Elephants and ants dance together

Absrtact: A lot of people joked that Microsoft was only as poor as it was, but in terms of earnings, Microsoft's 2015 Q1 Equipment and Consumer Licensing department had a revenue of $4.093 billion, down 11% from last year, while the Intel mobile unit lost $7 billion in two years. Where's the money? Subsidies！ Fill

Many joked that Microsoft was "so poor that it was just money", but in earnings, Microsoft's 2015 Q1 equipment and consumer-mandated sector, which had a revenue of $4.093 billion, slipped 11% from last year's, while Intel's mobile device division lost $7 billion in two years. Where's the money? Subsidies！ Subsidy to the Pearl River Delta Flat-panel white label manufacturers. Microsoft-Intel (Wintel) even gave these white card manufacturers a louder name C T E (c hinat echniquee Cosystem, China Technology Ecological circle), with South China as the fulcrum to regain lost ground, the establishment of mobile it Lake new door faction. 蚍蜉 can shake the tree, Dick Silk can also save Gaofu, the "Elephant + ant" New door faction has gradually become a prototype, in 2014, Intel flat sales 46 million units, the market accounted for 20%, according to the Intel China products and Solutions Sales Manager Wang Yidong introduced, of which C T e shipments of annual increase of more than 100 times times As for Microsoft, its 2013 in C T e shipments accounted for almost zero, and last year most manufacturers have 10%-20% of the W Indow s flat, the end of this year have dozens of products online, this proportion will be close to 50%.

Watching elephants and ants dancing

Gartner's forecast report has pointed out that despite growing competition from other operating systems, Apple iOS will continue to dominate the global tablet market until 2015, followed by A ndroid. In other words, Microsoft's Windows operating system market share is smaller than Google Android and Apple iOS.

The more sophisticated the ecosystem the tablet supports, the more attractive it will be to users, Gartner said. Fortunately, Microsoft and Intel have long been aware of this. The two giants have formed the W Intel Alliance since the 80 's, to drive the W indows operating system to run on Intel CPU based PCs. In order to expand the market share of the W Indow s system tablet, Wintel is trying to win the Pearl River Delta flat white brand manufacturers, and even gave these white brand manufacturers a louder name-cte (C hinatechnique Ecosystem, China Technology Ecological circle), Create a new door to the mobile it arena.

In April this year, Intel's most important IDF General Assembly (Information Technology Summit) will be held in Shenzhen, the H EC (Hardware Engineering Industry Summit), known as one of the "Microsoft three conferences", stalled 7 years later and will restart in Shenzhen in the middle of the year, which is the first time that H EC appeared outside the United States. Not long ago, W Intel also led the media group for three consecutive days to visit the cool Rubik's Cube, Onda and Taiwan Power three South China tablet manufacturers, by "W Intel" set up a platform, small manufacturers to the leading. 44% of the world's 245 million Tablet PCs were from Shenzhen in 2014, according to IDC, an international research institute. From this, if the above several companies carry W Indow s system tablet computer shipments can be expected, 2015, "W indow S tablet computer" will be a large-scale attack on the market.

Selling point subsidy! Wayward！

Wintel put the strategic front on the white tablet computer manufacturers, is really the "lost". In June 2014, Microsoft offered a free license to 9-inch terminals, including a one-year subscription for O ffice365. Intel, however, offers greater support from chip prices to marketing.

"If Microsoft does not cancel the license fee, we will not consider W Indow s product line." W IN8 licensing fee of 50 U.S. dollars, a 9-inch flat price of 500 yuan, almost accounted for 60% of the price, the basic is not likely to make money. "Taiwan Electric parent company Business Group marketing director Yang told South all reporters," Microsoft last year Q4 began to try to recommend us to group customers, take us to ' play a list ', although there is no actual sales, but this large customer order volume on the role of brand promotion is enormous. ”

In addition to the 9-inch licensing fee is free, the current most mainstream of 9.7 inches and 10.1 inches, W in8 Price also reduced to 15 U.S. dollars. And Intel, which started earlier, is still much more supportive. "Mainly reflected in the channel and large-scale promotional activities of the two forms, first of all, Intel will be in the cat and other electric platform to establish a homepage, for CT e manufacturers to provide sales pits, in the purchase of traffic has been a large amount of expenses." "Yang said," The promotional activities require manufacturers to take out 500.01 million products for promotion, while Intel with the cat shopping coupons rebate consumers to cooperate with the promotion, and to give about 2 dollars per tablet sales rebate (the current mobile chip average price of about 20 U.S. dollars). ”

Hong Chen, manager of the electronics marketing department, said further, "We are 100,000 hard, Intel will subsidize 50%, in the ' Double 11 ', we will reduce the price of our products to the minimum, Intel will cooperate with the subsidy on the giveaway." ”

"The subsidy is more to win the trust of the manufacturer and the time that Intel develops the new platform." Intel PR Manager Menglusi said that earlier, Intel's first generation of baytrail to the requirements of components, the basic need to overseas procurement of imported products, it is difficult to make the tablet less than 1000 yuan. But last August, Intel launched BAYTRAIL2, a streamlined structure, localized sourcing of parts, lower error rates, and a relatively grounded atmosphere. "We are creating an ecological circle. ”

Highlights input-output ratio cost-effective

But in fact, "the choice of white card as the main partner is also helpless, after all, for W Intel, it is difficult to persuade Samsung, Apple and other brand manufacturers to push its products." It commentator Sun Yongjie said.

In terms of earnings, Microsoft's 2015 Q 1 device and Consumer Licensing department had a revenue of $4.093 billion, down 11% from last year. You know, for Microsoft, canceling the licensing fee is a subversive business model. W Indow S8 has sold more than 200 million licenses since its release in October 2012, and Microsoft has earned more than $10 billion trillion from W Indow S8 in 2014, with Microsoft earning no more than $22 billion a year, according to the 50-dollar authorized price. The result of Intel's "willful subsidy" is that its mobile device division has lost 7 billion of billions of dollars in two years. Of course, the greater the investment, the greater the return. "The market share of W Indow s tablet was low last July, and the data has been growing since then," said Wang Shujun, director of the Rubik's Cube marketing. "ID C predicts that, in 2015, the growth rate of Tablet PCs on the Windows S operating system would be 28.7%, higher than the average market growth."

At present, Microsoft's CT e partners a total of 17, mainly Ida, ODM, OEM Three manufacturers, and the beginning of the earlier Intel T E Partners In addition to more than 50 product manufacturers, but also netting nearly 300 assembly plants and parts manufacturers.

More and more Pearl River Delta White manufacturers began to move from the Qualcomm-led RM-a architecture to Intelx86 with W Indow s system products. "This is important for W Intel to establish an ecosystem order." "Love Live Net founder Liu Zeshing to South all reporter said, white brand manufacturer relatively good control, willing to execute W Intel strategy."

At present, both Intel and Microsoft set up the CT e team in Shenzhen, and also set up a two-tier structure of sales team and engineer team.

Yang said that Microsoft is mainly in the repair, docking with the server factory to improve efficiency, while Intel is involved in front-end product planning and back-end parts procurement.

"Sometimes a manufacturer will have 5-7 engineers to support it. "In fact, for CT e, the subsidy is not the most important consideration, but the technical support," Wang Yidong, director of product and program sales at Intel China, told reporters. "If a product support is not enough, delay the production cycle, the final impact on sales, this is not a subsidy can solve the problem." ”

Fashion trends

A

Tablet tool

The bigger the tablet, the more it will become a 10-inch-12-inch mainstream, a combination of office entertainment. "If it's just a toy, the consumer must be epiglottis. For example, a few months ago the popular aircraft, now basically disappeared. "Flat-panel tool is the key to meet the rigid demand, improve the frequency and vitality of its use," said Jia Qingfeng, director of Taiwan Electric Flat products. Currently, tablets should be a lightweight alternative to laptops.

b

Commercialization of flat plates

According to ID C data, 2014 Global Tablet PC shipments were 230 million, an increase of 7.2%, compared with a 51.6% increase last year. Intel's flat-panel sales have finished 46 million, and Microsoft's surface2015 1 sales have doubled from a year ago to $908 million trillion. "Flat-panel commercialization is a trend, and the business chain is large, and Microsoft has this commercial experience and resources." "said Cheung, vice president of Microsoft Greater China.