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To compete in the mobile 4G era, it will be important for companies to transition from traditional, closed business models to a more open, collaborative approach. Last year, Deloitte TMT released its Open Mobile 2012 study, which showcased selected findings from a highly targeted survey of senior executives in and around the mobile ecosystem. With the release of this latest report, also part of our ongoing Open Mobile series, we present a new study—this time focused on the mobile semiconductor industry. Since 2009, the Deloitte Research Technology, Media, and Telecommunications (TMT) team has explored the advent of the open mobile era and the subsequent shifting competitive landscape in the United States and global mobile markets.
At the root of this shift is an ongoing wave of disruption centered on mobile web technology and software innovation. Within this context, this report highlights an increasingly significant segment of the emerging mobile ecosystem—the semiconductor industry. From an industry perspective, our research suggests that a number of key demand drivers across the mobile sector are converging. To accompany this industry breakdown, we then switch gears and focus at the enterprise level, taking an in-depth look at the strategic capabilities required to stimulate innovation and enhance the potential for capturing value. From this analysis, executive guidance is then offered on maintaining competitiveness amid heightened market competition and technological disruption. Consumer and enterprise mobile markets are in constant turbulence, and the uptick in demand across the smartphone, tablet, and mobile PC markets is expected to continue aggressively in the short term.
The once traditionally predictable wireless sector now finds itself constantly disrupted in a period of sustained hypercompetition.1 Deloitte’s Open Mobile series continues to explore this phenomenon in some depth, focusing particularly on incumbent markets under threat from new entrants as well as emerging growth markets harnessing mobile technology at their core. Often at the center of mobile technology innovation but rarely grabbing the same headlines enjoyed by the likes of Apple and Google, semiconductor companies continue to play an increasingly important role in defining the rate and direction of mobile device and service innovation sweeping the sector. With mobile’s rising tide continuing to lift companies competing in the sector, this report initially explores the driving factors for semiconductor mobile growth before identifying leading practices for growth and innovation from the industry’s leading players.
In 2013, Cisco’s annual Visual Networking Index predicted mobile and Internet data traffic to increase 13-fold from 2012 levels over a five-year period (see figure 1). Across the technology, media, and telecom sectors, the magnitude of these forecasts should not be underestimated. Digging beneath the macro-level data, the most salient questions today surround the sources fueling the growth in data traffic.
In economic terms, the emergence of the 4G wireless era has profound consequences for firms competing across the technology, media, and telecommunications sectors. On paper, LTE will provide a jump in network speeds and bandwidth capability, ushering in a new wave of mobile ubiquity. Recently, wireless service providers in the United States have continued investing substantially to enhance existing mobile network infrastructure. In global markets, Japan (13 percent) and South Korea (8 percent) are quickly catching up in total LTE subscribership.9 Elsewhere, 4G subscriber rates are set to grow consistently in 2013 and beyond,10 with advanced economies in Europe, Latin America, and Southeast Asia all primed to accelerate LTE rollout in the next 12 months.
And with demand rapidly outstripping supply, governments worldwide are seeking to revise regulatory policy to free up more spectrum for 4G licenses.
Well beyond the immediate confines of the wireless sector, the impact that 4G will have on non-traditional wireless industries such as commerce, health care, energy, and automotive is expected to be even more pronounced. The cornerstone of many of the emerging mobile service opportunities, the rise in wireless connectivity and the subsequent growth in the Internet of Things (IOT) category, is providing significant momentum in connected device categories across consumer and enterprise sectors alike. Driving this surge in the M2M market are a number of forces such as the declining cost of mobile device and infrastructure technology, increased deployment of IP, wireless and wireline networks, and a low-cost opportunity for network carriers to eke out new revenue streams by utilizing existing infrastructure in new markets.
The health care sector is also set to gain from the increased adoption of mobile technology, with the US wireless health monitoring device industry forecast to become a $22 billion industry by 2015.19 The majority of the remaining M2M service opportunities are currently clustered around the transportation, automotive, logistics, and fleet management sectors, where applications range from reducing traffic congestion by monitoring traffic flows to facilitating RFID tracking in supply chain management. For semiconductor companies looking to exploit these opportunities, the roadblocks are mainly at the sector level where fragmentation exists among the various ecosystems that have grown to support the rollout of M2M across multiple industry subsectors. However, if companies can successfully orchestrate a consolidated ecosystem strategy across the most disjointed elements of the current value chain, new pathways to sustainable M2M business models will likely emerge, opening doors for semiconductor companies to exert influence. In the mobile device category, the most significant growth driver for the semiconductor sector is the increasing global demand for smartphones and tablets. A comparison with the traditionally robust PC semiconductor market illustrates just how quickly smartphone and tablet adoption has risen over the last 18 months, with an even greater uptick expected in the next 3–5 years. On a global scale, PC shipments are expected to decline at a CAGR of 4.5 percent during 2012–2017, reaching 272 million units shipped in 2017 (see figure 9). At the macro level, worldwide handset sales are expected to be somewhat sluggish during 2013–2017 mainly due to lackluster demand for basic and low-cost phones in both developed and developing economies (see figure 10).23 However, basic and low-cost phones will likely experience stable demand in emerging markets as cost-conscious consumers seek out increasingly affordable devices.
On the flip side, however, with global carriers’ network transitions to the 4G era increasing, the consumer transition from basic to smartphone adoption is growing, and demand for smartphones will likely remain strong through 2017 as technology development accelerates and prices decline across the category. One of the biggest shifts in mobile device ownership over the last 12 months has been driven by a voracious consumer demand for tablets, which have undoubtedly become the mobile device du jour across an increasingly wide demographic.
In the short term, a victim of this shift toward ultra-mobile computing platforms could be the market for desktop PCs. As tablets such as Apple’s iPad® become “content creation devices,” consumer demand for PCs is expected to taper off and remain sluggish through 2017.
From a regional perspective, North America and Western Europe continued to propel tablet demand in 2011–2012. Beyond the consumer market, tablet adoption is progressing at a steady, albeit more restrained, pace within the enterprise. From a market perspective, the semiconductor mobile ecosystem is a complex and evolving entity. The past two years have seen a number of challenges confront the semiconductor industry as it deals with a stuttering recovery from the global economic slowdown, sovereign debt concerns, and the impact natural disasters, such as the Japanese tsunami, had on consumer demand and supply chain capability (see figure 16).
However, despite the continued macroeconomic slowdown and lackluster PC demand, the emergence of increasingly popular, sophisticated mobile devices, specifically smartphones, tablets, and ultrabooks, bodes well for mobile semiconductor demand through 2015. At the enterprise level, the industry remains broadly fragmented, with a number of companies competing across distinct product end markets and serving a wide number of industries. Source: Dale Ford, Qualcomm rides wireless wave to take third place in global semiconductor market in 2012, iSuppli, December 4, 2012. At a regional level, opportunities in emerging markets are propelling growth across the main vertical industries and end markets. A deeper analysis of the mobile semiconductor ecosystem reveals a number of key component end markets across which technology trends and drivers are making a sustained impact on top-line growth opportunities. In the mobile application processor (AP) market, it’s a tale of two segments, with smartphones and the booming tablet market driving revenue. At the other end of the segment, growing demand for low-end and mid-range smartphones in emerging markets fueled growth for integrated application processors in 2011 and 2012, as integrated platforms (primarily an application processor plus baseband modem) helped reduce system costs and offered significant power-saving benefits to OEMs. Nonetheless, from a broader architecture perspective, ARM continues to dominate in the mobile application processor market for smartphones and tablets. To remedy this, Intel is aggressively attempting to penetrate the smartphone market with its new range of Atom x86-based processors, going head to head with ARM in developing power-efficient chips to serve the immediate market. Looking further out, Intel’s development of a more power-efficient PC processor, using the next-gen Haswell architecture—the successor to Ivy Bridge—will optimize power consumption due to an integrated CPU and platform controller hub.
In terms of the competitive landscape, the sustainable growth of 3G and 4G network technologies contributed to the strong revenue positions of baseband vendors Qualcomm and Broadcom.
The market for wireless connectivity has transitioned from single-function chipsets for Bluetooth, Wi-Fi, and GPS toward wireless combo chips, which combine some or all of those functions within a single chip solution. Broadcom continues to lead the wireless connectivity market, leveraging its mobile phone combo chip solutions that integrate Wi-Fi, Bluetooth, and FM on a single chip (see figure 25). Smartphone and tablet adoption are enabling a revival of DRAM and NAND demand and boosting the memory market in the process.
In line with the other semiconductor end markets, the GPU market continues to see increased demand resulting from robust smartphone and tablet adoption. On the competitive landscape front, Imagination Technologies continues to hold a leading position in the global mobile GPU market, with a 46.5 percent unit shipment share (see figure 29). Qualcomm is the leading mobile device GPU vendor (see figure 29), primarily due to its integration strategy of positioning its Adreno GPU chip as part of the Snapdragon platform, which is one of the leading integrated mobile device processor platforms in the market. Across the end markets, several technology trends stand out as a bellwether to future revenue growth. One of the major technology trends that continue to impact the industry is the move toward integrated processors. From a market perspective, upticks in smartphone adoption, particularly in emerging markets, will again fuel growth in integrated platforms. Parallel to the shift toward integrated chipsets, albeit at a reduced level, is the predicted sustained demand in the discrete semiconductor end market to serve the emerging superphone mobile device category.
Recently, the smartphone category has also seen a rise in the use of dual-core and quad-core processors, which helps lower the number of application processors required on a single wafer.
Looking further out, growing demand for faster applications in mobile devices will potentially lead to increased demand for multi-core processors, which have faster processing speeds and lower energy consumption compared with single-core processors.
Semiconductor manufacturers are also exploring producing chips on larger 450-mm size wafers, which will improve production scale and boost fixed-cost savings. As the level of mobile gaming becomes more sophisticated, increased memory capacity is required to handle more advanced tasks, which in turn is driving DRAM demand in the end markets. NAND flash storage capacity is also on the rise as smartphone and tablet users voraciously consume content such as digital music, video, images, and books.
Several industry verticals, where mobile technology adoption is rapidly advancing, are also providing semiconductor companies with new routes for mobile-focused growth.
The automotive industry has made great strides over the last three years to rapidly adopt wireless technology across a range of consumer and enterprise products and services.
In many instances, it is apparent that mobile operating system platforms are continually being enhanced in all areas of wireless automotive and integrated closely with today’s mobile semiconductor platforms. Key drivers for this expected growth are the recent health care reforms in the United States, such as the Affordable Care Act and the Health Insurance Portability and Accountability Act (HIPAA), which are aimed at reducing health care costs, improving care quality, and increasing general public access to health care. At present, Intel has a technology lead in the medical device platform market through the widespread use of its Atom processor, but it faces increasing competition from arch rival ARM.61 Current challenges to sustained growth in this market are mainly with regard to fragmentation in wireless connectivity standards, which will challenge medical device vendors.
Intel is also collaborating with GE in a joint venture to develop mobile health care devices.64 Qualcomm, through its subsidiary Qualcomm Life, has also created a presence in this market with its 2net platform,65 a cloud-based platform designed to provide wireless connectivity, data management, and services for chronic disease management and a channel to share medical information.
Throughout World War Two Hitler worked from one of several field headquarters, in contrast to other heads of state, who remained in their capital cities. Every point had to be correct and consistent with previous briefings, for Hitler had an incredible memory for detail and would become annoyed at any discrepancies.


Certainly his operational decisions, especially early in the war, were sometimes as good as, or better than, those of his generals.
Whatever the problems with his generals, however, there is no doubt that Hitler lacked many of the qualities he needed to control military affairs with consistent success. His talents - or lack thereof - aside, Hitler took the practice of personal command much too far. Similarly, near the end of the war he ordered that no unit could move without his express permission, and he demanded lengthy reports on every armoured vehicle and position that his forces lost. Hitler also combined his insistence on personal control with a leadership style that often consisted of equal parts indecisiveness and stubbornness. He began by accepting war against the British Empire without any clear conception of how to win it. Then, even as the failure of his eastern offensive was becoming obvious, he took on the United States, with whom he considered war to be inevitable in any case. They shared Hitler's weaknesses as strategists - in fact they were arguably even less talented than he was - and their political attitudes and expansionist ambitions put most of them squarely in the Nazi camp. Dr Geoffrey Megargee is the author of Inside Hitler's High Command (University Press of Kansas, 2000), which won the 2001 Distinguished Book Award from the Society for Military History. Our research highlights a broad range of opinions on the opportunities and challenges associated with sustaining top-line growth across and beyond the industry in the immediate three- to five-year time frame.
With semiconductor companies increasingly having a major impact on all facets of the mobile ecosystem, Deloitte Research explores the leading-edge growth strategies and capabilities that semiconductor firms are using to sustain market leadership and capitalize on new mobile opportunities.
The team has produced a number of research reports on a wide range of strategic issues that mobile technology companies face in this increasingly turbulent industry. With it, mobile technology adoption has become widespread across large sections of society, touching on all aspects of daily life. As the consumer mobile web experience progressively mimics the consumer desktop PC experience, competition across the mobile value chain is at an all-time high, with incumbents facing unprecedented pressure from software-driven entrants. There are two objectives: Provide an analysis of the most salient growth opportunities within one of the fastest-growing market segments in the mobile industry, and explore the tactics being used by leading semiconductor companies to capture and create value. All represent strong growth opportunities for semiconductor firms that are willing to capitalize on these opportunities by enacting agile platform-growth strategies.
Selected case studies highlight semiconductor firms that are developing leading-edge innovation and platform leadership capabilities as pathways to growth in emerging markets. Tactics used to transition from traditional, closed business models to a more open, collaborative approach are considered essential for competing in the mobile 4G era. In this report, our attention is broadly on the latter, but within the context of perhaps the driving force of mobile growth today: the semiconductor industry.
The impact of this shift is continuing to grow; mobile technology adoption is now widespread and on the rise in industries and sectors that are reconfiguring their business models around mobile platforms.
We highlight companies that are proactively developing new markets in sectors undergoing rapid transition, where incumbents are continually being challenged to respond with innovative new business models.
Even more significant, the index forecasts total mobile traffic to increase at a compound annual growth rate (CAGR) of 66 percent across combined consumer and enterprise markets.2 This effect can be observed at the country level. The pace of growth in mobile data traffic is staggering, and society has embraced mobile wireless technology in ways that were unthinkable a mere five years ago. To date, the United States leads the way in 4G adoption, commanding roughly 64 percent of worldwide LTE subscribership (see figure 4). Not far behind, China will likely ramp up in 2013–14.11 Driven by this uptick, an estimated 1 million new connections are being added each day (see figure 4). Here, mobile device and software innovation—focused on enhanced wireless connectivity powered by machine-to-machine (M2M) technologies—is driving business model innovation. In industries such as energy, health care, retail, and consumer products, devices integrated by M2M wireless technology are enabling new gateways to connectivity and propelling mobile revenue growth (see figure 6). This opportunity will likely be most prominent across a number of enterprise verticals, with the energy industry—in the form of smart grid and smart metering technologies—expected to experience significant growth in the M2M market. In all cases, M2M technology assists improvements in productivity, innovation, and compliance-related business functions and is set to play an even greater role in mobile growth strategies as networks and platforms shift to facilitate more open access. Again, the numbers are a stark reminder of the rapid rise of connectivity and adoption of mobile technology across all facets of consumer and enterprise markets. Indeed, as mobile technology development accelerates, a trickledown effect is prevalent in many markets, helping spur growth in low-end product categories across emerging economies.24 For example, in regional markets such as China, technology reuse has never been higher and is set to spike further, with a reference design approach in semiconductor chipset utilization becoming common among vendors. With the mobile web experience increasingly matching, and in some cases exceeding, the desktop PC web experience, a significant amount of IP and Internet traffic is originating from non-PC devices.
However, emerging market regions (Greater China, in particular) are predicted to slowly develop into the major end markets, driving tablet demand through 2017. Growth opportunities in component end markets are, on the surface, somewhat fragmented, but consolidation across a number of key technology trends is evident.
Consequently, overall revenue growth has been hampered, with PC OEMs in particular facing demand challenges that directly negated investment in capital expenditure through early 2012. With the likes of Apple and Samsung continually sustaining hardware and software innovation across the smartphone and tablet categories, the introduction of more sophisticated semiconductor platforms will likely drive industry revenue and investment in multiple end markets. Intel remains the world’s biggest semiconductor firm, sustaining a leading market share of approximately 16 percent built on solid microprocessor and memory sales and bolstered with the company’s recent Infineon (baseband unit) acquisition (see table 1). PC consumption in the near term remains somewhat buoyant; emerging markets accounted for roughly two thirds of total PC shipments in 2012. Increasing sales of high-end smartphones from tier 1 manufacturers boosted discrete AP sales during 2011–2012 (see figures 18 and 19). Leading the way is Qualcomm (see figure 19), which benefited from solid adoption of its Snapdragon platform in multiple devices, building on established relationships with a number of smartphone vendors that included Samsung, LG, Nokia, RIM, and Motorola.
As of 2012, an estimated 95 percent of smartphones were powered by ARM CPU cores.41 Major manufacturers such as Qualcomm, Samsung, Apple (Ax series), Broadcom, NVIDIA, and TI have all licensed and continue to license ARM’s processor technology to manufacture chips for mobile devices. In parallel, the company, which currently manufactures mobile chips using 32-nanometer (nm) line widths, is also ramping up a new 22-nm 3D manufacturing process that is scheduled to come online in 2013; processors are expected to be commercially available by 2014.
This will theoretically reduce consumption by approximately 30–50 percent compared to Ivy Bridge.
4G LTE network rollout began ramping up in 2H11 in the developed markets, and is expected to become a significant growth driver for baseband processors 2013 onward.
M2M technologies, including smart meters, are also being equipped with wireless connectivity solutions. While solutions that combined Wi-Fi, Bluetooth, and FM remained dominant in 2011 and 2012, combo solutions that also integrate GPS have increasingly gained traction in 2013. The company also introduced a Bluetooth + GPS + FM combo chip solution and remains well positioned to benefit from the tablet trend, being the incumbent supplier for Apple’s iPad platform (as well as the major supplier for the iPad’s touchscreen controller). As both device categories increasingly combine content consumption with content creation, software applications requiring substantial memory capability are on the rise. With both device categories utilizing GPUs to enable functions such as advanced gaming capabilities, user interface capabilities, and browser acceleration, growth in this market is projected to continue to climb. The company’s GPU offerings are the preferred solution for most of the major smartphone and tablet vendors, including Apple and Samsung. In the overall mobile GPU market, Qualcomm currently ranks second, behind Imagination Technologies. These are chips that combine multiple functionality on a single chip platform—typically consisting of memory and graphics functionality combined with processor capability. As multi-core CPUs make headway into entry-level smartphones, power consumption and cost will likely become key elements. These chips, which are used in several electronic applications—most importantly, in managing electric power—will likely see steady revenue growth through 2014 due to sustained demand for advanced functionality in high-end devices. Typically, a single wafer can be comprised of over 1,260 single-core processors, which is reduced to approximately 560 with a dual-core processor and to approximately 370 on a quad-core processor.49 Given the increasing consumer demand for high-end smartphones with multi-core processors, Apple and Samsung use both dual- and quad-core processors in their devices. Additionally, multi-core processors enable higher performance while supporting parallel execution of multiple applications. With the industry now transitioning to sub-22 nm linewidths and 3D transistors, the push by companies such as Intel, Qualcomm, and Samsung to develop chips on smaller nodes is noteworthy.
Intel and TSMC were the first to announce separate plans to pilot production on 450-mm wafers. For instance, three variants of Apple iPhone 5 smartphones were launched with different NAND flash memory features—16 GB, 32 GB, and 64 GB. Companies such as Qualcomm have dedicated strategies in place to take advantage of opportunities across the Internet of Things landscape. With in-vehicle electronics growing in complexity and demand, three categories for semiconductor connectivity growth currently stand out: in-vehicle infotainment (IVI), telematics, and insurance services.
This will subsequently provide companies such as Intel, Qualcomm, Nvidia, and Broadcom opportunities to significantly expand their embedded market footprint.57 In the telematics category, connectivity systems to assist vehicle diagnostics for maintenance purposes are among other services, such as fleet vehicle management and roadside assistance, that are converging with advanced driver insurance systems in products such as pay-as-you-go driver insurance and driver-based insurance mapping. These reforms, together with an aging population, are driving the need to reduce the cost of treatment, thus fueling demand for remote patient treatment and monitoring.
Dr Megargee currently holds the position of Applied Research Scholar at the Center for Advanced Holocaust Studies, United States Holocaust Memorial Museum; his main task there is to organise and edit a multi-volume encyclopaedic history of the camps and ghettos in Nazi Germany and Nazi-dominated Europe. In particular, the study explored the impact that the accelerated development of mobile web technology, changing consumer behavior, and a shifting regulatory policy landscape are having on the issues of competitiveness, growth, and innovation.
Specifically, we highlight, discuss, and synthesize projected growth trends and end-market data to present a new analysis of the mobile semiconductor competitive landscape. Consumer and enterprise mobile markets are in constant turbulence, and the uptick in demand across the smartphone, tablet, and mobile PC mass markets is expected to continue aggressively in the short to medium term. Against this backdrop, insights from a recent Deloitte Open Mobile survey highlight a pressing need for incumbent companies to secure viable pathways to growth—or else, risk being marginalized by a growing army of new entrants from nontraditional mobile industries. Drawing on this analysis, we then provide guidance that all companies competing across the mobile industry can use to sustain growth in periods of high market turbulence. A detailed analysis of four primary drivers—wireless traffic growth, mobile device and services growth, connectivity, and mobile software trends—suggests that select firms are well placed to make substantial inroads into the major mobile consumer and enterprise value chains. A framework to guide capability development, using the twin strategies of open innovation and platform leadership, is drawn from the lessons learned from the most innovative semiconductor companies in mobile today. As subsequent consumer and enterprise demand increases for these mobile products and services, semiconductor companies are set to reap economic benefits from their influential positions in emerging mobile ecosystems in industries such as automotive, health care, energy, and commerce. For example, according to industry wireless association CTIA, wireless traffic has doubled in the United States, growing 104 percent year over year between 2011 and 2012 (see figures 2 and 3) with an expansion in the mobile subscriber base.


As Silicon Valley venture capitalist Mary Meeker points out, innovation in mobile technology and wireless connectivity has rapidly touched upon all facets of life and “reimagined” everything from personal computing, printed media, news, and information to music, video, home entertainment, and art to eating, drinking, health care, banking, and commerce.3 The list is seemingly endless.
From a consumer and enterprise perspective, it seems that a confluence of mobile meta-trends is accelerating the rapid adoption of mobile technology and devices across developed and emerging economies, businesses, and corporations and into the homes of consumers everywhere.
The outcome is a flood of new mobile products and services in industries adopting mobile technology at their core.
This includes companies and organizations active in the services (systems integration), software (middleware and application infrastructure vendors), hardware (manufacturers of GPS chips and RFID sensors), and telecom (network access, connectivity, infrastructure vendors) sectors. The emerging and mature Asia-Pacific region in particular is set to become the leading smartphone market by 2017, with forecast adoption in excess of 21 percent. As tablets such as Apple’s iPad® become “content creation devices,” consumer demand for PCs is expected to taper off and remain sluggish through 2017 (see figure 12). Additionally, network access and security concerns, combined with a general lack of enterprise tablet software applications, are also thought to be inhibitors to a more widespread adoption.
This consolidation will have important ramifications for opportunities (and challenges) across the semiconductor end markets, which combined, make up the broader mobile semiconductor ecosystem. To that end, major semiconductor manufacturers—including Intel, Samsung, and TSMC—have all announced aggressive spending plans, given an expected positive demand outlook for mobile devices in particular. This trend is expected to continue, with forecasts for 2016 anticipating China, Brazil, Russia, and India to lead PC consumption, ahead of the United States. The continued strong demand for high-end phones using discrete processors (for example, the Samsung Galaxy series and Apple’s iPhone® series) helped sustain sales.
The firm’s Snapdragon S4 platform is also being used by Microsoft as part of its initial rollout of Windows RT-based tablets based on the ARM architecture. Leveraging a powerful, ecosystem-based partnership has allowed the company to compete with Intel’s x86 architecture platform and carve out a dominating position in the smartphones sector.
Expectations are that Haswell will eventually trickle down into the tablet market over the next 2–3 years. Verticals such as the energy and the automotive industry, which are investing heavily in M2M technology, will likely provide a robust and steady growth channel for semiconductor companies 3–5 years out. Qualcomm also holds a dominant position in the market for USB dongles and embedded solutions with its Gobi platform.
Transceivers continue to be increasingly integrated with baseband processors, mainly in low-end and mid-range phones.
Gaming and video are two content-rich growth categories for mobile applications that are set to continue their upward growth curve through 2015. Innovation trends include increasing functionality, with some of the latest chips including augmented reality capability and high-performance image and video processing functionalities. Many system-on-chip (SoC) vendors, including TI and Intel, also license Imagination’s GPU intellectual property for their own integrated processor platforms. Companies, including Samsung, ST-Ericsson, and Broadcom, continue to license ARM’s GPU IP for their integrated SoCs.
The benefits of this approach are primarily performance- and cost-related, allowing vendors to theoretically lower costs for customers by integrating application, graphics, and baseband processors that share memory and power capabilities. Consequently, the trickle-down effect of technology reference design reuse in markets such as China will likely ensure that a wave of low-end, affordable smartphone designs hits the emerging markets 2013 onward. Smartphone vendors such as Apple and Samsung (with the iPhone and Galaxy devices, respectively) currently use discrete chips for the flexibility of customizing the chip design across multiple devices and form factors (see figure 30).
As such, application processor vendors are likely to continue to ramp up capacity and expand their investments in this area steadily through 2015 (see figures 30 and 31).
Intel, in particular, has an aggressive R&D pipeline, which will likely see the company become the first vendor to develop chips for PCs on a 14-nm linewidth in 2013. Increasing application complexity, consolidation of multiple subsystems, and rising demand for wired and wireless connectivity features are all contributing to semiconductor growth opportunities in the automotive, health care, energy, and retail industries.
Within this niche market, device OEMs are utilizing semiconductor processor platforms to enable advanced functionality in areas such as diagnostics and therapy.
Rauch III, Deputy Assistant Administrator for Regulatory Programs at NOAA Fisheries, reported to the Subcommittee on the progress and management of several fisheries issues, including the current state of salmon hatcheries.
Having identified the emerging growth opportunities, we then switch focus to the enterprise level and explore the challenges companies face when executing mobile business model innovation to act on these opportunities. Together with an exploration of the transformation of the strategy process in mobile technology-oriented companies today, our research highlights the challenges ahead for all firms looking to remain competitive in the face of global hypercompetition. Additionally, an examination of the leading semiconductor product end markets reveals the effect the 4G era may have on the competitive landscape as companies jostle to gain leadership in emerging mobile markets. Emerging regional markets are also developing rapidly, with Eastern Europe, the Middle East, Africa, Asia Pacific, and Latin America all believed to eventually outgrow the developed world in terms of mobile traffic growth. Many US wireless service providers have announced support for the standard, which is designed to be backward-compatible with GSM and HSPA technologies, giving it a clear cost advantage over competing technologies such as WiMax. In economic terms, the net effect of this technological shift is significantly positive across multiple facets of the mobile industry’s value chain, from both the supply and demand sides. Each of these areas is subject to technological fragmentation, and a particular lack of standardization is apparent in the many coalitions and standards bodies set up to develop targeted technology solutions.
New design form factors and innovative mobile software development will likely spur consumer adoption and help address email, social networking, web browsing, and mobility requirements at lower price points compared to PCs. These concerns should be addressed in 2014 for tablet adoption to make a greater corporate impact even as corporate smartphone adoption reaches new heights. Before breaking down the end markets, a general overview of the industry and the leading players is useful to understand the current competitive landscape.
2 position, increasing its market share to 10.1 percent in 2012 and steadily narrowing the gap with Intel (see figure 17). This allowed semiconductor companies to enhance flexibility by replicating processor design across multiple device categories, thereby maximizing device performance. Texas Instruments (TI) also held a competitive market position in 2011–2012, due to the steady adoption of its OMAP integrated platform across a range of tablets and handhelds38 (including the hugely popular Amazon Kindle). Partnerships with semiconductor design vendors, chip manufacturers and foundries, mobile device vendors, and mobile OS providers have cemented ARM’s position as the cornerstone of the mobile ecosystem.
The market for power amplifiers benefited from rising demand for mobile phones with 3G and 4G technologies, which require extra power amplifiers to support additional bands. As a result, strong growth is projected in both the DRAM and NAND markets in the short term as smartphone technology trickles down into lower-end device categories and the emergence of more powerful tablets and “superphones”48 begins to take hold (see figure 26). Meanwhile, NVIDIA, a relatively small player in the overall mobile device GPU market, continues to build out its integrated processor offerings, focusing heavily on leveraging its leading-edge capability in graphics. As such, the move toward integration in mobile devices is rapidly gaining traction across the tablet and smartphone sectors. Additionally, with LTE forecast to have a big impact on driving adoption, demand for power-efficient handsets with integrated platforms such as Snapdragon and Tegra is expected to continue to climb. One of the topics of concern that was discussed related to salmon hatcheries was that NOAA had only reviewed 52 improvement plans for salmon hatchery systems. Case studies are presented analyzing several leading semiconductor companies’ approaches to using open innovation and platform leadership strategies in emerging mobile growth markets.
LTE will also provide network operators 2–5 times greater spectral efficiency than the most advanced 3G networks, reducing the transmission cost per bit and allowing better economics for carriers and end users. The presence of a general standard would help to achieve seamless national and international coverage, but idiosyncratic solutions for specific devices over specific networks are the main issues currently preventing this from happening.
Among all regions, North America—primarily the United States—will continue to fuel tablet shipments through 2016 (see figure 13).32 Deloitte’s survey reveals 36 percent of US consumers already own a tablet device, with Millenials and Xers being the leading users.
Qualcomm’s revenue growth of 27 percent was the highest among the top 10 companies, a result of its leading position in the fast-growing mobile devices market, which enabled it to leapfrog three positions on the revenue league table to No. Likewise, Samsung was successful in leveraging its Exynos platform across similar device categories.
The firm captures value by licensing its chip design IP and architecture rather than by manufacturing its own chipsets, and as of 2012, its ecosystem numbered close to 1,000 partners.
This led to firms such as Skyworks and Avago benefiting from key design wins with large smartphone vendors, including Apple and Samsung. In terms of market leadership, Samsung remains dominant in both memory markets, leveraging its leading technology innovation and economies of scale (see figures 27 and 28). The firm’s proprietary GPU GeForce chip is now integrated across its range of Tegra mobile processor platforms. Major OEMs such as Broadcom, Qualcomm, Nvidia, and TI are prominent in pushing the technology out to a wide customer base that is eager for low-cost and power-efficient solutions. Insights and findings from the case studies are then used to inform executive guidance, the core of which is a diagnostic model to assess the development and maturity of mobile platform innovation capabilities.
With the advent of ubiquitous wireless access in cities across the developed and developing world set to spur waves of democratized digital populations, the possibility that mobile technology will transcend previous technological shifts in societal impact is very real indeed. In terms of value generation drivers across these sectors and beyond, a majority believes mobile services—most prominently in areas such as mobile cloud computing and mobile payments—hold the biggest potential along with increased utilization of M2M technologies, which is also considered a major trend.
By providing the process architecture IP license and the necessary design tools, ARM allows its partners to design custom chips based on ARM CPU cores.
Rauch expressed concern about the status of the current hatchery systems, he also referenced recent improvements in hatchery requirements that would help guarantee facilities are operated at the highest levels of efficiency, acknowledging that “hatcheries are key for economic viability” of the salmon fishery. With new device innovation set to proliferate in these areas, semiconductor companies will be well placed to drive product innovation across a variety of verticals and accelerate the adoption of mobile technology in the process. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. He did point out that while NOAA Fisheries has received 328 plans for review, they “all came in at the same time” and staff are “having trouble [processing] all of them” in a timely fashion. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.



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