David J. Aldrich
Chief Executive Officer
Well, I think on the market share side, we're very fortunate to be in a business where the unit volumes continue to expand and the dollar content within those devices continues to expand even faster. So we've got more complexity which is driving despite ASP pressure. Normally ASP pressure, the dollar content continues to rise and the content for us continues to rise as we have now, successfully developed platforms that sits side-by-side with our traditional front-end module business like GPS, like our mobile connectivity and so on. So the market continues to grow. And our share, while it is the highest in the industry, we've got a lot of room to move. We've got a lot of upside potential here. I mean, there are sockets that we're going to go win. There are customers where we're definitely under-weighted in. There are basebands where we are extremely well lined up. And as I discussed, there are basebands where we're only now becoming sort of a formal preferred reference design partner, so we've got a lot of headway to continue to increase. And I think the competitive landscape, Dale, the second half of your question, continues to evolve the way I mentioned earlier. I think in the sort of low-end segment of the market which is getting smaller fortunately, because it's the lowest dollar content, we make money there, but it's the lowest dollar content. You see less performance-oriented, more price-competitive, more price-driven competitors and we compete there with a lineup that allows us to leverage our lowest cost structure. But then as you move up the food chain, it's increasingly performance, performance, performance, so the discrete -- completely discrete companies tend do get hurt and those that can play in various architectural choices of levels of integration, everything from a high-end converged multimode to something in between, a performance-oriented hybrid, to something that is more discrete and very high-performance. We're in each and every one of those sockets and we're finding our competitors to be increasingly niche. Good, but niche.