The Internet of Things is the next major social trend. With competition and risks, it is also full of opportunities and challenges. Whoever can become the "pig" on this slogan will be able to fly into the sky and become the protagonist of the next era. And as a core technology, the fabless semiconductor design industry, how to layout in this "hurricane"?
According to statistics, more than 70% of chip design companies in China are not making money. There are only 10 chip design companies with annual revenues of more than 100 million US dollars, and only 1 or 2 companies with sustainable development capabilities. From the application market, as the growth of the mobile phone tablet industry enters a gradual period, high-end chips and core patent technologies are monopolized by foreign countries, and homogenized product specifications lead to fierce price competition between low-end and mid-end chips, which will force chip design companies to change their minds. Looking for a new blue ocean market.
At the same time, the quiet rise of the Internet of Things, the Internet of Everything will become possible, each intelligent hardware terminal products need to have a variety of processing chips built in, which will bring huge market demand to the semiconductor design industry, according to Ericsson's forecast 2025 The number of IoT devices in the year is close to 50 billion, which is 50 times that of current mobile phones. However, huge market opportunities are also facing new challenges. How do chip designs adapt to new gameplay in the Internet of Things era?
The era of the Internet of Things, the customization of the chip design
According to survey data, China's Internet of Things market in 2012 has reached 365 billion yuan, reaching 750 billion yuan in 2015, and will reach 1.5 trillion yuan by 2018, and 80% of the revenue will be concentrated in the service sector. Terminals and transmissions are only less than 30% of the revenue. Therefore, traditional chip design companies should also seek new development ideas and find their own value in the industry chain.
So, how do traditional chip design companies seek new ways to change? The Internet of Things is a fragmented market, including smart homes, smart cars, smart wearers, and smart cities. Each area has different requirements for chip accuracy, performance, power consumption, and even package testing. Take the example of smart home appliances and home control products in smart homes. Rice cookers require human-computer interaction and temperature control. The requirements for interactive processing and control accuracy are high and high temperature resistance. The socket only needs information reception and Simple control, low processor power requirements and high stability. Therefore, it is difficult to have a standardized processor chip that can meet all market needs. For IC design, the challenge is how to accurately select the chip's IP, interface, process, package, and test based on product characteristics and domain characteristics.
The traditional chip design enterprise's planning ideas are mostly the demand of technology leading the mainstream market. Only when there is sufficient level guarantee and profit, the spec will be defined, and most of the protection functions are added; then the process is the most Good foundry companies are investing in film and standard package testing; the traditional way of chip sales channels is one-to-many directly to multiple hardware equipment manufacturers, and even application equipment manufacturers in different fields, such as mobile phone chips and tablets. The tablet chip is the same as the car and surveillance camera.
Different from the standardized design process, the segmentation of the IoT market leads to the increasing demand for chip customization. Chip design companies must first cooperate with system application companies in the segmentation field to understand the needs of market applications and the services to be carried. Convert the requirements into specs and set the subtraction according to different application scenarios, remove the redundant functional modules; then select the most abundant foundry companies with IP resources (the process is not the first factor), fast-flow production, according to the application Field requirements for customized testing and selection of different packaging models; finally, the chip is pushed to a specific application market, even a one-to-one designated service company. At present, there are already design companies based on market-based application requirements in custom-made chips, such as Shanghai Smart, according to the control requirements of industrial 3-axis machine tools or 3D printers, custom MCU chips with 6 DAC outputs (MCUs generally only have 2 DACs).
In addition to customizing the chip according to the product characteristics of the hardware, the service-oriented enterprise will also customize the chip in the future. On the one hand, the software service is solidified on the chip, and the user is more sticky; on the other hand, the differentiation of the service is better because the chip is added. Block competition. Therefore, chip design companies should change the traditional approach, do the opposite, take the initiative to understand the market demand, start from the perspective of market application needs, and then turn the demand into chips. It can be predicted that future IC design will become part of the overall solution, and the types of customers of the enterprise will be varied.
Chip design companies must also learn to build an ecosystem
Under the new business model, the focus of chip design companies is not only one-way design and sales to equipment companies, but also the market demand digger, actively cater to the needs of market development, and serve other links in the industry chain. Really build an ecosystem, or smoothly integrate into the ecosystem of others. For example, to gain an early insight into the needs of APP applications, reserve processor IP in advance and cooperate with OS operating system vendors; know in advance the network technology modules of close and long distance, the trend in the development of operators, or what is the dominant protocol standard, thus Cooperate, preset the service interface in the chip to ensure the collection accuracy of big data and data pointing to serve the cloud platform.
Therefore, IC companies need to use a professional platform to contact various hardware companies, application services, etc., to find a suitable IoT entry point. The CICE exhibition hosted by Siruida aims to integrate resources upstream and downstream of the industry chain, and is intended to lead chip design companies to explore future development routes, so that chip design companies have the opportunity to communicate with system application companies in close proximity to the market. The development of the product, display products and design capabilities, build their own brand in the ecological chain, not just selling chips.
Extended market activities:
The 2015 China Smart Home Expo (CSHE2015) is an upgrade of the “China Smart Home Summitâ€, an important event of the Shenzhen High-Tech Fair. It will be held at the Shenzhen International Convention and Exhibition Center and “2015 Shenzhen (International) Integrated Circuit Technology on May 21-23, 2015. The Innovation and Application Exhibition (CICE2015) was held in conjunction with Shanda.
In order to guide the industry with clearer theories and cases, the exhibition will also hold the "2015 China Smart Home (Spring) Summit Forum" and "2015 China Intelligent Hardware Developers Conference" two summits. It complements the four dimensions of ecological scale, brand height, innovative technology and smart application, and jointly achieves the first exhibition of global smart family ecology!
The event brought together the strength of the nine camps to provide exhibitors and visitors with ecosystem resource integration and deep collaborative innovation:
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