Cirrus Logic, a chip company from the United States has announced it will aim to take lead from the Taiwanese company MediaTek by shipping a larger amount of shipped integrated DVD player chipsets, which are single-chip solutions that combine MPEG-2 decoder and servo controller functions.
The market changes in which the three big players MediaTek, Ali and Cirrus Logic are the key players are likely to lower the prices of DVD players.
The company has landed several important orders this month, said Winter Chan, Cirrus Logic's vice president of sales for the Asia-Pacific region. The shipments began this month, and Chan told DigiTimes that he expects the shipments of these chipsets will surpass Mediatek's. |
Currently, Mediatek's monthly shipments of such products have not yet exceeded 100,000 units, and ALi's shipments, begun towards the end of last year, have been even lower, according to sources.
Chan said that Cirrus Logic is trying to position its DVD player single-chip solution as a high-end product, targeting DVD players priced over US$150. Most of the low-priced DVD players under US$100 are equipped with chip solutions from Taiwanese manufacturers, Chan added. Cirrus Logic wants to differentiate itself from its Taiwanese rivals and compete with US-based design houses such as Texas Instruments (TI) and Analog Devices, Inc. (ADI).
Currently the market is pretty hard as Japanese and American companies have to compete with the low cost Taiwanese products. You can read the entire story here.
Source: Digitimes.com
