Rockchip: From the first 3G SOC to win a large international order, let's see a different Rockchip

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Since the beginning of this year, the already mature tablet computer market has become increasingly difficult with the strong invasion and rise of Intel and MTK , and the days of the previous chip manufacturers have become increasingly difficult.

On the one hand, 3G tablets have greatly eroded the traditional WiFi tablet market. In this field, MTK has almost no rivals.

On the other hand, in the past, everyone's strategy was to rely on low-end chips to maintain volume and mid-to-high-end chips to make profits, but this year,

With the powerful processors, high subsidies, perfect services and huge profits brought by the sales of Intel -based tablets launched by Intel , previous chip manufacturers have been basically suppressed by Intel in the high-end tablet chip market; in the mid-range tablet chip market, MTK has also launched the extremely cost-effective wifi-only chip MT8127 , leaving a number of chip manufacturers to focus on the low-end market and unable to break through.

Under this background, some chip manufacturers were forced to withdraw, such as Amlogic and VIA, and transformed into the box market; some lost a lot of market share, such as Allwinner . The only one that was able to maintain its market share and stand firm was Rockchip.

Of course, before that, Rockchip also made a major mistake. For at least half a year, it did not have a product line that could compete with Allwinner A10/A13 . But after that, it has basically been on a steady path, with a reasonable layout of high-end, mid-range and low-end product lines, and a very high brand recognition. Then, after a year of accumulation in 2013 , Rockchip finally ranked first in the white-label tablet chip market share. The only drawback is that they are basically wifi-only tablets.

Before this, it didn't matter. After all, in the past few years of white-label tablet development, it has basically been dominated by wifi only . The 2G/3G tablet market has never been very large, so MTK has been quietly working in this market for 1 or 2 years without much impact on the market.

However, this situation changed dramatically in the second half of 2013. With the continuous improvement of the global 3G network, the continued popularity of large-screen mobile phones and the popularity of phablets , the 3G tablet market was indirectly boosted. MTK 's shipments exceeded 20 million units, accounting for about 20% of the white-label tablet chip market. While it was shocking, it also made these chip manufacturers feel a deep sense of crisis, and Rockchip should be the one that felt it the most.

Everyone knows what happened next. Rockchip and Intel started their contact in early 2014. It took three months to finalize the first round of cooperation, which was officially announced on May 28. Then , Rockchip prepared intensively for more than four months and officially released the first 3GSOC xmm6321 at the Hong Kong Electronics Fair , while displaying tablets, mobile phones and other related products based on this chip. Then on October 23 , Rockchip announced on its official WeChat that its core solution partner, Tianhe Zhiyuan, won the first stop and won a large international order in one fell swoop. As for its customer Touchmate , it has been operating for more than 20 years and is quite influential in Dubai. The monthly tablet sales are close to 100K , far exceeding the sales of Samsung tablets in the local area. After asking a circle of friends, everyone's first reaction was that it was too fast!

When everyone was still skeptical about the cooperation between Rockchip and Intel , when everyone was still skeptical about whether the chip could be mass-produced, when everyone was still dismissive of chip performance, when everyone was still confused and had no understanding of chip architecture parameters, less than 10 days before the end of the Hong Kong Electronics Fair, a large international order was received. It seemed unexpected, but it was reasonable. Behind the seemingly easy work, there is often hard work. Suddenly I remembered the saying "Only when you work very hard can you make others look effortless", which seems to be a good corresponding interpretation.

In the white-label market, only speed can succeed, and Rockchip is well aware of this. At the same time, its good service is well-known to customers. The development of tablet computers has now entered a fairly mature stage. The next reshuffle will continue from chip manufacturers, solution providers, suppliers, integrators to clients. The brave will win when they meet on a narrow road. Only by not fearing challenges and competition, actively changing and striving for breakthroughs can you occupy a place in this fierce tablet market.

In this battle without gunpowder, Rockchip has already taken the lead over other traditional AP manufacturers, although there is still a huge gap compared with MTK and others. The release of this chip may not necessarily change the entire market landscape, but it is a very good start after all. This small step is definitely an extremely critical and important step in Rockchip's development process.

Let us wait and see how this chip will perform in the market in the future!

The following is a real shot of this model from Tianhe Zhiyuan:

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