Analog chip hotspots concentrated in China, market layout is busy

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Analog chip hotspots concentrated in China, market layout is busy [Copy link]

　　
　　Analog chips and digital chips are like twins. Unlike the high speed and quickness of digital chips
, the analog chip family that landed earlier seems so peaceful and stable.
The product life cycle of analog chips is much longer than that of digital chips. The product life cycle of a successful analog chip
can even be as long as 10 years. Today, thanks to the rapid development of the 3C product market, the analog chip market
is growing as fast as the digital chip market.

　　The analog market is growing steadily .

　　The development of semiconductor chip products emphasizes focus, deepening a product market and continuously developing
more applications for such products. This is the kingly way for semiconductor manufacturers. However, with the emergence of
more and more personalized applications, the leading industry is no longer cold and hard technology, and
application needs have become the decision-making basis for product development. As a result, chip manufacturers have to turn
to providing solutions for multi-field chip combinations. The combination of digital chips and analog chips has become
a must for chip manufacturers.
　　In the current top ten rankings of the analog chip market, Texas Instruments (TI) is at the top of the list.
TI has maintained its position as the analog leader for more than three years, followed by STMicroelectronics
(ST), Infineon Technologies, Philips Semiconductors
and Analog Devices.
Databeans data show that the overall scale of the global analog chip market was US$31.92
billion in 2005. According to the World Semiconductor Trade Statistics (WSTS), in the total analog chip market of about US$31.9 billion in 2005
, the scale of the dedicated chip market was US$20.2 billion and
the scale of the standard application market was US$11.7 billion. Of the US$11.7 billion, power management, data converters and
interface devices accounted for US$5.9 billion, US$1.8 billion and US$1.7 billion respectively, while the rest was
the amplifier market with a total of US$2.3 billion.
　　The development routes of analog chips and digital chips are increasingly intersecting, and improving chip
integration has become the focus. Wang Ruixing, Vice President of Fairchild Semiconductor Technology Marketing Asia Pacific, pointed out that
the current development trend of analog chips seems to be similar to the trend of portable digital circuits, with
higher and higher integration and smaller size. In addition, portable products require more "communication"
between . At the same time, more digital functions will be added
to traditional analog chips, including multiple functions in a single device. These highly integrated chips must be able to
cover advanced process technology and CMOS technology for various power analog requirements.
　　Patrick Boulaud, Director of Power and Analog Devices Division of STMicroelectronics Greater China,
also pointed out that analog chips, like digital chips, show
a trend of higher integration and smaller size, with more power management functions integrated in the chip. However, the improvement of integration
is limited by leakage and other problems.

　　Audio Market Class D Amplifiers are Popular

　　Experts pointed out that digital audio interfaces and Class D power amplifiers will be the most popular
audio chips on mobile phones, and multimedia mobile phones must separate the digital-to-analog converter from the main digital signal
processor. The reason is that digital circuits and analog circuits are incompatible in process
and the signal-to-noise ratio is not ideal.
　　As the new generation of systems need to add more advanced functions, power consumption and battery life
become key factors affecting system design. Class D power amplifiers are another
important component that helps extend battery life.
　　Wang Jian, sales director of analog products in TI China, analyzed that the technology of Class D power amplifiers
was developed relatively early, and such products were already on the market around 2000, and TI is at
the leading level in the industry in this product. As energy becomes increasingly scarce, the requirements for energy efficiency are
gradually increasing. Therefore, the application demand for Class D power amplifiers will gradually increase in the future, because
this type of product has the highest efficiency in audio conversion. However, Class D power amplifiers will not
completely replace linear amplifiers. In high-end professional audio, due to the high fidelity
characteristics of linear amplifiers, linear amplifier products will also be used in the top audio field.
　　At present, Class D power amplifiers cannot achieve the same
effect as linear amplifiers in the high-end audio field. But for the large-volume mid- and low-end markets, the market prospects of Class D power amplifiers
are very optimistic.
　　He Xianbin, general manager of NS South China Business, said that the biggest challenge currently
faced is how to provide an ideal interface for analog and digital signal channels. In
addition, the number of external components and the area of the circuit board should be reduced as much as possible, while
the sound effect, heat dissipation and power consumption should also be taken into account. Therefore, National Semiconductor has launched a series of high-efficiency Class D amplifiers that do not require additional filters and audio subsystems
with built-in audio amplifiers of this type . 　　Wolfson, which specializes in the development of audio analog chips, has also taken a fancy to the Class D power amplifier market. John Crawfords, Wolfson's product marketing manager, said that in order to enjoy higher audio quality while saving power consumption to help products get longer battery life, Wolfson developed a Class A/B to Class D convertible stereo codec in January 2006. This chip, numbered WM8985, integrates a dual-mode headphone driver that can dynamically switch between Class A/B and Class D drivers. Class D technology can provide a conversion rate of up to 70%, while the Class A/B mode can provide designers with additional flexibility. 　　International manufacturers strengthen their layout in China 　　As the proportion of China's analog chip market in the Asian and even global markets gradually increases, international manufacturers are also stepping up their layout in China. 　　Wang Jian, sales director of analog products at TI China, pointed out that TI's planning in China is market- oriented, and resources and products are deployed according to needs. 　　In China, the most prominent products are in the following areas: communications, mobile phones, consumer products, and industrial control products are developing very rapidly. TI's promotion and resource allocation in China will also be configured according to the needs of these markets.


















　　Wang Ruixing, Vice President of Fairchild Semiconductor Technology Marketing in Asia Pacific, said that Fairchild Semiconductor
is committed to the development of analog chips and discrete power solutions, and is actively looking for
development opportunities in China. In 2003, Fairchild Semiconductor established an assembly and testing plant
and automated warehouse in Suzhou. The plant is an important part of Fairchild Semiconductor's global strategy. In
addition to manufacturing products for the local Chinese market, it also exports to other parts of Asia, Europe and America.
As early as a few years ago , Fairchild Semiconductor had recognized that China is
the growth engine of the global semiconductor market, chip procurement, electronic product design and manufacturing, and quickly adjusted the company's business positioning.
　　Wang Ruixing further pointed out that Fairchild's main measures in China are to expand
alliances with key design companies and jointly develop system reference designs; enhance
penetration in key high-growth market areas; reorganize production line resources and focus on China; launch the most
advanced products in target areas; Fairchild has established 8 offices in China to consolidate its sales and
market results in the local area. In addition, 3 of Fairchild Semiconductor's 9 global power resource design centers are established
in Greater China. The key factor for Fairchild's success is to assist local design teams in producing
products specifically for the Chinese market.
　　John Crawford, Wolfson's product marketing manager, said that in order to help Chinese companies
develop mobile phones and other portable products, Wolfson has increased its investment in China,
introducing the latest
analog and mixed signal technologies to China by adding new offices and the number of highly trained senior application engineers. For example, there are many successful companies developing mobile phones and other portable products in Shanghai
, and Wolfson's new office in Shanghai will be positioned to more
closely support the fast-growing local design companies and manufacturers in the region. As the Chinese market
develops, we will also add new offices in China.