Aptina and Omnivision Adjust Strategies

Digitimes: Over the past several years, Aptina and OmniVision have had clear segments of focus, with the former targeting mainstream and high-end segments and the latter mainstream and entry-level. Sources at Aptina indicated that ASPs of Aptina's CMOS image sensors are always higher than its competitors'. Conversely OmniVision usually aims to reach shipments of a certain level before exploring the high-end segment.

Digitimes sources observed that both players have begun adjusting their sales strategies recently. Aptina is aggressively selling its CMOS image sensors to all segments in an attempt to regain its throne in the industry. OmniVision, on the other hand, is also being aggressive to advance its technology.