Apple's new iphone x successfully launched 3D sensing applications, 2018 years of Oppo, Vivo, millet to follow up with 3D sensing function, and Huawei's latest mate 10 high-end mobile phones also began to import artificial intelligence (AI) applications, 2018 new smartphone not only to the OLED panel, Full screen design, fast charging and wireless charging design, more emphasis on 3D sensing, AI interface, as well as to AR, 5G application direction of development, mobile phone brand factory to try new applications, not only to keep the average unit price of mobile phones to maintain high-end, in the face of new chips accelerated upgrade, mobile phone chip factory is expected to gradually get rid of vicious bargain competition, The 2018 profit margin has the opportunity to rebound. In the past few years because the new generation of smartphone products has been a lack of attractive application design, unable to create a better consumer experience, coupled with the mobile phone brand manufacturers to attack global market share, and to the mainland and emerging countries markets to provide a sea-going strategy, not only to the smartphone average unit price drop rapidly, In conjunction with Qualcomm (QUALCOMM), MediaTek and other mobile phone chip factories have been forced to dance, in order to win the dollar chip difference, the smart phone supply chain on both sides of the fierce struggle. In the vicious competition, MediaTek's quarterly average gross profit margin from more than 47%, the way to 33% to gradually kill to the bottom; The expected profit growth prospects, also because of the price of war and the overall disruption; As for Qualcomm in the mobile phone chip product line gross margin is also a retreat, and drag the company overall profit growth. Recently including the international and mainland smart phone brand industry to adjust the strategy, in the face of the past, the machine-sea tactic is not necessarily a good operating mode, but rather a more accurate product and market positioning, with better product efficiency and quality, is the mobile phone brand factory in the global market competitive stability in the best strategy to win, from Apple iphone X decade Big revision of the heart, Huawei Mate 10 new import AI applications, as well as the 2018 half Oppo, Vivo, millet follow up the use of 3D sensing function, you can see the clues. The world's first-line mobile phone brands are constantly borrowing new features, new applications, to pull up their own smartphone average unit price, hope that the mobile phone market can play a long tail of the effectiveness of the theory to the extreme, which also allows chip suppliers to play a more important role in 2018, after all, the new mobile phone function, the new application of the biggest push, is Qualcomm, MediaTek and other global mobile phone chip manufacturers. 2018 not only because the mobile phone introduction of new application design, will help to enhance the chip vendor gross profit margin, because Qualcomm intends to stabilize the higher-order mobile phone chip market, MediaTek decided to focus on the central-level mobile phone customers, the exhibition continues to expand higher orders, it seems to let 2018 global smartphone chip market competition Show the factory in their respective stage sway situation. In addition, 2018 Qualcomm continued to face Bo Tong (Broadcom) takeover proposal, and was directly named the company has a low gross profit margin, MediaTek to face gross margin must be quarterly higher operating temperature test, coupled with the upcoming listing on the mainland, 3 mobile phone chip suppliers have a gross margin of pressure to recover, This will make the 2018 mobile phone chip market, the atmosphere and the momentum of the obvious weakening, so that the company's mobile phone chip factory gross profit margin rebound opportunity.
