In the fabless sector, innovation is critical. For many companies, innovation means a complete focus on chip design. However, designing an innovative go-to-market proposition that positions your business above the rest is just as critical to your success.
You’re working hard on your chip design, but are you working hard on your proposition?
What differentiates you from similar companies in the market? Those performing the best aren't just making the most efficient chips. They’re also outperforming their competitors in their positioning.
Growth is driven by the demand for faster, more specialised chip designs. The companies creating growth are creating innovative designs and sending them to fab, that’s true. However, they’re also innovative in their positioning.
Owning your space in a growing market
In Southeast Asia, the fabless and fab-lite industry has risen by approximately 45% from 2023 to 2024. The broader semiconductor industry was estimated at $3.56 billion in 2023 and continues to grow at a rapid 9.9% annually. Asia Pacific is leading the way. The region generates the highest share of global revenue, and Southeast Asia is quickly becoming a key strategic hub.
New companies are emerging across Singapore, Malaysia and Vietnam, encouraged by government incentives, cost advantages and proximity to major foundries. In 2022, the Chinese government granted over $1.75 billion to 190 semiconductor firms. Malaysia followed, with a $5.3 billion investment in May 2024, aiming to attract over $1000 billion in industry funding. If you add mega-fab companies to the mix - mobile chipmakers and AI hardware giants - it gets even harder to compete.
The clearest winners in this market focus their messaging on the outcomes that they enable, rather than on the features that they include. They are customer focussed rather than hardware focussed. They position themselves as 'enabling energy consumption savings' or 'boosting AI inference model performance' rather than concentrating on specific features in their current offering.
In such a highly competitive market, owning your space can be difficult. Having a specialism is essential, both in specialist chip design and specialist positioning that sets you apart. An innovative communications strategy can help you define your proposition and own it. That’s why your positioning matters to your business more than ever.
Market recognition and differentiation are no longer just about having the best technology and supply chains to design your chips. It’s about making sure you stand out and that your proposition is clear and impossible to ignore. Especially at events like the upcoming SEMICON SEA, where every booth, presentation and conversation will compete for attention.
If you’re not already investing in a robust communications strategy to boost your positioning, it’s time to start.
Marketing: your driver for success
In Asia Pacific, fabless and fab-lite companies often lean on big-name manufacturers like TSMC or Samsung, who together control about 65% of global semiconductor production. However, as the industry continues to grow, a common issue remains: lack of brand clarity or differentiation. It can be difficult to distinguish differences in messaging for many companies. The answer lies in innovative and differentiated positioning. Because in this market, sameness can make you invisible.
Marcomms: your new superpower
Great communication doesn’t just describe what you do - it defines your edge. Your message needs to be crisp and clear. It’s not enough to be 'good at something'; you need to be 'perfect for this'. Great positioning is about articulating the problems you solve, not the features you provide. If your messaging isn’t sharp, targeted and distinct, you’ll disappear in the noise. Innovative, impactful and measurable communications will help your positioning. It will also support predictive revenue generation for your business. It means you can stop chasing attention and start commanding it.
How to own your space
Innovation in the designs of your chips and your positioning go hand in hand. Both must be the absolute best to make a difference in your highly competitive market. And in the same way that you pass on your highly specialised designs to a fabricator to bring them to life, it’s worth considering partnering with a specialist marketing agency to elevate your positioning.
If you’re looking to find your space and own it, let’s talk.