USB 3.0 bridge controller chipmakers ASMedia Technology, JMicron Technology, Genesys Logic and Initio are competing fiercely for orders to be released by Western Digital, Seagate, Samsung Electronics and Toshiba in 2012, according to industry sources.

ASMedia reportedly has landed 2012 controller chip orders for external HDDs from Western Digital (WD), which previously bought the chips mainly from JMicron, said the sources, adding that ASMedia will start small volume shipments of USB 3.0 bridge controller chips to WD in March

ASMedia will also begin to deliver comparable chips to Toshiba in the second quarter of the year. The Japan-based vendor bought controller chips for its external HDDs from Fujitsu previously.

However, JMicron managed to win exclusive controller chip orders from Samsung Electronics for 2012, said the sources, noting that JMicron and ASMedia shared Samsung's orders evenly in 2011.

Seagate is expected to include Initio into its supplier list for bridge controller chips in 2012 in addition to current suppliers ASMedia and Genesys Logic, the sources revealed.