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英特爾新任CEO積極挺進(jìn)移動(dòng)領(lǐng)域

英特爾新任CEO積極挺進(jìn)移動(dòng)領(lǐng)域

Michal Lev-Ram 2013-07-08
英特爾依然是PC市場上的老大,但是這個(gè)市場如今江河日下。因此,盡管起步晚,但英特爾現(xiàn)在必須積極向移動(dòng)領(lǐng)域拓展。同時(shí),它還汲取了教訓(xùn),決定搶先挺進(jìn)可穿戴計(jì)算市場,希望這個(gè)快速增長的產(chǎn)品門類能夠成為公司新的財(cái)源。

????芯片制造商英特爾(Intel)進(jìn)軍移動(dòng)市場有點(diǎn)慢,但它自稱正在采取措施,加快開發(fā)針對(duì)移動(dòng)設(shè)備的凌動(dòng)(Atom)芯片系列產(chǎn)品。此外,英特爾還急忙向另一個(gè)潛在的熱門市場提供芯片(及服務(wù)),那就是可穿戴計(jì)算。這個(gè)新的產(chǎn)品類別目前已經(jīng)包括聯(lián)網(wǎng)眼鏡和手表。

????英特爾公司高管層,即新任首席執(zhí)行官布萊恩?科茲安尼克及新任總裁蕾妮?詹姆斯,上周五上午在舊金山回答媒體提問,講述他們推動(dòng)英特爾進(jìn)軍移動(dòng)市場和可穿戴計(jì)算等大有前途的市場的戰(zhàn)略。科茲安尼克和詹姆斯都是英特爾的老員工了,兩人大約在一個(gè)半月前走馬上任,當(dāng)時(shí)前任首席執(zhí)行官保羅?歐德寧剛剛離任。(另一個(gè)人事變動(dòng)是,英特爾于上周四宣布,首席技術(shù)官賈斯汀?拉特納達(dá)到了公司的強(qiáng)制退休年齡,即將卸任。)過去幾周,科茲安尼克對(duì)自己負(fù)責(zé)的許多英特爾主要產(chǎn)品群進(jìn)行了重新定位,同時(shí)承諾將加速開發(fā)針對(duì)智能手機(jī)和平板電腦的凌動(dòng)芯片。

????科茲安尼克在上周五的活動(dòng)中承認(rèn),英特爾過去對(duì)于優(yōu)化自身芯片、使其更適合移動(dòng)設(shè)備這件事重視不夠??破澃材峥颂寡裕骸半S著公司越來越大,越來越成功,接受這些巨大的變化變得愈發(fā)困難?!彼a(bǔ)充道,英特爾之前可能認(rèn)為自己可以讓人們重新使用個(gè)人電腦,從而減緩這種過渡。不過,“這種邏輯存在根本性缺陷?!?/p>

????PC市場近年來形勢嚴(yán)峻,即便英特爾傾盡全力推出超級(jí)本(又稱超薄筆記本)也無濟(jì)于事。雖然總部位于加州圣克拉拉的英特爾仍然是PC領(lǐng)域的霸主,但PC市場的頹勢有目共睹。而且英特爾在移動(dòng)領(lǐng)域乏善可陳,目前在智能手機(jī)和平板電腦市場的份額還不到1%。

????為了切入移動(dòng)市場,英特爾前首席執(zhí)行官歐德寧動(dòng)作不少,從Palm和蘋果(Apple)挖來不少高管就是他采取的舉措之一。不過歐德寧的動(dòng)作還是太慢了。上周五,科茲安尼克和詹姆斯指出,英特爾最近取得了一些成績,例如三星(Samsung)的Galaxy Tab 3平板搭載了英特爾處理器。不過,高通(Qualcomm)等ARM處理器【該技術(shù)來自安謀科技(ARM Holdings)的授權(quán)】廠商目前仍主導(dǎo)著智能手機(jī)和平板電腦市場,先發(fā)優(yōu)勢極其明顯。雖然英特爾新的管理層希望在移動(dòng)領(lǐng)域大展拳腳,但有跡象表明,這家公司仍將專注于它傳統(tǒng)的x86架構(gòu)。

????“x86在架構(gòu)上具有優(yōu)勢”,詹姆斯表示,他指出英特爾芯片運(yùn)行微軟(Microsoft)Windows操作系統(tǒng)的電腦上表現(xiàn)良好,與主流軟件的配合也很出色。

????英特爾新管理層還談到一些新領(lǐng)域的發(fā)展??破澃材峥苏J(rèn)為可穿戴市場潛力巨大,眼鏡、耳機(jī)和手表等聯(lián)網(wǎng)設(shè)備的需求或?qū)⒈?。他還稱英特爾有自己的取勝策略,將為整個(gè)新興市場營造“生態(tài)系統(tǒng)”,而不僅僅局限于芯片制造商??破澃材峥吮救司蛽碛幸桓惫雀瑁℅oogle)眼鏡,他不愿詳述英特爾在此方面的具體計(jì)劃,但暗示英特爾可能推出大量輔助服務(wù)??破澃材峥祟H有把握地說:“我認(rèn)為整個(gè)計(jì)劃推出還需要大約兩年時(shí)間,不過屆時(shí)市場將呈爆炸式增長?!焙退谝苿?dòng)領(lǐng)域的后知后覺不同,英特爾這次打算先發(fā)制人。(財(cái)富中文網(wǎng))

????譯者:項(xiàng)航

????Intel was slow to enter the mobile market, but the chipmaker says it is now taking steps to speed up development of its Atom chip line for mobile devices. It's also rushing ahead to provide silicon (and services) to another potentially hot market: wearables, a new product category which includes connected glasses and watches.

????The company's top executives, new CEO Brian Krzanich and president Renee James, met with reporters Friday morning in San Francisco to answer questions about their strategy to push Intel into mobile and up-and-coming markets like wearables. The duo, both long-time Intel (INTC) insiders, assumed their new positions about a month and a half ago, when former CEO Paul Otellini stepped down. (In other changes, on Thursday the company announced that CTO Justin Rattner is stepping down from his role because he has hit the company's mandatory retirement age.) Over the last few weeks, Krzanich has repositioned many of the company's main product groups under his supervision. He has also vowed to speed up development of Intel's Atom chips for smartphones and tablets.

????At Friday morning's event, Krzanich admitted that in the past, the company hadn't put enough focus on getting its chips optimized for mobile devices. "As companies get bigger and more and more successful, accepting these big changes gets harder," said Krzanich, adding that Intel may have thought it could slow the transition to mobile by pulling people back to PCs. "There was a basic fundamental flaw in that logic," said the CEO.

????The PC market has been highly challenging, despite Intel's attempts to push ultrabooks -- a.k.a. super-thin laptops. While the Santa Clara-based company's chips still power the vast majority of PCs, that market is contracting. Meanwhile, Intel has less than 1% market share in tablets and smartphones.

????Former CEO Otellini had also tried to pave the way to greater market share in mobile, hiring executives from Palm and Apple (AAPL) to steer the company's mobile efforts. But progress was slow. On Friday, Krzanich and James pointed out a few recent "wins" -- like Samsung's Galaxy Tab 3 tablet, which features an Intel processor. At the same time, companies like Qualcomm (QCOM), which licenses competing chip technology from ARM Holdings, still dominate the smartphone and tablet market and have had a huge head start. And while Intel's new leadership is trying to move faster, it seems to be sticking to the company's historic microprocessor design, x86.

????"There's an architectural advantage to x86 beyond compatibility," said James, referring to the fact that Intel chips work well with computers that run on the Microsoft (MSFT) Windows operating system and mainstream applications.

????Intel's new leadership also talked about fresh opportunities in other areas. Krzanich said he thinks growth in the wearables market -- which includes connected devices like glasses, earpieces, and watches -- is going to be explosive. He also said he thinks Intel has a winning model for providing a whole "ecosystem" to support this new market, not just as the chip supplier. Krzanich, who owns a pair of Google's (GOOG) connected glasses, wouldn't elaborate on what exactly Intel is doing on this end, but hinted at a slew of supporting services. "I think it will take about two years to roll that plan out, but I think you'll see an explosion," said Krzanich. Unlike with mobile, it appears Intel is trying to get ahead of the game on this one.

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