A topic that was most concerned by Chinese customers at the Intel Technology Summit (IDF) held in Shenzhen in the rainy days was the tablet opportunity mentioned by Intel Global CEO Ke Zaiqi. Ke Zaiqi said that Intel had missed the opportunity of tablet PCs, but now it is necessary to recapture this market. He said that Intel’s tablet shipments will reach 40 million units this year, which is a three times the growth figure of last year.
Intel's hopes of this partner are no longer the four King Kong (Lenovo, Hewlett-Packard, Dell, Acer) in the past PC camp, but a "white card" manufacturer with a larger number but often unknown.
Although Intel has given its own attitude, for the Android tablet market optimized based on ARM architecture, China's flat-panel industry chain seems to have become a self-contained system. Whether it can create the glory of the PC era again seems to be unknown for Intel.
Put down the posture
As a legend in the IT industry, Intel dominates the era of human desktop connectivity. But in the mobile era, it did not quickly find its own positioning. ARM, another company focused on designing low-cost, low-power, and efficient chips for mobile devices, has become one of the protagonists of the mobile Internet era, and has spawned mobile chip maker giants such as Qualcomm, Broadcom, and MediaTek. It also spawned domestic chip makers including Spreadtrum, Lianxin, Quanzhi, Ruixinwei and Actions.
"Intel's chips are in the world's leading position in architecture, brand and technology. But we are still a newcomer in the tablet market, so we are willing to learn and embrace the game rules of the tablet industry. We are also beginning to pay attention to the cost while ensuring the experience. Control, service flexibility and rapid response." At an internal meeting between Intel and the vendor, the general manager of the tablet division reiterated Intel's strategy of returning to the tablet industry.
It is understood that the global flat-panel market is still polarized. According to the data provided by research institute DigiTImes, the number of white-label tablets shipped in 2013 has reached 90 million units. It is predicted that the white-label tablet market will reach 180 million units in 2014. scale.
For this reason, Intel re-examined its own marketing strategy and subsequently decided to turn its attention to white-listed manufacturers in Shenzhen. In 2013, when the X86+Windows tablet was not performing as expected, Intel will push the low-end tablet of X86+Android in 2014, and at the same time improve the support of local tablet manufacturers in Shenzhen.
"In the past, Intel may have a hard time understanding the operation mode of Shenzhen tablet manufacturers, but now we can see their changes." Wang Qiang (pseudonym), head of a tablet manufacturer, told reporters that he would do a tablet solution in Shenzhen for two months. It must be mass-produced. If it is not mass-produced in a month or two, it must be replaced. This situation is difficult for Intel to imagine. A normal project will take at least 8 months or more in the company.
Wang Qiang said that the previous cooperation with Intel is an inherent model, just like the package in a fast food restaurant can only be fixed a few times, but now in order to meet the needs of Shenzhen manufacturers, Intel will ask if you want to add a "pepper" or "soy sauce".
Chen Rongkun, vice president of Intel Corporation's product architecture division and general manager of China Mobile Communications Division, told this reporter that Intel can provide customers with a very comprehensive reference design, which can greatly shorten the design time and development cycle of Chinese customers.
“For example, we recently launched the Bay Trail entry-level platform, which is the latest product in the entire Bay Trail series. Based on this platform, we will launch two turnkey solutions for Bay Trail, which are aimed at 7-inch screens. With the 8-inch screen, we will also launch the corresponding tools, including some pre-verified components, which will enable customers to select the content they need in an easier way, helping them reduce costs while ensuring There is sufficient stability when it is supplied," said Chen Rongkun.
Last year, Intel also launched the "CTE Program", the purpose of which is to modernize the entire ecosystem of Intel chip tablets to adapt to the rhythm of the entire domestic market.
Restructuring the industrial chain
But just putting down the posture is obviously not enough for the market.
As a latecomer, the most direct problem Intel has to face is how to increase its market share. According to industry sources, Intel's tablet volume last year was only 200K/month in the shipment of Shenzhen tablet manufacturers, accounting for about 2% of the overall market shipments. Many tablet manufacturers are only making money by using the Intel platform, and have not taken the market share.
In order to change this situation, starting from the second half of last year, Intel actively promoted the 100K-level flat-panel solution company and the whole machine company, hoping to build a close ecosystem with these companies. At the same time, it announced that it will provide a completely free processing chip solution for partners in the tablet industry line, but only for tablet devices equipped with Android system. The chip provided is a BayTrail-T series high-performance chip developed for tablets, model Atom Z3735.
Chen Rongkun told reporters that with the increase in Intel’s investment in tablet PCs, the organizational structure has also been adjusted. “Now we have 120 engineers responsible for the related equipment and related business, hardware and software in the supply chain, sales, including the main reference design, will be some of our content. At the same time we also have a dedicated sales team organization All of this will make our cooperation easier."
In addition, at IDF2014, Intel announced the first Intel Intelligent Device Innovation Center to settle in Shenzhen, in order to accelerate the launch of Intel-based smart devices for China and the global market.
Chen Rongkun told reporters that with the help of the Intelligent Equipment Innovation Center, I hope to better cooperate with the local enterprises in Shenzhen and make better use of the innovation ability of the ecological circle, so that our future development will be smoother and we can make better use of localized resources. He said Intel Intelligent Device Innovation Center will provide Intel platform and technical support for local OEMs, ODMs and software developers, including turnkey solutions, smart device reference designs, development tools, supply chain procurement, quality management and customer support.
At present, this innovation center has set up a dedicated support team for more than 100 OEM, ODM, IDH and spare parts suppliers, software service providers, providing platform differentiation, software optimization, reference design, parts selection, Comprehensive support for material procurement and product testing. In the coming year, the center will further expand its scale, and its range of supporting Chinese partners will increase to more than 300.
On this basis, Intel Capital also announced a total of 100 million US dollars "Intel investment in China's smart device innovation fund", aimed at accelerating tablets, smartphones, PCs, 2-in-1 products, wearable devices, things The pace of innovation in smart devices in China in networking and other related technologies.
Opponent in the Red Sea
The other challenge comes from the competitive landscape of the tablet market itself.
According to IDC's relevant forecast, the growth rate of the tablet PC market will slow down significantly in 2014, and its annual growth rate will drop from 51.6% in 2013 to 19.4% this year. In 2012, the price of tablet PCs fell by 18.3% to 2013. The year dropped by 14.6%. The reason is the slowdown in the upgrade of tablet hardware itself and the reduction in demand in mature markets. For the rapid growth of tablet PCs last year, according to Gartner, it is mainly due to the choice of low-cost tablet PCs with low functionality and experience.
In addition, due to the impact of homogenization, the number of Chinese tablet manufacturers has increased.
A person in charge of a semiconductor company said that in the price-oriented Chinese market, only Chinese chip companies can understand and adapt to China's tablet manufacturers.
"Everyone has seen the promotion of Intel in China. AP is directly sent free, but how many manufacturers are doing it except for vendors like Foxconn? No company is doing it. Why, although Intel's AP is free, it is better than Quanzhi, RK is still cheap, but it costs five or six dollars on the outside. And the peripheral components and products can not be bought, there is also the problem of mass production. Intel has a long way to go, China's flat-panel market still belongs to China Chip maker."
The head of another tablet chip maker, Ruixinwei, said that Intel's rapid intervention is also one of the actions to expand its industry. The Atom Bay Trail, which currently supports Android and Windows dual systems, has also been released, but compatibility is a question that Intel needs to consider. How many applications are on its platform, and how optimization is one of the important reasons, China Chip manufacturers still have a lot of advantages in this regard.
However, Wan Qiuyang, general manager of Blue Devils Digital, has confidence in the cooperation with Intel. "Intel will participate in the whole process, and the support behind this is much better than other chip factories. Although it is not so mature from the whole industry chain and ecosystem, the device is slightly more troublesome, but Intel will pass All other aspects of help to make up for it. Any of our bugs can be given to Intel, not to our solution providers, and then Intel people can help us track and solve this problem."
He said that in addition to technical support, Intel can bring more perspectives to Chinese manufacturers, helping companies to promote brands and markets around the world.
"We only started three years, and we believe that we will be able to successfully transform in the end." Intel CEO Zhan Ruini said with confidence that Intel has a tradition of change in history, and the DNA of change has always existed. From the earliest abandonment of the memory business to focus on the success of the processor can be proved. Now, the important task of the new generation of leadership is to lead the company through this period of change. Intel introduces new talent and insists on promoting innovation and change from a cultural perspective.
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