BIWIN: the first mass production of smart phone EMMC in China

Release date：2014-08-11   Views：2506

"BIWIN 2nd NAND flash application Summit Forum" was held in Shenzhen. The forum invited senior executives of Toshiba, Broadcom, Huawei terminals, Marvell, Intel and other companies to attend the forum, and discussed the development trend of flash memory in the field of mobile terminals such as smart phones and tablet computers.

Sun Rixin, chairman of BIWIN, revealed in an interview with c114 and other media after the meeting that BIWIN will enter the memory (EMMC / EMCP) market of smart phones this year, which will be the first domestic manufacturer to launch EMMC / EMCP in mass production.

"We started our research in 2011, and completed the engineering sample in 2012. At present, the sample is being tested by MTK, marvel, Broadcom, Spreadtrum and other large chip solution providers, and gratifying results have been delivered." Sun Rixin said that at present, BIWIN products have been applied in the market, and it is expected to be launched in two months.

Gorgeous turn: EMMC is the first to mass produce qnand brand in China

Founded in 1995, BIWIN has focused on flash storage products since its inception. It owns the only 12 inch private wafer packaging and testing plant in South China, and is one of the largest flash disk ODM enterprises in the world.

It is understood that the company's previous markets were all overseas. Since 2011, the company began to turn to the domestic market, and gradually transformed from ODM to its own brand. It has launched a number of independent brand products, especially the qnand brand EMMC, which is applied to smart phones and tablet computers, and is the first domestic enterprise to launch.

"In 2012, the smartphone and tablet market achieved explosive growth, and in 2013 it still maintained a rapid development momentum, which brought great market demand to EMMC / EMCP." Sun Rixin said, "BIWIN has an independent 12 inch wafer packaging and testing plant, rich experience in flash manufacturing, as well as many years of accumulated partners and supply chain system, has the ability to provide customers with mature storage solutions."

The data shows that qnand meets the EMMC ver.4.41 specification, with a maximum capacity of 32GB, a read and write speed of 40MB / s and 15MB / s respectively, and has the advantages of stability, reliability and strong compatibility. Sun Rixin pointed out that at present, several major international EMMC manufacturers are overseas, and the products of Samsung Electronics, the largest manufacturer, are mainly for its own use. BIWIN will provide localized services to meet the needs of small and medium-sized manufacturers in China and realize differentiated competition.

Follow the trend: from scale to profit

As one of the world's mainstream flash storage ODM manufacturers, BIWIN has more than 2000 employees and has a monthly capacity of more than 10 million. Sun Rixin said that BIWIN had a high production capacity from 2011 to 2012, but in the first half of 2012, due to the decline in market prices, inventory losses led to a narrowing of profits. As a result, BIWIN decided to control production capacity from the second half of 2012 and shift from scale to profit. "It's also in keeping with the times." Sun Rixin said with a smile.

It is understood that due to the explosive growth of market demand and the lack of capacity of upstream wafer plants, the memory market has been in a state of short supply since this year, and the price has continued to rise.

Sun Rixin said that through so many years of cooperation with customers, BIWIN has a strong degree of dependence and trust with customers. Therefore, when BIWIN promotes its development, it can get more support from customers by communicating with customers. For example, large wafer factories such as Toshiba and micron technology are long-term partners of BIWIN.

However, sun Rixin also pointed out that the fluctuation of flash market is normal, and the market price rise is only temporary. When entering this market, we must consider the consequences of the sharp decline of market price. BIWIN has been in this market for more than ten years. It is sensitive to the market and can adjust its strategy to the fluctuation of the market through mature partnership. "Now is our chance." BIWIN technology research and development director Li Zhenhua also said.

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