Isaiah research company profile

ISAIAH RESEARCH- A Global Mobile Device Market Research & Consulting Firm

Isaiah Research Profile & Market Intelligence Service

Service Description

1. Research Subscriptions

Isaiah Market Intelligence provides in-depth analysis and perspectives to help our clients useand manage operations. Multiple reports per segments & companies are available to clientson a recurring basis. The research includes industry trends, anticipated changes, andcompany specific competitive analysis.

2. Project Consulting

Isaiah Consultancy help technology companies achieve market leadership. Our project basedconsultancy service provides clients with the most customized level of service. We helpdevelop and define requirements for custom market research and industry analysis. Theprojects address specific areas and allow for development, positioning, and in-depthtechnology impact analysis.


Core Team Members


Previous: Industrial Consulting Director, Liaoning Lijie Consulting, ChinaSr. Manager,Haier Group Technology and Research Center, China

Education: Post Doctorate, Global Enterprise R&D, Zhejiang University, ChinaPh.D in Mechanical Manufacturing, Dalian University, China

Previous: Program Manager, Microsoft Corporation, Taiwan Assistant Manager,Corporate Banking Group, CTCB Bank, Taiwan

Education: MBA, National Taiwan University, Taiwan

Previous: Display Consultant,Hewlett-Packard, TaiwanCommodity Buyer, Foxconn, Indianapolis, USA

Education: MBA, University of Southern California, Los Angeles, USA

Eric Tseng Managing Director

Taiwan

Dr. Alex WangDirector

China

Cathy OuyangDirector

Taiwan

Previous: Senior Manager, Taiwan Semiconductor Manufacturing Company, TaiwanManager, ASML, TaiwanProcess Engineer, Windbond, Taiwan

Education: Executive MBA, National Chiao Tung University, TaiwanMBA, National Cheng Kung University, Taiwan

Ethan ChenSr. Consultant

Taiwan

Core Team Members


Previous: Project Management Intern, Accenture Greater China, TaiwanEducation: MBA, International Business, National Taiwan University, Taiwan

Previous: Sr. Engineer, Innolux Corporation, TaiwanCoordinator, TECO, Taiwan

Education: MBA, National Cheng Kung University, Taiwan

Nicole TuAnalystTaiwan

Mike HuangAnalystTaiwan

James WeiAnalystTaiwan

Previous: Demand Planner, Taiwan Semiconductor Manufacturing Company, Taiwan Education: MBA, Technology Management, National Chiao Tung University, Taiwan


List of Customers & Services

Corning Incorporated, USA Research Subscription Service

Asahi Glass Co., JapanResearch Subscription Service

LG Display, Korea Research Subscription Service

Samsung Display, KoreaResearch Subscription Service

Japan Display Inc., JapanResearch Subscription Service

Sharp Corporation Inc., JapanResearch Subscription Service

Innolux Corporation, Taiwan Research Subscription Service

AU Optronics, Taiwan Research Subscription Service

Sony Corporation, JapanResearch Subscription Service

Lenovo Group, ChinaResearch Subscription Service

Huawei Device Co., Ltd., ChinaResearch Subscription Service

TCL Communication, ChinaResearch Subscription Service

Gionee Communication Co. Ltd., China Project Research

LG Innotek, Korea Research Subscription Service

Tianma Microelectronics, ChinaResearch Subscription Service



Nissha Printing, JapanResearch Subscription Service

Dai Nippon Printing, JapanResearch Subscription Service

JSR Corporation, JapanResearch Subscription Service

Hitachi High-Tech, JapanResearch Subscription Service

NAGASE & Co., LTD, JapanResearch Subscription Service



KeyTakeaway Research from supply chain checks:– Update of Mobile device companies and related supply chain.– Progress of new products development.– Key Suppliers, Price,Allocation and Forecast Changes.– New technologies and/or material.

a. Weekly Market Intelligence Reports -


b. Monthly Market Overview Reports -


Major mobile device products and related supply chain updateby Smartphone,Tablets and SmartWatch

Isaiah Monthly China Smartphone Market Overview Report in September 2015

The below report was generated using a mosaic-based research methodology, meaning multiple assessments and detailed research were used in the process of gathering data to generate this analysis/report. Further, the views articulated in this report represent the experienced professional opinion of Isaiah based on the aforementioned process. The contents of this communication, including any attachments, may be confidential, privileged or otherwise protected. They are intended solely for the use of the individual or entity to which they are addressed. If you are not the intended recipient, please do not read, copy, and use or disclose the contents of this communication. Please notify the sender immediately and delete the communication in its entirety.

1 Copyright © Isaiah International Inc. All Rights Reserved. Proprietary and Confidential.

Isaiah’s Outline


[A] Smartphone Makers Supply Chain Research

Xiaomi

Huawei

Lenovo

Coolpad

ZTE

OPPO

VIVO

MEIZU

Others

Display

Touch

Driver/Controller IC

Application Processor

Camera

Fingerprint

System

Others

[B] Industry Related Update and Overview

Display

Touch

Driver/Controller IC

Application Processor

Camera

Fingerprint

System

Others

A1. Huawei Smartphone Supply Chain Research – Overall


!  In our projections, we still expect Huawei to potentially grow up their overall smartphone (including China & Oversea market) sell-in shipments to total 95~100M units in Y2015.

!  Overall Huawei’s smartphone sell-in shipments are estimated to have around ~47M units in 1H15. We project Huawei to rise up their shipments up to 48~53M units in 2H15.

!  We forecast 6” Mate 8 FHD sell-in shipments to have 200~300K units per month in 3Q15.

Source: Isaiah Research�

0

5

10

15

20

25

30

35

1Q 2Q 3Q 4Q

Huawei’s Smartphone Shipments Forecast in Y2014 & Y2015

Y2014 Y2015

A3. Huawei Smartphone Supply Chain – Force Touch


!  Huawei announced its first smartphone Mate S featuring “Force Touch” technology and AMOLED display in Sept’15. According to our checks, a Korean company – Hideep supplied its force touch solution to Huawei.

!  Different from iPhone 6s laminating force touch module within the backlight unit, Hideep uses a ATOM layer (similar to FPC) to sense different levels of surface forces transferred from the LCM of AMOLED display.

Cover glass�

LCM�

Sus Layer�

Cushion�ATOM (Force Sensor layer)�

Air gap�Middle frame�

Hideep’s force touch structure integrated with AMOLED display�

Huawei Mate S (5.5”FHD, AMOLED)�

Source: Isaiah Research�


Major mobile device products and key suppliers, componentprices, order allocations and production forecast changes

c. Monthly Value Chain Tracker Reports -

Isaiah Quarterly China Smartphone Product Roadmap Report in 2Q15

The below report was generated using a mosaic-based research methodology, meaning multiple assessments and detailed research were used in the process of gathering data to generate this analysis/report. Further, the views articulated in this report represent the experienced professional opinion of Isaiah based on the aforementioned process. The contents of this communication, including any attachments, may be confidential, privileged or otherwise protected. They are intended solely for the use of the individual or entity to which they are addressed. If you are not the intended recipient, please do not read, copy, and use or disclose the contents of this communication. Please notify the sender immediately and delete the communication in its entirety.

Copyright © Isaiah International Inc. All Rights Reserved. Proprietary and Confidential.

1

3-1. China Smartphone Product Roadmap Overview


2

Premium >3000 RMB

High-End 2000-2999

RMB

Mid-End 1000-1999

RMB

Low-End <900RMB

Source: Isaiah Research

Mate Series�

P Series�

Honor Series�

Mi Series

Hongmi Series�

Vibe Series�

S Series / K80�

K3 Series��

Nubia Z series

Nubia X series��

Star�

Grand S Series Q5/Q7 �

Qing Yang Series

V5 Series

3-2. China Smartphone Product Roadmap Overview


3

Premium >3000 RMB

High-End 2000-2999

RMB

Mid-End 1000-1999

RMB

Low-End <900RMB


N Series Find Series��

R Series

Xplay Series��

X-shot Series��

X Series��

Y Series��

R1 Series

A Series

MX pro Series��

MX Series��

m1��Series�

Hero Series��

idol Series��

POP Series��

PiXi Series��

��

Series�

1Q15 2Q15 3Q15 4Q15

4-1. Huawei Smartphone Product Roadmap Analysis


4

Honor

Huawei


P8 5.2”FHD, In-cell

Hisilicon Kirin930/935 Sony13MP IMX278

�2888

P8 max 6.8”FHD, In-cell

Hisilicon Kirin930/935 Sony16MP IMX278

�3999

Honor7 5.2”FHD, In-cell Hisilicon Kirin935

Sony 20MP IMX230 �1999~2499

Mate 8 6”FHD, In-cell

Hisilicon Kirin935 Sony 16MP IMX298

�3299

Honor7X 5.5”FHD, In-cell Hisilicon Kirin935

Sony 21MP IMX230 �1999~2499

Ascend P7 May’14 !

Ascend Mate7 Aug’14 !

Mate7 -> Mate8 upgrade Kirin925->Kirin935 �3MP->16MP

Ascend P7 -> P8 upgrade Kirin910->Kirin930/935; Fingerprint Sensor; RGBW CIS

Honor 6 -> Honor7 upgrade Kirin920->Kirin930; Fingerprint Sensor Upgrade CIS

Honor 6 Jun’14 !

Honor 7 -> 7X upgrade 5.2”->5.5”

=Fingerprint Sensor

=Metal Casing

1Q15 2Q15 3Q15 4Q15

4-3. ZTE Smartphone Product Roadmap Analysis


5

Nubia

NubiaZ7->Nubia Z9 upgrade MSM8974AC -> MSM8994; Fingerprint sensor


Star 2 5” FHD, OGS

Qualcomm MSM8974 Sony13MP IMX214

�2499

Qing Yang 3 5.5” HD, In-cell


�1699

ZTE Grand SIII 5.5” FHD, OGS

Qualcomm MSM8974AC Samsung 13MP S5K3L2 �1699-1999

Nubia Z9 5.2” FHD, OGS


�3456

Nubia X8 6.4” FHD, G/F/F

Qualcomm MSM8994 �2999

Q5 5” HD, In-cell


�1699

Q7 5.5” HD, In-cell


�1999

Nobia Z7 Oct’14 !

Nobia X6 Apr’14 ! NubiaX6->Nubia X8 upgrade MSM8974AC -> MSM8994; Fingerprint sensor Star1 Apr’14 !

Star1->Star2 upgrade MSM8928 -> MSM8974; Camera 8MP-> 13MP

Grand SII Feb’14 !

Qing Yang 2 Feb’14 !

S II->S III upgrade MSM8974AB -> MSM8974AC

Qing Yang 2-> Qing Yang 3upgrade G/F/F ->In-cell; MTK->Qualcomm

New product line

=Fingerprint Sensor

=Metal Casing

ZTE

New product line

1Q15 2Q15 3Q15 4Q15

4-4. Vivo and Oppo Smartphone Product Roadmap Analysis


6

Oppo


R5 Dec’14 !

Vivo Xplay 3S Jan’14 !

Find 7 Jul’14 !

Xplay 3S-> Xplay 5 upgrade G/F/F-> In-cell; MSM8974AB->MSM8994

R7 5” FHD, AMOLED

Qualcomm MSM8939 Sony 13MP IMX278

�2499

Find 9 (premium) 5.5” WQHD, in-cell

Qualcomm MSM8996 Sony 12MP IMX377 �3498-3998

N5 5.5” WQHD, in-cell

Qualcomm MSM8996 OVT 16MP OV16825

�4000

Xshot 3 5.2”/5.5”,FHD

AMOLED/in-cell Qualcomm MSM8994 Sony 16MP IMX298

�3498

Vivo Xplay 5 6”,WQHD, In-cell

Qualcomm MSM8996 Sony 13MP IMX214

�3998

Xshot May’14 !

Xshot -> Xshot 3 upgrade 5.2”->5.2”/5.5” G/F/F-> AMOLED/In-cell; MSM8974AC->MSM8994

N3 Nov’14 !

Find7 -> Find9 upgrade TOL-> In-cell; MSM8974AB->MSM8996; Upgrade CIS

N3 -> N5 upgrade G/F/F -> In-cell

=Fingerprint Sensor

=Metal Casing

Vivo

X5Pro 5.2”,FHD, AMOLED MediaTek MT6752

Samsung 13MP S5K3M2 �2598

X5max Oct’14 !

Brand Huawei� Xiaomi� Oppo� Vivo�

Series/ AP Series� AP� Series� AP� Series� AP� Series� AP�

Premium >3000 RMB Mate� Hisilicon � Mi5 Qcom� Find� Qcom

�Xplay Xshot� Qcom�

High-End 2000-2999RMB

P Honor 7(Std)�

Hisilicon� Mi Note� Qcom� R3/R5/R7

Qcom/MTK�

X5� Qcom/

MTK�

Mid-End 1000-1999RMB

Honor6/7(Light)� Hisilicon� Mi4� Qcom� R1C/… Qcom� Y� Qcom/

MTK�

Low-End <900RMB

Honor4/5�

Qcom/MTK/

Hisilicon�

HongMi� Qcom� A� Qcom�

Copyright © Isaiah International Inc. All Rights Reserved. Proprietary and Confidential. 9 Source: Isaiah Research

5-2. Product Roadmap Analysis by Application Processor

Brand Huawei� Xiaomi� Oppo� Vivo�

Series/ Camera Series� Camera� Series� Camera� Series� Camera� Series� Camera�

Premium >3000 RMB Mate� Sony

16MP� Mi5 Sony 16MP� Find�

Sony 12MP �

Xplay Xshot�

Sony 13/16MP�

High-End 2000-2999RMB

P Honor7(

Std)�

Sony 13MP

(RGBW)�

Mi Note�

Sony 13MP�

R3/R5/R7

Sony 13MP�

X5� Sony

13MP�

Mid-End 1000-1999RMB

Honor7(Light)�

Sony 21MP� Mi4� Samsung

13MP� R1C/… 8MP� Y� 8MP�

Low-End <900RMB

Honor4/5/6�

Sony 8MP�

HongMi�

Samsung 13MP� A� 8MP�

Copyright © Isaiah International Inc. All Rights Reserved. Proprietary and Confidential. 10 Source: Isaiah Research

5-3. Product Roadmap Analysis by Camera CIS

Copyright © Isaiah International Inc. All Rights Reserved. Proprietary and Confidential. 12

6-1. Product Roadmap Summary - Huawei

! Huawei still mostly keep FHD resolution with in-cell touch type of panel for high-end smartphones across product lines –Mate, P and Honor 7 series in 2H15.

! Huawei continues to adopt G/F/F type of touch structure for low-end smartphone models in 2H15.

! Huawei is adding LGD’s AIT (True in-cell touch) as the 2nd source in addition to the 1st source JDI’s Pixel Eye (Hybrid in-cell touch) to secure sufficient panel supply in 2H15.

! Huawei keep using in-house Hisilicon Kirin930/935 of application processor for high-end and flagship series.

! Huawei also adopt Qualcomm platform for mid-to-low end smartphone models.

! Huawei still keep Sony to be the sole CIS (CMOS Image Sensor) supplier for 13MP and above resolutions.

! Huawei is upgrading to adopt 16MP and 20MP of CIS from Sony for upcoming flagship models.

! Huawei is adopting 13MP and 8MP for mainstream smartphone models in 2H15.

! Sony is expected to have ~70M units of CIS shipped to Huawei in 2015 timeframe (JP fiscal year).

! Huawei is expected to adopt Fingerprint for the upcoming 5.2” Honor 7 in Jun combining 5.5” Honor 7X in 4Q15.

Display & Touch �

Application Processor �

Camera CIS (CMOS) �

Fingerprint �


Major smartphone product roadmap and key component specincluding Display,Touch, AP,Camera,Fingerprint

d. Quarterly Product Roadmap Reports -


Semiconductor Research Projects- AP production tracker andfoundries capacity tracker

e. Customized projects -


Items Product Lists Frequency Product Format

1Weekly Mobile Market Intelligence Research Report 8 reports

per month (Smartphone, Tablet, SmartWatch, Display, Touch, CPU, ODM/OEM, etc.)

2Apple iPhone & iPad Sell-In Shipment Tracker

Monthly(Production Schedule, ODM Production Volumes, New Product Launch)

3Samsung Galaxy Smartphone & Tablet Shipment Tracker

Monthly(Production Schedule, ODM Production Volumes, New Product Launch)

4China brands Smartphone Shipment Tracker

Monthly(ODM Production Volumes, Inventory Level)

5Worldwide Smartphone Value Chain Tracker

Monthly(Apple, Samsung, Sony, LG, HTC, Asus, Moto, etc.)

6Worldwide Tablet Value Chain Tracker Report

Monthly(Apple, Samsung, Asus, Lenovo, Amazon, Google, etc.)

7China Smartphone Value Chain Tracker Report

Monthly(Xiaomi, Huawei, Lenovo, ZTE, Coolpad, Oppo, BBK, etc.)

8Worldwide/China Smartphone, Tablet and SmartWatch Market Overview Report

Monthly(Display, Touch Panel, Cover lens, Driver IC, Touch IC, CPU, ODMs, etc.)

9Display Market Overview Monthly Report

Monthly(Mid-Small Size Panel Supply Chain, Capacity, Client Engagement, Display Technology, etc.)

10Foundries Overview Monthly Report

Monthly(Foundry Wafers Start , Capacity, Loading Rate, Node Development ,Technology, etc.)

Product Lineups & Summary


Items Product Lists Frequency Product Format

11China Smartphone Product Roadmap Report

Quarterly(Top tier – Huawei, Xiaomi, ZTE, BBK, Oppo, Lenovo, etc.)

12China IDHs and India Market Reports

Quarterly(Major Brand Smartphone Product Roadmap and key component specs )

13Camera Supply Chain Overview

Quarterly(CIS, Lens, VCM, Camera Module, New Technology Analysis, Client Engagement, etc. )

14

Customized ProjectsBy Request

(Suggestions, solutions or comments for any topics based on our reserch)

For example:- AP Production Tracker(Key AP models wafer-in volumes and wafer-out chipset volumes tracker)

- Foundries Nodes Capacity Tracker(TSMC, UMC, GF monthly capacity plan and UT rate tracking)

- Foundries Top Clients Analysis(TSMC, UMC, GF client engagement and overall wafer volumes status)

- Foundries Top 5 Clients in leading nodes(TSMC, UMC, GF top 5 clients in 12” leading nodes wafer volumes tracking)

Product Lineups & Summary

Eric Tseng Managing Director,

Isaiah Research

8F, No. 102, GuangFu South Road, Taipei City, 106, Taiwan+886-975-121-137 (GMT+8)

[email protected] www.isaiahresearch.com


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