But everyone has to realise that margins are going to go away,” says MediaTek’s chief marketing officer Johan Lodenius. Yes, this means cannibalising revenue at the high end. You have to have really good products as a really good price and we were the first to do that. “Providing good performance for everyone is as opportunity as well as a problem. In 2014, this super mid has also been accumulating most of the volumes. Recent mid-segment phones like the Meizu MX4 and Lenovo Vibe X2 running MediaTek’s Tru Octacore processors offer multi-core processing and power efficiency superior to most top-end phones thus making the high-end irrelevant for many users. In fact, MediaTek has been talking about the ‘Super Mid’ segment in smart phones for over a year now. We are now using our leadership position in the industry to drive a new and better user experience for the user,” explains Vice-President and CTO Kevin Jou. “We have been investing in television related products for a long time. However, with innovation on cost efficiency being one of MediaTek’s strength’s, as it has displayed in the smartphone segment in both India and China, the new television could usher in an era of affordable smart televisions.

The company claims three out of every five smart televisions is running its processors. Incidentally, MediaTek is the most commonly used processor in high-end televisions. Utilising MediaTek’s cutting-edge TV SoC, this partnership will allow both companies to spearhead the next level of television experience to the market,” he said. “MediaTek has a long heritage in cross-platform synergy and is well-poised to help us drive innovation in the home entertainment industry. Masashi Imamura, President of Sony Visual Products Inc., said the two companies have had a long partnership and the latest product was the culmination of two years of joint efforts.

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