Although some people in China’s electronics market believe that the growth rate has entered a phase of gentle growth, we believe that 2011 will continue to grow smoothly. In particular, the smart phone and tablet market will have great development. The flat panel TV and audio audio market will also grow smoothly. In terms of air conditioners and automobiles, due to the constant advancement of frequency conversion, it is expected to rapidly increase in the future. Expand development.
Compared with 2010, the growth rate of the world's electronic market will decline, but China will not only increase its position as a supply base for the world's electronics market, but also will be supported by the sustained and smooth development of the domestic economy. The digital AV market and environmental related industries will become a big topic.
In 2010, the semiconductor market showed a 39% increase compared to the previous year. We still look forward to strong growth in 2011.
The smart phone and tablet market will further increase the demand for miniaturization and low energy consumption of semiconductor electronic components. Especially in the power management LSI, more stringent power management will be required, and the demand for higher functionality will increase.
In terms of frequency conversion, the demand for power supplies such as intelligent power modules (IPMs) can be expected to expand. At the same time, the demand for high quality and high reliability will increase. The increase in the number of parts and components and the demand in the Chinese market will move toward a higher level of intention.
In 2011, the worrying market risks are the trend of the world economy, consumer trends, and the exchange rate. The technical challenges are mainly high-speed communication technologies led by LTE, high-efficiency components such as inverters and converters, and energy-saving related technologies.
To help Chinese OEMs face and overcome these technical challenges, in 2011, ROHM will focus on the following collaborative technology development with OKI Semiconductor: LED-related products, power supply devices, and sensor solutions.
Rom's combination of technology and experience in analog and linear fields with OKI Semiconductor's logic technology will result in stronger system solutions. For example, we will sell chips for mobile devices developed for Intel's ATOM processor E600 to automotive infotainment devices and IP media telephony equipment.
In terms of LEDs, ROHM can provide customers with more extensive support in the LED related fields such as LED devices and LED display modules by virtue of its strong comprehensive strength.
Power devices can be widely adapted to customers' energy-saving needs. Compared with general-purpose, custom-made power management ICs and silicon, SiC devices and modular technologies that enable significant energy savings are leading the world trend.
In addition to the extensive expansion of electrostatic sensor, proximity sensor, image sensor, and other product lineups, we have also acquired Kionix, a company with strong MEMS acceleration sensors. We look forward to the expansion of applications in smart phones, various mobile devices, game applications, HDDs, and more.
ROHM's China marketing strategy for 2011 is to adopt a sales model that closely cooperates with customers and strengthen technical support. We have set up 18 marketing sites in the coastal center area, and will strengthen the inland market in the future. From last year to this year, we have added new strongholds in Xi'an, Chengdu, Chongqing, Wuhan, and Changchun. In terms of design center, the designers and FAE in Shenzhen, Hong Kong, and Shanghai will be scaled up to 150 people and will actively promote collaboration with customers.
Compared with 2010, the growth rate of the world's electronic market will decline, but China will not only increase its position as a supply base for the world's electronics market, but also will be supported by the sustained and smooth development of the domestic economy. The digital AV market and environmental related industries will become a big topic.
In 2010, the semiconductor market showed a 39% increase compared to the previous year. We still look forward to strong growth in 2011.
The smart phone and tablet market will further increase the demand for miniaturization and low energy consumption of semiconductor electronic components. Especially in the power management LSI, more stringent power management will be required, and the demand for higher functionality will increase.
In terms of frequency conversion, the demand for power supplies such as intelligent power modules (IPMs) can be expected to expand. At the same time, the demand for high quality and high reliability will increase. The increase in the number of parts and components and the demand in the Chinese market will move toward a higher level of intention.
In 2011, the worrying market risks are the trend of the world economy, consumer trends, and the exchange rate. The technical challenges are mainly high-speed communication technologies led by LTE, high-efficiency components such as inverters and converters, and energy-saving related technologies.
To help Chinese OEMs face and overcome these technical challenges, in 2011, ROHM will focus on the following collaborative technology development with OKI Semiconductor: LED-related products, power supply devices, and sensor solutions.
Rom's combination of technology and experience in analog and linear fields with OKI Semiconductor's logic technology will result in stronger system solutions. For example, we will sell chips for mobile devices developed for Intel's ATOM processor E600 to automotive infotainment devices and IP media telephony equipment.
In terms of LEDs, ROHM can provide customers with more extensive support in the LED related fields such as LED devices and LED display modules by virtue of its strong comprehensive strength.
Power devices can be widely adapted to customers' energy-saving needs. Compared with general-purpose, custom-made power management ICs and silicon, SiC devices and modular technologies that enable significant energy savings are leading the world trend.
In addition to the extensive expansion of electrostatic sensor, proximity sensor, image sensor, and other product lineups, we have also acquired Kionix, a company with strong MEMS acceleration sensors. We look forward to the expansion of applications in smart phones, various mobile devices, game applications, HDDs, and more.
ROHM's China marketing strategy for 2011 is to adopt a sales model that closely cooperates with customers and strengthen technical support. We have set up 18 marketing sites in the coastal center area, and will strengthen the inland market in the future. From last year to this year, we have added new strongholds in Xi'an, Chengdu, Chongqing, Wuhan, and Changchun. In terms of design center, the designers and FAE in Shenzhen, Hong Kong, and Shanghai will be scaled up to 150 people and will actively promote collaboration with customers.
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