PC's new game art innovation can attract consumers back to the PC industry in the dilemma. Consumers and businesses do not need new machines, Dellton ate profits. What can other manufacturers do? Selling new software, the production of new stuff, and then pray Author: David. "David Kirkpatrick" is still in a dilemma in the industry. "Dell said the Dell Computer Corporation (Dell Computer) founder and CEO Michael. Michael Dell is reluctant to admit that he is engaged in personal computer business. "I think it as a computer system, or IT industry," he explained. Before Hewletlett-Packard and Compaq, two companies served as the Co-chief of Compai CEO Mike. Mike Capellas said, "We have indeed transferred from the field of personal computer to the Internet field." CEO of Gateway Ceremony Torend. Ted Waitt also is passionate about the latest products of their company - large screen. Why is the leading boss of the personal computer industry so frightened? This may involve a better problem: most people in them have joined them from the bed. The industry in the world - one of the world's largest industries, annual sales of $ 10 billion, annual output of 12.5 billion - current situation is not good. According to Gartner Dataquest's statistics, last year, the sales of personal computers decline since 1985, fell as high as 4%. This is undoubtedly a catastrophic blow for a industry that habits greater than 15% of the annual growth rate. All signs are displayed, this year's situation will be equally bad. Enterprises who have purchased all technical products have been affected by the economic situation, and there has been stopped uniform spending. Users of household computers are no longer rushing to buy computers. According to the consumer technology research company ODYSSEY, only 11% of consumers said they intentionally purchased new computers. This is the lowest ratio since 1995. An important scale for a measurement of industry - consumers have extended the average time before purchasing a new computer - extended to an unprecedented 41 month (commercial table computer) and almost five years (household computers). The problem is not only in an economic situation. The growth law of the proven personal computer has already collapsed. The industry is driven by the innovation of Microsoft and Intel (Intel) from beginning to end. Intel should use a new processor. Microsoft will launch new operating systems or application software that requires a faster computer. Personal Computer Manufacturer will install new chips to your computer, and users have to upgrade. Faster processing speed means a shorter sales cycle. Moreover, the marketing guidelines in the computer industry also emphasize such a message: But in the past few years, consumers no longer need Porsche, but learned to love their Toyota Camrys. Intel is still continually manufacturing more powerful chips. Microsoft continues to introduce a better version of the window system, and the nearest product is XP. But buying is still only low. "The speed of the chip is enough," Ziff-Davis Market Experts provides consulting business to Personal Computer Manufacturers for a long time. Aaron Goldberg said. "Windows XP runs on the 2.4 Giga of Pentium's Pentiens, which is more fast than running on the 700 MHP computer.
"HP's Capelas said:" The reason why this industry is stuck is that we did not provide consumers with interesting products related to a personal computer. It is now useless to promote demand. "Since consumers no longer use the speed as the basis for purchase, the computer industry considers them to value the price. In the past two years, the price has been lowered. One entry-level commercial desk computer current price is less than $ 500 (no Includes a display. Some household computers are even as low as $ 300. Last year, HP and Kangbia consolidated companies losing $ 1 billion on $ 27 billion sales associated with PC, this year, this year, there is a loss of 445 million US dollars. .Ibm has only barely legal level in the personal computer business in recent years. The reorganization of Gatway's in 2001 is $ 6 billion, but the loss is $ 1 billion. In the first half of 2002, it lost a loss of 18.4 billion US dollars. Gartner Dataquest one Top Personal Computer Analyst Charles Smolders said: "This industry has problems. "But he is not completely correct. There is a problem in this special industry is simple words: Dell. No big company manufacturing computer costs is lower than Michael. Dell's company is lower, just it from its opponent there. When you rob the market share, it is still maintaining profit. Dell's competitive advantage is the price, which is the reason why it can profit from $ 31 billion in income last year. Now personal computer manufacturers must continue and Dell competition, has to find a way to grow up to grow. In a few months, large computer manufacturers have strive to open new segments, conduct some innovations to attract consumers to buy their products again. (Especially HP) is a new wave of wireless connectivity. Intel CEO Craig Barrett said: "Wireless connection will become an important drive in the field of commercial computers and household computers. force. "Personal computer manufacturer tries to give a home computer to Steve Jobs, which is like computer company (Steve Jobs), brought the influence of hot IMAC. IBM also re-conceived personal computers I want it to make it easier for the company. Sony (Sony) is launched new home entertainment software applicable to all personal computer products. Gatway is ready to launch a 42-inch plasma TV. They all want to pin in broadband applications The expansion will cause computer users to upgrade again. Capelas believes that all of these changes will trigger the same result: "One day this business will re-get rich profit, but I don't know when this day will Arrival. "Sony's Virin is connecting to other devices of the PC with Sony for Michael Dell, the less the changes, the lessst, maintaining inventory at a lower level, lowers cost and low price, etc. Measures, in the past five years, he raised the company from 5% to 15% in the global personal computer market. In the United States, he has already taken 27% of the share and become a boss of the industry. In the difficult period, He is also able to capture enough market share from the opponent to ensure that the computer shipments in the fiscal quarter will increase by 8% over the previous quarter. Decbron last month, it believes in the next five years In about 32 billion US dollars, it has turned over. However, even Michael. Dell has begun to disgus personal computers. Yes, sales may rise, but the price continues to decline, this It is difficult for him to get the rich profits he want. He is likely to be able to reach the goal of the sales of the ear. So Michael Dell is using the logistics and distribution system he developed for a personal computer. Production and sales from the printer to the memory to any information technology product to the handheld electronic device.
Dell said: "If you look at all business areas: Personal computers, memory, software, peripherals, printers, network devices, our market has average 3% share. Therefore, even if the overall expenditure of technology Without growth, we still have a lot of profit growth. "Now I want to kill Dell is not just the CEO of all other personal computer manufacturers. Even network equipment manufacturers like Cisco Systems also treat him as a nail. Since Dell is planning to work with Lexmark to sell its own brand printers and ink cartridges, HP has left its printer products from Dell's website. Since Dell adds its own network product sales, Cisco and 3COM also suspended the relationship with Dell's partnership. Dell has not stopped to expand. "Dell's income in this quarter will set a record," Michael. Dell said. "There is no other computer company (including Cisco, Sun, EMC, IBM, fruit, HP and Intel) at least two years." Hewlett-Packard and Compaq have been Capitally strive to catch up with Dell's efficiency in the manufacturing and distribution of your computer. They have developed a strong personal computer business in the store, and Compaq's personal computer server business is occupying the prior position in the industry, although its cost has never reached the low level like Dell. Now they think that by merged two mergers can finally be a dead battle with Dell. Hewlett-Packard currently has a share of 16.6% in the global personal computer market, which has exceeded Dell two percentage points. It has been cutting costs, making it close to Dell's level. Since the completion of the two companies in May, it has reduced the cost of manufacturing a personal computer by 40%. HP's commercial computer for more than half of the quarter is sold directly from the manufacturer to consumers, completely omitted the segment of the retailer and resale. It is now trying to prove to people that they have established advantageous positions in Dell wants to enter the product area (can help it sell big supporting products to big companies). "More and more business customers have implemented joint bidding in the purchase of table-top computers, handheld equipment, network products, and even memory," HP's Executive Vice President Michael Michael. Winkel Winkler said. "They need a package of contractors. We have won many important global contracts in this way." Although the prophecy of the company is generally related to the company's own views, Caperas still insists that HP will remain leading. market share. How will he do this? By selling individual computers with other products and services, it is sold together, and it is competitive in price and innovates consumers. In October, HP launched a personal computer that was first installed on Microsoft Windows XP Media Center Edition software, turning the personal computer into an entertainment center, making it the functions of TV and video recorders. However, before people think that HP caught Dell, it still had a long way to go. Half of HP sells half of the computer to reach the consumer in the direct sales, but there are still half of the middlemen who share profits. And this is usually increased (even if it is not always). The Dataquest's Smadell said: "HP is hard to really catch the Dell." Dell also quickly improve its service and product performance. The survey shows that large companies think Dell and HP are also an important IT supplier. This doesn't mean Dell will be a world. When you fight for me in other companies, HP still maintains its own advantages. First, in the US foreign growth rate is higher than domestic, HP is a large company. Sman said that its personal computer sales only 42% were in the United States (Dell's ratio of 64%).
HP's size is much larger than Dell, with a printer (50% more market share) and other products, so it can sacrifice personal computers in price war (at least for a period of time). Hewlett-Packard has achieved good results in the area that Dell's previously involved (such as a memory market with a share of approximately 40%). In HP, people like Dell not self-strength. In the words of a manager, "just like Napoleon aggression Russia." When Dell and HP war battle for the business market, they all have the IBM. The latter has become the best one-stop purchase place for IT products, while still having a 6% share in your personal computer market. IBM has abandoned the home computer market since 1999, whether it is excellent in its products, it is still unable to make money in this field. It is currently only for sale to the enterprise, and is usually not part of a single product, but as part of a product line. The purpose of this IBM is preparing to initiate Think Solutions is to make companies have personal computers more convenient, and make companies' employees have personal computers. An application allows users to freely use laptops between wired and wireless networks without having to change internal settings. Another program constantly copies the files processed on a personal computer to a special area of the hard disk. If you crash, users can restart it more convenient. Consumers need help as they needed, manage, and operate personal computers and networks. Therefore, Gatwell and Sony (United States, the United States, the sixth largest personal computer manufacturers), currently put all the efforts on this. Gatway's method is most surprising. When the company was founded in 1985, the company was very efficient than Dell, and it was more efficient than other companies to sell in the store through telephone sales standards. It also has a famous CEO in Dell-Telf. Wit (like his father, his image often appears in advertising). But Gatway has been focusing on home computer fields. It has repeatedly involved in business in the field of business, usually ended in failure. Witt has temporarily left the company, but returning in time last year and saved the company at a critical juncture. He cut costs and has a $ 1 billion in cash reserves. Although Gatway is still losing, Wit has controlled the momentum of it burning. Since the personal computer is becoming an indispensable part of the home entertainment facilities, he has decided that Gatway should not only limit the personal computer business, and should also be involved in electronic consumer products. His first leading product is a 42-inch pure flat color TV. It will be in early November, and the price will be much lower than the current market similar products. From a certain extent, this is like returning to the future. As early as 1996, Gatway underway led, was selling a product called Destination, which is a expensive big screen projection TV that is bundled with a personal computer. It eventually did not have a market, but it has become more cheaper from that sector, and more exquisite than the original. "Gatway is the most advantageous company in integral with electronic consumer products and computer synthesis." Wit said. Why do you think so? Because Gatway is the same as Dell, it is also directly selling products directly; because Dell is different, it has 274 Gateway Country Stores in the United States; it is also a relatively new in Asia. Industry - so-called original design vendors (ie ODM) can now design almost any electronic product. Gatway has long-term experience in the production of laptops such as laptop, and manufacturing companies. In addition to Gatway, there is no well-known electronic company in selling TV, you can do not rely on home stores. Witt believes that these stores are his secret weapon. When the family of wireless Internet access is more and more, he believes that consumers will want to know all of these features and their way of operation.
WitTen believes that his company can obtain market share by showing all how to use a computer at home. "My prospects for Gatway are more optimistic than in the past." This CEO of the horsetail said. Most of Gatway's approach is from Sony. (While Sony and Gatway have been largely drawn on the practice of fruit). Sony's personal computer business starts very slow, but it is very far from the initial development of its personal computer video audio integration business (VAIO), although the name of VAIO looks like some. Sony is currently the fastest developer manufacturer. Last year, its sales increased by 24%, since the end of last year, its share of the global computer market has jumped from the 12th place. However, Sony still spent a lot of effort to find the advantage in the field of personal computer. When it launched VAIO in 1996 (at that time, Wit's Destination products had just failed), people were not too easy to understand why the personal computer integrates with electronic products. VAIO's price is also very high, after the start of the hot sale, the sales began to decline. Then Sony launched an earliest ultrasound laptop with multimedia features, sales increase again. Sony is now bundled with a variety of entertainment devices. This fall is started to install a software called VAIO Media on all computer products. This is an alternative product of Windows Media Center, which has its own audio, video and data management interface. Different computers connected to the same home network can use it easily shared content. Another new product called Click to DVD can transfer the video from the portable camera to the DVD. Sony is also developing wireless services. In the first half of next year, it will start selling a product called Room-Link - a small wireless device connected to your TV, allowing you to use multimedia content on your personal computer on your TV. Responsible for Mark, the Sony business in the United States. Mark Viken said this will "very challenging" for finance. "Of course, we strive to be trying to win in a personal computer business," he said, "but we are suitable for greater business models." Sony's purpose is to use PC Business to upgrade digital camera, MP3 player, portable camera and TV Sales, vice versa. Just as a personal computer manufacturer has tried to find a way to break through the routine methods, the two companies do their best to revitalize the industry - Microsoft and Intel's main business are not manufacturing computers. Instead, they are committed to basic technology development and have achieved most profits in the industry - $ 8 billion and $ 1.3 billion last year. They are currently trying to re-revitalize the personal computer industry. For a long time, most of its research and development work in personal computers is taken by them. Last year, Microsoft spent $ 4.3 billion is used for R & D, while Intel spent $ 3.8 billion (Dell spent only $ 321 million). "The personal computer we used today is very bad compared to what I originally envized," Microsoft is responsible for overseeing Jim developed by the operating system. Jim Allchin said. Compared with those who believe that today's personal computer processor features are too powerful, he complains far enough. He hopes that the function of the personal computer can be strong enough to understand the meaning of oral or print text (this ability is called "natural language understanding") or supports the visual interface. He also hopes that the battery's battery is longer, the noise level is lower, and is equipped with a so-called "permanent memory" so you can open a computer and start using it immediately. Elcin did not cover his impatient impatient for personal computer hardware companies. He seems to think that these companies did not show enough ideas in product design. Although he did not name a surname, he still said, "I have written my letter to my friends from different places, telling them that this is my dream.
Can we achieve this dream? "Until that Microsoft still hopes that the transitional measures can enable people to pay attention to personal computers. It has worked hard in the new form of computer, design, promotes, and writes software for tablet (Tablet PC). In November, several Large computer companies will start selling these machines, they seem to be like a usual laptop, but the body is integrated with computer screen, which can become a digital laptop. Microsoft software can store digital writing format or Transforming into text. The company's administrators insist that this move will promote the sales of personal computers because people will find a lot in many occasions (especially in business meetings). Microsoft's high-rise strategic teacher Regg Mundie said: "The computer suddenly has a leaping progress in daily use. "This strategy can ultimately be able to achieve success. In order to make personal computers closer to ordinary people's lives, Microsoft is preparing to launch new versions of the window in late October - MEDIA Center. Microsoft's programming teachers are also Develop a complete wireless computer. The company's ".NET" strategy encourages programmers to develop software that can run on any device. Not just personal computers, including cars, watches, refrigerators, radios, watches and other things. Your car needs New brake? It will remind your TV to play such a message on the screen. This idea is to treat a personal computer as a traffic police that controls mobile information. Mondy said: "The computer will be modified only It will become part of an ecosystem consisting of a newly-adaptive application of a smart device, service and dependent network. In order to implement all of these goals, Intel wants you to need the most advanced processor chip. The most important industry role of this chip manufacturer is the big advertising. It uses 70% of the cost on PC ads identified by "Intel Inside". It also spends billions of US dollars a year to promote direct advertisements in personal computer purchasing power. From next year, Intel plans to take promotional wireless broadband. In order to make this, the computer must be equipped with the most expensive, first-class chip. CEO said: "People are tired of speeding as an article, this industry requires some new enthusiasm or creativity." Although this industry faces all kinds of difficulties, commercial or household computers that are connected by wireless networks still make Many of the "Wealth" magazine interviewed the industry's management of the industry has produced optimistic emotions. If the entire economic situation is further deteriorated, all of their hopes will fall. But Intel's Barry believes that this situation will not happen. According to him, maybe in mid-2003, personal consumers and merchants in IT expenditure (especially in personal computers) will begin. Even if you say, the senior executives of Computer companies are still unwilling to call themselves as a personal computer manufacturer. But at least their company will continue to survive. Translator: Xu Meishan ...
Gatway's big screen dream
