Competitive Strategies in Semiconductor CMOS Image Sensor Companies
Date Issued
2007
Date
2007
Author(s)
Lin, Jiunn-Jyi
DOI
zh-TW
Abstract
Global CMOS Image Sensor industry isgrowing rapidly in recent years along with camera phone、DSC、notebook camera and other consumer electronic devices with an estimated growth rate of 30% ACGR. Taiwan CIS companies ought to integrate wafer foundry、back-end testing and package companies to efficiently form a global competitive business model.
In this paper the author focuses on the competitive strategies for both fabless and wafer foundry companies within the CIS industry. The conclusion below summarises by the analysis of industry issues, the evolution of IC industry、the CIS supply model and strategy、the competitive strategies、the Fabless-Foundry business transaction model、the vertical integration factorsand the industry game theory and conflict reconciliation.
(a) The rapid growth of the CIS industry provides both fabless and wafer foundry companies a sustainable competitive niche to penetrate the marketplace.
(b) In the CIS industry, the leaders of both fabless and wafer foundry have established a joint venture in the back-end CF/OCM/WLCSP manufacturing services and have strengthened mutual partnership to widen the competitive gap with other competitors, maintained competition advantage for the long time and further challenge IDM for marketshare leadership.
(c) "Price Strategy Conflict" is caused by competitive forces that try to capture market share by low cost pricing strategy. This competitive force can be quantified by the sensitivity analysis of dynamic game theory as well as the various parameters of the competitors. Indeed, this external influence can make an impact on the Joint Venture and cause considerable conflict. This conflict; however, can be managed by a balanced investment into the Joint Venture by the fabless company. "Capacity Strategy Conflict" is caused by the conflicting objectives of both JV shareholders - both in satisfying customer capacity needs as well as meeting the financial requirements imposed by financial metrics such as return on assets. Hence, through TOC analysis, it is recommended that the shareholders should develop a model that combines the need to satisfy operational capacity constraints as well as financial returns for their investment in order to optimize the results in the JV.
Subjects
影像感測元件
賽局理論
策略
CMOS Image Sensor
Game theory
Strategy
Type
other
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