According to MediaTek, the Helio series aims at penetrating the high-end handset market. During first year on the market, the helio series of prossesors have been adapted by more than 100 devices including the first-tier companies like HTC M9 Plus, Meizu MX5, OPPO R7 Plus, LeTV Le 1s, Sony M5 and Gionee Elife E8. And there will be more new handsets with built-in P10 hitting the market in the first quarter of 2016.

The P10 is the first chip in the new Helio P family, a series which aims to integrate into a high-value chipset, premium features such as high-performance modem technology; the world’s first TrueBright ISP engine for ultra-sensitive RWWB; and, MiraVision 2.0, for top-tier display experiences.

The features available in the P series include several of MediaTek’s premier technologies, such as WorldMode LTE Cat-6, supporting 2x20 carrier aggregation with 300/50Mbps data speed; MediaTek’s advanced task scheduling algorithm, CorePilot, which optimizes the P10’s heterogeneous computing architecture by sending workloads to the most suitable computing device—CPU, GPU, or both; and, MediaTek’s Visual Processing Application—Non-contact Heart Rate Monitoring, which uses only a smartphone’s video camera to take a heart rate reading and is as accurate as pulse oximeters/portable ECG monitoring devices.

“The P series will provide OEM smartphone makers with greater design flexibility to meet consumer demands for slim form-factors, which provide dynamic multimedia experiences,” said Jeffrey Ju, Co-CEO of MediaTek. “The P10 enables state-of-the-art mobile computing and multimedia features all while balancing performance and battery life.”

The Helio P10 is the first product to use TSMC’s 28nm HPC+ process, which allows for reduced processor power consumption. With the help of the latest 28HPC+ process and numerous architecture and circuit design optimizations, the Helio P10 can save up to 30 percent more power (depending of usage scenarios), compared to existing smartphone SoCs manufactured using the 28 HPC process.

However, mobile phone chips make up about 55 percent of MediaTek’s revenue, C.J. Hsieh said. All in all, MediaTek said it is on track to hit its shipment target of 400 million smartphone chips this year, accounting for 26 percent of 1.5 billion mobile phones worldwide.

For instance, in China, the chipmaker expects has had occupied 40 percent share of its LTE chip market this year.