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7 Steps for IP Community Synergy: A China Market Based View Point

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Mark is General Manager and Founder of Jiatao Industrial Co., Ltd. Located in Shanghai, in which their EDA team focusing on provide IP solutions and EDA tools to its customers in the region. Mark has more than 13 years working experience in IT and business consulting field. For the past two years, he was dedicated on marketing and promoting of high performance analogue and mixed signal IP products in great China region. Prior to the establishment of Jiatao, Mark worked for Swiss consulting firm CH-ina (Shanghai) Co., Ltd. as business consultant and project manager. There his main responsibility is to establish new business operations in China for Swiss and European customers. From year 1996 to year 2004 Mark worked as system analyst and project manager for Cyber Data Processing (CDP) Shenzhen, China.


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7 Steps for IP Community Synergy: A China Market Based View Point

  1. 1. <ul><li>7 Steps for IP Community Synergy </li></ul><ul><li>A China market based view point </li></ul>Mark MA Founder, General Manager, Shanghai JT Industrial Co., Ltd. Asia Sales Director of Silicon Creations LLC. 7 Dec 2011
  2. 2. Overview Strong portion of cycle 2010-2012 Figure 1: The IC Industry Cycle Source: IC Insights Source: SIA, CCID, PWC Figure 2: Worldwide semiconductor market by region, 2003-2010 (Total worldwide in billion of US dollars)
  3. 3. Overview Change 2007 2008 2009 2010 (10-07) Greater China 42% 45% 48% 47% +05% Japan 19% 19% 17% 16% -03% Americas 16% 15% 17% 18% +02% Europe 16% 15% 13% 13% -03% Rest of world 07% 06% 05% 06% -01% Source: PWC
  4. 4. Overview <ul><li>On list threshold US$30M </li></ul><ul><li>companies qualifying in 2010 increased to 43 from 38 on the 2009 list </li></ul><ul><li>The 43 companies average 2010 revenues of US$108M </li></ul><ul><li>During the last five years, the period of China’s 11th 5 Year Plan, </li></ul><ul><li>the number of Chinese semiconductor companies with revenues of US$30M or greater tripled from 14 to 43. </li></ul><ul><li>average revenue, more than doubled from US$47M to US$108M </li></ul><ul><li>revenue of the largest company increased by more than 320% from US$155M to US$650M. </li></ul>
  5. 5. Overview
  6. 6. Challenges and opportunities <ul><li>Challenges </li></ul><ul><li>IC design industry fast growing by 36% up to US$5.4B, represent 7.3% of worldwide fabless revenue US$73.6B </li></ul><ul><li>The IP market is still very smaller it’s US$0.12B, represents 8% of worldwide silicon IP revenue US$1.5B </li></ul><ul><li>Most IC design companies are still small, 94.6% < 500 ppl. </li></ul><ul><li>Opportunities </li></ul><ul><li>Investment in IC industry is strong, 25 IPO, 10 are IC design companies, funded US$1.1B out of US$3.6B represents 40% and 30.5% </li></ul><ul><li>IC industry is on the strong part through out 2012 </li></ul><ul><li>Government, private fund, VCs are keep injecting capital into IC design by PP and M&A </li></ul><ul><li>Will enable more smaller IC design houses to use IP </li></ul>
  7. 7. Overview Figure 4: China’s IC design enterprises by employee count, 2010 & 2009 Figure 3: Number of IC design enterprises in China, 1990-2010 Source: IC Insights Employee No. 2010 2009 Change <50 106 21.9% 198 41.9% -46.5% 50-100 165 34.0% 149 31.6% 10.7% 100-500 188 38.7% 112 23.7% 67.9% >500 26 5.4% 13 2.8% 100.0%
  8. 8. Player <ul><li>IP Consumer </li></ul><ul><li>IP provider </li></ul><ul><li>Foundry </li></ul><ul><li>Semiconductor Package & Test (SPA&T) </li></ul><ul><li>System Integrator </li></ul><ul><li>Operators </li></ul><ul><li>End consumers </li></ul><ul><li>Industrial associations </li></ul><ul><li>Administration </li></ul><ul><li>ICC </li></ul><ul><li>Authorities </li></ul>
  9. 9. Relationship <ul><ul><li>IP Facilitators: </li></ul></ul><ul><ul><li>Satisfied customers </li></ul></ul><ul><ul><li>Design & Reuse </li></ul></ul><ul><ul><li>Foundry </li></ul></ul><ul><ul><li>Reps / agents / local sales </li></ul></ul><ul><ul><li>Backend design service providers </li></ul></ul><ul><ul><li>Test service providers </li></ul></ul><ul><ul><li>ICC / CSIA / SSIEX </li></ul></ul>
  10. 10. Environment <ul><li>12 th FYP </li></ul><ul><ul><li>7 fields: </li></ul></ul><ul><ul><ul><ul><ul><li>Energy saving and environmental protection; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Biotechnology; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Advanced equipment manufacturing; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Next-generation IT (smart grid, 3 network convergence, IoT); </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>New energy sources; </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>New materials, and </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>New energy-source-powered vehicles. </li></ul></ul></ul></ul></ul><ul><ul><li>Investment on the above 7 area shall up to 8% of GDP by 2015, 15% by 2020 </li></ul></ul><ul><ul><li>*smart grid invest RMB4T (US$625B) from 2009 to 2020, mainly by China State Grid </li></ul></ul><ul><ul><li>Stimuli policies </li></ul></ul><ul><ul><li>Strengthen investment and financing; </li></ul></ul><ul><ul><li>Expand support for R&D; </li></ul></ul><ul><ul><li>Implement tax incentives; </li></ul></ul><ul><ul><li>Improve measures to retain and attract talent; </li></ul></ul><ul><ul><li>More IC design companies, and more of them financially enabled use IPs </li></ul></ul>
  11. 11. Discipline <ul><li>IP protection </li></ul><ul><li>Coordinating with different parties </li></ul><ul><li>Fair play </li></ul>
  12. 12. Intelligence <ul><li>How we create, share market intelligence </li></ul><ul><ul><li>Customer side </li></ul></ul><ul><ul><li>Vendor side </li></ul></ul><ul><ul><li>Sales agents </li></ul></ul><ul><li>Apple, co-pete (cooperating compete) </li></ul><ul><li>What kind of vendors are welcomed? </li></ul><ul><li>Can there be a communication platform </li></ul><ul><ul><li>Faster </li></ul></ul><ul><ul><li>Process driven </li></ul></ul><ul><ul><li>IP centric </li></ul></ul>
  13. 13. Communication <ul><li>How to form up a positive and active community? </li></ul><ul><li>How to effectively communicate with local partners? </li></ul><ul><ul><li>3 Key elements: facts, logic, face </li></ul></ul><ul><ul><li>4 levels </li></ul></ul><ul><ul><li>8 topics </li></ul></ul>
  14. 14. Trust
  15. 15. Recommendations <ul><li>Understand and leverage China’s 12 th FYP </li></ul><ul><li>Reassess company presence </li></ul><ul><ul><li>China semiconductor consumption market keep on weathered the global recession better, and expected to continue through the next semiconductor business cycle driven in part by China’s rapid urbanization, increasing consumer consumption and green energy initiatives . Many new opportunities for serving the world-wide market are emerging from inside China </li></ul></ul><ul><li>Design for the marketplace. </li></ul><ul><ul><li>Utilize local foundry and engineering resources to be more cost effective </li></ul></ul><ul><li>Adapt to China’s unique standards </li></ul>
  16. 16. Summay <ul><li>P layer </li></ul><ul><li>R elationship </li></ul><ul><li>E nvironment </li></ul><ul><li>D iscipline </li></ul><ul><li>I ntelligence </li></ul><ul><li>C ommunication </li></ul><ul><li>T rust </li></ul>
  17. 17. ` Mark MA [email_address] www.jiataochina.com +86 135 246 280 96

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