The Hungry Wolf is Back! See How Actions Rises

Semiconductor Industry Observation , a new media focusing on the development of the semiconductor industry

WeChat public account: icbank

Personal WeChat : 416000888

Since the news that Actions will be delisted from NASDAQ in August this year, the industry has been abuzz with discussions and speculations. In mid-August, Actions officially announced the establishment of a new company, Actions Technology. From the "Actions Technology Media Coffee Party" held in Shenzhen at the end of September to launch new products, to participating in the 2014 Hong Kong Electronics Fair (Autumn Edition) with many solutions in October, Actions has made frequent moves in just three months in the second half of this year, which vaguely revealed that its internal strategy is undergoing huge changes and adjustments. This adjustment may indicate that the overlord of the MP3 era is returning as a king.

Times have changed, and it is not easy for the former king to convince the public. A series of recent actions show that Actions has chosen to start with the "wolf" and return with wolf nature to regain the market.


"Where do wolves come from?" - Where does Actions Technology come from?

As a social animal, wolves must first divide the work and cooperate with each other before going out to find prey, which has achieved a foolproof effect. Actions also made adjustments internally before the war. On

August 15, 2014, Actions Integrated Circuit Design Co., Ltd. announced a major news: under Actions Integrated Circuit Design Co., Ltd. (Zhuhai), a new subsidiary with 100% shareholding was established, Actions (Zhuhai) Technology Co., Ltd. (hereinafter referred to as "Actions"), which is mainly responsible for R&D, sales and trading business in Shenzhen, Shanghai, Hong Kong and other places.

In the announcement, Actions denied the individual media reports that "Actions Group will be split into two companies and will soon be delisted from NASDAQ in the United States". And solemnly declared that this rumor is not true and the company currently has no such plan.

However, regarding the choice of capital market, Actions revealed another idea in the announcement, saying that promoting subsidiaries such as Actions on the Asian capital market is a possible option. However, it also cautiously stated that the listing process will face many legal issues and obstacles that need to be resolved. Therefore, Actions currently has no specific timetable for promoting dual listing or listing of subsidiaries.

On September 23, at the "Actions Technology Media Coffee Party" held in Shenzhen, He Minghuang, senior director of Actions Technology's international marketing business department and general manager of Shenzhen Actions, told the media, "Our current Nasdaq stock price in the United States is only more than 2 US dollars, and the total market value is only 150 million. If we add up the current prices of all tangible assets, even if we don't count intangible assets such as IP intellectual property rights, it will exceed the stock price. This shows that our stock price is significantly undervalued in the United States."

From this point of view, whether it is the previous statement or the subsequent statement of senior executives, it can be seen that the establishment of Actions Technology is the first step for Actions to return to the domestic listing, capital operation, under the large industrial environment and the central government's support policy for local IC companies. It's just that due to some objective reasons, the expression is relatively conservative. "Hungry wolves pounce on food" - fighting violence with violence, high-end and low-priced tablet market Speaking of "wolf nature", the first thing that comes to mind is the attitude of hungry wolves fighting and snatching at all costs for a little bit of food. Actions Technology is currently like such a hungry wolf. At a time when the price war in the current tablet market is getting more and more fierce, in fact, every tablet solution manufacturer is in a hungry state. Who will win in the future? It is estimated that only those manufacturers who can provide customers with first-class products, first-class services, and low prices can do it. And Actions, which has experienced the MP3 era, has such experience. Previously, regarding Actions tablet sales strategy, Chairman Li Xiangwei said in an internal email: "In the tablet market, Actions has continued the previous low-profit sales strategy." At the end of September, the all-round quad-core new product of the Owl series - ATM7059, also confirmed this strategy at the press conference, that is, the strategy of "high configuration, high positioning, high performance, and low price" to seize market share and win by volume. At the launch, the official announced its parameters. ATM7059 uses UMC's 28nmHLP process, Cortex-9 quad-core + Imagination PowerVR SGX544 GPU, and has a main frequency of 1.6GHz. With the help of 28nm low-power process and Actions' fourth-generation low-power processing technology, it not only saves power in standby mode, but also has a long battery life. The standby power consumption can be as low as 2mA, the lowest in the industry. 7059 also inherits Actions' consistent advantages in IC integration. The chip directly has built-in HDMI, USB3.0, MIPI CSI, MIPIDSI and other interfaces, and supports the latest LPDDR3 memory. The PCBA components can be less than 300 materials, which greatly reduces the customer's mass production cost. In addition, ATM7059 also supports the latest Android 5.0 system, supports 2K@60fps (1920×1200) screen + 1080P HDMI output, and supports 4K H.264, 1080P H.265/VP9 video playback. It's not just about performance. At the press conference, Actions said that in order to assist customers in quickly introducing design and mass production, Actions' tablet solutions have done more than 300 key component and module compatibility tests. There is also a dedicated GMS service team to help customers quickly pass GMS certification. How about the price? Liu Fengmei, product director of Actions Technology, said that the high configuration and high positioning of ATM7059 have advantages over the prices of high-end products of competitors. The price of tablets based on ATM7059 86V can be as low as less than US$30. In this way, Actions wants to use high-end products such as ATM7059, plus nanny-like services and low prices to fight violence against competitors, provide customers with the most cost-effective products, and seize the market. "Wolf Strength"-Complete transcendence with technological advantages and promote the first 64-bit Android tablet solution in China If Actions Technology's ATM7059 chip is a "hungry wolf pounces on food" to seize the market by fighting violence against competitors, then the next product may reflect Actions' "wolf strength". On September 23, at the "Juxin Technology Media Coffee Party" held in Shenzhen, Juxin Technology also revealed the future product roadmap. From the roadmap, it can be clearly seen that Juxin Technology's next high-end product will use the latest 64-bit technology. What's so great about 64-bit technology? Now the iPhone 5S processor supports it. Yes, although Apple launched the 64-bit processor very early, there are not many real applications in the Android camp. Among them, the mobile phone industry, which is the most competitive, has only launched 64-bit processors in recent months. For the Android camp, the real 64-bit war is about to start, because Google just released the 64-bit Android 5.0 system in the middle of this month, which will not be pushed to user devices until early November. The software system has been set up. In the next few months, who will launch the Android 64-bit processor first in the tablet industry will also reflect who has the best technical reserves. Juxin Technology is obviously ready. It is reported that Juxin has already reached a cooperation with ARM and is one of the first manufacturers to obtain the 64-bit processor license. Liu Fengmei, product director of Actions Technology, said that Actions will be the first domestic manufacturer to launch a 64-bit processor, and the name of this chip will be the ATM9XXX series. Through the low price of the high-end product ATM7059, it will seize the market, and then surpass its competitors by launching the first 64-bit processor solution in China through technological advantages. This is exactly one of the strategic layouts of Actions Technology after its return. "The sharp sense of smell of the wolf" - layout the future with a unique vision and create a smart home ecosystem The reason why wolves can survive is not only because of their strong competitiveness, but also because of their keen sense of smell for finding prey. Actions Technology's keen sense of smell is reflected in the layout of the future large industrial chain. At the Hong Kong Autumn Electronics Fair in early October, Actions Technology launched the OTT Box solution of the Owl series product ATM7039C. Equipped with an ARM Cortex-A9 R4 quad-core CPU and a built-in high-performance 3D multi-core GPU graphics processor, it supports full-format 1080P60fps video decoding, 4K video format decoding, H.265 (HEVC) HD playback, and HDMI HD video output. It is the industry's highest-performance and best-compatible OTT Box network box solution.










































In addition, Actions Technology has customized a special chip set for Internet TV boxes - ATC2605. Due to the high integration of the chip, it provides customers with very competitive costs. At the same time, it has the advantages of rich interfaces, easy expansion, and convenient debugging. It also provides a convenient open source development platform for the research and development of various Android differentiated products.

In addition, Actions Technology has also brought more forward-looking multimedia audio and video product solutions. Such as: mobile HDTV receivers, Bluetooth 4.0 multimedia speakers, multimedia greeting cards, large-screen amplifiers and other complete machine solutions. Among them, the Bluetooth 4.0 and 2.1 multimedia speaker solutions support AUX IN, SD card, and U disk playback, and use Actions' own intellectual property rights for echo cancellation and noise cancellation, etc., with outstanding performance and high cost performance.

Through a series of product displays at the Hong Kong Autumn Electronics Fair, it can be seen that Actions is using its traditional advantages in audio and video solutions to create a new and intelligent entertainment home solution for users. This will open up a huge growth market space in the future.




As the overlord of the MP3 era, its market share once exceeded 50%, but due to huge changes in the industry market, Actions Technology has lost its former glory. However, the tiger is still a tiger, and its domineering mentality of catching up is still the same. It just disguises itself as a "hungry wolf" so that it can put aside its pride and compete with its competitors. Will the final result be "a tiger in troubled times being bullied by a dog" or "a hungry wolf becoming a tiger and showing its might again"? We will have to wait and see. (Xu Lun, China Mobile Alliance)

Click the word "Share" in the upper right corner and forward it to your friends. Thank you for your support and spread! !

Click on the blue text " Semiconductor Industry Observation ”Follow, official account icbank

recommend Semiconductor Circle WeChat Official Account icqua n This is the semiconductor world

Note: The article is reprinted from the Internet. If it infringes your rights, please leave a message to inform us and it will be deleted immediately.

Private WeChat 416000888 (Ban Keke)

QQ group with 1,000 members: 304078628

Jiangsu Zhongpeng , professional packaging Epoxy Molding Compound , For purchasing cooperation, please contact WeChat 416000888

If you have any questions, please leave us a message. We will try our best to answer your questions.

Official website www.icbank.cc View more information