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

Hear insights from Stuart Robinson, Director of Strategy Analytics’ SpecTRAX service, who will talk about the important trends in recent global cellular handset model announcements. Join us on Thursday 9th September for a complimentary live online webinar.

Topics covered by the webinar include:

• OS penetration; how many phones feature Android compared to LiMo, Windows and Symbian?
• Analysis of current spec trends; Bluetooth, touchscreen, QWERTY, form factor, screen & camera resolution….
• Shelf share analysis by region; which carriers offer the most Android phones?
• Typical specs of Android phone vs handsets running other operating systems

The webinar is targeted at existing clients of the SpecTRAX service as well as product planners, product marketers and portfolio managers across the industry.

Attendance to the webinar is free however pre-registration is required. REGISTER –>>>           

Date:                 Thursday 9th September 2010           

Duration:           30 minutes, followed by 15 minutes Q&A           

Time:                  2pm BST UK / 9am EDT Boston, repeated at 5pm PDT LA

Once we have processed your registration, you will receive a confirmation email message with instructions on how to join the event. Feel free to forward this message to your colleagues who may be interested in this webinar.