LONDON — Mobile TV chip specialist Siano Mobile Silicon (Kfar Neter, Israel) has opened offices in Shenzhen, the hub of China's design, development and manufacturing activities in consumer electronics.

At the same time, the company has officially launched its multistandard mobile digital TV receiver chip, the SMS1140, said to be the lowest-cost MDTV chip that can cater for the three most popular mobile TV standards, DVB-T, T-DMB and ISDB-T.

Siano already has design and development facilities in Beijing where, earlier this year, it was recruiting for field applications engineers who can take responsibility for supporting customers from design win through mass production.

Siano says the offices in Shenzhen will enable the company to work more closely with the multitude of consumer electronics companies based there -- many of whom want low cost chip solutions to integrate mobile TV into goods for export.

It adds that, given the global economy at present, its move could secure an even larger share of the global MDTV market for Siano - particularly in Asia where DVB-T, T-DMB and ISDB-T are prevalent.

Siano suggests many consumer electronics companies believe mobile TV might be the key selling factor for devices during a recession.

The company says the SMS1140 opens up significant opportunities within the consumer electronics industry, "given the rising demand for mobile TV convergence amongst PC makers, navigational device manufacturers and other entertainment device suppliers."

According to Alon Ironi, CEO of Siano, so far "the reality in portable TV has been such that device makers either had to compromise on cost and get a quality receiver chip, or compromise on quality and pay less."

Related Articles :

Siano needs field applications engineers; for China

iPhone. . . but in Japan, iAlso Watch TV

New mission: Adding digital TV to every portable screen