|SIMO is not actually 4x Phison, as we've spoken about other times. I'm pretty sure that when SIMO says they're 4x the next largest merchant controller, they are specifically not counting any controllers used for internal use or for joint ventures/partnerships. So they're not counting Phison's controllesr for the flash that they themselves sell nor the Phison controllers used in Kingston drives.|
Yes, that may be true. I'm not really sure how the controller market share battle between Phison and SIMO and then divided along SSD, UFS and eMMC product lines splits out.
It's a bit tough for me to get a handle on the scope of SIMO's controller business (internal consumption and external sales), and it seems like market share on this topic (flash controllers) isn't easily available from the normal market share guys.
Phison doesn't give broken down revenues by those three product lines (SSD, UFS and eMMC flash controllers), so ..... who knows how they're doing? I don't.
I would be interested to better understand the UFS controller market. SIMO has MU as a large UFS cell phone controller customer. SIMO said something about adding 5 or 6 more UFS OEM customers in the Q1 2021 call, then I think didn't mention it in the Q2 2021 call. I've read speculation that SK may be coming back to SIMO for UFS controllers, but if that's true I'd expect to read/hear more about it. I really don't have a great idea what's going on with UFS controller market in general, and don't know how Phison is doing in that market at all.
SIMO indicated Samsung is exiting the eMMC controller market (because the memory chips for it are too small to pursue), so I assume that sort of leaves SIMO as a monopoly, which seemed attractive. Smart speakers, TVs, etc etc should be an OK market for many years. But is Phison even in the eMMC controller market? Donno.
For SSD controllers I know Phison has products, but it's hard to get their market share. It is this space where I think SIMO means they have 4x the unit volume of Phison, but again I'm not sure.
It would be really helpful if Phison would publish it's annual sales of eMMC, UFS and SSD controllers, then we'd all know the answer!