For this company that has always been autistic, the integration after the merger is a big challenge
Many people think that I am too strict with MediaTek. In fact, I have too high expectations for MediaTek.
Cai Mingjie, chairman of MediaTek, is one of the most respected Taiwanese high-tech entrepreneurs. He recently became the "Top 100 Global CEOs" selected by the Harvard Business Review, and this honor is the only one in Taiwan. As Taiwan, the two sides of the strait, and even Asia's largest chip design company, MediaTek's success is not accidental. From the earliest optical drive chip, to the 2G mobile phone chip, to today's 3G mobile phone chip, Cai Mingjie led a group of small engineers in Taiwan to charge on the front line.
Cai Mingjie had a hard time not too short. He was hurt by Qualcomm in the 3G, 4G and smartphone chip markets, and the pain of being far away was really uncomfortable. Nowadays, in the semiconductor industry chain, chip design, wafer foundry, packaging and testing can be roughly divided into industrial, mid-stream and downstream. In Taiwan, TSMC dominates the foundry of the middle reaches, ASE is the king of downstream packaging and testing, both companies are the world ’s largest, and MediaTek is ranked sixth in the world of chip design, but just three or four years ago, There have been good results ranked fourth, prove that if you do not advance, you will retreat.
Is it possible for MediaTek to return to glory?
The answer is yes.
In the past ten years, Cai Mingjie became a mobile phone, but also a mobile phone. The feature phone was once a success, and the smart phone was a failure. The shipment of MediaTek smartphone chips in 2012 was about 107 million sets. Compared with the cottage market in the past, the annual shipment can reach 400 million to 500 million. It ’s just a fraction. This can be seen even more, how bleak MediaTek was in the smartphone market in 2010 and 2011, with only 10 million units shipped a year, which is a fraction of Qualcomm's fraction.
2013 will be MediaTek's counterattack moment. According to estimates, MediaTek's smartphone chip shipments will reach 268 million sets, which is more than 1.5 times last year. After catching up with this wave of Chinese thousand yuan smart phone market explosion, it will once again become a rival that Qualcomm cannot ignore.
Looking back, for MediaTek, from the optical drive to the 2G and 3G mobile phone chipsets, the way to enter the market is almost the same: MediaTek is only a second-tier and third-tier supplier, slowly infiltrating with the "low price and high quality" strategy Mainstream brand customers and markets eventually drove out their European and American counterparts.
When I first invested in a mobile phone chip, a MediaTek colleague bought a new car. The license plate number on the new car was 6219-HM. 6219 happens to be the number of a mobile phone chip that MediaTek plans to launch at the time, and HM is the two letters that just happened to be arranged. Colleagues saw this license plate and wanted to say that 6219 is the same as the number. So what does HM mean? The colleague who bought the car said very loudly, "HM is hundred million, we want to sell 100 million mobile phone chips." But MediaTek was just beginning to prepare for shipment at that time, and the monthly shipment was quite small, this The challenge is too great, everyone feels good after listening to it, of course, if it can be better. At the time of shipment, with the goal of 100 million, the difference was exactly eight zeros, which is quite far away! Later, another colleague suggested that it should be turned into a pursuing goal, and it was also put forward for discussion at a formal meeting. After a while, everyone formally considered "100 million" as the goal in a positive way. This is definitely a severe challenge. But no one expected that with the turbulent Chinese market, MediaTek shipped more than 100 million mobile phone chips by the end of 2006, which was much earlier than Cai Mingjie's expectations. He also emphasized that developing a new product is absolutely Can't wait until the market matures before entering.
In terms of mobile phone chips, the initial investment of three or four years did not even make a dime, but it currently accounts for up to 80% of MediaTek's revenue. At that time, the booming optical drive chip now only accounts for 10% of MediaTek's revenue. Many senior reporters in Taiwan still remember that Cai Mingjie's early talk about communication chips was the next growth opportunity, and almost no one really listened. In fact, larger chip design companies will have several main product lines at the same time, leveraging each other, and because of sufficient resources, they will not be weak in developing new technologies.
Cai Mingjie once put forward a famous theory: "Winner takes all." That is to say, the large chip design industry does not limit the development of a single "fist" chip, and can invest more resources to develop emerging chip types. Because the bigger the Evergrande and the stronger the Evergrande have become the trend of the global chip design industry. For those who take the "small and beautiful" strategy, the living space is getting narrower and narrower, because for small and medium-sized chip design companies, because the product line is not easy to expand, the scale of operation is not large; if it can be successfully expanded, it can be more Upstairs, it has become a large chip design company, but now the chance of success is getting lower and lower.
The threshold is indeed getting higher and higher. In terms of mobile phone chips, the structure is very complicated. In addition to baseband chips, analog chips, and radio frequency modules (RF), it is now necessary to integrate various functions such as audio-visual multimedia, GPS, and WIFI chips. This is a terrible investment of resources, which is difficult for small companies. In particular, mobile phone chips have the market characteristics of "multi-frequency, multi-mode, and multi-standard". In addition, the downstream mobile phone customers have many and complex requirements. Even if the overall market size is large, but the changes are also large, it is relatively difficult for latecomers to come forward. This is the main reason why Spreadtrum, as China's largest supplier of mobile phone chips, has been unable to expand its global share.
MediaTek must provide a complete customer solution. This key differentiation is to enable customers to enter the market early (TIme to market). Cai Mingjie, who likes to read ancient books, often tells a story of Mencius: Mencius Feng Chen servants went to see King Liang Hui, and Liang Hui Wang asked, "Will it benefit my country?" Cai Mingjie put this sentence "will benefit me." Nationality? "To remind MediaTek to go up and down.
Lenovo has been working closely with MediaTek on smartphones since the A60. This low-cost smart phone using MediaTek chips, Lenovo ’s MIDH Group took only 5 months to complete the process from R & D to listing. Compared with many smartphones, it takes 12 months to easily prove that The cooperation between the two sides is indeed close. In addition to Lenovo, Qihoo 360 and Huawei launched special machines using MTK6577 dual-core chips, Alibaba and Haier ’s Zing mobile phones use MTK6575 chips, and MediaTek ’s quad-core chips are already earlier than market expectations. One to two seasons of listing, the good news is indeed constant, so Cai Mingjie recently smiled a lot more.
He often said that the operating company not only depends on addition, but also on subtraction. Simply put, doing R & D is like saying Yes, Yes, Yes every day. With more and more choices, the R & D field is also expanding. But doing business means saying No, No, No every day. The fewer and fewer choices, the simpler and more focused strategies.
"The more focused and simpler, the more powerful." Cai Mingjie often uses these three words to describe MediaTek's business purpose. Because any organization is getting bigger and more complicated, if you do n’t manage it, you will tend to have the most chaos; comparing universities with enterprises as an example, schools are more free, the chaos must be high, and companies must Management, because the disorder is too high, it will collapse. Cai Mingjie said that all departments within the company must have consistent goals and good communication, and the disorder will increase, they will have to pull it back. "This is the truth of management and a soft power."
However, although the pace has picked up recently, the future of MediaTek still has hidden worries. It has always been a very autistic company, looking at itself in everything, which is a great challenge to the integration after the merger. Judging from the history of MediaTek's past mergers and acquisitions, most of them do not have much benefit. From ADI, Ao Shitong, Leiling, and Morningstar, in fact, they only buy customers and turnover, but not people and synergy. After the acquisition of Ralink in 2010, the two parties only had physical integration and no chemical changes. Ralink still managed its own business in the form of a business group, and there were not many sparks on both sides. Gao Rongzhi, Taiwan ’s master of WIFI chip design and founder and chairman of Leiling, is no longer in MediaTek ’s decision-making system.
In the past few years, Cai Mingjie and General Manager Xie Qingjiang faced both internal and external problems and challenges. In fact, they are all the same, but in terms of speaking, after a few years, the same problem is still spoken in the mouth. Taiwan ’s high-tech community knows that there are actually only three people in MediaTek ’s “real†meetings: Cai Mingjie, Vice Chairman Zhuo Zhizhe, and Xie Qingjiang. It is difficult to hear the voice of the “fourth personâ€.
MediaTek acquired Morningstar again last year. Both parties used to be enemies on the battlefield. They wanted to kill each other, but now they have become pros. Morningstar Chairman Liang Gongwei offered to take the initiative and hoped to marry Morningstar to MediaTek. Cai Mingjie readily agreed to include Morningstar into the harem, but the trouble may only begin. With the new decision-making system, if Liang Gongwei holds equity in the future and hopes to have a greater voice, who can make up for it? In addition, TV chips account for only about 10% of MediaTek's revenue. Compared to the main battlefield of mobile phone chips, TV chips are really not important. If you don't merge Morningstar, this may even be a discardable product line. After all, the volume of mobile phone chips is far behind other MediaTek product lines, and the rest are insignificant.
From smartphones to TV chips, MediaTek has ushered in a "turnaround", but to cross Qualcomm's success, it requires greater wisdom.
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