We owe MediaTek a bit for its role in triggering a smartphone revolution across emerging markets like India with its affordable chipsets. Having democratised smartphones, this Taiwanese company is now preparing to enter the big league with processors that are good enough to take on the best in the business and enter developed markets like the US in the process.
MediaTek president Ching-Jiang Hsieh reiterates that the company has global intentions with growth in all markets. “We are very successful in countries like China and emerging markets like India, but we want to replicate that success in Europe and the US too. You need to be fully prepared with all your technology if you intend to be successful,” he said in a conversation on the sidelines of the CES in Las Vegas. The company is banking on its new 4G LTE technologies and high-end televisions to grow in the developed markets. The company, which is already a leader in television processors across the globe, announced a partnership with Sony and Google to launch the first Android Lollipop televisions in the world.
Senior director Arthur Wang says the company has merged all their strengths into one with the launch of the latest smartphone and smart televisions. “We are repositioning ourselves with the Everyday Genius campaign and telling the world the kind of role we are playing in these kind of technologies,” he adds. For over a year, MediaTek has been pushing the concept of the Super Mid, where by its phones bring high end features to a mid-range price point. In fact, the most successful phones of 2014 have all been in this range. “Our idea is to be inclusive. It’s not because we are driving the price, but because we are enabling a lot of players and everyone is trying to bring down the price,” adds Wang.
New phones powered by MediaTek, like the Lenovo Vibe X2 and Meizu Mx4, have better performance benchmarks than top-end phones. That is why chief marketing officer Johan Lodenius says 2014 was the year in which they caught up with the market leaders, and “maybe even surpassed them”. “Frankly, we did a better job than them in multiprocessing… the growth has been phenomenal. You have to look at us more as a startup company in comparison to Qualcomm and Intel. But we are getting there really fast. We now have the core performance and better multi-media performance than everybody else,” he adds.