Digitimes reports that ASMedia’s USB 3.0 controller chip will come to market in June at 50% cheaper than the NEC controller. We mentioned before that NEC is currently the only certified SuperSpeed USB controller chip provider and this may be the reason why ASMedia can come in at such an aggressive price – they will be the first real competition for NEC.
The report says that all the major motherboard brands are expected to adopt the ASMedia solution. It also says that VIA will have a SuperSpeed USB chip in Q4, 2010. I guess that healthy competition in the controller chip space will provide an incredible shot in the arm for SuperSpeed USB adoption in the 2nd half of 2010. This news could not have come at a better time considering the large number of USB 3.0 device vendors who are planning their product launches for Computex, 2010.