DigiTimes had an interview with HIS company marketing director Peter Yeung.
Choosing to only target graphics cards was not an easy job for HIS, which faced competition by Taiwan-based motherboard makers. Without a large-scale economy of scale, HIS started planning for a branded business in 2002, when I officially took over responsibility for the company's marketing and sales division.
Frankly speaking, HIS experienced a tough time getting through those early years when we transformed from an OEM supplier to an own-brand graphics card maker. The only solution to competing with the top players was to create niche products, which bring high margins and while avoiding price-sensitive markets. For small-scale companies like HIS, we lost out in the beginning because we were less competitive in production costs.