泰景公司（Telegent Systems）倒閉了，移動電視市場也隨之而去。事情似乎有點被夸大了，真實的情況是怎么樣的呢？ Telegent總部在美國加州桑尼維爾，是一家模擬電視移動芯片廠商，在中國和美國硅谷擁有大量工程資源，并在中國占有重要地位。該公司奇跡般地興起和轟然墜落，其實并不能代表全球移動電視市場在萎縮。

采用Telegent方案的ZTE手機yjfesmc

實際上，Telegent完全是倒在中國市場殘酷的價格競爭之中。該市場波動較大，競爭者數(shù)量每天都在增加。當然，此事也暗示了，只有一項看家本領，又沒有工廠的芯片公司的通常結局。 泰景還在期待涅磐 接近移動電視產(chǎn)業(yè)的消息人士表示，Telegent的銀行賬戶上仍有6000萬至7000萬美元，將“逐步”退出目前的模擬移動電視芯片業(yè)務，但將“在一個全然不同的市場領域重新開始”。 但在中國有許多傳言稱，Telegent的所有者與展訊(上海)已經(jīng)洽商了幾個月。他們討論的方案是由展訊收購Telegent。據(jù)報道，這起交易一度接近達成，但最終破局，因展訊在美國納斯達克的股票價格下挫。 電子產(chǎn)業(yè)與投資界沒準備為Telegent寫訃告——現(xiàn)在還不是時候。 有些人仍然對該公司在加州的強大工程師團隊抱有信心，也有人對受命收拾Telegent殘局的Ford Tamer寄予厚望。Tamer于2010年6月加入Telegent，擔任首席執(zhí)行官。在其加盟之前，Telegent取消了首次公開發(fā)行(IPO)計劃。Tamer在半導體產(chǎn)業(yè)打拼了20年，曾與他人共同創(chuàng)建杰爾系統(tǒng)（Agere Systems Inc）.，并在博通擔任高級管理職務。 本文下一頁：慘烈的價格戰(zhàn) 本文授權編譯自EE Times，版權所有，謝絕轉載

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• 中國手機行業(yè)的競爭延伸至上游芯片市場
• 萬利達選擇泰景移動電視技術應用于迷你電視設計yjfesmc

{pagination} Telegent在2004年成立，短短幾年就在新興的移動電視市場發(fā)跡。該公司商業(yè)模式的妙處在于，它碰巧決定利用免費的模擬電視廣播信號，而當時其它多數(shù)廠商對此都沒在意。 Telegent在模擬移動電視市場中的做法，與無廠芯片產(chǎn)業(yè)中的競爭者明顯不同，后者幾乎把寶全押在了仍處于萌芽狀態(tài)的數(shù)字移動電視信號。因此，當Telegent在2009年末向美國證券交易委員會(SEC)申請2.5億美元IPO的時候，據(jù)信它已經(jīng)在模擬移動電視市場占據(jù)了幾乎100%的份額。據(jù)該公司申請IPO時披露的財務信息(2009年11月)，Telegent的營業(yè)收入高達1.1112億美元，凈收入為3936萬美元。 一名產(chǎn)業(yè)消息人士估計，Telegent當時每月售出約2500萬個移動電視芯片，平均銷售價格為6.00美元。 2009年末至2010年發(fā)生的事件，突顯移動電視芯片市場的競爭是多么慘烈。覬覦Telegent的模擬移動電視市場的廠商包括：臺灣的聯(lián)發(fā)科技，上海的銳迪科微電子，美國的Newport Media，以及其它廠商。 在競爭對手大力削價的打擊下，Telegent的移動電視芯片平均銷售價格數(shù)月內(nèi)就從6美元銳降至0.80美元。Telegent的優(yōu)勢，作為唯一供應商所享有的豐厚利潤率，很快煙消云散。 模擬移動電視的總體有效市場消失，更是雪上加霜。在2014年巴西世界杯之前，拉美正在轉向數(shù)字電視。菲律賓和泰國等南亞國家也在走向數(shù)字化。 Telegent目前在模擬移動電視市場的份額據(jù)信約為60%。 Newport Media在2005年以數(shù)字移動電視芯片廠商的身份起家，但兩年前子開始支持模擬移動電視。據(jù)報道，該公司是在模擬移動電視市場掀起價格戰(zhàn)的要角之一。 Telegent堅持其模擬移動電視芯片業(yè)務，一直未能涉足其它領域，因此幸運地趕上了該產(chǎn)業(yè)蓬勃發(fā)展的初始階段。 編譯：Luffy Liu 本文授權編譯自EE Times，版權所有，謝絕轉載 參考英文原文：Cause of Telegent’s spectacular fall: China dunnit,by Junko Yoshida

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• 泰景首推ISDB-Tb移動電視接收芯片，搶灘拉美低成本電視手機市場
• 中國手機行業(yè)的競爭延伸至上游芯片市場
• 萬利達選擇泰景移動電視技術應用于迷你電視設計yjfesmc

{pagination} Cause of Telegent’s spectacular fall: China dunnit Junko Yoshida PARIS – The death of Telegent Systems, Inc. – along with the mobile TV market – has been greatly exaggerated. The almost miraculous rise and spectacular fall of Telegent, a Sunnyvale, Calif.-based analog TV mobile chip vendor armed with large engineering resources both in China and Silicon Valley and a big presence in China, isn’t really a cautionary tale about the dwindling global mobile TV market. Rather, Telegent’s fall has everything to do with the bloodbath of price competition in China. The market there is volatile, with the number of competitors growing daily. Of course, this story also offers allegory of what usually happens to a one-trick pony fabless chip company. Sources close to the mobile TV industry said that Telegent, still left with $60 – 70 million in the bank, will “phase out” of the current analog mobile TV chip business but will “restart in a completely different market segment.” There were strong rumors in China, however, that the owners of Telegent had been negotiating with Spreadtrum Communications (Shanghai) for several months. The plan was for Spreadtrum to acquire Telegent. Reportedly, the deal came close once to fruition, but eventually collapsed, when Spreadtrum’s Nasdaq stock value sank in the U.S. market. The electronics industry and the investment community aren’t prepared to write an obituary on Telegent – just yet. Some are still confident in a strong team of engineers remaining in California, while others are counting on Ford Tamer, a hired gun brought in to fix Telegent. Tamer joined Telegent as CEO in June, 2010, after the mobile TV chip company withdrew from its planned IPO. Tamer is a 20-year semiconductor industry veteran who previously co-founded Agere Systems Inc. and held a high-ranking executive position at Broadcom Corp. After the company’s inception in 2004, Telegent struck it rich – in a few short years – on the fledgling mobile TV market. The genius of its business model was the company’s serendipitous decision to leverage the free-to-air analog TV broadcast signals that most other players were not taking seriously. Telegent’s move in the analog mobile TV market drew a sharp contrast to competitors in the fabless chip industry who bet almost solely on still embryonic digital mobile TV signals. Consequently, Telegent, by late 2009 when the company filed for a $250 million IPO with the SEC, was believed to command, tactically, an almost 100-percent share of the analog mobile TV market. According to financials disclosed by the company at the time of IPO application (Nov., 2009), Telegent had a revenue of $111.12 million with net income of $39.36 million. One industry source estimates that Telegent was selling at that time, about 25 million units of its mobile TV chips per month, at an average selling price point of $6.00. Events since the end of 2009 to 2010 illustrate how vibrant, cutthroat and bloodthirsty the mobile TV chip market has become. Several fabless chip companies who went after Telegent’s analog mobile TV market include: MediaTek in Taiwan; RDA Microelectronics in Shanghai; Newport Media in Lake Forest, Calif. and others. Clobbered by competitors who made no bones about undercutting Telegent, the ASP of Telegent’s mobile TV chip went from $6 to $0.80 within months. Telegent’s edge, a big gross margin as a single supplier, quickly evaporated. To make matters worse, the total available market for analog mobile TV units has topped off. Leading up to the World Cup scheduled in Brazil in 2014, Latin America is transitioning to digital. Countries in South Asia – most notably, the Philippines and Thailand – are also going digital. Telegent’s current share in the analog mobile TV market is believed to be around 60 percent. Newport Media, which started out as a digital mobile TV chip company in 2005 but quickly added support for analog mobile TV two years ago, is reportedly one of the key instigators of the price erosion in the analog mobile TV market. Telegent, stuck with its analog mobile TV chip business, has been unable to go anywhere beyond the territory it so prosperously cultivated in the heady moments of its inception.