Wait for the light to move.

Mobile internet age behind Intel is trying to catch up, the next year to become the blue giant's critical moment

To do a 40-minute uninterrupted speech, you have to be as confident as Intel's global vice-president, Yang: "Intel has been a computer for more than 40 years, and Intel has not lost anyone in this regard." ”

This is a "very distorted" media meeting. Yang's speech includes the current situation and future trends of the ultra-extreme industry. But the plane that floats on the surface of the language, the rest can be condensed into two words: "Move." And this seemingly brisk two-word, now for Intel is rather heavy.

Intel failed to make a significant breakthrough in the new mobile device market, which was first overtaken by wireless chip manufacturers in November, though the former was about 3 times times more than the latter. On 19th this month, Intel, which has been known for carefully arranging the handover of its leaders, accidentally announced that chief executive Paul Otellini will step down, which is the first time Intel will face a lack of a clear successor to the CEO.

While Intel's I-series processors are still gongchenglvede the PC sector, the sector is shrinking. The company reported third-quarter earnings, net profit of 3 billion U.S. dollars, down 14.4%;pc sector fell 6% year-on-year, other sector revenue fell 14% year-on-year.

At the end of the October ipad mini launch, Apple CEO Tim Cook said that in the second quarter of 2012, the ipad's entire product was shipped higher than any PC manufacturer's PC shipments, and none of the ipad is known to be "Intel Inside". Not just the ipad, but in the February 2011, global smartphone sales have surpassed PCs. No smartphone in the world was based on Intel until April 2012, when Indian handset maker Lava launched the Xolo X900 smartphone. Now, chip manufacturers with ARM architectures (including Qualcomm, Samsung, MediaTek, etc.) already occupy more than 90% of the market share of mobile devices, leaving Intel a very small space.

But Yang is confident of future competition, his reason is: "We are doing subtraction, our opponents are doing addition." "Subtraction means that Intel reduces the power of its chips while maintaining computational power to meet the need for long standby mobile devices." The addition, then, is the arm of the architecture of the chip needs to maintain low power consumption to continuously improve the computing power, which is obviously more difficult.

But just doing the addition is not enough. Smooth operation of the system requires the software side and the hardware to optimize together. and the market mainstream mobile operating system--ios and Android are based on the arm architecture of the chip operation, ARM architecture chip here has a natural moat. Intel's breakthrough is still inseparable from "old friends"-Microsoft. Super This is the stage product of the cooperation between the two sides.

Intel is a hyper-original initiator, in addition to the concept of a major promotion, but also provide 300 million of billions of dollars to support the eco-chain, to assist the innovative development of new types of devices, such as the more lightweight shape of the shell, smaller storage devices, large-area touch screen and other related parts.

But the first-generation ultra-extreme, apparently not in the right direction, is better known as a high-end notebook because it only makes traditional laptops more frivolous and lacks the portability needed for mobility. Even Yang himself admits that "the first generation of hyper-polar has not changed much from previous products".

But from the second generation, that is, to add the touch screen can be deformed super very beginning, super extremely originally have "super" flavor. The screen can be reversed, can be pushed and pulled, coupled with touch function, thin and ultra-extreme can be turned into a tablet at any time.

The idea of confusing traditional notebooks with flat-panel boundaries is so clever that it tells consumers that you can have both PC and tablet functionality, especially after Windows 8, if you only need to buy a super pole.

"Consumers want to buy tablets at the same time, he will also think, now the computer has been added touch, I simply buy a flat, or buy super?" "Yang describes the effect of the ultra-extreme development in his mind.

Microsoft, as a solid ally of Intel, provides solutions from the operating system level for deformable hyper-polar. Windows 8 has two different forms of desktop and mobile. Desktop form is similar to Windows 7, with a hyper-polar keyboard, you can use the traditional method of operation. The mobile form, then, introduces the Xiandai interface which is convenient for finger touch operation, which is suitable for the touch screen with super pole.

At present, this program has been initially recognized by the market. Lenovo's Idealpad Yoga, unveiled at CES this January, has been out of stock since the opening of bookings. It is noteworthy that this is carried I series of chip deformation is not cheap, with the i3 processor 13-inch yoga price of 6499 yuan.

"This is just the beginning," Yang said in an interview with Caijing World magazine, "the very first price is more than 8000 yuan, has now been reduced to 4999 yuan, and even 3999 yuan." A large number of ultra-extreme to enter the mainstream price is a matter of sooner or later. ”

This is what Intel would like to see. Once the ultra-extreme market is open, the tablet market is bound to be hit. Intel, which has a monopoly on the supply of hyper-processor chips, and Microsoft, which desperately needs to open up the mobile market, will win.

It's not just a cross-border product, it's a prelude to Intel's development of smartphone chips.

Since the beginning of this year, high-end smart machines have stepped into the four nuclear camp. With the addition of the MTK's Low-cost quad-core solution, handset makers, who have been competing for a year, will be more noisy at the end of 2012. In the consumer of the quad-core propaganda is accustomed to even tired of nodes, November 20, Intel United Motorola in China launched a single core 2.0G mobile chip cell phone MT788, its slogan is "Performance is not equal to the audit." The handset is based on the Android system and is expected to market at around 2000 yuan.

From April to November, Intel and India lava, Lenovo, ZTE, Motorola and so on launched 7 Android based smartphones. So far, only MT788 edition Razer I sales can give Yang a slight respite. "I also have Razer M on the Razer I market, which is equipped with a Qualcomm processor, but Razer I sell better in overseas markets because the stamped Intel Inside," he said at a mobile launch. ”

With the "Lights, lights, and other lights" with the fire all over the world "Intel Inside" label is a marketing act, Intel needs to pay the subsidy to each OEM manufacturer that pastes the label. Yang did not respond positively to whether Intel gave Motorola the same treatment, but stressed that Intel was involved in the entire handset development process, "whether front-end or backend development". Meanwhile, he told Financial World Weekly that Intel will continue to do Android phones, which is not a strategy.

In the IT industry, "sudden death" is not scarce and intel cannot help but feel nervous. It is reported that Intel will introduce a lower power consumption, more powerful new generation of processor Haswell to support the hyper-polar strategy. It will also continue to engage Android smartphones with other handset makers and launch next-generation mobile device chips made from 22nm technology, head-on collisions with Qualcomm's 28nm four nuclear chips. 2013 will be the most critical year for Intel.