Asmedia Technology, a chip design subsidiary of Asustek Computer, plans to grab a significant portion of the USB 3.0 controller market by selling its SuperSpeed USB chip at half the price of that from NEC Electronics.

Asmedia Technology intends to start mass production of its USB 3.0 controller by the end of June 2010, reports DigiTimes web-site. The chip is claimed to cost below $3 per unit in mass quantities, whereas NEC Electronics currently costs around $6. The goal of Asmedia is claimed to be shipment of ten million SuperSpeed USB chips.

According to the media report, Asustek Computer, the world’s largest maker of mainboards, has already transferred all its USB 3.0 controller orders to Asmedia, whereas MicroStar International (MSI), Gigabyte Technology and Elitegroup Computer Systems (ECS) are expected to shift their USB 3.0 chip orders later.

Via Technology, another designer of USB 3.0 controllers, has also submitted its chip orders for evaluation by motherboard manufacturers.

Starting from April, 2010, NEC Electronics increased monthly production of its SuperSpeed USB (USB 3.0) host controller (part number µPD720200) to two million units, hence, by the end of the year the company will be able to ship 21 million units of its USB 3.0 chips.

Tags: Asmedia, ASUS, USB, MSI, Gigabyte, ECS