Global and China Mobile Phone Baseband Report, 2009-2010
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As far as baseband shipment is concerned, Mediatek ranked first worldwide in 2009 and it continue its leadership in this respect in 2010. It is beyond doubt that knockoff cell phones, i.e. grey brand phones, played the leading role in MTK’s great success.

China’s grey brand cellphones can change the design quickly to meet the demand from all markets worldwide, which are characterized by exceedingly high efficiency and comparable cost competitiveness since the well-developed cell phone industry chain in Guangdong, China. Among MTK’s total shipment, grey brand cell phones and brand ones occupy 60% and 40% respectively, while the growth is mainly driven by grey brands.

In 2008, MTK was accepted by LG and Motorola, but only confined to low-end products. However, it is with little possibility of gaining acceptance from Samsung, Nokia, Sony Ericsson, RIM and Apple, therefore, MTK has witnessed its peak and is hard to make any further progress. The success of MTK in 2G era also leads to its inadequate investment for 3G, or it can be said that the so fast arrival of 3G and 3.5G is beyond MTK’s imagination.

In 3G era, all manufacturers should be faced with the biggest competitor, Qualcomm. Qualcomm WCDMA MSM series of products were launched as early as in 2001, and now they have become the best products currently after years of improvements. In the meantime, the low-price QSC series also have been the excellent product with best cost performance after five-year improvement.

MTK doesn’t enjoy advantages in smart phone field, and it is extremely difficult for MTK to popularize its smart phone chip, which is bundled with the deteriorating Windows Mobile, plus not supporting 3G, so its performance is far behind that of mainstream smartphone CPU. Furthermore, MTK is not good at multimedia processing, 3D graphic generation, and floating-point computing power, all of which requires a long period of time of accumulation and carrying early layout. Now, only Qualcomm and Marvell are capable of producing smart phone CPU with Modem, since Qualcomm started layout a decade ago. Noticeably, it is too late even if MTK temporarily goes for Android.

Morningstar made its debut in mobile phone field in 2006 and obtained relevant capabilities after several acquisitions, aiming to replace MTK. So far, Morningstar has already rolled out four models of baseband, with the strategy of low prices carried out and full support to both big customers and small ones. In comparison, MTK is striving to transfer to brand clients and big clients, which will out of question leave market space for Morningstar and Spreadtrum. Nevertheless, grey brand market is highly risky with sharp fluctuations, since all of grey brand cell phones are assembled by the smuggled components, which is acknowledged within the industry. Such high risk is an obstacle for MTK development in the future, which is one of reasons that it seeks for transformation. However, Morningstar has incomplete product lineup, while MTK is capable of providing not only baseband products, but also RF transceiver, power management, Bluetooth, touch screen, WLAN, FM radio, and USB. The powerful strength in analog, mixed signal and RF capabilities is the real superiority of MTK. There is not so much difficulty in producing a simply digital baseband since many manufacturers such as Coolsand, Skyworks and Silicon Labs all had issued before, but exited the field later.

Infineon booms in 2010, with its products being employed by part of Nokia low-end products. Also, Infineon carries the increasingly close cooperation with Apple. As the sole supplier of Apple’s cellphone baseband, Infineon will benefit from iPhone 4. In addition, LG takes Infineon as its key supplier and the high, medium and low-end products of LG largely apply Infineon’s products. Yet, Infineon’s cell phone division characterizes far lower profit margin than other sectors, but possessing higher capital and resources. It is said that Intel intends to acquire Infineon’s cellphone division, and Intel will return to the cell phone field once it succeeds. It can be imagined that the competition in baseband market will keep growing fierce due to Intel’s powerful strength.

The year of 2010 is also fruitful for Broadcom, with its baseband massively adopted by Nokia’s low-end products as well as applied by some domestic clients. Wining the lawsuit against Qualcomm in 2009 also brings the huge compensation of US$700 million to Broadcom. Negatively, Broadcom has too wide a range of product lines, with scattered investment for cell phone filed resulting in little gains even after many years’ efforts.

TI is a bit depressed, but it still has huge shipments due to years’ cooperation with Nokia even though cell phone baseband is not its core business. TI baseband business income can still keep around US$1.5 billion. At the same time, RAPUYAMA makes a great deal of shipment as well in the year of 2010, but ST-ERICSSON suffers from successive losses.

In the medium and high-end field, the big clients, both LG and Samsung, especially LG, have increased procurement for Infineon; while Nokia enhances reliance in the low-end field on Broadcom and Infineon. TD-SCDMA is the highlight of ST-Ericsson, but challenged by MTK.

Marvell’s products are of first-class performance but with too high price. Luckily, it received strong support from the big client, RIM. Freescale still cooperates with Nokia and Motorola, and RAPIDOYAWE, jointly developed with Nokia, has become Nokia’s flagship. Benefiting from MTK’s transformation, Spreadtrum’s shipment has boosted up.

Qualcomm performs most steadily, and sales of which more than doubles that of MTK. Qualcomm holds the absolute leadership both in 3G and in 4G field, and it is also extremely powerful in smart phone field.

Shipment and Revenue of Global Cell Phone Baseband Vendors, 2009 

 

Shipment, 2009 (million units)

Revenue, 2009 (USD mln)

ST-Ericsson

228

1,954

Spreadtrum

23

105

MTK

351

2,485

Qualcomm

345

6,135

TI

288

1,725

Freescale

55

418

Infineon

135

917

Broadcom

22

138

Marvell

20

298

Others

42

208

1. Cell Phone Market & Industry in China and Worldwide
1.1 Global Cell Phone Market 
1.2 Smart Phone Market  
1.3 China’s Cell Phone Market & Industry  
1.4 China’s Smart Phone Market   

2. Typical Cell Phone Design 
2.1 BlackBerry Bold
2.2 BlackBerry Storm
2.3 HTC Touch
2.4 Sony Ericsson XPERIA X1
2.5 T-Mobile T1
2.6 MOTO Krave ZN4
2.7 Nokia N95
2.8 Apple iPhone 2G/3G
2.9 Motorola DROID
2.10 BlackBerry Tour 9630
2.11 T-Mobile (Sharp) Sidekick LX
2.12 Microsoft KIN
2.13 Smart Phone Design Idea 

3. Cell Phone Baseband Industry & Development Direction 
3.1 Cell Phone Kernel Roadmap 
3.1.1 Cortex-A9
3.1.2 Cortex A5
3.1.3 Mali GPU
3.1.4 Imagination PowerVR
3.2 Cell Phone Baseband Industry  

4. Key Cell Phone Manufacturers 
4.1 Nokia 
4.2 Motorola 
4.3 Samsung 
4.4 Sony Ericsson 
4.5 LG
4.6 RIM
4.7 Apple 
4.8 HTC
4.9 K-Touch 
4.10 Huawei 
4.11 ZTE 

5. Baseband Manufacturers 
5.1 MTK
5.1.1 ADI Product Line 
5.2 TI 
5.3 Marvell
5.4 Qualcomm 
5.5 Infineon 
5.6 Broadcom
5.7 Spreadtrum
5.8 ST-Ericsson
5.9 MStar 
5.10 Freescale 
5.11 VIA Telecom 
Global Camera Cell Phone Pixel Distribution, 2007-2013 
Autofocus Camera Phone Shipments, 2007-2013 
Global Cell Phone Shipment, 2007-2012 
Global Cell Phone Shipment, 2007Q1-2009Q4 
Global Cell Phone Shipment by Region, 2007Q1-2009Q4 
Global Cell Phone Shipment by Technology, 2007Q1-2009Q4 
Global CDMA/WCDMA Cell Phone Shipment by Region, 2006-2010 
Market Shares of Global Key Cell Phone Manufacturers, 2009 
Market Shares of Global Key Cell Phone Manufacturers, 2010Q1 
Market Shares of Global Smart Phone Manufacturers, 2008-2010 
Market Shares of China’s Key Cell Phone Manufacturers, 2008
Market Shares of China’s Key Cell Phone Manufacturers, 2009
China’s Cell Phone Output, 2004-2012E 
Market Shares of China’s Key Smart Phone Manufacturers, 2008-2009 
iPhone 3G PCB
Motorola Droid Block Diagram 
BlackBerry Tour 9630 Block Diagram
T-Mobile (Sharp) Sidekick LX Block Diagram 
Current Typical Top-class Cell Phone Kernel 
ARM Kernel Roadmap 
Cortex-A9 Kernel 
ST-Ericsson U8500 System 
Cortex A5 Block Diagram 
ARM Mali Graphics Structure   
Typical Cell Phones with PowerVR 
Market Shares of Global Key Baseband Manufacturers by Shipment, 2009 
Market Shares of Global Key Baseband Manufacturers by Revenue, 2009 
Market Shares of Global Key Baseband Manufacturers by Shipment, 2010 
Market Shares of Global Key Baseband Manufacturers by Revenue, 2010
Nokia Cell Phone Average Selling Price and Operating Profit Margin, 2008Q1-2010Q1 
Nokia Cell Phone Shipment and Average Price, 2008Q1-2010Q1 
Nokia Cell Phone Shipment by Region, 2008Q1-2010Q1 
Nokia Cell Phone Sales by Region, 2009Q1 VS 2010Q1 
Nokia Cell Phone Shipment in Greater China, 2007Q1-2010Q1 
Motorola Cell Phone Revenue by Region, 2009 Q1 & Q4-2010Q1 
Samsung Cell Phone Shipment and Annual Growth Margin, 2001-2009 
Samsung Quarterly Cell Phone Shipment, 2008Q1-2010Q1
Samsung Cell Phone Average Export Price & Operating Profit Margin, 2007Q1-2010Q1 
Sony Ericsson Shipment & Average Selling Price, 2008Q1-2010Q1 
Sony Ericsson Revenue & Operating Profit Margin, 2008Q1-2010Q1 
LG Cell Phone Shipment and Annual Growth Margin, 2001-2009 
LG Cell Phone Quarterly Sales & Operating Profit Margin, 2008Q1-2010Q1 
LG Cell Phone Revenue by Region, 2007Q1-2009Q3 
BlackBerry User Quantity & RIM Revenue by Region 
BlackBerry Cell Phone Sales, FY2004-FY2010 
RIM Sales by Model, Oct, 2009 
HTC Revenue & Gross Profit Margin, 2003-2010 
HTC Shipment & Average Price, 2004-2010 
MTK Revenue & Gross Profit Margin, 2001-2010E 
MTK Revenue & Handset Chipset Shipment, 2006-2010E
MTK Product Roadmap 
MT6229 Block Diagram
MT6253 Block Diagram
ADI TD-SCDMA Roadmap 
ADI TD-SCDMA Block Diagram 
AD6905 Block Diagram
TI Revenue by Division, 2007-2009 
TI Operating Profit by Division, 2007-2009 
TI OMAP Roadmap 
OMAP 4 Series 
OMAP44X Block Diagram
OMAP44X Typical Application 
OMAP44X Software Structure 
Block Diagram of TWL6030 Power Management and TWL6040 Audio Back-end Processing Coupled with OMAP44X 
Marvell Revenue & Operating Profit Margin, FY2001-FY2010 
PXA910/920 Block Diagram
Revenue of Infineon Communication Division, FY2008 Q1- FY2010 Q2
Infineon Cell Phone Roadmap 
XMM6130 System Frame
Broadcom Revenue by Division, 2007-2009 
BCM2124 Block Diagram
BCM21331 Block Diagram
BCM2133 Block Diagram
BCM2152 Block Diagram
BCM21551 Block Diagram
BCM2153 Block Diagram
Spreadtrum Revenue & Operating Profit, 2004-2009 
Spreadtrum Revenue & Gross Profit Margin, 2007Q1-2010Q1 
Spreadtrum EDGE Baseband Product Plan 
Spreadtrum 3G Baseband Roadmap 
Spreadtrum SC6600V CMMB Cell Phone TV Solution 
Spreadtrum TV Multimedia Solution Development Roadmap 
Spreadtrum Products 
SC8800S Typical Application 
QS3000 Block Diagram
ST-Ericsson Revenue & Operating Profit, 2008Q1-2010Q1 
ST-Ericsson Roadmap
U8500 System Frame
U335 System Frame
U365 System Frame
U330 System Frame
6710 System Frame
T7211 System Frame
PNX6529 System Frame
PNX6710 System Frame
PNX6517 System Frame
MStar Worldwide Distribution 
MStar Human Resource Distribution 
MStar Employee Education Background Distribution 
Freescale Revenue by Product, 2006-2009 
BlackBerry Bold Parts & Suppliers 
BlackBerry Storm Parts & Suppliers 
HTC Touch Parts & Suppliers (CDMA) 
Sony Ericsson XPERIA X1 Parts & Suppliers 
T-Mobile T1 Parts & Suppliers
MOTO Krave ZN4 Parts & Suppliers
N95 Parts & Suppliers
Apple iPhone 16GB (2G) Parts & Suppliers
Motorola Droid Parts & Suppliers
BlackBerry Tour 9630 Parts & Suppliers
T-Mobile (Sharp) Sidekick LX Parts & Suppliers
Microsoft Kin Parts & Suppliers
Cortex A5 Performance 
Baseband Models and Suppliers of 51 Types of Nokia Cell Phones  
Nokia E72 Key Components & Suppliers  
Baseband Models and Suppliers of 17 Types of Motorola Cell Phones, 2010 
Baseband Models and Suppliers of 25 Types of Samsung Cell Phones, 2010
Sony Ericsson Cell Phone Platforms 
Baseband Models of Ten RIM Cell Phones 
Baseband Models and Suppliers of 24 Types of K-Touch Cell Phones, 2010 
Baseband Models and Suppliers of 19 Types of Huawei Cell Phones, 2010 
Baseband Models and Suppliers of 26 Types of ZTE Cell Phones, 2010 
Cell Phones with OMAP3430 
Marvell ARMAD Series  
Infineon Baseband Products 
Broadcom M&A Overview 
Broadcom Cell Phone Products 
Spreadtrum Cell Phone Baseband Chip Shipment, 2005-2008 
Freescale Cell Phone Revenue, 2006Q1-2010Q1

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