Qualcomm China Chairman Meng Pu returns to Qualcomm in the era of great transformation

Click on the blue font " Semiconductor Industry Observation " under the title to follow ICBank

recommend : Semiconductor Industry Alliance WeChat Platform icunion (Press and hold to copy)

Source: Electronic Engineering Album Author : Sun Changxu

Original link: http://www.eet-china.com/ART_8800715617_617687_NT_0a9e8f53.HTM

" I saw the great transformation of China from mobile Internet to Internet of Things , especially Internet + , and this huge opportunity for innovation, so I came back. " A few days ago, at the Qualcomm China 2015 Summit, the new chairman of Qualcomm China, Meng Pu, gave a keynote speech, which became his first appearance after returning to Qualcomm China. At the same time, at the press conference afterwards, he revealed the main reason for his return to Qualcomm this time.

He said that he joined Qualcomm in 2002 and promoted CDMA and 3G in China, which made China the world's largest communications market. Now, the vision of the Internet of Things and Internet + excites him even more. From the perspective of the big technology and industry environment, this disruptive opportunity is coming to his industry. Below, he talked about the opportunities brought by the big transformation from several aspects.

5G standards will be tailored for the Internet of Things, Qualcomm and Chinese manufacturers will work together

Last year, Chang Xu interviewed a technical expert from Qualcomm in the United States. When talking about the 5G communication standard, he mentioned that the 5G standard is absolutely different from the past speeches on 2G , 3G and 4G , which were born for speed; the 5G standard will be born for the Internet of Things and will be tailored for the Internet of Things. And from this year's WMC exhibition, this trend is increasingly seen. (I wrote a comment after WMC : 5G standard is born for the Internet of Things, click here to view "Watch MWC and tell you a real 5G is coming " ) High-density network and low latency are the core indicators that need to be added to the 5G network. Of course, the speed increase is also natural, and the specific figures have not yet been determined.

Meng Pu also recognized this trend. " Whether it is the development of 5G or the Internet of Things, it is in line with the country 's " Internet +" development strategy. " He said, " I believe that in the process of 5G development, we and our partners in the industry chain, especially Chinese companies, will continue to be the pioneers driving the development of this technology. " He added, " Chinese companies want to catch up through this new transformation. There is an opportunity. The most likely possibility is that China will take the lead before the global 5G trial commercialization in 2020. "

Talking about the technologies to be adopted in the 5G standard, he said that for the currently popular millimeter wave technology and multi-antenna technology, not only Qualcomm , but many companies have invested heavily in research in the past few years. As for which specific core technology will be? He gave an example: " In the past, when we talked about the new generation of mobile communication technology, we would talk about air interface technology, but as far as 5G is concerned, there is still no new air interface technology that everyone recognizes. This will be something that the industry needs to spend more energy on. " Specifically, for example, millimeter wave technology, should it be regarded as a technology for the later evolution of 5G , or should millimeter wave technology be introduced as the first step of the standard? The industry has not yet reached a consensus on this, because the standard is still being formulated.

In addition, he also believes that in the 5G standard era, there are many more players than before, such as Internet giants such as Google and Facebook will participate, which is a major trend. Last year, Google spent a huge amount of money to acquire Alpental, a company with millimeter wave technology . Despite this, Meng Pu said that Qualcomm has already invested heavily in 5G- related core technologies, and will work with Chinese companies to accelerate the process in the future and strive to achieve global leadership in 5G technology and commercial use with Chinese manufacturers.

Investing capital and technology to develop 14nm with SMIC

Meng Pu said that he had been an independent director of SMIC from 2011 to June 2015 , until he rejoined Qualcomm and resigned from the position of independent director, so he had a better understanding of SMIC, which would promote the cooperation between Qualcomm, SMIC, Huawei and IMEC on advanced processes such as 14nm. " We have helped SMIC mass produce 28nm process and provided a lot of technical support; next, we will not only provide technical support, but also invest in funds, work together to develop more advanced processes. " He said. Qualcomm's current strategy is that many of the low-end and mid-end mobile phone (smart terminal) chips for the Chinese market are produced by SMIC to support China's semiconductor manufacturing industry.

Meng Pu said that in the past four to five years, SMIC has made great progress. It is the largest wafer foundry in China and the fourth largest in the world. Recently, Qualcomm has also participated in SMIC 's research and development of 14 nanometers . Qualcomm 's goal is to work with the government to promote the development of China's semiconductor industry, so this cooperation is not entirely for Qualcomm 's own interests. " We are the first 28 nanometer order obtained by SMIC and China's semiconductor foundry . We have a lot to do here. We support SMIC to do a good job in 28 nanometers in China, and the next step is to do a good job in 14 nanometers. Qualcomm will benefit because we can move a lot of production to China, but at the same time, China's industrial chain will also benefit, including our competitors in the chip industry, because everyone can cooperate with SMIC on high-end products. " He said.

Qualcomm has begun to lay out the next-generation hardware such as drones

At the Qualcomm China 2015 Summit, Qualcomm demonstrated a palm-sized drone, which was very popular. " Its performance is comparable to DJI, " Meng Pu joked. The drone is based on Qualcomm's solution (Snapdragon 8074 ), and several Chinese partners are already developing it. According to Chang Xu, this new type of small drone, combined with the positioning of mobile phones and MEMS sensors, can realize the new function of follow me , which will be the favorite of super selfie enthusiasts. Currently, mainstream mobile phone manufacturers are following the latest application scenarios of this drone + smartphone.

Meng Pu said Qualcomm believes that the electronic technology requirements of drones and smartphones are very similar. " The computing, graphics and video processing, communication connection, outdoor and indoor positioning and other functions required by drones are all functions currently possessed by smartphone chip platforms, so our Snapdragon technology platform can support them very well. " He said, " At the chip level, IoT or Internet + products will be included in the Snapdragon technology platform, which is the development direction. In the early days, we had a process of mutual adaptation with the industry, whether it was smart home or drones and robots. Now the development path of drones and robots is becoming clearer and clearer, and the technologies they contain are almost the same as many technologies used in smartphones, so most of the technologies we have on the Snapdragon platform can be applied to IoT products. "

In addition to drones, robots are also a focus of Qualcomm's layout. " The robots designed by students in the FIRST International Robotics Competition, which we sponsor, will use the Snapdragon platform starting in 2016. " Just a few days after the Qualcomm China 2015 Summit, Qualcomm released a reference board for drones and robots: Snapdragon Flight , accelerating its advancement into the market.

New brand strategy: Enjoy the future now

A new official will start with three things. If the 14nm cooperation with SMIC is the first thing, then the new brand strategy announced by Qualcomm at this summit: " Enjoy the future now " should be the second. Meng Pu said that this new brand strategy will appear in many of Qualcomm's publicity and large-scale activities in the future. (Chang Xu personally thinks that this brand strategy is clearer than Qualcomm 's "why wait" slogan that was seen everywhere at MWC before )

Meng Pu explained this new brand strategy: First, from the perspective of marketing, Qualcomm has always been a B2B business model. In the past, our corporate image was conveyed through the products of our partners, and the company did not do much image or brand promotion. However, the Chinese market is becoming more and more important in Qualcomm 's global market. At the same time, in the innovation of the Internet, including 5G innovation, we believe that the Chinese market will become more and more important. Therefore, we believe that it is necessary to carry out the company's new brand promotion in the process of alternating transformation between mobile Internet or Internet + and the Internet of Things to strengthen Qualcomm 's corporate image. In fact, every employee of Qualcomm who focuses on technological innovation is part of the " mass innovation " that China now advocates , so I hope everyone can associate Qualcomm with these images.

Second, the Chinese market will become more and more important in the world. On the one hand, it is the market size. On the other hand, China has made many innovations in the process of accumulating technology and national wealth. I think these innovations will go global. At the same time, it has also prompted international technology companies to tailor some new technologies and products for the Chinese market. " It will lead to many "China First" innovations. From Qualcomm 's perspective, the promotion in China should be different from the global promotion. It is not like the English brand Snapdragon was released before promoting it in China. We will have many activities in the future, all of which will be China First.

" For example, " Meng Pu said, " Qualcomm has not established joint ventures in other countries to promote ARM architecture server chips, but we have in China. These are the activities we have already carried out, and there will be more activities in line with China's development history and industrial development direction in the future. "

This article is originally published by Electronic Engineering Times. All rights reserved. Please indicate the source and attach a link when reprinting.

Original link: http://www.eet-china.com/ART_8800715617_617687_NT_0a9e8f53.HTM

If the article infringes upon your rights, please leave a private message and we will handle it as quickly as possible. QQ/WeChat: 416000888 Email: 416000888@qq.com

Recommended articles (reply number 1-40 to view content)

33. The US bans chips, but China faces opportunities amid crisis

34. 2015 Most Stressful Companies Ranking

35. Introduction to chip production and packaging technology

36. 24 of the world's best semiconductor manufacturers

37. Taiwan Consulting Times: China's Semiconductor Industry

38. 50 Years of Moore's Law: Past and Future

39. Mainland China integrated circuit design companies and original manufacturers (TOP 60, collection)

Semiconductor Industry Observation www.icbank.cc WeChat icbank

Semiconductor Circle www.icbank.org WeChat icquan

Black Technology www.kejihei.com WeChat kejihei

Semiconductor Industry Alliance WeChat icunion

........ .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. ............

Semiconductor Industry Observation | www.icbank.cc | WeChat icbank

Private QQ WeChat: 416000888

Email for submission: 416000888@qq.com

Watch the ups and downs of the semiconductor industry