As Intel started natively supporting USB 3.0 technology with its Ivy Bridge platform, third-party chipmakers including Renesas Electronics, ASMedia, Etron Technology and VIA Labs have turned to compete for the USB 3.0 hub market, according to sources from the upstream supply chain.

With Intel's chips providing native support of USB 3.0, third-party chipmakers have lost orders from the USB host business, the sources noted.

Due to difficulties conducting compatibility tests, USB 3.0 hubs have had trouble receiving certification from USB-IF, while brand vendors' conservative attitudes about adopting hubs have also impacted penetration in the PC industry.

However as one of Renesas' USB 3.0 hubs recently passed certification, while other chipmakers will also have a chance to receive their certification by the first half of 2013, sources expect competition for USB 3.0 hubs to turn fierce in 2013.