The Millennium Semiconductor Survival Guide.

Chapter 310
"That's right, we are using a sentence said by Chen She in the Historical Records, that is, 'The sparrow knows the ambition of the swan.'

Although the Chanque is small, it has all the internal organs and its performance is not inferior to the latest products from leading manufacturers.

We adopt the latest ARM A8 technical architecture, using the current mainstream 130nm technology, with a main frequency of 256MB, which can support mainstream smartphone applications on the market.

Most of the games in the Riot Mobile Game Store can run smoothly." Dazui talked about Yanque's chip.

The mobile phone manufacturers below listened very carefully.

Because anyone with any brain knows that Honghu chips are at least one level higher than Yanque. In today's China, low price is king. Only by selling mobile phones can we have enough say in the supply chain to lower prices and pay first for goods. , can have sufficient cash flow.

Everyone is in the industry and pays more attention to Yanque than Honghu. They need mobile phone chips like Yanque to take the mid-to-low-end route.

As for the high-end route, it is not that no mobile phone manufacturers have thought about taking this route. The high-end route is highly profitable, helps to establish a brand image, and even cultivates a group of fanatical supporters. Which brand does not want to take the high-end route?
In later generations, Apple established a high-end brand image. This was due to the right time, place, and people. Various factors were involved. As the absolute king of the mobile Internet era, it is also true that Apple failed after iphoneX.

But no matter how bad the apple is, how much toothpaste is squeezed out, even a smart island can be regarded as a huge optimization scam by fruit fans who are willing to pay for it.Apple's high-end brand image allowed them to gain reputation in the global market and never lose sales.

Establishing a high-end brand, even if it is not so successful, can enjoy a lot of benefits. Take Weilai as an example. Weilai car owners are more enthusiastic about maintaining Weilai than Apple users. Weilai is also one of the few people who has established a firm foothold in the high-end car market. Chinese brand.

Therefore, the high-end market belongs to Tang Monk Meat. Everyone wants to take a bite, but only a few can actually eat it, especially for domestic mobile phone manufacturers.

Last year, TCL launched its own high-end sub-brand called Genesee, whose Chinese name is Shendian. It was made with so-called genuine leather from Florence, Italy. After being launched on the market, sales were bleak. It invested a lot of marketing resources, and at a price of more than 4000 yuan, sales continued to rise for ten consecutive years. Mando didn't break through.

After TCL failed, other mobile phone manufacturers were even more afraid to try.

"Mr. Zhou, congratulations to Xinxin. I have a hunch that Yanque and Honghu will be another masterpiece of Xinxin Technology, and will also usher in new development opportunities for the chip industry in the Shenhai area." said the government official sitting next to Zhou Xin. .

This small closed-door meeting in Shenhai involves new breakthroughs in the chip industry, so China attaches great importance to it, and the local government attaches even more importance to it. Shenhai sent a working group leader from Zhangjiang High-tech Park to attend the meeting. .

Zhou Xin said: "Actually, I am very uneasy inside. Honghu and Yanque have invested a lot of effort into the new core. In fact, the sample was developed in the middle of last year, and the reason why it was not officially released until this year.

It's because we want to do some level of bundling.

How many customers will be willing to accept such a bundle is unknown. "

After listening, the team leader said: "Xinxin still has an innovative spirit and has been chasing the boundaries of the enterprise.

It is precisely because of companies like Xinxin in Zhangjiang that we have the confidence to catch up with Silicon Valley. "

Although this may sound a bit cheesy, it is indeed true. Xinxin’s move to Zhangjiang is as significant as Intel’s move to Zhangjiang. It is an enterprise with the entire industry chain, and at the same time it has certain technical advantages and industry status. It ranks first in the field of smartphone chips.

The old saying in Shenhai is that you would rather have a bed in Puxi than an apartment in Pudong. Now the housing prices around Zhangjiang Hi-Tech Park in Pudong are the highest in Shenhai.

Zhou Xin was chatting with the team leader in the audience, and Yu Dazui was on the stage giving advice:
“We all know that since Matrix launched Mphone1, a large number of top semiconductor companies have begun to enter the industry, including Texas Instruments, IBM, Intel, AMD, Samsung, etc., and they have all launched their own smartphone CPUs.

Since there are so many CPUs on the market, why choose Xinxin or Yanque and Honghu? "

The biggest difference between Yanque and Honghu is that the manufacturing process is different. Honghu is one generation ahead of Yanque. At the same time, some advanced technologies in the Mphone A series chips have also been transferred to Honghu.

After introducing the parameters, none of the mobile phone manufacturers present were very excited, because there was nothing new and the CPUs produced by other mobile phone manufacturers were similar.

What Xinxin has developed is a mobile phone processor, not a mobile phone, and there is no way to get a score. Therefore, the entire conference lacks explosive points.

Everyone is now looking forward to the price. An affordable price can be given. Cost-effectiveness is the eternal trump card of Chinese enterprises.

After introducing the parameters, Yu Dazui started to talk about the essentials:

“Everyone knows that mobile phone chips are divided into DSP chips, Bluetooth chips, battery management chips, CPUs, GPUs, communication basebands, etc.

In the early days, only the mobile phone chip of Mphone integrated these chips on a chip called SOC.

Until the year before last, Texas Instruments launched their OMAP platform, which integrated communication baseband, CPU and GPU.As far as I know, Samsung, Intel and AMD have also been wanting to do this.

But so far, their research and development in this area is still at the laboratory stage.I don’t need to say more about the benefits of integrating chips. It can have lower energy consumption and more space. Because of chip integration, there will be faster internal signal transmission speed and so on.

Yes, both Yanque and Honghu are SOC chips, and the main smartphone chips are integrated into the SoC. They are still the same as the traditional mobile phone integrated chips previously launched by Xinxin. What you need to do after buying Yanque and Honghu There is very little work, mainly concentrated on the software level, concentrated on the mobile operating system level. "

SoC is not a new concept. It can be traced back to the decoding chip of TV. Chip manufacturers integrated video analog-to-digital conversion, comb filter, video decoding, progressive scan, and scaler chips into one chip, which is called SOC. .

Because the size of the TV is large enough, it is not difficult to make an integrated chip for the TV. Samsung is already familiar with the SOC of the TV.

Mobile phone chips are different because the size of mobile phones is much smaller. Whether it is product selection, chip integration, or specific technical implementation, everyone has a concept only after the launch of Mphone2.

Mphone1 does not use integrated chips.

It took Texas Instruments a year to come up with a basic version of SoC that is probably commercially available. It is already very good.

Integrated chips are closely related to the interests of the mobile phone manufacturers present, so after Yu Dazui finished talking about SoC, the representatives of various manufacturers began to talk.

"As expected, if it is just a smartphone CPU, there is no need for the new president to participate in person.

I noticed when I came in that almost all of Xinxin's domestic executives were in the front row, including the new president himself.

The person sitting next to him was obviously sent by the government. It seemed that Xinxin had high hopes for these two chips. "

"It's really awesome. I've seen Texas Instruments' SOC. They are even more powerful than Texas Instruments' SoC."

“It should be that the A chip of Mphone2 was reduced in size and then sold to us. We just don’t know the price now.

We are afraid that Xinxin will bite us due to its technological advantages. "

"Just bite it. If there is no new core, foreign manufacturers will bite us if they come up with new cores. Now if there are new cores, everyone is a Chinese enterprise after all.

Didn’t you see that the representatives of Samsung and Sony looked bad? "

If the Sony representative hears this, he would like to say that I am actually fine, because Sony Ericsson originally had an in-depth cooperation with Xinxin.The ISP chips used in Xinxin's SoC are also from Sony. We have a cooperative relationship and they don't mind launching mobile phones using Xinxin chips.

The one who really looked ugly was the Samsung representative.

This time, not only the person in charge of Samsung's mobile phone line, but also senior executives from Samsung's headquarters came to attend the Xinxin Technology press conference, and they flew here specially from Korea to attend.

The translator next to the executive at Samsung headquarters has been doing simultaneous interpretation. Every time he interprets a sentence, the corners of his mouth have to pull down a little.

Because since Xinxin's mobile phone integrated chips became popular, Samsung launched mobile phone integrated chips after MediaTek. Xinxin and MediaTek were in front, but sales were very dismal, and almost only Samsung Kejian was using them.

They were unwilling to give in. After the launch of Mphone2, Samsung believed that there would be a huge market for integrated chips in smartphones, and they hoped to achieve overtaking in this field.

And according to Samsung's internal estimates, smartphone integrated chips will be a broader market. For this reason, Samsung has invested a lot of manpower, material resources and research and development expenses. The result is that it is still one step behind in new chips. This step will take at least half a year.

Half a year has passed and the day lilies have become cold.

China is a huge market for Samsung. Samsung is not the Samsung that it was later. Their market share in the field of smartphones is not as good as Sony Ericsson.

The greater the volume of mobile phone chips involved, the greater the revenue and profits. The next generation of products will have more funds to develop, and the more people use them, the more complete the problems of this generation of products will be exposed, and the next generation will have more experience to carry out. Optimization improvements.

Quality is the lifeline of mobile phone chips, and this description is not an exaggeration.

"The Honghu chip is a 90nm architecture, so there is a possibility that the new chip will not have enough production capacity.

Xinxin's own production capacity needs to supply A series chips for Mphone2, and it also needs to manufacture Honghu chips.

If their production capacity is limited, if we can launch our S chip in half a year, then we still have a chance. "The Samsung executive asked another subordinate.

“According to the latest news, Xinxin’s second wafer fab in Lion City has been put into operation, and they currently have a total of five 90nm production lines in Lion City.

Including them placing some orders with Texas Instruments, TSMC and us, there should be no problems with production capacity.

Unless China can consume 1000 million Honghu CPUs every year.

Based on our understanding of China, after the launch of Yanque and Honghu, the mainstream of the Chinese market should still be Yanque.

It may be difficult to rely on production capacity to give us the opportunity to catch up. "

The one with the coldest heart here is Samsung, followed by Intel.

Intel and Xinxin are competitors in smartphone chips, but they are partners in computer chips, so they were also invited to participate in Xinxin's spring product launch.

They have a similar strategy to Samsung, but what is better than Samsung is that Intel uses its own brand image to have partners willing to pay for the new chips even if they are launched first.

"Mr. Pat, don't worry, our next-generation Lenovo mobile phone will definitely be equipped with Intel's SoC." That's right, it's Lenovo.

Lenovo has always been a player in the mobile phone market, but it has not become bigger.

“Lenovo will also launch mobile phones based on new core chips, but our flagship series will definitely be equipped with Intel’s smartphone chips.

Because the flagship series must be high-end enough, what can be more high-end than equipped with an Intel chip? "

Lenovo did take a bit of a lick.

Yu Dazui shouted on the stage: "Since the launch of Mphone1, many smartphone CPUs have been launched on the market, such as Texas Instruments, IBM, Intel, and AMD have all launched their own smartphone CPUs.

The Yanque and Honghu launched by Xinxin Technology this time are far ahead in terms of performance, power consumption, and adaptability. "

After finishing speaking, Zhou Xin took the lead in applauding, and then the audience burst into thunderous applause.

After applauding, the team leader sitting next to Zhou Xin asked: "Mr. Zhou, breakthroughs in the domestic chip industry still depend on new cores."

Zhou Xin said: "Xinxin will do everything possible to achieve breakthroughs in the technical field.

We hope to maintain a long-term and stable cooperative relationship with Shenhai. "

"Don't worry about this, it's for sure. Xinxin is the company with the highest priority in the entire Shenhai. Even Shenhai's own son, Baosteel, is not as high as Xinxin in terms of priority.

I don’t know if Xinxin’s executives have told you that the number of people we grant to Xinxin to settle down every year is the largest among all Shenhai companies, both in absolute terms and in terms of proportion. "

"grateful."

Behind Yu Dazui on the stage is no longer a CPU, but a few English words:

"Android"

"We are also launching an open source smartphone operating system this time, which is called Android in English and Android in Chinese."

Android was originally going to be established in 2003. Because of the emergence of Mphone1, Android was established in 2001.

Later, at the end of 2002, Zhou Xin noticed this company.

Because Baidu wanted to acquire Android, Google executives proposed the acquisition of Android on the board of directors, but they were rejected by Baidu executives. They believed that the acquisition was not in line with Baidu's main business, and secondly, it had no significance at all. Realization method.

When Zhou Xin read the content of Baidu's board of directors meeting, he realized that Android had already been established. Baidu did not acquire Android. He directly asked Xinxing Investment to fully acquire Android.

At the same time, an Android company was established in China, and Shenhai and Silicon Valley jointly continued to promote the Android operating system.

Because Xinxin is making mobile phone SoC, after the samples of Yanque and Honghu came out last year, Andy Rubin led a group of people to do operating system adaptation.

(End of this chapter)