After entering the PC era, smartphones have gradually become a hot profitable channel in the communications industry. However, with the increasing popularity of mobile phones, the same homogenization status has triggered an intensified differentiation within the industry. Those with upstream supply chain resources have gradually become the industry leader. On the contrary, manufacturers who follow the market trend and copy and copy are unable to escape the fate of the game.
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In other words, the innovation of component manufacturers largely determines the innovative trend of the terminal hardware. As Mr. Murata, the president of Murata Manufacturing Co., a manufacturer of raw materials and components, said in a digital interview with Tencent, "Good hardware requires good components, and good components require better raw materials."
Professionalism and specialization are the foundation
Murata started as a startup and has been established for 72 years. Due to the early start-up time, the Murata History Museum was opened to inherit the corporate culture and technology development. As a passive component manufacturer, Murata has been involved in many product areas, including smartphones, traditional PCs, smart hardware and automobiles.
At the beginning of the company's business, the main business was the porcelain burning business. Later, due to the limited development space of traditional industries, Murata began to use the advantages of manufacturing ceramics in the production of ceramic electronic components. "Professionalism and specialization are the foundation of Murata's foothold," said President Murata.
When Murata was founded ten years ago, the company had suffered from the problem of not being able to turn around. But soon Murata developed the company's business philosophy to solve the crisis. As the number of employees continues to increase, the importance of business philosophy begins to emerge, and Murata relies on this heritage to allow employees to unite.
Annual sales of 6% to 7% for research and development
In terms of products, Mr. Murata focused on the technical accumulation of Murata. At the 50th anniversary, Murata has said that he wants to be an innovator in the electronics industry. It not only includes the product level, but also gives employees ample room for innovation. Murata's R&D costs are high, and they give figures of 6% to 7% of total annual sales for research and development.
From the outside world, focus is the foundation of a company, but for Murata, how to balance this focus and innovation is also worth thinking about. In this regard, Mr. Murata said, "Murata's smallest components are now more than 100 layers. It is difficult to ensure the quality of the clearance. From this point of view, it is the embodiment of Murata's focus."
In addition to ceramic capacitors, Murata is also doing some composite components, and through the cooperation with the acquisition company will do a wider range of new products. At the same time, Murata is using its own raw material development and technical advantages to develop new products.
Ceramic materials are used in the electronics industry, mainly ceramic capacitors and BLM, and can be used in the development of thermistors in the future. Murata's main business includes mobile phone filters, and Murata's market share is 40%. It is said that many domestic mobile phone manufacturers use Murata's filters, but the president did not disclose the specific brand name. According to figures given by Murata, ceramic capacitor Murata accounts for 35% of the industry, and the vibration sensor has already occupied 90% of the industry.
Due to Murata's own technology accumulation in raw material research and development, Murata can also provide technical support to these manufacturers for raw materials in other fields. At present, Murata is involved in smart phones and smart cars. Murata clearly stated that the robot mainly displays technology to the outside world, and allows customers to manufacture better robot products by providing components such as sensors developed by Murata. At the same time, the president revealed that the cost of a robot model is about 400,000 yuan, which is equivalent to the price of a luxury car.
The development of the robot industry is an emerging field. In the medical field, robots can be developed with greater intensity and can accurately monitor the patient's physical condition. In terms of engineering manufacturing, there are already a large number of artificial intelligence robots in the Murata factory to increase production efficiency.
Slow growth of mobile phones restricts the development of components
From the domestic market point of view, many traditional hardware manufacturers and suppliers have suffered losses or bankruptcies last year. Therefore, many people also said that last year was the winter of China's manufacturing industry. At present, the domestic economy is undergoing rapid transformation, and the intensification of competition in the industry has led to an overcapacity of upstream production capacity.
Mr. Murata does not deny this phenomenon. He believes that the development of smartphones is mainly due to bottlenecks. The mobile phone market needs more electronic components from 3G to 4G, and the example of Murata needs to increase the number of components by 1.5 times. The main reason for this is that the increase in the number of frequency bands will increase the demand for components.
It is not difficult to see that the growth rate of smart phones affects the fate of component manufacturers. On the contrary, component manufacturers will also determine the speed of innovation in the entire mobile phone industry. The two complement each other. For the future to stand out in a highly competitive industry, it is essential that the joint innovation of both is fundamental. Talking about the future development of 5G, President Murata said that the demand for components will still increase further, but it is impossible to give specific numerical forecasts.
Future focus on smart car field
2016 is the first year of Murata's three-year mid-term vision. The president revealed that the company's sales will increase by 5%-10% this year, profits will increase by 20%, and sales of new products will increase by 40%.
Murata's main business will still be built around the communications market, and the popularity of 4G will drive the rapid growth of Murata's business. In the future, Murata will focus on smart cars, new energy, and smart medical care. The automotive field mainly includes sensors and communication components that are required for autonomous driving and active safety, and also contributes to the electronicization of automobiles.
Murata has begun to cooperate with equipment manufacturers in terms of R&D of terminal products. According to the president, Murata and some mobile phone manufacturers discussed at the beginning of the design stage, which largely determined the future design direction of the product. In terms of cooperation with customers, Murata will treat each customer equally, and there will be no bias towards large customers to restrict the capacity needs of small customers.
"Murata's influence in the field of smart cars is far less profound than that of the communications industry. Automobile manufacturers can produce cars without us. Then we need to be further recognized to enhance our position in the automotive field." President Murata Murakami looks forward to the future. This is described.
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