MediaTek has been in the business with Mobile, Home and Automotive industry. MediaTek is known for advances in multimedia, AI and expertise delivering the most power possible – when and where needed. Plus its chipsets are optimized to run cool and super power-efficient to extend battery life. Experts at MediaTek’s R&D center Bengalore have been working persistently to produce cutting edge technologies for its end customers. In recent years, MediaTek has established itself, with outstanding progress, in modern day technologies like 5G and AI. While focusing on the same, Rituparna Mandal, GM, MediaTek India; talks with Nitisha from BISinfotech and highlights that we need to stay constantly updated on all the technology developments.
Kindly throw some light on MediaTek’s R&D Center in Bengaluru
Since 2014 the MediaTek R&D facility in Bengaluru has been contributing impressively to MediaTek’s growth in India and other major markets. The setup was initially designed primarily to cater to customers in the emerging super-mid-market segment, especially in the South-East Asian region. Today the facility focuses on designing wireless communications and establishing MediaTek’s presence in other core segments like connectivity and home entertainment. While in the beginning, the focus was on LTE, now it is shifting to emerging technologies like 5G and Wi-Fi 6. As a leader in chip innovation, MediaTek has been driving new technologies, from adopting the latest 3-nm process to embracing new process cores and to introducing the latest ARM for new smartphones. Our R&D centers are enabling us to achieve these industry milestones. Further, the center is working on technologies like automobile IoT powered by MediaTek Neuro Pilot programs. These technologies, whether it is the chip process, 5G enablement or AI, are all focused on enabling improved user experiences for our partners and end customers.
India has emerged as the major market for MediaTek. Over the past several quarters, MediaTek has been ranked as the preferred supplier for OEMs in India. Globally MediaTek is powering almost 2 billion devices a year, and chances are that every family in India owns at least one device powered by MediaTek chipsets. As we expect the current momentum to accelerate in the coming days, especially around the launch of 5G and the Government’s focus on Make in India for electronics manufacturing, we have further amplified our investments in R&D in India. A great share of this investment is dedicated to building human resource capabilities. We have been hiring aggressively over the past couple of years, and still continuing. With a focus on local talents, we are recruiting engineers skilled in IC design and emerging technologies, and we expect the process to continue in the coming months.
What are your thoughts about the multi-generational workforce?
MediaTek is a technology-driven firm, and our R&D facilities are where the innovation begins, continues and then culminates. In this context, our multi-generational workforce has been an invaluable asset for the center, contributing to the constant growth and innovation across MediaTek’s technologies. The knowledge and multi-level experience of the seniors and GenX team, complemented by the technical skills and the enthusiasm of the Millennial and Gen Z professionals, helps us build a full-fledged team capable of dealing with multiple challenges and reaching solutions quickly. We have realized that the earlier generation of the workforce is capable of taking up greater responsibilities and is open to imparting their learning to the younger team members. On the other hand, the youngsters are showing greater interest in learning new things and building expertise on their areas of interest. We value the contribution of all generations of our workforce and attribute the success of MediaTek greatly to their hard work and commitment.
How is the situation of the post-COVID-19 workplace for the technology industry? Explain.
As we know, the work-from-home (WFH) trend has gained popularity since the onset of Covid and continued at several technology organizations partly or wholly even after the second wave came under control. The current situation indicates that WFH may resume at many places where the impact of the new variant Omicron is higher.
Like other technology firms, MediaTek also adopted the WFH strategy during the lockdown period offering every employee the choice to work from their home. Most of the employees found WFH effective and accepted it as the ideal way to deal with any challenging situation like this now and in the future. While it took some time to set up the remote systems and prepare the massive workforce to adapt to the new environment, the result was promising. The productivity level was satisfactory; in fact, it was higher than what we expected. However, the majority of the employees also feel WFH is not the way forward, as they lose the opportunity to interact and socialize with peers. Teamwork and collaboration are important for the success of the organization. Virtual interaction may not bring the level of coordination, communication and team spirit required in today’s fast-emerging technology-driven environment. This is especially true with MediaTek’s R&D facilities, where the teams work through extensive cross-collaboration across manufacturing, design, and product development teams.
Thus we feel that the post-Covid workplace at MediaTek and other similar technology companies will soon reverse to the offline scenarios. However, in that case too, there’s a possibility that many of these organizations, including MediaTek, will allow hybrid workspace options for certain employees for certain period of time, while also ensuring that their physical absence in the team does not affect the overall productivity. This is applicable especially for women employees during their pregnancy and early motherhood days.
What will be your future marketing strategy for future growth?
Over the past couple of years, even when the devastating pandemic hit the entire businesses in the world, MediaTek made it emerge as the no.1 chip supplier across several device categories including Smartphones, smart TVs and voice assistants. In India, we have been recognized as the Chipset Vendor of Choice among the OEMs, in addition to being rewarded with several industry awards for innovation and market growth. . MediaTek boasts of a rich client base encompassing leading brands in mobile, automobile and smart homes. In the recent past, MediaTek has also positioned itself as a brand that delivers incredible user experiences through incredible technologies.
Behind these achievements lie several components, and MediaTek’s integrated approach to marketing is one of them. Our brand hashtag “Incredible In, Incredible Out” conveys the impact of technology innovations on user experience. The latest Dimensity series of chipsets has emerged as the trendsetter, spanning the 5G smartphone segments across major markets. MediaTek’s marketing strategies are built on the company’s core philosophy of “enabling technology democratization” that aims to impart the benefits of the technology to the mass. We have come a long way in that by delivering superior devices appealing to all segments of society, but the journey never ends. Going forward, we will build on this momentum to interact more with OEMs and associates and to convince them about the opportunities lying ahead in smart devices and connectivity segments. MediaTek’s highly competent marketing team has undertaken several initiatives, which continue to create the impact, and so it will in the future as well.
According to you, what kind of technology trends needs to be followed by industry leaders for the growth of the country?
With regard to the semiconductor industry, I feel that we need to stay constantly updated on all the technology developments, not just the semiconductor-related trends. As you know the digital landscape is evolving fast with leading technologies like AI, IoT, Cloud, AR/VR, etc., creating a huge impact on the design and applications of devices like smartphones, voice assistants, TVs, laptops & tablets, home networking devices, and more. Meanwhile, chipset technology itself is evolving to address the industry’s demand for greater performance and power efficiency. And you see, while the current wave around 5G is not yet propagated fully, the industry has already started working on the next-generation network technologies, 6G. Thus, there is no time to sit back and relax.
Today, technology adoption is considered a key parameter in defining the progress of the country. However, the distribution of the technologies and their fair usage has always been a challenge for the government and industry players. During the pandemic, we saw how technology can impact different classes, from the bottom of the pyramid to the top. On a daily basis we also listen to stories about how the underprivileged sections of society are deprived of access to information and quality living. We believe technology can transform the lives of the underprivileged, and so technology democratization should emerge as the priority for any country.