Abstract
In the traditional working model, EMS firms play the role of manufacturing the goods instead of contributing in design activities, therefore, the EMS firms indeed only gain few profit from this working model. As the migration of the technology and the business model change, the brand company tends to outsource the key functions to EMS firms. The EMS firms need to consider the resources reallocation and take more responsibilities when the outsourcing model change and also need to engage the resources and pay more attentions on the strategic alignment with the brand company. This paper will study the trends and challenges of industrial handheld devices market, and to analyze the industry situations on the new working model . Finally, this paper will deliver the suggested competitive strategy for the EMS firm.