Change of strategy?7 Feb 2014 23:49
From the Carclo Interim;
"Further programs are expected to progressively come on stream through the first half of 2014, benefitting from the superior capabilities of XSense™ (including narrow bezel capability) versus competitive offerings".
From the Atmel call;
And just to give you guys a little bit more color on that, we are focusing -- we're not going after, I would say, the commodity sensor business. Our focus on this is to go after where we can differentiate our product and there's a number of places. Now, for example, the narrow bezel, you're going to see some customers coming out with different form factors, that would be one of them. Places, where, for example, the curve surface is important to customers. Places where very thin and light stackups are for certain products and obviously provides a better touch performance generally. But we're going after where customers appreciate, differentiate and will pay for greater value as part of that.
The reason I stated that we're going to be targeting more place with differentiation, it's a huge market. And from our standpoint, the best place to target is a place you can garner the highest margins and the highest value from your customers. And so that, just wanted to give you guys some perspective on that as well.
IMO its not just about the price war anymore, there has been a change of tack to concentrate on new form factors that ITO can't do at any price. It makes sense. Why have a price war when you have a unique product. Why use Xsense as an alternative if your not going to make full use of its curved screen capabilities?
It explains the sudden calling off of providing $100m revenue capacity, on December 4th/13 it was due to be completed at the end of that month, now its been slowed down & it explains the slow ramp up.. they are waiting for new form factor designs for large screens... that's almost a new invention, it WILL take time for the OEM's to completely redesign the form & shape of large devices with curved edges & touch keys on the edges instead of mechanical buttons.
And another thing! THIS comment has huge positive implications for XSense... Licensing a couple of ODM's to manufacture it would at a stroke cut the present inefficient long winded supply chain & kick ITO almost completely out of the game.
"One of the things that we're doing currently today, just to share with you, we're doing the manufacturing of that today. There are a number of people who would like to partner with us, with this business, on the manufacturing side, obviously deferring -- different ways to go about the business in different ways to participate in that"
They had no reason to make that comment but they obviously wanted it known. It was the most bullish comment of the lot. IMO its the best news for XSense since validation was achieved. Atmel were reportedly set some demanding targets in return for exclusivity... I would hazard a guess that the exclu