Abstract
Recently, the popularity of wireless and networking and information, coupled with cloud computing environment is relatively mature, Individual portable devices, such as smart phones and tablet PCs, drive the rapid growth of the touch panel market, Touch panel formed the market size of 5.93 billion in 2010, a substantial growth of 152% over 2009. Displaybank research estimates touch panel market size in 2011 is expected to 76% growth, reaching 10.42 billion U.S. dollars, and there would be one mobile phone is equipped with touch panel in three phones. And the touch panel market scale is expected to grow 2.6 times of 2010 in 2014, reaching 15.64 billion U.S. dollars, it means the annual compound growth rate is 46%. Meanwhile, the touch panel smart phone in mobile phone market proportion is expected to be raised to 50% share. From the technical perspective, the capacitance (Projected Capacitive) touch panel technology is the mainstream in next few years. Capacitive touch panel technology occupied 36% in 2010, which is deemed to expand 54% in 2011 and 73% in 2014. In particular, the proportion of mobile phone with capacitive touch technology would increase rapidly from 48% (2010) to 85% (2014). The success of Apple iPhone/iPad is not only made by touch feature, but also by the innovated portable devices business service model in which the content is the main factor. It indicated the coming era has been shift to 4C(Computer，Consumer，Communication，Content) age from current 3C age. E company was originally a consumer IC design house. The aim of this study is to analyze how it transforms into touch panel solution provider successfully with industry trends integration. Furthermore, this study intends to develop and analyze the touch panel IC market model through the Porter Five Forces Analysis, SWOT analysis, strategy for competitive advantage, and co-competition strategies, game theory.