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MediaTek- recognised as one of the Times Best Tech Brands, 2021 is the fourth largest global fabless semiconductor company in the world. More than 2 billion devices a year use MediaTek chips, which translates to a staggering 20% of products at our homes being powered by MediaTek. MediaTek boasts of a clientele that includes all the leading brands in mobile, automobile and smart homes. Over the years MediaTek has positioned itself as a brand that fuels incredible performance with consistent reliance on advanced tech and intelligence.

The brand has recently secured a lot of media attention with the launch of its 5G chipsets named MediaTek Dimensity. We managed to speak to the top brass of MediaTek India to understand their outlook for 2021 and the way forward. Edited excerpts:

1. Can you share some light on MediaTek globally? How important is the India market for MediaTek? What are the key focus areas and opportunities for MediaTek in India?

Anku Jain – Managing Director, MediaTek India

MediaTek believes in making great technology accessible to everyone. As a global company, we take stringent efforts to design products and solutions keeping humans in mind. We firmly believe that great technology should be available and accessible to all, irrespective of the demographics. Our vision is to create an inclusive ecosystem offering equal opportunities to everyone to make this dream a reality. We constantly take consumer feedback into account and work towards making our technologies better in terms of speed, quality, safety, and security. MediaTek powers nearly 2 billion connected devices every year, and we are a part of leading brands like Oppo, Vivo, realme, Xiaomi, OnePlus, Samsung, Lenovo, Microsoft, Sony, Paytm, Kent, LG, Google, Amazon, and many more. Our focus on innovations around performance has helped us deliver leading chipsets, and we were the No. 1 global smartphone chipset vendor in 2020 and have continued to consolidate our market leader position in 2021 as well. In fact, as per the latest report by Counterpoint Research, MediaTek gained its highest ever 43% market share of the global smartphone SoC chipset during Q2, 2021.

India is one of our most important markets in terms of the opportunities it presents. According to an industry report by TechArc, MediaTek was the preferred chipset partner in India for smartphone makers in the first half of 2021, powering 54 smartphone models out of a total of 117 smartphones launched in India in the first half of the year. Given the wide range of customers, we are able to innovate and offer upgraded products and seamless services constantly. The Indian market is growing exponentially across sectors, and we are gearing up to meet the demand. Our performance has been strong and steady, and we look forward to newer associations as we grow in the country. MediaTek harnesses a range of innovative technologies to bring forth solutions that empower the market. At present, our key focus is on technologies like 5G, artificial intelligence, gaming enhancements, narrowband Internet of Things, Wi-Fi 6, and 8K. Several leading OEMs are associating with us to power the Make in India movement, and we have had several major launches in 2021.

Kuldeep Malik – Director, Corporate Sales, MediaTek India
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Kuldeep Malik – Director, Corporate Sales, MediaTek India

2. We have seen MediaTek focussing a lot on 5G in recent times. Can you share some light on the same?

Kuldeep Malik – Director, Corporate Sales, MediaTek India

MediaTek is rolling out 5G-enabled devices for a new era of super-fast connectivity. We have been the frontrunners in the 5G domain, unveiling our 5G modem in 2019 itself. MediaTek is the first chipset company globally to launch an integrated 5G SoC, and since then, we have been enhancing the technology and consistently announcing newer and more advanced chips under our Dimensity 5G SoC family. MediaTek Dimensity 5G series is aimed at ensuring consumers are prepared for the transformative technology which will be powered by 5G connectivity. We have been striving to create advanced and flagship 5G chips that cater to all parts of the demographic segments. MediaTek’s Dimensity 5G series brings smartphones an unrivaled combination of connectivity, multimedia, AI, and imaging innovations – powering premium and flagship devices with the Dimensity 1000, 1100, and 1200 families, as well as the Dimensity 700, 800, and 900 families for the broader global market. Today, consumers demand unique experiences and features – the ones that are tailored to their lifestyle. And this is where our recently launched MediaTek Dimensity 5G Open Resource Architecture holds its fore, allowing OEMs to have closer-to-metal access to our chips - for cameras, displays, graphics, AI processing units, sensors, and connectivity sub-systems and unleash new, more customized consumer experiences.

Rituparna Mandal, General Manager, MediaTek Bangalore
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Rituparna Mandal, General Manager, MediaTek Bangalore

3. Tell us about MediaTek’s investment and expansion plans with respect to R&D and talent in India?

 

Rituparna Mandal, General Manager, MediaTek Bangalore

As the world’s #1 leading provider of chipsets in 2020, MediaTek is aiming to improve our global customer profile by diversifying our operations into connectivity and smart home solutions through the use of cutting-edge solutions. MediaTek is already present in 20% of the homes across the world. Working in collaboration with the global R&D facilities, our Bengaluru center designs solutions combining hardware, software, and services to provide an unrivalled cross-platform experience to consumers.

MediaTek is looking to significantly increase headcount in India in the coming years to support this strong growth we are witnessing. The company plans to focus on hiring, growing, and developing technical leadership talent coupled with the augmentation of engineering talent across mid-junior levels. The aspiration is to have every MediaTek product not only touched by the India teams as it is today but actually define and drive more critical areas for products across the company from the India R&D centers which require skilled engineering talent.

With a proven track record of technical excellence, we are heavily investing in the development of our talent to nurture them into the leaders of the future. We train the future workforce through a two-pronged program that involves partnering with external teams and creating internal training modules. We also have soft skills and leadership training sessions on our internal platform. To keep team members driven and motivated, we also focus on conducting tech talks within and across teams. In addition to the above, our HR team has also made several policy amendments to enable and support employees during the pandemic and work from home."

Anuj Sidharth - Deputy Director, Marketing and Communications, MediaTek India
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Anuj Sidharth - Deputy Director, Marketing and Communications, MediaTek India

4. Can you share some light on MediaTek’s marketing strategies in India? How are you ensuring that you stay connected with your customers in the present market scenario?

Anuj Sidharth - Deputy Director, Marketing and Communications, MediaTek India

At MediaTek, innovation is at our core. We pursue it not just in technologies but in our strategies, marketing, management, and procedures. Our goal is to deliver products that enhance and enrich everyone’s life with devices powered by MediaTek. We have adopted a holistic 360-degree marketing strategy leveraging a mix of traditional and new-age marketing channels to reach the consumers with relevant information and enhanced experiences across different stages of the customer journey and ensure visibility for our diverse product portfolio across devices.

With our unique Technology Diaries, we continue to reach out to our customers, the consumers, and media friends. We will continue to invest more in marketing/communication efforts to educate the consumers about the latest advancements at MediaTek.

Currently, our “Incredible In. Incredible Out." campaign is spreading awareness about our advanced technologies and 5G chipsets. It is aimed at enlightening consumers on how 5G technology differs from product to product and educate everyone about the elements we put into our Dimensity 5G chips to make them unique. The campaign focuses on offering bold, progressive, and innovative thinking, along with brilliant technology. We are leveraging roadshows, social media, and outdoor advertising to amplify our message.

Furthermore, we ensure that we are available wherever the consumers are present such as MediaTek Brand Stores on E-Commerce and Knowledge Hubs on various digital platforms to provide the consumers with relevant information to make educated buying decisions.

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