Intel, Wake Up! Move strategy needs rethinking and positioning

Intel has long wanted to extend the http://www.aliyun.com/zixun/aggregation/10238.html "> Market value" of Intel inside, a PC-era, to the Mobile world, And confident that intel inside for mobile phone companies have a strong brand complement, but also will attract consumers to buy. This seems to be a good idea, if it can really play both roles, why do most mobile phone companies do not use Intel's chips?

On IDF, when the huge screen played such a picture: "Would you choose to use Intel inside mobile phone?" "And ask yourself," Of course, "when it comes to laughter, yes, it's laughter, and Intel's management and marketing layer should have a closer look at what this laughter means!

Last year, Intel and traditional partner Lenovo and Motorola introduced mobile phone Lenovo K800 and Motorola MTi788 with the Intel Atom processor, and switched the Intel inside brand to mobile phones and promoted it, and I've seen it in many airports in Europe and America using Intel Inside's big poster for Motorola mobile phones. After that, a variety of mobile phones using the Intel Atom processor have been listed, but 2012 years of promotion, Intel's market share in this area is only 0.2%.

Recently, Lenovo K900 turned out again, feeling that both sides were not affected by K800 failure, but further continued in the PC field of strong cooperation, Intel gave Lenovo in the brand promotion and other aspects of strong support. Intel also wants to borrow K900, in the name of Intel inside.

But is it really possible for Intel to label the Intel inside on the phone?

In the PC era, the main function of the PC is to deal with a variety of complex applications, although today's tablets and smart machines, but the PC is still irreplaceable, because the PC in size, handling, processing performance, etc. still stronger than the tablet and smart phones.

In the traditional PC propaganda, what the smart machine now emphasizes on what screen, camera, power, battery, etc. are not important, and from a functional point of view, the PC period, the processor as the most important core components of the PC, so the intel inside also become the user to choose the PC's main reference, This has created Intel's absolute leadership in the PC processor world.

And in the smartphone era, because of its size and role, users are more concerned about size, resolution, camera pixels, even battery capacity, memory size and storage capacity, such as the dominant more direct keywords, such as the popular keywords in the past few years, large screen, tens of millions of pixels, 40 million ma, 2GRAM, 16GROM and so on keywords more attractive to users, even iOS and Android operating system has become a very important choice of keywords. From a processor's point of view, Intel's traditional processor brand does not have the "dual-core, quad-core", such as the number of words to attract users. Intel inside, Qualcomm and MTK are more of a term for partners than a consumer brand that attracts users.

Especially to the four nuclear smartphone era, not only detonated the consumer's concern, but also the layout of Qualcomm to be disrupted, had to spend a lot of effort to convey to the industry should not play a "nuclear" war. Then the entrants to the NVIDIA use these dominant brand words to kill into the field and become very important players in mobile terminals.

Similar to the mobile terminal brand name and the thousand-yuan intelligent machine, dual SIM card, Super Mobile and so on, although these belong to the industrial chain different enterprises launched brand strategy, but on the whole are relying on users, with the simplest, dominant keywords to express product attributes, to attract users.

So, as a post-entry Intel, it is important to rethink the new hotspot keyword, or even "disruptive innovation", to create a new brand entry point instead of simply moving the PC-side branding strategy to the mobile product side. You know, this area is in a brand new shuffle period, Qualcomm, MTK, TI, Nvidia, Bo Tong, Marvell, Samsung, Intel, and so on in different fields of competitors, are now in their own way to participate in this field of competition, so product and brand differentiation is very important.

Now, the extension of traditional brands in this area is not obvious, such as TI, Freescale and Intel's brands. On the contrary, Qualcomm through the "骁丽 Dragon and Qrd" strategy, successfully molded a new brand image, and the QRD strategy has also made its competition with MTK to adapt to the diverse needs of users, become the leading brand in this field.

For Intel, it would be fatal to Intel's mobile strategy if it did not get the expected market effect by continuing to spend huge sums of money to subsidize Lenovo K900, such as dying of Intel inside.

Intel, Wake Up! The brand value of Intel inside on the mobile side needs rethinking and positioning!

(Responsible editor: The good of the Legacy)