We have become aware that our Apps Processor market share numbers have been challenged and that prompts us to explain our methodology and to give more details on this specific question regarding Marvell versus MediaTek.

Firstly, Strategy Analytics has a rigorous top-down and bottom-up methodology to measure the mobile processor markets. With our extensive apps processor methodology, we can account for every single smartphone apps processor ever shipped and every single dollar ever earned by mobile processor companies. We source the smartphone device shipment data from our “best-in-class” Wireless Smartphone Strategies (WSS) service. Also, we look at every single smartphone’s apps processor supplier using our popular SpecTRAX database service. Using these comprehensive inputs from our device research service teams, we built an extensive quarterly mobile processor tracker models, which are well received by our clients for their granularity and attention to details. In addition, we regularly check our numbers with leading mobile processor vendors in the industry.

The commentator asserted that Strategy Analytics “totally missed” Marvell which is unfounded. We are one of the first research firms to report Marvell’s TD-SCDMA smartphone growth (see our Q1 2012 PR and tracker report). We wrote the following at that time. “Marvell’s strong TD-SCDMA smartphone applications processor shipments at China Mobile were not sufficient to offset its declining shipments at Research in Motion. As a result, Marvell dropped out of the top-five.” Marvell's TD-SCDMA customers include RIM, Sony Ericsson, Samsung, Motorola, LG, ZTE, Huawei and Hisense. We are well aware of Marvell’s momentum in the Chinese TD-SCDMA smartphone market.

We estimate that Marvell’s smartphone apps processor shipment declined 26 percent Y/Y in 1H 2012. Marvell’s shipments to RIM declined 55.2 percent Y/Y in 1H 2012 while its shipments to non-RIM customers increased 44.9 percent in the same period. Please also note that Marvell is not the sole apps processor supplier to RIM.

The commentator also disputed our apps processor estimates for MediaTek. With our extensive OEM and chipset vendor relationship matrix we can account for the significant number of shipments for MediaTek in 1H 2012. Please note that MediaTek also participates in non-China smartphone markets such as Africa, Eastern Europe, India and Latin America. We are also aware that not all MediaTek’s apps processor shipments are 3G (UMTS / TD-SCDMA). MediaTek’s EDGE smartphone processor MT6516 is also popular in sub-$100 Android smartphones in emerging markets.

We are as keen as anybody when it comes to observing and tracking mobile processor markets. We always keep our ears to the ground and capture every single signal coming from primary sources. We are confident in our methodologies and numbers.

Sravan Kundojjala

Last week we published our smartphone applications processor market share estimates for 2010. By our estimates, the smartphone applications processor market showed an impressive 77 year-over-year revenue growth in 2010 to reach $4.52 billion. Baseband-integrated applications processors accounted for 74 percent of total apps processor revenue in 2010 and we think it will remain relatively stable in the next few years.

Here are some highlights of our smartphone applications processor market share tracker 2010 report:

• Qualcomm led the smartphone applications processor market in 2010 with 41 percent revenue share on the strength of its strong participation in the multiple software ecosystems and its broad range of integrated processors. Qualcomm’s Snapdragon processors MSM8x50 and MSM7x30 gained good traction in the second half of 2010 and featured in multiple popular smartphones. We note that Qualcomm had over 50 percent revenue share lead over its nearest competitor Texas Instruments (TI). We believe that Qualcomm has a two-to-three year advantage over most of its competitors in terms of integration and is well positioned to move further ahead of its competitors with its upcoming MSM8960 LTE apps processor.

• TI ranked number two with 27 percent revenue share in 2010 despite topped the unit shipment rankings. TI’s stand-alone apps processor unit shipment share declined to 20 percent in 2010, by our estimates. We think TI's unit shipment leadership will be challenged by Qualcomm and Samsung in 2010.

• Samsung finished with 19 percent revenue share in 2010 and its unit shipments doubled on a year-over-year basis. Samsung's 1GHz Cortex-A8 Hummingbird apps processors featured in high-volume products such as Samsung Galaxy S, Wave and Wave II.

•  Marvell ranked number four in revenue terms but the company's over-dependency on a single customer is a cause for concern.

With over ten vendors already announced 1GHz dual-core Cortex-A9 processors, we expect 2011 to be highly competitive and ARM-based applications processor vendors should build competitive barriers by investing in graphics processing technologies, integration, micro architecture, multi-core processors, semiconductor process technologies and software expertise as the entry barrier is relatively low for new vendors to enter into the ARM-based ecosystem compared to the x86 chip ecosystem.

Client reading: Smartphone Apps Processor Market Share: Qualcomm’s Revenue Share Reached 41 Percent in 2010

Mobile phone applications processors power today's smartphone apps and increasingly phones are promoted as packing "1GHz processors" or even "dual-cores".

Last week we published our smartphone applications processor market share data and by our estimates global applications processor revenue reached $1.84 billion in 1H 2010, up 60 percent over the same period the prior year, primarily thanks to the growth in smartphones. The increase in the smartphone market is real and it has been reflected in silicon vendors' revenues and shipments as many players are re-positioning themselves to tap into this growth. The battle between the baseband-integrated applications processor vendors and stand-alone applications processor vendors continues to fragment the market.

Here are some top-level insights from our quarterly smartphone applications processor market share tracker for 1H 2010:

• In just three years, the market for stand-alone apps processors has shrunk from around 72 percent of the total apps processor market to just 32 percent in unit terms in 1H 2010.

• Qualcomm led the overall smartphone applications processor market with 35 percent revenue share, thanks to its early-mover advantage in the Android ecosystem. Qualcomm's integrated applications processors, which combine advanced air interface technology and applications processing capability, are increasingly gaining acceptance in the smartphone market. Qualcomm's smartphone applications processor unit shipment share increased from just 3 percent in 2007 to 19 percent in 1H 2010.

• Texas Instruments (TI) led the market in unit terms with the help of its legacy Nokia relationship. TI ranked number two in the stand-alone applications processor category with 24 percent revenue share. We believe much of the TI's future growth depends on the traction for its OMAP4 series applications processors and it may prove difficult for the company if it fails to line up big customers for its OMAP4 series processors in 2011.

• Samsung's relationships with Apple and Samsung helped the company to reach number one in stand-alone category and number three overall in the smartphone apps processor market in revenue terms. Samsung is set to continue its momentum into 2011 with the help of Apple and Samsung.

• Marvell ranked number four in both revenue terms and unit shipment terms on the strength of its relationship with RIM. Marvell's ARMADA 618 / 628 high-performance processors are expected to be adopted by RIM for its smartphone and tablet products in 2011.

• Qualcomm, Texas Instruments, Samsung, Marvell, Renesas and ST-Ericsson together accounted for 98 percent of total smartphone applications processor unit shipments in 1H 2010.

Looking forward, we expect new players such as NVIDIA, Intel, Broadcom and MediaTek to attack the high-growth smartphone market with focused efforts in 2011. We also expect the stand-alone applications processor vendors to fight back with high-performance dual-core processors in 2011 which could potentially increase their value share in 2011.

- Sravan Kundojjala

Last week we published our cellular baseband market share estimates for 1H 2010. By our estimates, cellular baseband unit shipments grew 23 percent and revenues grew 15.5 percent from 1H 2009 to 1H 2010. The non-handset segment, which includes PC data cards, PNDs, netbooks, tablets wireless USB dongles and M2M, accounted for 12 percent of total baseband revenues in 1H 2010 and grew faster than the handset baseband market.

Here are some highlights of our cellular baseband market share estimates:

• Qualcomm continued its revenue share lead with 39.6 percent share in 1H 2010. Qualcomm ranked number one in CDMA and W-CDMA baseband markets. We believe much of the Qualcomm's growth came from smartphones and non-handsets in 1H 2010.

• MediaTek ranked number two in revenue share behind Qualcomm with 16.3 percent share in 1H 2010. Contrary to popular perception, MediaTek currently doesn't compete head-to-head with Qualcomm and only recently launched its first W-CDMA baseband. By our estimates MediaTek had less than 1 percent W-CDMA share in 1H 2010 but the company ranked number one in GSM/GPRS/EDGE (GGE) and TD-SCDMA baseband markets in revenue terms. MediaTek’s baseband shipments to grey handset OEMs showed signs of decline in 1H 2010 in the wake of government-led crackdowns in India and China.

• ST-Ericsson finally showed signs of recovery in 1H 2010 after a difficult 2009 with its improved and rationalized product line up for GGE, TD-SCDMA, W-CDMA and LTE markets. However, the company has to shift its focus to its stagnant W-CDMA market share to compete against Qualcomm and Infineon.

• Infineon continued to gain share in GGE and W-CDMA markets with the help of its top-tier handset OEM relationships. By our estimates Infineon is emerging as a strong competitor to Qualcomm in the non-handset market also with 9 percent unit shipment share in the non-handset segment of the W-CDMA market. Infineon is expected to improve its non-handset baseband share further once Intel completes its acquisition in 2011. Texas Instruments' exit from the baseband market creating opportunities for Infineon and Broadcom at Nokia.

• Broadcom's baseband revenue grew 245 percent in 1H 2010 compared to same period the year before thanks to its design-wins at Nokia and Samsung. By our estimates W-CDMA revenues accounted for 17 percent of Broadcom's total baseband revenues in 1H 2010 and the company continued to improve its product-mix.

• Spreadtrum, Marvell, Icera, and Via Telecom also made progress in 1H 2010. Renesas' baseband revenues were down slightly but the company is expected to emerge as strong player by 2012 with LTE chipset design-wins at Nokia.

Looking forward, we believe that the non-handset market and new radio technologies (HSPA+, LTE and TD-SCDMA) to create growth opportunities for baseband vendors.

Consolidation in the baseband market continued with Intel acquiring Infineon's wireless business on Monday for $1.4 billion. Infineon's takeover is the fourth high-profile announcement in the last two years. Previously NXP, Freescale and Texas Instruments announced their exits from the merchant baseband market. This signals that the entry barrier is now too high for new entrants and raises pressure on smaller players such as Marvell, Spreadtrum and Icera. Intel's acquisition of Infineon's wireless business leaves Qualcomm, MediaTek, ST-Ericsson, Intel, Broadcom and Renesas as long-term players in the cellular baseband market.

We analyzed this back in May when the original rumour of the Intel/Infineon wireless deal surfaced. Infineon's wireless business is definitely an attractive target for Intel as it gives immediate access to valuable IP and an established customer base. Infineon is a rising star in the W-CDMA baseband market and ranked number two in the W-CDMA baseband market behind Qualcomm (excluding Texas Instruments’ custom baseband business with Nokia). Infineon has so far focused on slim modems and has stayed away from developing ARM-based applications processors. So far Infineon’s niche strategy has paid off, but the time has come for the company to expand its portfolio by offering a wider range of processors to address smartphones, tablets and other connected consumer devices. Although 3G and smartphones are of most interest to Intel, the company is likely to keep Infineon’s 2G business as it provides scale which is crucial to play in the cellular baseband segment.

It will be another year or two before Intel's applications processors are smartphone-ready. Meanwhile, in the next 12 - 18 months Intel can bundle Infineon's 3G platform with all of its notebook and netbook chipsets and gain significant 3G share to undercut Qualcomm and ST-Ericsson's non-handset offerings. But both Qualcomm and ST-Ericsson appear to have a two year technology lead over Infineon in chipsets for HSPA+ and LTE; Infineon is expected to introduce its first HSPA+ chipset in 2011 and an LTE chipset in 2012. MediaTek’s grey handset chip business may come under pressure from Infineon in the future if Intel expands its field application engineering force in China. Likewise, Broadcom is expected to come under pressure from this deal but should survive with help from its other businesses such as connectivity and digital home. This acquisition will also likely affect stand-alone application processor vendors such as Texas Instruments and NVIDIA that currently lack their own 3G / 4G modems. But we believe that it will take another 4-5 years for Intel to integrate basebands into its Atom CPU, if at all.

Infineon's acquisition still doesn’t guarantee Intel's success in the wireless handset market and the company's ultimate success in this market hinges on how soon Intel can come up with power-efficient processors that can stand-up and compete against a host of ARM-based processor vendors. On a positive note, Intel appears to be moving ahead of its other chip competitors in the software area which positions it well against ARM-based processor vendors. The company’s strong software expertise could help it to gain some OEM mindshare. Intel’s uninspiring track record in the wireless market during the last decade suggests that the company has to execute flawlessly this time to make it successful and keep Infineon’s wireless business as independent as possible. Clients can read our eight page analysis of the Intel/Infineon deal here.

As smartphone shipments grow as a percentage of total mobile phone shipments, processor suppliers also have to revise their strategies to tap into this growth. Who is well-positioned? We think baseband vendors are well positioned to capture this growth given their leverage to work their existing OEM relations. To make the transition from the featurephone world to the smartphone world, processor vendors have to develop application processors and multimedia processors in addition to cellular baseband processors.

The game is no longer about slim modems. Based on our research many of the leading baseband vendors are missing the growth opportunities in the smartphone segment. Estimates in our recent report entitled “Can Baseband Vendors Translate Their Success into the Smartphone Market?” reveal that the cumulative smartphone apps processor unit shipment share of Qualcomm, ST-Ericsson, MediaTek, Infineon and Broadcom was just 21 % in 2009 despite their cumulative overall baseband unit shipment share of about 65%. What this means is that baseband vendors have not been too successful in converting their baseband design-wins into apps processor design-wins so far.

A chip vendor's success in the smartphone world comes from scoring design-wins at top-tier smartphone OEMs and supporting software platforms that have market momentum. This is one of the reasons why baseband vendors missed the smartphone boat as many of them were focusing on feature phone and basic phone segments. We think there is enough room for dynamism in the smartphone processor market as new entrants like Intel come into the value chain. If Intel acquires Infineon, as rumoured, that could put more pressure on stand-alone processor vendors, such as NVIDIA, that currently lack baseband products. Interesting times ahead. We’ll be watching how baseband vendors expand their value offering to crack the smartphone and other emerging devices markets.

MediaTek today signed an agreement with NTT docomo to license the latter’s LTE IP. MediaTek is a significant player in the WiMax baseband market but currently lacks an LTE roadmap. The company clearly has challenges in addressing the higher-end market, but in the last year alone it has made three important moves to strengthen its position: Firstly, the company licensed W-CDMA IP from Qualcomm in 2009; secondly, the company joined the Symbian Foundation, Open Handset Alliance and also partnered with Microsoft to improve its smartphone position; and thirdly, the company is now making a move to secure its position in the LTE chipset market. We expect the LTE terminal chipset market to be highly competitive with incumbents and startups all fighting for share.

MediaTek is currently second only to Qualcomm in the cellular baseband processor market but the company could easily cede its position without significant improvements in the 3G / 4G, smartphones, tier-1 vendors and tablet areas. As we noted in a previous report, MediaTek clearly has to develop products to address tier-1 handset OEMs, smartphones, and UMTS phones. Based on our estimates, MediaTek had less than 1% share in smartphones for its integrated processors in 2009. The company currently lacks stand-alone application processor products and its current line up of integrated processors is only good enough to address entry-level smartphones. We believe that MediaTek may have to go for an acquisition to strengthen its 3G / 4G modem IP and CPU design expertise to attack the high-end smartphone and tablet markets. Without design-wins at tier-1 handset vendors it would prove difficult for MediaTek to grow its market share in these segments.

Today’s announcement is further indication that MediaTek is not prepared to rest on its strong position in the GSM/GPRS/EDGE baseband market, but is looking for long term (evolution) strategies to gain market share in future growth areas.

- Sravan Kundojjala

P.S. This announcement is in contrast to the Japanese chip vendor Renesas which partnered with Nokia to develop LTE IP recently. Previously, Renesas licensed W-CDMA IP from NTT docomo to design its basebands.

We have just finished up our Q4 2009 update to our baseband market share model. This gives us full year 2009 market share as well. It's the combined work of myself, Chris Taylor and Stuart Robinson with support from our wireless service colleagues. Cellular baseband market revenues reached $11.04 billion in 2009, down about 0.7% from 2008. In 2009, the cellular baseband market faced ASP challenges due to the global economic recession and increased competition in the market.

Here are some highlights based on the data from Strategy Analytics Baseband Quarterly Metrics service module:

* Qualcomm led the the market with close to 40% share of total global baseband revenues in 2009. Qualcomm improved its revenue share in both the CDMA and W-CDMA markets.

* Despite being absent in the important W-CDMA market, MediaTek managed second position in terms of baseband revenue share in 2009. Strategy Analytics estimates that the W-CDMA market represented close to one third of total cellular baseband revenues in 2009. MediaTek is expected to take a minor W-CDMA share in 2010 with its new W-CDMA baseband processor, MT6268.

* ST-Ericsson had a difficult year in 2009 as the company continued to restructure its product lines and also lost share at its important tier-1 handset OEM customers. TD-SCDMA was the only bright spot for ST-Ericsson.

* Both Infineon and Broadcom benefitted from multi-sourcing strategies at tier-1 handset OEMs which significantly improved their baseband revenues in 2009. Both companies are expected to make further gains in 2010 by expanding at their respective customers.

* Marvell had just 1.4% share of baseband revenues in 2009 but is expected to play an important role in the Chinese TD-SCDMA baseband market with its highly integrated TD-SCDMA baseband processor, Pantheon 920.

Strategy Analytics provisionally estimates that total global cellular baseband revenues reached $2.8 billion in Q1 2010. Looking forward to the end of 2010, new radio technologies (LTE, TD-SCDMA), multi-sourcing strategies and mobile broadband will provide growth opportunities for baseband processor vendors.

- Sravan Kundojjala

The handset chip market has gone through some rapid changes over the past 3 years and only a handful of the remaining players have long-term viability and sustainable profitability. We estimate that the total cellular baseband revenues in 2008 were $11.15 billion and $11.04 billion in 2009 (provisional).

Some of the highlights of Strategy Analytics' Quarterly Baseband Share Tracker for Q3 2009,

* Qualcomm was the market leader with 38 % revenue share and 19 % unit share;

* MediaTek was second only to Qualcomm in terms of unit and revenue share;

* Broadcom and Infineon are improving market share and expanding at their respective key customers. We estimate Broadcom's cellular baseband revenues grew 350 % in 2009. However, Broadcom is still a minor player in the cellular baseband market but is expected to be an important player in 2010;

* ST-Ericsson ranked fourth with close to 10 % baseband revenue market share;

* Texas Instruments' baseband revenues were down almost 33 % on a Y-o-Y basis in Q3 2009.

With Texas Instruments and Freescale exiting from the cellular baseband market, Strategy Analytics believes that Qualcomm, ST-Ericsson, MediaTek, Infineon and Broadcom are well positioned to remain long-term players. However, new entrants are likely to appear as demand increases for LTE and TD-SCDMA chips.

- Sravan Kundojjala

Strategy Analytics feels Marvell’s lack of exposure to high volume handset makers, lack of a visible long-term baseband product roadmap and missing technology pieces like RF transceivers will force the company to reconsider its position as a cellular baseband processor supplier. Marvell is a prominent player in application processor and connectivity market but a minor player in the cellular baseband market. Since acquiring Intel’s cellular business in 2006, Marvell has made limited progress in the cellular baseband processor market where as competitors Infineon, Qualcomm, and ST-Ericsson built scale during the same period. The company's total cellular revenues (including basebands, application processors, connectivity) are still less than one billion dollar.

Research in Motion (RIM) is Marvell’s biggest cellular baseband customer but Marvell is expected to lose to share to Qualcomm in the long-term. Qualcomm already supplies basebands to over 25 percent of the RIM’s handsets (mostly CDMA). Freescale also recently scored some baseband design-wins at RIM at the expense of Marvell although Freescale recently gave up its baseband efforts. Marvell’s other cellular baseband customers include Palm, Asustek, and some Asian ODMs. Most recently the company scored Ophone TD-SCDMA Android smartphone design-wins at China Mobile and we believe that most of the TD-SCDMA baseband IP belongs to China Mobile and affiliates. Marvell's competitors MediaTek, ST-Ericsson are also investing in TD-SCDMA and most recently Qualcomm also expressed its intention to compete for TD-SCDMA design-wins in China next year. We don't see how a niche market strategy can be successful for this R&D intensive technology.

The company's lack of RF transceiver products is likely to have an impact on its penetration in entry level and mid market handset segments where transceiver-baseband approach is appropriate. The lack of visible LTE roadmap could put Marvell behind its competitors Qualcomm, ST-Ericsson and Infineon. We believe that growing R&D costs to develop advanced communication IP could put pressure on Marvell to reconsider its long-term position as a baseband vendor.

We feel that Marvell could perhaps partner with companies like MediaTek or Infineon who lack high-end application processor technology. Marvell's application processors are already popular in the Chinese smartphone market and could be a good fit for MediaTek. However it is not clear whether these companies are interested in Marvell's XScale technology.

Sravan Kundojjala

Client reading: Baseband Processor Profile: Time for Marvell to Reconsider Its Baseband Position