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keyword:Roger Chu27 result(s)

Press Releases
Sapphire Substrate Applications Diversifying with Handset Mobile Devices in the Lead Again, Analyzes TrendForce



Sapphire Substrate Applications Diversifying with Handset Mobile Devices in the Lead Again, Analyzes TrendForce Out of sapphire substrate non-LED applications, mobile devices have shown strongest demands, according to “2014 Global Sapphire Substrate Market Report” by LEDinside, a research division of TrendForce Sapphire substrate non-LED application is projected to reach 32% this year, with mobile device applications taking a 21% share, said LEDinside Figure 1:Sapphire substrate market application demand share analysis Source: LEDinside Sapphire substrate applications gradually diversifying In 2012, Apple changed the iPhone 5 camera lens from plastic to sapphire The material was even introduced into fingerprint recognition button for the iPhone 5S released a year later Sapphire substrate was chosen for fingerprint recognition applications mainly because it is very hard and highly scratch resistant which can prevent fingerprint sensors from scratching Compared to glass, sapphire substrate has a wetting angle of 85 degrees, which prevents fingerprints from sticking to the home button and reduces misreadings Apple’s promotion of the material triggered a new sapphire substrate craze on the market Many signs point to diversifying sapphire substrate applications in new products as Apple’s next goal Future application possibilities include the upcoming iWatch cover, and even iPhone cover glass Regardless of the type of application, all these point to diversification of sapphire substrate applications Apple iPhone faces challenges in making sapphire smartphone cover glass Although, Apple has great interest in sapphire cover glass for smartphone, there are still many obstacles for the tech giant to overcome, according to LEDinside observations These include whether current sapphire production capacity can meet large smartphone demands? Huge cost differences between sapphire cover glass and tempered glass also continue to exist, making lowering sapphire manufacturing costs a crucial future factor Still the Cupertino company actions seem to indicate it is working towards the goal of materializing sapphire cover glass Apple is optimizing its supply chain management, and it has solidified relations with upstream manufacturers to prevent potential raw material shortages on the market The company's partnership with GTAT for instance, not only guarantees a steady supply of upstream sapphire ingots,Apple is also actively vertically integrating suppliers This can be seen in GTAT’s acquisition of upstream raw material manufacturers to ensure aluminum oxide raw material supply In addition, Apple and Chinese glass processing supplier Biel Crystal has formed a partnership with sapphire manufacturer Roshow Technology, which further secures sapphire ingot supply Apple has continued its tradition of managing its supply chain with an iron grip Realization of sapphire smartphone glass cover dependent on sapphire price and supply volume An increasing number of manufacturers are willing to introduce sapphire substrates into camera lens covers, but when it comes to sapphire cover glass most manufacturers shy away The majority of manufacturers believe sapphire substrate prices must fall to about the same level as tempered glass before sapphire smartphone glass covers demand can take off Another factor is whether the sapphire industry supply is large enough to meet client demands Since there are high volume smartphone demands, any phone component that incorporates sapphire could create shortages in the sapphire substrate industry 

Press Releases
TrendForce: Chinese Smartphone Brands Show Improved Performance, iPhone, Samsung, and Xiaomi Remain Dominant in China


Consumer Electronics / Semiconductors

A 2013 study conducted on China’s consumers by AVANTI, TrendForce's research division, reveals Xiaomi to be close behind the country's two most recognizable smartphone brands--Apple and Samsung HTC and Nokia's brand image performance, by comparison, is weakening in the country, and is gradually losing to that of China's domestic companies Even after shortening its gap with Samsung following the implementation of its China market strategy in 4Q13, Apple's ranking in AVANTI's "Future Purchase Consideration" category is still behind that of the Korean giant, which has managed to sustain its popularity in the Chinese regions due to the increased consumer attention towards its hardware's performance With the help of effective brand marketing and improved sales, Xiaomi managed to beat some of its domestic rivals in 2H13, and was revealed by AVANTI's market study to be the third most popular smartphone brand in the “future purchase” category One major issue with Xiaomi, despite its impressive brand ranking, is its relatively constrained supply chain, an impediment which allowed its smartphones to account for only 5% of the country's entire handset shipments and put it behind domestic brands such as Huawei, Coolpad, and ZTE For the entire 2014, Xiaomi needs to find ways to improve its supply chain in order to take full advantage of its brand momentum as well as boost its overall shipment performances Source:AVANTI Looking at the category of "Brand Loyalty," the top three companies in China are once again Apple, Samsung, and Xiaomi Nokia, by contrast, is in a distant fourth place According to AVANTI's survey data, the smartphone brand that Coolpad users want to switch to the most is Samsung, whereas Xiaomi users are generally more interested in switching over to ZTE Interestingly, even though Xiaomi is continuing to use Apple's iPhone as a model of reference, the proportion of Xiaomi users wanting to switch to Samsung is relatively higher than those who wish to change to Apple Compared to all the other smartphone consumers, iPhone users tend to be the most loyal to their brand, as evidenced in the fact that during 4Q13, 534% of the surveyed Apple users in China claimed they wouldn't want to switch to any other company Samsung has a relatively lower brand loyalty compared to Apple, whereas Xiaomi’s is observed to be decreasing on a quarterly basis Based on their rankings in the "Brand Image," "Future Purchase Consideration," and "Brand Loyalty" categories, it is safe to say that Apple, Samsung, and Xiaomi are all performing remarkably well within the China market Xiaomi, in particular, is a noteworthy case given the success it has in penetrating the saturated high-end market, its ability to seize mid-end market opportunities, and the attention it gained through its smartphones’ “iPhone” similarities In addition to its existing advantages, the company’s efforts in creating a user-centric interface and attention to its fans also helped improve its consumer popularity and brand image In 2014, Xiaomi is expected to continue impacting the market with its low cost devices; How its brand loyalty will change, along with whether the company can properly maintain its low price and software advantage, remains to be seen **AVANTI’s China consumer market survey was conducted in various different Chinese regions from November 27 to December 2, 2013; A sample of 3000 Chinese consumers were studied at a confidence interval of 95% and a margin of error of +/-18%  

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