Intel,ARM电脑／手机两大生态的竞争

Highlightsonthereport“MID/ASINUX–ChinesemobilemarketanalysisandstrategyPreparedbyIKW-Internetknowledgeworkers.1/28/2009Confidential1.Thebattleoftheeco-systems.Win/TelhasdominatedthePCspace.HPDellIBMLenovoUMCASUSTSMCAOCBiostarMSIMicrosoftNAIBMCBEAInforOracleSAPCompuwareIndependentSoftwareVendorsCHIPSODMISVOSVOEMAMDINTELwindowsunixOs/2linuxA.Welldefinedmutilayeredecosystem.ThisecosystemdefinedITindustryB.FromPCtoLAPtop,fromnetbooktoMID.Competitionthrivesamongstplayerswithintheecosystem.C.today,asMobilephonesarebecomingsmarter–(smartphones).Theentirewin/telecosystemfacescompetitionandthreatsfromthenewlyemergingandpowerfulecosystems.ARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge联想DopodMultipleparallel“OS/chip”basedecosystemsthrivesinthemobilephonesector.A.EachOS/Chipcomboenablesanentireecosystem.Asphonesarebecomingsmarter,PCbasedapplicationshavebeenseamlesslytransplantedonsmartphones.B.PowerfulconsumerbrandssuchasIphone,Gphone,SonyPSP,Nokiawillleadinthebattleof“PCvs.smartphone”.C.Asphonesbecomesmarter,linebetweenPCandPhoneisgettingmoreandmoreblurry.TraditionalODMs,OEMs,ISVsarenolongerboundedbytheoutdatedboundariesthatdefinetheirbusinesses.D.Therefore,thereisagoodchancethewin/telbasecouldberadicallyerodedbythesenewparallelecosystem.Theriseoftheinformationecosystem:howmobiledevices,personalcomputing,media,andtheinternetallfittogether.A.Theriseofinternetirreversiblychangedtheinformationflow.PCmakersworldoverbenefitedbytheinternet.B.MobileinternetwillbethecatalysttofurtherpropelthemovementofinformationC.IntheeraofSmartphone,mobiledevices/PCcannolongerstandaloneasaseparateindustry.Theyareallembeddedinthelargerinformationecosystem.i.e.Iphone/appleshop,Gphone/google,PSP/games,etc.D.Thosesystemthatembracestheinformationecosystemwillstandtowin.2.ChallengesfortheIntelledMoblin/MID/Netbookinitiatives.A.Currentnetbookproductpositioncouldcannibalizeintothelaptopmarket.B.CurrentMIDproductslackdistinctadvantageoveranycurrentsmartphonesproducts.AtbestitwillfurthercannibalizeintothenetbookandlaptopmarkethereinChina.C.AtleastinChina,Moblin,MIDplayersarestillthosefromthewin/telcamp.Lackinnovationinproduct,businessmodel,andmostlylacksupportfromthevastandyetfastemerginggrassrootapplicationdevelopers,contentproviders,andnewclassofOEMs.(thehugeMTKOEMbase).ItislackingainfoecosystemtosupporttheMIDproductsale.3.What3GmeanstoChinaMarketshareofOSincurrentsmartphoneA.Internetwillbeextendedtothealreadybiggestmobilephoneuserbaseintheworld.B.FormostoftheChinese,theirfirsttimeinternetexperiencewillbeinthe3Genvironment,viatheirphone-smartphone.C.Smartphonewilldefinethe3Gera.D.Allsmartphonesareessentially“mobileinternetdevices”.E.Therefore,awellstructuredinformationecosystemwillbecriticallyimportantinChinaforanymobiledevicebrands.Winningthe“eyeball”oninternetcontentbecomestheultimateobjectiveofgamesforanymobileedgedevicebrands.4.OpportunitiesforIntelinChina.TapintothevastMTKOEMbasebyre-engineeringthemoblin/OSIproductpositioning.ARMTISamsung高通ADIWindowsCESymbianLinuxISVOSVCHIPSODMOEMMTK(Apps+Nueclus+Chip)AllinoneturnkeyplatformODMs/OEMsIndependentSoftwareVendorsBELLWAVETELSONINNOSTREAMSEWONNokiaSamsunge联想DopodA.Byincorporatingchipset,ODM,ISVfunctionalities,MTK’sonestopshopproductstrategygreatlylowerthebarrierofentryforOEMs.ThereforethousandsofsmallshopshavesincebecomeMTKsOEM.B.MTKanditsvastecosystemproducesatleast¼ofallmobilephonemanufacturedinChinaalone.Theirmarketsharerangesfrom25%inbigcitiestoupto50%insmallerChinesecities.C.CurrentconsumersofMTKphoneswillbethefirsttimeinternetusersinthenew3Genvironment.Perfectintel/MIDcustomers.D.Duetothelackinupscaleproducts,MTK’sOEMbaseisprimefor“winback”providedthemoblin/OSIpositionssimilarlytothatofMTKtoday.Newmoblin/OSIposition,multiplelinuxplatforms;enablingrichedgeproductmixbasedonverticalcontentandapplications.NvidiaARMIntelProductPositioningofNew“OSV”sMoblin/API/SDKIndependentSoftwareVendorsInternetContentProvidersTurnkeyplatformPCsSmartPhonesMIDODMsOEMsNetbookA.TapintoexistingChineseLinuxOSdeveloperbase,cultivatemultipleOSIonMoblinplatform.B.Encourageproductpositiontobeaonestopplatformwhichincorporatesapplication,verticalinternetcontents.Thiswillshortenthe“timetomarket”cycle.ThisnewproductpositioningwillalsoattracttheparticipationoftheexistingMTK’sOEMbase.C.Innovativedevelopmentfocusedintheareaofuserexperienceonthedeviceitself.D.HelprefineandsupportcurrentrevenuemodelofOSI;i.e.Residual/sharedrevenuefromchipsetsale,andcontentsales.Initiatea“walledgarden”contentecosystemstrategybasedonverticalinternetcontent/applicationtosupporttheembeddedproductizationofMIDinchina.Anotherwords,tobuilda“backend”forMIDaccessedcontents.ThisisaveryimportantcatalysttopushMIDsalesinChina.ecomerceVideoSNSNewsgamesecommerceecommercesearchIntelinsideA.Inteltosupportagrassrootinternetcontentaggregatortoconsolidatecontentbasedonverticals.StandardizationoninterfacesamongstcontentprovidersandMIDOEMs.B.