Abstract I Acknowledgement II Table of Contents III Figures V Tables VI Chapter 1. Introduction 1 Chapter 2. I. Literature review 3 Chapter 3. IC design houses in TFT industry 7 3.1. The Industry Overview 7 3.2. The Flat-panel Display industry and its product trend 8 3.3. Driver ICs for Flat Panel Display 14 3.4. Driver IC Design houses are struggling in a highly competing world 17 Chapter 4. The case study (Orsie Technology Co., Ltd) 19 4.1. The kernel of the study 19 4.2. The background 19 4.2.1. From what we can understand, the major reasons (or the problematic areas) of why Sunplus didn’t work well are 21 4.3. The initial status of Orise 26 4.4. The market situation and Orise’s challenges 28 4.4.1. Market situation 28 4.4.2. Orise’s Challenges 30 4.5. Orise’s competitive edges 31 4.5.1. A Solid Team with Long-term Experience in the Semiconductor Field. 31 4.5.2. The Power of R&D 31 4.5.3. A Full-range Line Up of the Production Solution 32 4.6. Orise’s SWOT 35 4.7. A few stages to go for Orise 36 4.7.1. Stage 1 36 4.7.2. Stage 2 38 4.7.3. Stage 3 40 4.7.4. Stage 4 42 4.8. Orise’s Company strategy 43 4.8.1. Company, Business and Operational Strategy 46 4.8.2. Marketing Strategy 50 4.8.3. Production Strategy 51 4.8.4. Product Strategy 52 4.8.5. Financial Strategy 59 Chapter 5. Conclusion 60 Reference 66 Figures Figure 3 1 Government two-trillion Industry policy (半導體 and 光電) 8 Figure 4 1 Orise Tech in Sunplus Group Outlook 26 Figure 4 2 An example of Supplier Chain for Orise 29 Figure 4 3 Orise’s SOC road map for small panel 33 Figure 4 4 Orise’s Gate/Source Driver road map (Large Panel) 34 Figure 4 5 Orise’s TCON road map 34 Figure 4 6 Existing product portfolio 46 Figure 4 7 core technology 47 Figure 4 8 top 20 fabless companies by (CY)2004 Revenus 48 Figure 4 9 Global Presence 49 Figure 4 10 supply chain 51 Figure 4 11 MP Models with Orise A/V Driver 54 Figure 4 12 MP Models with Orise Mobile Driver 55 Figure 4 13 Roadmap-Tcon 57 Figure 4 14 MP Models with Orise STN Driver 58 Figure 5 1 Customer Loyalty Ladder 65 Tables Table 3 1 TFT-LCD Capacity Breakdown By Region 10 Table 3 2 TFT-LCD Global Capacity Breakdown By Manufacturer 10 Table 3 3 TFT unit shipment of various applications 13 Table 3 4 The share of the leaders 18 Table 4 1 Orise’s advancement with wafer process 32 Table 4 2 Orise’s Foundry Matrix 33 Table 4 3 Orise’s SWOT 35 Table 4 4 Orise and its major competitors 44 Table 4 5 Orise’s advancement with wafer process 51 Table 4 6 Orise’s advancement with wafer process 52 Table 4 7 Orise Mobile Drivers and Panel Sources 56 Table 4 8 Source & Gate Driver 58 Table 5 1 The sum-up of Orise’s strategies 61 Table 5 2 Customer Types to Orise 63 Table 5 3 Differences between B2C and B2B 64