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Siano sets sight on China electronics

Posted: 26 Feb 2009 ?? ?Print Version ?Bookmark and Share

Keywords:consumer electronics? China market? mobile TV?

Mobile TV chip vendor Siano Mobile Silicon has opened offices in Shenzhen, the hub of China's design, development and manufacturing activities in consumer electronics.

The company has also officially launched its multistandard mobile digital TV (MDTV) receiver chip, the SMS1140, said to be the lowest-cost MDTV chip that can cater for the three most popular mobile TV standards, DVB-T, T-DMB and ISDB-T.

Siano already has design and development facilities in Beijing where, earlier this year, it was recruiting for field applications engineers who can take responsibility for supporting customers from design win through mass production.

The company said the offices in Shenzhen will enable the company to work more closely with the multitude of consumer electronics companies based theremany of whom want low-cost chip solutions to integrate mobile TV into goods for export.

It adds that, given the global economy at present, its move could secure an even larger share of the global MDTV market for Sianoparticularly in Asia where DVB-T, T-DMB and ISDB-T are prevalent.

According to Siano, many consumer electronics companies believe mobile TV might be the key selling factor for devices during a recession.

The company says the SMS1140 opens up significant opportunities within the consumer electronics industry, "given the rising demand for mobile TV convergence amongst PC makers, navigational device manufacturers and other entertainment device suppliers."

Alon Ironi, CEO of Siano, said "the reality in portable TV has been such that device makers either had to compromise on cost and get a quality receiver chip, or compromise on quality and pay less."

- John Walko
EE Times Europe

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