How to improve the brand value and profit of our products?

Into the 2012, as smartphones and tablet computers burst into the market, a "new heroes" and "market Shuffle" the era has come, but we see that the performance of each manufacturer is very different: Samsung in the smart machine and the tablet at the same time, smart machine ride dust, the end of the Nokia 14 mobile phone supremacy, The world's largest handset maker, while HTC, which has been the most glamorous in the past two years, has been shrinking profits and shipments, and has announced that it will develop its own CPU to boost the market. On the other hand, Huawei and ZTE, which cut into the smartphone market with low-end custom products, are realising the value of profits, hope that through product innovation and even thinking to establish a new brand to the high-end boutique market; the millet phone, branded with it, stands out as a local model of marketing and technological innovation. However, Is innovation just a "noble" game, for the innate gene or lack of strength of the vast number of small and medium-sized electronic system manufacturers are destined to be far away or wandering in the edge of innovation? In fact, regardless of size, the performance of manufacturers and innovation and innovation system, Samsung has a large number of "cottage" Japanese manufacturers of products, but this does not hinder its achievements today, from Samsung, HTC and Millet We can come to the conclusion that as long as you integrate innovation into the company's genes rather than stay on the slogan, as long as you grasp the discovery, integration and sublimation of three steps, you can put your own platform and innovative technology, you can combine with a unique application, You can form your own unique sustainable innovation and development strategy, and gradually win the competition.   Now, many system manufacturers to the innovative "mission" to the upstream IC chip manufacturers, then, the system manufacturers in the positioning of innovation? What is the relationship with IC design vendors and solution providers? How to solve the problem of innovation through interaction? Before we are seeking the amount of speed, the birth of a lot of "cottage" products, now the "cottage" torrent began to retreat, how do we establish their own product characteristics? How to improve the brand value and profit of our products? How to work with the solution to innovate? These are the problems that people in the electronics industry need to think about. Here, we try to answer this question by discovering, integrating, and sublimation three steps.   Discovery There is no doubt that system vendors should be the leader of innovation, as any innovative technology or product must be passed on to the end consumers by the system manufacturer. System companies to innovate to build a unique platform for their own development, here, we emphasize is to build the platform first, not the product, so to have a platform before the product, then this platform is what? This platform is built for the needs, is a foundation for other products can be used to derive the environment, it focuses on the system concept, only to build a platform to produce products.   How to build and maintain platforms? This requires the system company's cto/system architects to open their eyes to "discover" all the best technology, this is the first step of Innovation trilogy, the "Discovery" phase of the key point is theThere are new technologies to take an open attitude, discover new technologies from different geographies as much as possible, because the more technical diversity you build, the more creative tension it creates, the more diverse the nature of innovation is, and the more the nature of the ecosystem---if a system's vegetation is more diverse, its vitality becomes stronger. Apple Fame's Macintosh computer was the result of a combination of popular new technologies, such as mass storage, built-in printers, color icons, and so on.   The development of human science and technology in exponential form, the emergence of a large number of new technologies, and the continuous integration with traditional technology to create new technology, which many system manufacturers overwhelmed, and sometimes the loss is also very alarming, for example, the smartphone earlier than the prediction of early outbreaks, so that a large number of functional machine operators to lose heavy, A function machine value-added service providers this year after the Spring festival found that customers lost 90%! The company immediately announced the closure! The single-core tablet computer platform, which was also popular last year, has jumped into a dual-core platform, its handling performance has been greatly enhanced, and in the past, the tablet manufacturers have to consider how to improve the user experience, it is time to consider how to integrate more new technologies into the dual-core platform, because the performance of the upgrade has crossed the threshold of experience.   New technologies are emerging, and system company's platform decision-makers are constantly discovering new technologies through various media platforms including industry exhibitions, such as extreme high-definition display, wireless high-definition video transmission, power line carrier communication, digital supply, 3D naked eye display, mass storage and so on. Exhibition has a network can not replace an advantage is to have face-to-face communication with people, so that it is more likely to impact the inspiration, but also more convenient for you to understand the advantages of new technology, so, a discovery technology is to participate in the impact of the technical exhibition. In view of this, we organized the "Shenzhen (International) integrated Circuit technology innovation and Application Exhibition", is to help the vast number of system manufacturers to "find" the first step. Many of our innovative IC products and solutions reflect the latest technology trends in today's products, helping system vendors develop innovative system products that meet market demands.   In fact, the IC itself can be seen as a system platform, it integrates a lot of technology, is actually a lot of IP combinations, can be from the IP point of view to refine the differences between the features of the details, In addition, we show the outstanding EDA design tools and design services can help system manufacturers customized with innovative awareness and characteristics of the IC products.   II, integration   Although a lot of new technologies have been found, but not all of the new technology is suitable for your platform, here needs a refine process, is to deny the new technology, keep the appropriate process, this is integration. In evaluating Jobs ' achievements, Apple said one of his great things was to help the company negate many new technologies and see the importance of integration.   In the exchange with some industry bosses, their general view is that the current Chinese system manufacturers are the weakestSystem integration capabilities, take Apple as an example, touch screen technology, speech recognition technology, cloud technology and IC chip design technology, these are not its best, but it can integrate these technologies to the iphone, ipad, become a powerful product to attract consumers, this ability is worth learning.   How to achieve effective platform integration? There are two important points: 1, must be from the user and the angle of choice: must know not all good technology is suitable for you, from the cost, users, design complexity and so convenient to choose from, select a suitable for their sustainable development for users purchasing power and demand technology, a few years ago, when the MP3 developed to MP4, Some manufacturers put a lot of new technologies such as GPS, e-books, mobile TV, such as a brain put on the MP4, the results of many manufacturers have become martyrs, but some focus on the promotion of MP4 user experience, improve the audio and video effects of the manufacturers survive, so be sure to be cautious of technology integration, this, Apple is doing very well, For the current integration of PC and tablet, Apple CEO Tim Cook said in an analyst meeting after the company's earnings report that the company would not consider a combination of PCs and tablets, saying: "The convergence trend is great, but if you combine the toaster with the fridge, the product users are not satisfied." "So, to do the synthesis before more from the user point of view, to see what they really need, not from their own point of view of the head, then your synthesis is close to success." 2, in order to facilitate the user at the same time to give users more value in considering the synthesis of new technologies, but also pay attention to a principle is to facilitate users at the same time give users more value, many times, in giving users a new function, such as wireless technology to achieve high-definition video transmission, Whether to consider the convenience and give the user more value, note that this is not more prices. Does this feature provide users free of charge only as a platform upgrade feature? Do you consider other products that are compatible with users?   In addition to technology integration, system manufacturers also have to consider the integration of resources, that is, after the integration of good technology, and software optimization of the company to cooperate, put forward the definition of product planning, select the right CPU/SOC suppliers, choose the right software and hardware technical resources, choose the right manufacturing platform and core accessories, Make a reasonable profit model, and combine the profit model with software and hardware, choose the right customer as a strategic partner and so on, this is the category of integration.   Integration ability is often also a system manufacturer core competitiveness embodiment, the essence of integration is its own unique application know-how as the core point, and as the basis of integration, only in this way, system manufacturers can not become IC manufacturers or program manufacturers of processing plants, can become the leading force in innovation ring, As long as this, you can better protect their core technology, and in each vertical field derived from their own characteristics of innovation points.     III. Sublimation   has its own platform environment, and the integration of appropriate technology and resources, start to innovate the third step, "sublimation", why is sublimation rather than fusion, because innovation is not simply to integrate new technologies into your existing platform but to join your platform to become a new platform, which is the hardest step, There are some principles to follow, for innovators, we need to understand two principles: 1, innovation is a mutation, innovators to use all kinds of trends to create mutations, to subconsciously identify the change technology is happening, before others find this symptom, and then combine the signs, the convergence of various trends can form a mutation. As American futurist John Naisbitt says, innovators rely on intuition to be rooted in the present future. "In particular, to find out the intersection of a variety of individual trends, this point often leads to dramatic innovation and the ability to break the ring, from this point can open the great opportunity for industrial change." The intuition mentioned here is also a system maker's decision makers need to nurture, intuition also called inspiration, it is rooted in your experience and knowledge accumulation, through training, can be obtained.   2, innovation to meet the needs of the future, as the 1th said, system manufacturers to find the intersection point of various trends, this point is not in the present, but for the future, to let your innovation integration to meet the needs of that point. In the semiconductor industry, the highest margin is linear. The company's CEO, Lothar Maier, has said that the reason for the high margin is that it can always take the lead in developing a new market, and opening these markets requires understanding the needs of users, and then the company will turn the requirements into a product to meet the future needs of users, This will ensure that the first time to enter the market to seize the opportunity.   So, for system vendors, it's important to understand trends and put their own innovative products on the cusp of future mutations. To do this, is really the right time to launch the right product.   IC Innovation and Application exhibition: Promoting industry linkage, breaking the trap of innovation   Now, the industry has been looking at innovation in the upstream and downstream of the linkage, in fact, the discovery, integration, sublimation is this linkage three steps, as mentioned earlier, innovators can through a number of focused innovation technology and application exhibition to find opportunities, June 2012 20 ~ 21st, "Shenzhen (International) integrated Circuit technology Innovation and Application exhibition (China IC Expo)" will be opened in Shenzhen, the exhibition for the needs of Chinese electronics manufacturers, around the market hot application areas, to integrated circuit technology innovation, system innovation and application innovation, high-end manufacturing as the main line, Through the product and the project demonstration, helps the electronic manufacturing enterprise to develop the future product plan and the choice technical partner. The exhibition combined with Pearl River delta industry supporting advantages, covering the upstream and downstream industrial chain and ecological circle, including chip design enterprises, IC design services, wafer manufacturing and testing, project design company, distribution and agent, is the current integrated circuit design and manufacturing technology withTraditional electronic manufacturing, system software development and application and content integration in the era of transformation of a high-level technology and market interaction platform.   can say, Shenzhen (International) integrated Circuit technology innovation and application exhibition is for the vast number of system innovators tailored platform, where you can find strategic innovation partners, build their own unique platform, and the industry can communicate the impact of innovative inspiration, welcome attention and participation!