As Ivy Bridge launched by Intel in April 2012 supports USB 3.0, designer of third-party USB 3.0 host controller ICs were originally expected to gradually withdraw from the market. However, sales performance of Ivy Bridge has been short of expectations causing continued demand for USB 3.0 host controller ICs. The life cycle of such ICs is expected to be prolonged until the end of 2012 at least, according to industry sources.

Taiwan-based design houses, including ASMedia Technology, Etron Technology and VIA Labs, have been shifting USB host IC designs from motherboards to peripherals such as external had disk drives, flash drives and hubs following the launch of Ivy Bridge, the sources indicated. However, ASMedia and Etron have recently received unexpected orders for USB 3.0 host controller ICs for motherboards, the sources indicated.

The design houses are expected to withdraw from the market for third-party USB 3.0 host controller ICs in the second quarter of 2013, the sources noted.