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junko.yoshida
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sequal
junko.yoshida   1/31/2014 3:07:49 PM
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I wrote this story as a sequal to my previous blog:

Feature Phones are back?

http://www.eetimes.com/author.asp?section_id=36&doc_id=1320739

 

junko.yoshida
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Re: sequal
junko.yoshida   1/31/2014 4:43:35 PM
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I must confess. When I first saw Aster at MTK's suite during CES, I didn't think much of it.

As far as its spec is concerned, it's ho hum. 

As far as the target market is concerned, it seems it's designed for wearable devices more much more primitive in nature.

But the more I talked to MediaTek and thought about the whole concept (Aster is to drive a periferal device for smartphone; not a replacement of smartphones), the more intrigued I have become. 

It's simple, but the chip is addressing a segment of market mos of the western chip vendors aren't even thinking about... and that has  alot to do with the end of smartphone era blog I just wrote yesterday. 

http://www.eetimes.com/author.asp?section_id=36&doc_id=1320834

JimMcGregor
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Re: sequal
JimMcGregor   1/31/2014 5:53:01 PM
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Thank you for the article Junko. In their search for the shiny new devices, many people missed the valuable IoT technologies being introduced at CES, including the development platforms by MediaTek and Freescale, the sensor technology highlighted by ST, and the innovation around energy harvesting by Spansion, just to name a few. There are going to be many applications that range from simple sensors connected wirelessly through hubs like the smartphone to smart devices. These platforms are a makers dream and are likely to unleash a wave of product and application innovation.

alex_m1
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Re: sequal
alex_m1   1/31/2014 5:55:41 PM
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Junko, Thanks for the story. Interesting one.

With this price range, with these capabilities(and the ones we'll learn when it's released) and with it's unique manufacturing method(assembly of multiple die instead of the standard  single die) it competes with some microcontrollers. I hope they won't limit sales only to big companies. It could be a great "maker" mcu, and makers do seem valuable in this market.

Also , this could be the thing that pushes multiple-die-assembly to the mainstream, creating many interesting possibilities.

daleste
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Re: sequal
daleste   1/31/2014 10:11:04 PM
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This is an interesting field.  I think it might be the next big thing.

elctrnx_lyf
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Interesting
elctrnx_lyf   2/1/2014 9:12:29 AM
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Being a follower in the past Mediatek is definitely become an inventor by defining the product specification for the unexplored markets. Sure they will lead this.

goafrit
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Re: sequal
goafrit   2/2/2014 10:14:30 PM
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MediaTek with its cheap chipset is one of the companies that is giving Samsung and Apple big troubles at the moment. Without Mediatek, most of the Android tablets and phones peddled by Chinese makers will not be possible. If they move big into these fields, they will crash the price ceiling and hurt the margins for Samsung and Apple (yes, iWatch is coming). Nearly all the cheap smartphones in Africa are powered by Mediatek chipset

zewde yeraswork
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Re: sequal
zewde yeraswork   2/3/2014 11:52:42 AM
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Mediatek has been doing interesting things in emerging markets for some time, but wearables are hot right now and there's opportunity for growth here unlike anything else they've gotten themselves into. It's definitely a threat to vendors that have established themselves with their own chipsets and who directly compete with Mediatek in the smartphone space.

krisi
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Re: sequal
krisi   2/3/2014 5:50:59 PM
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Mediatek strategy makes sense to me...there is not much value in wearable devices yet so paying more than $50 is not going to happen on a mass scale

junko.yoshida
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Re: sequal
junko.yoshida   2/4/2014 7:37:06 AM
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@goafrit, agreed.

But what might be missing on this discussion is the power of the MTK's "turnkey solution" -- beyond its own chip.

By offering OEMs everything from firmware to drivers and a qualified vendor list, MTK efficiently enables customers to launch their end products probably much faster than anyone else.

That is the quint-essential MTK's playbook.

The qualified vendor list will allow OEMs to pick and choose necessary components, already pre-qualified by MediaTek.

 

 

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