AI 時代下筆電 USB 攝像頭 IC 的競爭與核心能力— 以 R 公司與 S 公司為例

Abstract

本研究旨在探討人工智慧（AI）技術崛起及後疫情時代，遠距互動需求常態化下，筆記型電腦USB攝像頭IC利基市場的競爭動態與廠商策略。面對市場對高品質影像與智慧化功能日益增長的需求，IC設計公司必須調整其競爭策略與核心能力，以應對挑戰並掌握契機。 本研究採用質性個案研究法，選取台灣兩家代表性IC設計公司：瑞昱半導體（Realtek）與凌陽創新科技（SunplusIT）。透過蒐集並分析公司年報、法人說明會資料、市場研究報告及相關新聞報導等次級資料，深入比較兩家公司在USB攝像頭控制器IC市場的產品佈局、技術焦點、關鍵策略（如凌陽創新的12吋晶圓策略）、核心能力構成，及如何與整體企業經營策略和AI佈局呼應。 研究發現顯示：(1) USB攝像頭控制器IC市場的競爭要素已從傳統的影像品質，擴展至AI功能整合（如人體存在偵測、臉部辨識、智慧取景）、低功耗設計及軟硬體整合方案的提供。(2) 瑞昱憑藉其廣泛的技術積累、規模經濟與AI技術的早期整合，維持其市場領導地位。(3) 凌陽創新則透過專注於影像訊號處理（ISP）技術，以及關鍵時刻採用12吋晶圓製程的前瞻性製造策略，成功獲取市場份額並提升獲利能力，突顯了供應鏈韌性與製程選擇的重要。(4) AI技術的導入重塑產品的價值，也對IC設計公司的新核心能力（如演算法開發、軟體支援）與生態系建構產生影響。 本研究結論指出，在快速變遷的IC設計利基市場中，企業的成功取決於其技術創新能力、市場反應敏捷度、策略性資源配置（尤其是供應鏈管理），以及對新興技術趨勢（如AI）的掌握與應用。本研究結果可為台灣IC設計產業在面對全球競爭與技術革新時，提供策略制定上之參考。

This study investigates the competitive dynamics and firm strategies within the specific niche market of notebook USB camera controller ICs, against the backdrop of the rise of Artificial Intelligence (AI) and the normalization of remote interaction demands in the post-COVID era. Faced with escalating demand for high-quality imaging and intelligent functionalities, IC design firms must adapt their competitive strategies and core competencies to address challenges and seize opportunities. Employing a qualitative case study methodology, this research selects two representative Taiwanese IC design companies—market leader Realtek Semiconductor and SunplusIT, which achieved a significant market breakthrough with a unique manufacturing strategy—as primary subjects for analysis. Through the collection and analysis of secondary data, including annual reports, investor briefings, market research reports, and related news articles, this study conducts an in-depth comparison of the two companies' product portfolios, technological focuses, key strategies (such as SunplusIT's 12-inch wafer strategy), core competency compositions, and their alignment with overall corporate business strategies and AI deployment. The research findings indicate that: (1) Competitive factors in the USB camera controller IC market have expanded from traditional image capture quality to include AI function integration (e.g., Human Presence Detection, facial recognition, smart framing), low-power design, and the provision of integrated hardware/software solutions. (2) Realtek maintains its market leadership by leveraging its broad technological foundation, economies of scale, and early integration of AI technology. (3) SunplusIT, by focusing on deepening its Image Signal Processing (ISP) technology and decisively adopting a forward-looking 12-inch wafer manufacturing strategy at critical junctures (such as during the 8-inch wafer capacity shortage), successfully captured market share and enhanced profitability, highlighting the importance of supply chain resilience and strategic process selection. (4) The adoption of AI has not only reshaped product value but also placed new demands on IC design firms' core competencies (such as algorithm development and software support) and ecosystem construction. This study concludes that in rapidly evolving IC design niche markets, corporate success hinges on technological innovation capabilities, market agility, strategic resource allocation (particularly in supply chain management), and the mastery and application of emerging technological trends like AI. The findings of this research offer valuable strategic references for Taiwan's IC design industry in navigating global competition and technological advancements.