Discrete device function key China can be rated as the main battle field
As IC integrated level being higher and higher, people's degree of attention to discrete device has been already in a greatly reduced state compared with what it used to be. However, fit the American semi-conductive standard product division marketing executive vice president Mai ManQuan of the Asian-Pacific area full of trees, point out in giving a lecture in the seminar that the last one discrete device branch of semi-conductive association of China of Japan holds, because of having for example valid ESD can't protect totally integrating in CMOS chip or higher reason of integrated cost, this determines discrete device plays a key role in the unable Integrated function, moreover China discrete the intersection of device and market expect sales volume and average annual compound growth rate of sales amount to up to 14.5% and 19.3% respectively the following 4 years, China will be expected to account for the demand on the global market 50% in 2010. According to speech content of the full right of the wheat, to under a trend changed in canonicalization in the standardized product, " integration is + flexible " It is the design philosophy that the new discrete device embodies. Wheat full right think portable products volume little with better function, manufacturing operations of trans-corporation continue, move, drive China industry upgrading to China, mean only developing discrete device and a whole set of solution of integrated circuit, could meet the more high market and employ demand and high-quality standard. Fit the American semiconductor full of trees to offer the power scheme of high value by strengthening the discrete device characteristic, developing the new technology platform at present. Discrete high quality and reliability of device, foundation that market competition wins. Fit full of trees and beautifully and work hard while fully guaranteeing to capsulate productivity on the reliability of the products, it is reported, productive capacity is 400 million slices to fit the American semiconductor full of trees in one week in the joint venture of Leshan of Sichuan, substandard product amount is only 10 multi-discs. Even so, but will still discuss on this link at each board of directors, in order to strengthen the control to product quality. Mai ManQuan represents, high quality and reliability of the discrete device are more important, it regards winning in quality and reliability as the customer and creates value to fit the American semiconductor full of trees, whole demand of meeting the customer that and offer the package solution to come with the extensive product line. Fit full of trees American semiconductor, put out, capsulate, design, take time for 9 months probably in succession by one product, among them have quite a long time to make reliability test, so as to ensure the products do not have quality problem to go on the market. In this at present, design company of China and Ann American semiconductor full of trees there are certain distances. Mai ManQuan says, " so, should not only see the cost of the single discrete device, should consider with the overall cost. " Discrete the intersection of device and quantity thin in large profit, should leave the orientation on value for customer, with technological innovation. Technological challenges such as the compositions reducing, lead bonding, cut, 3D of packing material silicon,etc., require, take, consider area of device while making product planning but also height to consider it, integrated design that this needs supplier's wanting other centralized supplies, products and machinery expert. It is introduced, all height of the device is lower than 0.5 mm to fit the American semiconductor full of trees at present. Mai ManQuan shows, the market competition of the discrete device is fierce, but all owners should compete from technological aspect. It fits whom American semiconductors full of trees pays close attention to the fact to be " where it will be preferably market, should strive for on the preferably market, meet customer's demands with Ann's beautiful technology full of trees. " In order to cooperate with the demand for the portable products, the discrete device capsulates more integrated miniaturization. The ones that fit the American semiconductor full of trees are surface mounted smaller and smaller , But the device characteristic is higher and higher. Mai ManQuan claims, in terms of ESD protective device on the market at present, the capsulation volume of fitting American semiconductor full of trees is minimum. Traditional ESD protects and is made of passive device, though the volume can be made very small, but characteristic its and reliability have semiconductor to be high, and pin its take board area even very much loud. However, capsulating the size depends on the requirement that the customer can put PCB. The full right of the wheat thinks, with the development of SMT technology, the volume of the device will further shrink. Mount the precision to already reduce from 0201 to 01005 at present, it is all what customers can be used to fit products that the American semiconductor full of trees puts out now. The price war should not become supplier's long-term competitive strategy of the discrete device of China. Position different markets, what the Chinese company made is still the discrete device which compares the low-end, it is a main chip of every family to make the price war naturally. The full right of the wheat thinks, " if won only according to the price, will make everybody unable to keep going down to piece together to too low, hope the competition between us is a benign interdynamic competition. " Consumers' requirement is higher and higher, and Chinese system manufacturer not merely only watches the market of China, Lenovo, TCL,etc. pay close attention to overseas market day by day already for instance, they promote discrete the intersection of device and supplier change thinking. In fact, China has already had many one the large scale discrete device supplier has begun such a transition. In fact, each of management teams needs to consider a question: Do not have management mode of development to follow the low profit? Take some profits to carry on new technical research and development, thus obtain the more high income?















