Understanding the market.7 May 2014 13:58
Explaining the Chaiwan model for the mobile device supply chain: Q&A with Digitimes Research director Joanne Chien
Michael McManus, DIGITIMES, Taipei [Friday 21 February 2014]
While Digitimes is known as a media outlet, the company also includes a business unit that solely focuses on market research. Run independently from the Digitimes news organization, Digitimes Research provides market intelligence and data analysis on a number of different IT and high-tech industries to its customers. Digitimes recently spoke with Digitimes Research senior analyst & director Joanne Chien to learn more about the seismic shift that is underway in the mobile device supply chain, the concept of Chaiwan (China+Taiwan), and the new English language data services that Digitimes Research is rolling out.
Q: The IT industry has been going through a major change over the past couple of years, with the rise of tablets and smartphones and the shrinking of the PC market. How has this shaken up the supply chain in Greater China?
A: At this point, I guess it is fairly well known that the tablet and smartphone market is rising at the expense of the PC market, especially the notebook market. Digitimes Research estimates that while demand for mobile devices (smartphones, tablets and notebooks) rose 30% in 2013, notebook shipments dropped 12%, the biggest on-year drop on record. And we expect the slide to continue in 2014. Digitimes Research forecasts that 165-170 million notebooks will be shipped worldwide this year, down from a peak of 204.5 million in 2011.
What is less well understood is how this change has shaken up the IT device supply chain. For example, if you look back at the PC industry, it has been the driving force behind Taiwan's dramatic growth over the past 30 years. That growth came about because PC brands started outsourcing their manufacturing, which in turn gave rise to the ODM model where large international brands partner with equally large manufacturers like Quanta, Compal or Wistron to produce devices. And now Taiwan dominates the global market for notebook PC manufacturing, with about an 85% market share.
But as I mentioned earlier, while the notebook market is still huge, it is shrinking. If you are looking for growth, you need to look at the smartphone and tablet sectors, where design and manufacturing have either become much more consolidated or become completely decentralized, which is a phenomena that we call the Chaiwan model.
Q: Can you provide a bit more color on that last statement?
A: In terms of consolidation, you have huge brands like Apple and Samsung, who continue to pursue a vertical integration strategy whereby they can control more of the design, component choice (including software) and manufacturing of their products in order to give them differentiation. These brands still rely heavily on the Greater China supply chain, such as with Apple using large EMS manufacturers like Foxconn or Pegatron. However, this