DigiTimes reports Renesas plans to make USB 3.0 controllers cheaper in early 2012. Prices for its 2-port controller chips are expected to be cut to $1.20 from about $2 currently.

Renesas Electronics reportedly plans to slash unit prices for its USB 3.0 host controller ICs to below US$1.20 in early 2012 in order to tame the competition from Taiwan-based chipset vendors including ASMedia Technology, Etron Technology and VIA Labs.

Asustek began to switch some of its USB 3.0 controller orders to ASMedia from Renesas after the March 11 Japan earthquake and is currently completely outsourcing the controller chips to ASMedia, said the sources, noting that ASRock is also a major client for ASMedia. Gigabyte Technology has added Etron to its supplier list for USB 3.0 controller chips, in addition to Renesas, said the sources.