Information Technology, in the first half of 2014, the shipment volume of China's mobile phone market reached 220 million, of which 40.394 million were shipped. At present, the number of 4G users in China is close to 50 million. In the second half of the year, China's 4G market is expected to usher in explosive growth. At a time when 4G construction is in full swing, domestic chips will be favored or endorsed by terminal manufacturers, and the prospects are promising. However, the undeniable fact is that while the market is improving, domestic mobile phone chip manufacturers will usher in opportunities. At the same time, the chip industry, known as the national “industrial grainâ€, will face many challenges in this opportunity. Specifically, despite the current progress in domestically produced chips, the core technology is subject to people, heavily dependent on imports, and the market is monopolized by international giants. China is still a net importer of technology and intellectual property rights. The key core technologies are highly dependent on foreign countries, and 80% of chips must be imported. In this regard, the industry told reporters: "Mobile phone chips are completely independent innovation, time cost and research and development costs are very high. For example, in patent construction, Qualcomm has gone 5 to 10 years earlier than the domestic, forming a strict patent protection. System, Chinese companies are more difficult to bypass Qualcomm in patents." From a technical point of view, domestic manufacturers chip design process needs to be improved. At present, domestic mobile phone manufacturers in addition to Huawei's own mobile phone chips, other Chinese manufacturers basically cooperate with Qualcomm. The most embarrassing thing is that the development needs of large bandwidth, high speed, high performance and low power consumption need to introduce 28nm or higher technology. At present, China's 28nm chip products have only a small supply, and have not yet entered the mass production stage. Meet the needs of domestic companies for new product development. Finally, the current lack of commercial chip manufacturers in the business model is also a big flaw. In this regard, some insiders suggested: "China's mobile phone chip independent innovation can draw on two major models: one is Huawei mode, through its own terminal products, to drive chip sales; the second is Spreadtrum, Ruixin micro mode, the introduction of international chip giants , joint development, and common development."
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