從接近破產(chǎn)到5年前上市，展訊重獲生機(jī)的歷程離不開(kāi)任命新CEO、獲得政府支持以及一系列的好運(yùn)氣。 展訊是一家無(wú)晶圓廠IC公司，成立于2001年，業(yè)務(wù)重點(diǎn)是移動(dòng)手持設(shè)備基帶芯片。2007年，在成長(zhǎng)為最大的中國(guó)IC公司后，展訊上市了。不過(guò)事情并沒(méi)有按照預(yù)想的發(fā)展，展訊在納斯達(dá)克的股價(jià)比現(xiàn)在Facebook股價(jià)下降得還要厲害，到2008年底已經(jīng)跌至每股73美分。展訊公開(kāi)發(fā)行股價(jià)下跌，加上其他中國(guó)無(wú)晶圓廠芯片公司股價(jià)下跌以致難以完成季度財(cái)務(wù)目標(biāo)，讓很多人相信中國(guó)貌似潛力無(wú)限的市場(chǎng)實(shí)際上不過(guò)是一時(shí)繁榮的煙花。

5年間展訊股價(jià)的沉沉浮浮
O9Lesmc

到2009年第一季度的時(shí)候，展訊基本上“沒(méi)有客戶”了，現(xiàn)金也只能“支撐兩個(gè)季度”，李力游如是說(shuō)，他于2009年2月，在展訊最黑暗的日子里接手管理公司。 在李力游的帶領(lǐng)下， 展訊正醞釀著一次奇跡般的東山再起。 2011年展訊營(yíng)收為6.7億美元，今年預(yù)計(jì)將增長(zhǎng)到7億美元。展訊上周四早上的股價(jià)為19.5美元。上個(gè)月中國(guó)移動(dòng)招標(biāo)的6款TD-SCDMA手機(jī)中，展訊拿到了其中5款的design win(參閱國(guó)際電子商情報(bào)道：中移動(dòng)TD手機(jī)招標(biāo)品牌/芯片商/IDH大揭密)。李力游還提到了臺(tái)灣的競(jìng)爭(zhēng)對(duì)手，他說(shuō)“聯(lián)發(fā)科技只拿到了一款?！? 展訊的曲折歷程體現(xiàn)了中國(guó)年輕無(wú)晶圓廠IC公司的脆弱性，也體現(xiàn)了國(guó)有企業(yè)的少數(shù)訂單能夠快速改變他們的命運(yùn)。展訊的重獲生機(jī)也展示了中國(guó)市場(chǎng)的速度和能量，這體現(xiàn)在接受美國(guó)教育的中國(guó)工程師和管理者們逐漸回到中國(guó)。 本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載 本文下一頁(yè)：李力游那灰姑娘般的經(jīng)歷

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• 2011年無(wú)晶圓IC廠全球25強(qiáng)排名，增長(zhǎng)明星是展訊通信O9Lesmc

{pagination} 灰姑娘般的故事 正如展訊從灰燼中重生，其CEO李力游也是如此。 李力游從北京一所大學(xué)畢業(yè)后(注：應(yīng)是中國(guó)科學(xué)技術(shù)大學(xué))，在1986年拿到全額獎(jiǎng)學(xué)金來(lái)美國(guó)馬里蘭大學(xué)學(xué)習(xí)。到美國(guó)的時(shí)候他口袋里只有100美元，當(dāng)時(shí)也只會(huì)講一點(diǎn)兒英語(yǔ)。他還記得到馬里蘭那天，試著從一家商店購(gòu)買(mǎi)地鐵票，說(shuō)了“地鐵(Subway)”。和商店?duì)I業(yè)員交談一陣子后，他才發(fā)現(xiàn)，商店只賣(mài)潛艇三明治(submarine sandwiches)。 時(shí)間前進(jìn)到上周，李力游和電子工程專輯記者在午餐時(shí)見(jiàn)面。他看起來(lái)精神抖擻，但其實(shí)他之前在法國(guó)網(wǎng)球公開(kāi)賽上和法國(guó)電信的高層們交談完，從巴黎乘飛機(jī)，早上才在上海降落。 展訊在2008年的沒(méi)落源自全球金融危機(jī)、手持設(shè)備行業(yè)殘酷的競(jìng)爭(zhēng)，以及采用中國(guó)自有TD-SCDMA標(biāo)準(zhǔn)的手持設(shè)備在中國(guó)市場(chǎng)上接受速度緩慢。

李力游說(shuō)，“領(lǐng)導(dǎo)企業(yè)轉(zhuǎn)身比成立一個(gè)新公司還難得多?！?br>O9Lesmc

李力游不接受展訊員工提到的各種理由，他承認(rèn)，“我們失敗了就是自己的原因，我們只能怪自己?！? 事后來(lái)看，李力游意識(shí)到展訊開(kāi)始相信自己IPO后的各種報(bào)道，他們不再拜訪客戶和開(kāi)拓業(yè)務(wù)。更糟的是，沒(méi)人在管公司最基本的業(yè)務(wù)運(yùn)營(yíng)，比如質(zhì)量控制和客戶服務(wù)。 李力游并不是2009年空降到展訊的。他由投資人親自挑選，而且不情愿地答應(yīng)回來(lái)中國(guó)。之前他在美國(guó)生活了20年，在GE Mobile、愛(ài)立信、羅克韋爾、Mobilink電信和博通(2002年Mobilink被博通收購(gòu))工作過(guò)。 李力游在第三次被勸說(shuō)時(shí)同意了回到中國(guó)擔(dān)任展訊的CEO，回國(guó)后的前九個(gè)月，他在展訊數(shù)個(gè)不同的崗位上工作過(guò)。這九個(gè)月喬裝的職業(yè)生涯證明是很有用的，讓他成為了一個(gè)真正了解公司情況的管理者，在上任只用最小的內(nèi)部變動(dòng)(開(kāi)除了幾個(gè)副總裁)便快速管理起了公司。李力游說(shuō)，“今后的三到五年里，中國(guó)將出現(xiàn)世界級(jí)的半導(dǎo)體公司?！彼€補(bǔ)充道，展訊會(huì)是其中之一。 世界級(jí)的抱負(fù) 什么樣的芯片公司才是“世界級(jí)”的？ 李力游說(shuō)，首先，營(yíng)收必須在10億以上。對(duì)展訊來(lái)說(shuō)，下個(gè)財(cái)年就能達(dá)到這一數(shù)字。“一旦營(yíng)收達(dá)到10億，你就加入了世界級(jí)俱樂(lè)部?！? 還要有像高通那樣“完善”的產(chǎn)品組合。展訊將在年底之前發(fā)每一種可能的基帶IP，目前開(kāi)發(fā)正在進(jìn)行中。 第三，需要一個(gè)能夠“更好集成美國(guó)技術(shù)”的團(tuán)隊(duì)，李力游說(shuō)。展訊的使命是“用中國(guó)態(tài)度提供美國(guó)技術(shù)”。 最后，世界級(jí)的公司必須能夠展現(xiàn)自然成長(zhǎng)的能力，特別是在全球移動(dòng)手持設(shè)備的總體市場(chǎng)正在擴(kuò)張的情況下。 李力游還抱怨了大多數(shù)美國(guó)業(yè)內(nèi)觀察人士認(rèn)為“展訊是中國(guó)市場(chǎng)上唯一玩家”的批評(píng)。他說(shuō)，中國(guó)移動(dòng)有6.6億用戶，“這比美國(guó)和歐洲市場(chǎng)加起來(lái)還大?！? 本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載 本文下一頁(yè)：參考英文原文：How Leo Li led Spreadtrum's turnaround,by Junko Yoshida

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{pagination} How Leo Li led Spreadtrum's turnaround Junko Yoshida SHANGHAI, China – It’s taken a new CEO, Chinese government support and plenty of good fortune for Spreadtrum Communications to recover from its near-death experience after going public five years ago. Spreadtrum, the fabless company established here in 2001, focuses on baseband chips for mobile handsets. It went public in 2007 after being touted as the top Chinese IC company. Things did not go as planned. Spreadtrum’s Nasdaq stock price tanked worse than Facebook’s, plunging to 73 cents a share by the end of 2008. The decline of publicly-traded Spreadtrum and other Chinese fabless companies that also had problems hitting quarterly financial targets, convinced skeptics that China's seemingly infinite potential was just so many fireworks. By the first quarter of 2009, Spreadtrum was left with virtually “no customers,” and had only enough cash to “l(fā)ast only for the next two quarters,” explained Leo Li, who took the helm at Spreadtrum in its darkest days in February 2009. Under Li, Spreadtrum is on the verge of a miraculous comeback. Revenue in 2011 totaled $670 million, and the company expects revenues to grow to more than $700 million this year. Spreadtrum’s stock price as of Thursday morning (June 7) was $19.50. Spreadtrum has grabbed five design wins among six TD-SCDMA smartphone models selected by China Mobile last month. A “MediaTek chip got designed into only one model,” noted Li, referring to its Taiwan chip rival. Spreadtrum’s turnaround illustrates the vulnerability of China’s young fabless IC companies and how a few contracts from state-owned enterprises can quickly reverse their fortunes. Spreadtrum’s apparent recovery also shows the speed and energy of the Chinese market as reflected in the steady return of Chinese engineers and management executives trained in the United States. Cinderella story Just as Spreadtrum rose from the ashes, so has CEO Li. Li came to the U.S. in 1986 to study at the University of Maryland on a full scholarship after graduating from a Beijing university. He arrived with $100 in his pocket. Speaking little English then, Li remembered that on the day he arrived in Maryland he tried to buy a subway ticket at a store that said “Subway.” After a heated discussion with a clerk, Li discovered that the shop sold only submarine sandwiches. Fast forward to this week: Li showed up for lunch with EE Times looking fresh as a daisy despite having just landed in Shanghai that morning after a long flight from Paris where he was hobnobbing with France Telecom’s executives at the French Open. Spreadtrum is now as important a guest for France Telecom as big name mobile handset makers. A “turnaround is much more difficult than starting up a company,” Li said. Spreadtrum’s early decline in 2008 resulted from the global financial crisis, relentless competition in the mobile handset market and slow market acceptance of handsets based on China’s home-grown TD-SCDMA standard. Li brooked no excuses from Spreadtrum employees. “We failed because of us,” he acknowledged. “We have only ourselves to blame.” In hindsight, Li realized Spreadtrum started believing all the publicity generated by its IPO and stopped visiting its customers and expanding its business. Making matters worse, no one was overseeing the company’s fundamental business operations like quality control and customer support. Li didn’t exactly parachute into Spreadtrum in 2009. Instead, he was handpicked by VCs to turn the company around and reluctantly agreed to return to China. He’d spent the previous two decades in the United States working for GE Mobile, Ericsson, Rockwell, Mobilink Telecom and Broadcom (Mobilink was acquired by Broadcom in 2002). Li finally agreed on the third request to become Spreadtrum’s CEO after holding down several other posts in his first nine months there. That career path turned out to be a blessing in disguise because the experience made him a true company insider who was able to quickly take charge with a minimum of housecleaning (a couple of vice presidents were fired). Today, Li likes to say, “In three to five years, the world-class semiconductor companies will emerge in China.” Hopefully, he adds, Spreadtrum will be one of them. World class aspirations What makes a chip company “world class?” First, Li said, revenue needs to be $1 billion or more, adding that Spreadtrum will get there by the end of its next fiscal year. “Once you reach the $1 billion goal, you are in the club.” Also required is a portfolio as "complete" as a competitor like Qaulcomm. Spreadtrum is currently working to develop every conceivable type of baseband IP by the end of this year. Third, a team is needed that is capable of “integrating the U.S. technologies better,” Li said. Spreadtrum’s mission is to offer “U.S. technologies with [a] China attitude.” Finally, world class companies must demonstrate the ability to grow organically, particularly since the total available market for mobile handsets is constantly expanding. Li also complained that critics, mostly U.S. industry observers, have pegged Spreadtrum as only player in the Chinese market. He countered that China Mobile has 660 million subscribers. “That’s bigger than the U.S. and European markets combined.”