英特爾目前難以在電視和智能手機(jī)市場(chǎng)獲得立足之地，我認(rèn)為是因?yàn)樗粔蛑t遜。不客氣地說，就是太狂妄自大了。 在我上周休假期間，英特爾悄然宣布退出數(shù)字電視市場(chǎng)。英特爾為該領(lǐng)域生產(chǎn)了兩代SoC，一代面向雅虎軟件，一代面向轟動(dòng)一時(shí)的GoogleTV計(jì)劃。 2004年，英特爾曾放棄過另一種準(zhǔn)備利用微顯示技術(shù)的數(shù)字電視計(jì)劃。這種新興技術(shù)從未真正流行起來。 只有在GoogleTV方面，英特爾才得到幾個(gè)堅(jiān)定的OEM伙伴，即索尼和羅技。但廣播公司把谷歌電視的概念拒之門外，使得谷歌電視只能揀其吃剩的廣告午餐。 網(wǎng)絡(luò)驅(qū)動(dòng)電視形式多樣，但似乎近期不太可能使用x86內(nèi)核。 部分原因在于，英特爾在開拓新市場(chǎng)方面采取了強(qiáng)推的方式。我支持英特爾大力推動(dòng)其頗具雄心的計(jì)劃，但經(jīng)常缺乏OEM廠商等關(guān)鍵的利益相關(guān)者。在GoogleTV這件事中，就是缺乏廣播公司的參與。 在智能電話方面也是如此。幾年前英特爾開發(fā)出了手機(jī)SoC，這是其首批同類芯片之一，把x86內(nèi)核與閃存集成在一個(gè)芯片上面，但該芯片從未被市場(chǎng)接受。相反，傳統(tǒng)供應(yīng)商推出的3D芯片把單獨(dú)的閃存與應(yīng)用處理器堆疊在一起，卻風(fēng)生水起。 另一件事是，大約兩年來，英特爾一直努力想把Atom打入智能手機(jī)市場(chǎng)。它與諾基亞簽署了開發(fā)合作協(xié)議，但后來的諾基亞首席執(zhí)行官Stephen Elop轉(zhuǎn)而支持微軟，認(rèn)為微軟是更有活力的生態(tài)系統(tǒng)提供商，叫停了與英特爾的合作。 英特爾仍在鼓吹其基于Atom的32納米Medfield SoC，聲稱明年將拿下多個(gè)智能手機(jī)訂單。但英特爾也取消了為智能手機(jī)開發(fā)的MeeGo操作系統(tǒng)。 有人告訴我，英特爾三個(gè)月前警告臺(tái)灣的幾家大型ODM廠商，指責(zé)它們沒有為MeeGo盡到足夠的力量。一些小型軟件公司在致力于這種操作系統(tǒng)，現(xiàn)在他們感覺為此浪費(fèi)了一年多的時(shí)間。英特爾現(xiàn)在鼓勵(lì)這些軟件公司把重點(diǎn)轉(zhuǎn)向Tizen，這是將于明年推出的另一種移動(dòng)Linux操作系統(tǒng)。 我欣賞英特爾能夠迅速推出大膽的大型計(jì)劃，而且在進(jìn)展不利的時(shí)候能夠靈活地果斷收手。對(duì)于一家大型公司來說，英特爾的動(dòng)作十分迅速。 但副作用是潛在的伙伴感到害怕，不愿意加入英特爾的下一個(gè)大型項(xiàng)目。英特爾過去失敗的其它計(jì)劃包括：無線USB，先進(jìn)交換互連，以及后來賣給Netronome的英特爾網(wǎng)絡(luò)處理器。 是的，PCI和PCI Express等項(xiàng)目也取得了輝煌的成功。而且英特爾在把x86打入多種嵌入系統(tǒng)方面也成績(jī)斐然，包括通信系統(tǒng)中的控制計(jì)劃（control plans in comms systems）。OEM和其它伙伴閉口不談?dòng)⑻貭柕南乱粋€(gè)重大計(jì)劃，我對(duì)此可以理解。 我猜測(cè)下一個(gè)項(xiàng)目可能是Thunderbolt。迄今為止，蘋果是支持這種互連的唯一一家頂級(jí)OEM廠商。Thunderbolt與USB 3.0重疊，而多數(shù)PC廠商支持后者已經(jīng)很多年。英特爾聲稱華碩和宏基明年將采用Thunderbolt，但我猜測(cè)華碩和宏基不會(huì)在所有產(chǎn)品線上都支持這種互連。 實(shí)際上，臺(tái)灣廠商對(duì)于英特爾的每一個(gè)重大計(jì)劃都唯唯諾諾，助長(zhǎng)了英特爾的狂妄自大，讓其覺得自己無往不克。現(xiàn)在，甚至數(shù)一數(shù)二的PC廠商都缺乏技術(shù)資源，更加依賴于英特爾，增加了英特爾自大的資本。 英特爾急需在平板電腦和智能手機(jī)獲得關(guān)鍵一席之地。強(qiáng)推配備下一款Linux類型移動(dòng)操作系統(tǒng)的Atom，可能是最短的捷徑，但不是最好的方式。 我認(rèn)為，英特爾應(yīng)該讓從英特爾收購來的無線基帶部門牽頭。該部門可以充當(dāng)戰(zhàn)略性的潛聽哨，深入了解蘋果等關(guān)鍵手機(jī)廠商的業(yè)務(wù)。傾聽這些OEM廠商的需求，以及面臨的問題。找到空白，然后迅速地加以填補(bǔ)。 采用這種方式必須放低自己的身段，讓客戶發(fā)揮主導(dǎo)作用。多年來，大多數(shù)半導(dǎo)體廠商都在使用這種方式。 如果英特爾打算吸引PC市場(chǎng)以外的客戶，必須學(xué)會(huì)這些得到普遍采用的方法，并培養(yǎng)自己的耐心。 編譯: Luffy Liu 本文授權(quán)編譯自EE Times，版權(quán)所有，謝絕轉(zhuǎn)載 參考英文原文：Why Intel is not inside TVs, smartphones， by RickMerritt

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{pagination} Why Intel is not inside TVs, smartphones RickMerritt SAN JOSE, Calif. – I've got a theory why Intel is struggling to get a foothold in TVs and cellphones—it's a lack of humility or, put less kindly, hubris. While I was taking a few days off last week, Intel quietly announced it was getting out of the digital TV business. It had produced two generations of SoCs--one for Yahoo software and another for the high-profile GoogleTV initiative. In 2004, the PC giant abandoned a separate digital TV effort that tried to leverage microdisplays, an emerging technology that never quite emerged. Only with GoogleTV did Intel have solid OEM partners—in this case Sony and Logitech. In this case broadcasters put up barriers to the notion of Google eating what's left of their advertising lunch. Web-enabled TVs are coming in various forms. But it doesn't look like they will be using x86 cores anytime soon. The problem, in part, is Intel seems to take a bulldozer approach to new market development. I give the company credit for its willingness to drive ambitious initiatives aggressively, but too often it does that without key stakeholders such as OEMs, or in the GoogleTV case, broadcasters. The same has been true in smartphones. Years ago Intel developed one of its first cellphone SoCs, merging x86 cores and flash on a chip, but it never got market traction. Instead 3-D chip stacks with separate flash and application processors took off from traditional suppliers. In a second effort, Intel has been driving Atom into the smartphone market for about two years. It signed up Nokia as a development partner, but incoming Nokia CEO Stephen Elop nixed the deal when he shifted support to Microsoft, perceived as a more vibrant ecosystem provider. Intel is still beating the drum for its 32nm Medfield SoC based on Atom, claiming next year it will have multiple smartphone design wins. But it also cancelled its MeeGo flavor of mobile Linux originally geared for those phones. One source tells me Intel warned some of Taiwan's big ODMs as recently as three months ago they were not putting enough effort into MeeGo. A handful of small software companies were working with the OS and now feel they have wasted more than a year's time. Intel is encouraging them to shift their focus to Tizen, a replacement mobile Linux OS coming next year. I give Intel credit for quickly winding up big, bold initiatives, and having the flexibility and guts to trash them when they don't pan out. For a big company, Intel moves quickly. But the knock-on effect is potential partners get shell shocked, unwilling to jump on the next big bandwagon. Among other past misfires: wireless USB, Advanced Switching Interconnect and Intel's network processors sold off to Netronome. Yes, there were also roaring successes such as PCI and PCI Express. And Intel has made great strides getting the x86 into diverse embedded systems, including control plans in comms systems. But I cut OEMs and other partners some slack for being reticent about the next big Intel initiative. I suspect Thunderbolt may be the next to go. So far, Apple is the only top OEM supporting the interconnect which overlaps USB 3.0, a link most PC makers have been working to support for years. Intel claims Asustek and Acer will adopt Thunderbolt next year, but I suspect the support may not be very broad across their product lines. Indeed, Taiwan has been so complaint with every major Intel initiative it is almost complicit in fueling the x86 giant's hubris that it can boss its way to success. These days even top tier PC makers are so gutted of technical resources they rely more heavily than ever on Intel, adding swagger to the microprocessor makers stride. Intel badly needs to get key sockets in tablets and smartphones. Bulldozing Atom with whatever will be the new mobile Linux flavor of the day may look like the shortest path, but it is not the best one. I think Intel should let its new wireless baseband group acquired from Infineon lead the way. The group should be a strategic listening post with ears deep into the operations of key handset makers, including Apple. Listen to what those OEMs want, what their struggles are. Look for a gap and when you find it, fill it quickly and cleanly. That's an approach that requires a lot of humility, letting customers lead the way. Most of the semiconductor industry has been using that model for years. If Intel wants to get beyond its browbeaten customers in the PC market, it needs to learn these widely practiced techniques and develop the patience to take the long road. Why Intel is not inside TVs, smartphones SAN JOSE, Calif. – I've got a theory why Intel is struggling to get a foothold in TVs and cellphones—it's a lack of humility or, put less kindly, hubris. While I was taking a few days off last week, Intel quietly announced it was getting out of the digital TV business. It had produced two generations of SoCs--one for Yahoo software and another for the high-profile GoogleTV initiative. In 2004, the PC giant abandoned a separate digital TV effort that tried to leverage microdisplays, an emerging technology that never quite emerged. Only with GoogleTV did Intel have solid OEM partners—in this case Sony and Logitech. In this case broadcasters put up barriers to the notion of Google eating what's left of their advertising lunch. Web-enabled TVs are coming in various forms. But it doesn't look like they will be using x86 cores anytime soon. The problem, in part, is Intel seems to take a bulldozer approach to new market development. I give the company credit for its willingness to drive ambitious initiatives aggressively, but too often it does that without key stakeholders such as OEMs, or in the GoogleTV case, broadcasters. The same has been true in smartphones. Years ago Intel developed one of its first cellphone SoCs, merging x86 cores and flash on a chip, but it never got market traction. Instead 3-D chip stacks with separate flash and application processors took off from traditional suppliers. In a second effort, Intel has been driving Atom into the smartphone market for about two years. It signed up Nokia as a development partner, but incoming Nokia CEO Stephen Elop nixed the deal when he shifted support to Microsoft, perceived as a more vibrant ecosystem provider. Intel is still beating the drum for its 32nm Medfield SoC based on Atom, claiming next year it will have multiple smartphone design wins. But it also cancelled its MeeGo flavor of mobile Linux originally geared for those phones. One source tells me Intel warned some of Taiwan's big ODMs as recently as three months ago they were not putting enough effort into MeeGo. A handful of small software companies were working with the OS and now feel they have wasted more than a year's time. Intel is encouraging them to shift their focus to Tizen, a replacement mobile Linux OS coming next year. I give Intel credit for quickly winding up big, bold initiatives, and having the flexibility and guts to trash them when they don't pan out. For a big company, Intel moves quickly. But the knock-on effect is potential partners get shell shocked, unwilling to jump on the next big bandwagon. Among other past misfires: wireless USB, Advanced Switching Interconnect and Intel's network processors sold off to Netronome. Yes, there were also roaring successes such as PCI and PCI Express. And Intel has made great strides getting the x86 into diverse embedded systems, including control plans in comms systems. But I cut OEMs and other partners some slack for being reticent about the next big Intel initiative. I suspect Thunderbolt may be the next to go. So far, Apple is the only top OEM supporting the interconnect which overlaps USB 3.0, a link most PC makers have been working to support for years. Intel claims Asustek and Acer will adopt Thunderbolt next year, but I suspect the support may not be very broad across their product lines. Indeed, Taiwan has been so complaint with every major Intel initiative it is almost complicit in fueling the x86 giant's hubris that it can boss its way to success. These days even top tier PC makers are so gutted of technical resources they rely more heavily than ever on Intel, adding swagger to the microprocessor makers stride. Intel badly needs to get key sockets in tablets and smartphones. Bulldozing Atom with whatever will be the new mobile Linux flavor of the day may look like the shortest path, but it is not the best one. I think Intel should let its new wireless baseband group acquired from Infineon lead the way. The group should be a strategic listening post with ears deep into the operations of key handset makers, including Apple. Listen to what those OEMs want, what their struggles are. Look for a gap and when you find it, fill it quickly and cleanly. That's an approach that requires a lot of humility, letting customers lead the way. Most of the semiconductor industry has been using that model for years. If Intel wants to get beyond its browbeaten customers in the PC market, it needs to learn these widely practiced techniques and develop the patience to take the long road.