Case Study
Using TechInsights' Sensors product to identify the best sensors for their 5G Smartphone Camera Modules
A market leading 5G smartphone OEM needed to understand leading edge sensor technology used in competitive handsets to determine the best products to include in their upcoming smartphone launches. This involved identifying camera requirements for future smartphones as well as understanding competitive strengths and weaknesses for top CMOS Image Sensor designs to bolster their negotiating position in socket win selection.
The Challenge
The organization, looking to determine the best sensors for their future products, sought competitive benchmarking of varying sensor designs used in flagship 5G smartphones. Technology nodes, processes used, pixel structures and die utilization were considerations for both the CMOS Image Sensors and ISP die. Pros and cons for different vendors (ex. Sony, Samsung, OmniVision, GalaxyCore, SmartSens) were required to choose the best solution for their next generation camera modules. Without this knowledge, the company risked missing key design trends in CMOS Image Sensor technology that could enhance their camera modules and improve their positioning in the competitive handset market.
The Solution
TechInsights’ Sensors product provided comprehensive details on die layouts, pixel structures, foundries used and processes for CMOS Image Sensors found on market leading 5G smartphones. The analyses revealed pixel sizing, pixel counts, process design trends with materials used and die layouts for both the CMOS Image Sensors and ISP die. This knowledge set expectations for future requirements from their fabless and IDM suppliers and strengthened their negotiation position with vendors through enhanced knowledge of competitive CMOS Image Sensor manufacturer products. The information identified optimal CMOS Image Sensors for their camera sockets that would keep them competitive with other handset OEMs.
The Results
TechInsights’ Sensors product revealed design trends from top CMOS Image Sensor vendors that allowed the business to predict future sensor needs for the ultra-competitive 5G smartphone market. The company improved their negotiation position with Fabless and IDM sensor vendors for camera module socket wins, made possible by leveraging insights into current CMOS Image Sensor and ISP die layouts, pixel structures, processes and materials used, and foundries of choice. This information enabled the company to select the best sensors for their smartphone products and improved their long-term competitive positioning and market share in the smartphone space.