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Intel, which has been back in the mobile chip market for a year and a half, needs to take the time to prove that it can stand in this competitive market.
Intel is still using the old method of "Intel inside" brand promotion. On July 10, 2013, Intel joined hands with ZTE, which has ranked among the top five in the global smartphone market by sales volume, and released a mid-range smart phone "geek" in Beijing, with an obvious Intel logo on the back of the phone.
It is understood that this mobile phone is equipped with Android 4.2 operating system, 2.0GHz dual core intel mobile processor, 5.0-inch HD resolution large screen, 8-megapixel camera, 2300 Ma battery, and WCDMA network support. The price of the basic model is 1888 yuan, while that of the model supporting the wireless charging function is 2288 yuan.
This is another new phone in Intel’s smartphone camp, and the second smartphone that ZTE has cooperated with Intel. In the second half of 2012, ZTE released its first Intel chip based smartphone grand Xin to the European market, which was recognized by the local market and became the best-selling annual smartphone in Austria and other countries.
"The cooperation with ZTE is a good start for Intel to occupy a place in the mobile chip market." Yang Xu, Intel’s global vice president and President of China, said frankly that Intel’s return to the mobile chip market really needs the support of more mainstream mobile phone manufacturers, as well as large-scale sales to help Intel to be self-sufficient in this market, but this is a step-by-step process.
Although the PC market has become a leader, Intel is still a new entrant in the smartphone chip market. For Intel, which is back in the field of mobile chips, it has entered a critical period. It urgently needs to be recognized and supported by more mainstream mobile phone manufacturers, so as to obtain real "up scale" sales volume.
After the return
If Intel’s business in the field of mobile chips has never been interrupted, its position in the smartphone chip market may be much stronger now. Unfortunately, Intel has been out of business for six years.
Seven years ago, in June 2006, Intel set a price of 600 million US dollars, sold its Xscale mobile chip division, which had been built for ten years but had a huge loss, to Marvell, and then faded out of the mobile chip market.
However, Intel did not expect that, just after its exit from the field of mobile chips, the global mobile phone market has undergone tremendous changes. Smart phones have sprung up rapidly and gradually replaced functional phones. This change makes mobile phone manufacturers and chip manufacturers enjoy the sweetness, especially Qualcomm, the leader in the field of smart phone chips.
Intel, which has accumulated in the field of mobile chips for many years, is obviously unable to sit down. At the beginning of 2012, six years after leaving the mobile chip market, Intel decided to return to this market, launched the mobile processor for smart phones, and announced the first batch of partners using Intel chips to produce smart phones.
However, this move in and out has turned Intel, which has missed a great opportunity, into a new recruit in the smartphone market. Although its R & D strength is strong, it is not easy to re accumulate resources and become a strong competitor in this market.
It is understood that since the first smartphone with Intel chip was launched in April 2012 in cooperation with Indian operator lava, Intel has successively launched several models in cooperation with many foreign operators such as orange, as well as Lenovo, Motorola, ZTE and other manufacturers.
According to he Shiyou, executive vice president of ZTE, ZTE’s first generation smart phone product, grand Xin, which worked with Intel last year, has been widely recognized in the European market. At present, it has sold about 200000 smart phones, while the newly released geek will take the lead in listing in China, and the sales volume will at least double.
Although Intel, which has returned to the mobile chip market, has received some "strong assistance" in this year and a half, it has had a fault in this field after all. It is not easy to win more partners and consumers’ recognition.
"It’s a marathon, not a 100 meter dash." Yang Xu is very cautious in evaluating Intel’s mobile chip business. He believes that although the sales of Intel Core’s smart phone products will not grow rapidly in the short term, Intel’s technical capabilities in the field of computing will surely be recognized by the market and supported by more partners in the future.
How to foothold
For any player in the global smartphone market, the past two or three years have been a crucial period, especially for Intel. According to he Shiyou, the rapid change of technology and market demand may be the opportunity for Intel.
"The smartphone market provides a" variable "opportunity for mobile phone manufacturers and chip manufacturers to participate in it, with a time window of about three years." He Shiyou believes that the cooperation with Intel will help to enhance ZTE’s brand image in the middle and high-end market; at the same time, Intel’s cooperation with ZTE at the beginning of returning to the mobile chip market will also enhance its brand awareness in the field of smart phones.
In terms of the current market pattern of smart phone chips, Qualcomm has occupied the vast majority of shares for a long time