Beijing reports Hou Jiyong of our newspaper reporter
Ou Dening of CEO of Intel whole world (English name is added please) had read " Aogusi is passed " , quite deep to its feeling: Regard Kai of the person that Roman empire is founded as the foster son that cast and heir, modelled regnant order of Rome, make the first politics (the basic system that Principate) makes Rome, and open of long period " Roman peace " .
Ou Dening says: He (Aogusi) very legend, he changed whole Rome.
As s dog crates large strong imilar as Aogusi, the Intel that Ou Dening accedes is empire of a chip. He assumes office namely, the in-house environment with located Intel, external environment is producing tremendous change. Internet, get online this ﹑ cloud computation is changing the world sadly, industry speech is faced with reapportion, industrial catenary is faced with heavy model.
If why Ou Dening appears in a such industries historic adjust when on the dot, continue to defend the Caesarean position of Intel?
Before this, intel chip embeds only computer, but in fact, new terminal is the moorland of Intel however. Ou Dening wants cultivate virgin soil, embed Intel chip all computation terminal.
Cultivate virgin soil is one of mode that Intel changes only. As in those days Guo Shina is in IBM in that way, the first place on INTEL history is not the Ou Dening of one's previous experience of technical regular professional training, using more overturn the INTEL of give somebody a new lease on life of train of thought of type.
"Platform turns the challenge of " strategy
Platform strategy lets Ou Dening do not have CEO of controversy ground carry on from COO, but the bad-mouth that also sustains an analyst at the same time, after the dot when summit summit assumes office, the frustrate mood inside the financial forms for reporting statistics that INTEL glides, company, it is the challenge that is placed before Ou Dening.
At the beginning of 2005, beiruite assumes Intel president, CEO of Ou Dening replace. In those days, intel looks seem view infinite. In those days the 2nd quarter, the sales revenue of Intel ever still was achieved " record-breaking " 9.2 billion dollar, net profit grows 16% . In those days the fourth quarter, intel sales revenue reached the new height of 10.2 billion dollar.
Actually, intel already came summit summit, the challenge receives Chong and come. 2006 money year, the semiconductor company sale with this the biggest whole world and profit dropped respectively 9% with 39% , in September 2006, intel announces to want to dismiss 12 thousand employee. Till March 2007 bottom, the income of Intel is successive 5 quarte dog crates large best buy rs glide compared to the same period, net profit was witnessed full declining tendency of a year.
brass faucetFrustrate mood is in Intel inside and outside everywhere dispersion. Wall street analyst begins to criticize Ou Dening: At hug insensible so called platform, oversight those who establish a body this -- chip.
Develop standstill two years that in Intel, competitor AMD overtakes quickly. Depend on specific power consumption the bright dragon chip with lower, better compatibility (Opteron) , AMD seizes next immediateness for a time from PC server market 40% portion, also led pursuant impetus consumptive market. This makes Intel loses this head. All sorts of guessing begin to circulate: Ou Dening kingship one cannot say for sure.
It is investor and the platform strategy that the analyst denounces at that time, be Ou Dening is new politics. Ou Dening thinks, computational industry will more and more rely on to use drive, and rely on technical drive not only, chip processing, graph processing, memory is measured, incorporate the technology such as the broadband, in the application on different function, need to consider from computational platform of whole, and not isolated consideration.
Began in January 2005, around " platform mode " , intel whole world constituent framework had be adjustmented unprecedentedly. Ou Dening undertook unprecedented reform to Intel business framework: He recombines the business of Intel for department of trade of 5 important matters, it is ministry of career of family of enterprise of mobile, number, number and digital medical treatment respectively.
New constituent framework is with client and application differentiate logistic. Strategic dilate and the adjustment that organize a the best selling dog crates largeframework, brought the dilate of company dimensions, 2005, europe heart peaceful recruit 20 thousand new personality.
Be in early 2002, ou Dening takes up the post of COO, be by decided at the higher level but not officially announced the CEO Bei Rui at that time's special successor during, intel began " platform " experiment. At the beginning of 2003, intel rolls out fast gallop (Centrino) platform, the computational platform that this is a CPU, wireless module and chip set.
A few years in, fast gallop sweep anything away market of whole notebook computer, and let this have the high-end market of make inquiries of a few firm only originally, turned the growth with PC the biggest field into impetus quantity.
hans wilhelmOu Dening platform changes politic success, let him be in Intel interior is unquestionable the ground is received. Replace Intel CEO, he hopes to duplicate in each domains, include the domain such as medical treatment of family of digital enterprise, number, number to duplicate its are in the success of mobile jotter domain. Subsequently, platform of entertainment of Viiv(exultant family) with VPro(Bo Rui business uses platform) wait for a series of platform solutions to be born early or late.
Exultant did not obtain fast with VPro platform gallop the success like platform. Of Ou Dening " platform " the experiment encountered a setback, he encountered a challenge.
Hardship recombines
Failure also be pregnant with is worn successful. Ou Dening thinks sturdily, transition is again painful also want to continue. Began 2009, the money newspaper of INTEL improves, the biggest amplitude that came true nearly 30 years to come.
Suffer doubt went 2006, intel does not have any improvement it seems that, but change arises sadly however.
In hardship 2006, 2007 the 2nd quarter, its net gain is compared go up growth of year of the corresponding period 44% , the 3rd quarter grew 43% , the fourth quarter promotes once more to 51% , dog crates large reach 2.3 billion dollar. Global economy crisis came 2008, intel becomes the company that takes the lead in walking out of economic crisis. 2009 the 2nd quarter, intel income amounts to 8 billion dollar, annulus comparing grows 12% , realize gain 1.4 billion dollar. 2009 the 3rd quarter, intel realizes battalion to receive 9.4 billion dollar, grow 17% first quarter than going up, exceed original anticipation, this is Intel comes 30 years the biggest ring compares amplitude. Ou Dening predicts Intel has walked out of the shadow of the crisis, growth will go down continuously, intel predicts the fourth quarter will realize battalion to receive 10.1 billion dollar.
At that time, in the shadow that the competitor still is in economic crisis. The market share of competitor AMD is in atrophic. Ou Dening says: Had recaptured the market share that AMD claims.
Be unsuccessful be pregnant with the success of Intel. Yang Xu of president of ﹑ China division recalls vice president of Intel whole world: Last centuries 90 time evening, namely when Internet develops quickly, intel discovery is in a trend: The data bulk that prospective computer handles is gianter and gianter, application is more and more complex, intercurrent sex task is increasing, computer should process a lot of application at the same time.
He lifts example to say: What first computer handles is documentation of email or Powerpoint, electron, the task is onefold, not complex also.
But in the environment that places computer Internet application, need handles multinomial task at the same time, video, image, instant communication, application is more complex also. Face complex, concurrent applying, odd nucleus chip appears helpless, be in this moment, intel plans to roll out chip of double nucleus, much nucleus, in order to satisfy new computational application need.
Intel made a decision at that time, gallop 4 later, intel will abandon the framework previously.
The framework before has a problem all the time: Frequency is taller, criterion phenomenon of leakage of electricity will be more and more serious, power comsumption will be taller and taller. Develop according to original framework, intel will encounter his physical limit soon. And new framework does not need odd nucleus frequency very tall, problem of specific power consumption, leakage of electricity gets very good settlement.
Transition is done not have plain sailing, in fact, this tra the most popular selling dvd discovery nsition makes one of the hardest transition on Intel history. 2000 Intel are rolled out gallop 4, 2006, intel just rolls out the cruel that is based on new framework farsighted chip. Time is as long as 6 years, this is the product cycle with Intel the longest history, the record before this is 3 years. The competitor also seized this one opportunity just about, those who erode Intel is feudal.
Intel plans to rolled out cruel 2005 formerly farsighted chip, but process of research and development is too complex, product defer a year, this makes the inning that adversary attacks. watch case
Ou Dening feels the price that pays for transition is worthiness: Cruel after farsighted series chip comes out, intel preceded at a draught, 2007 ﹑ 2008, intel recover lost territory. Of economic crisis indulge in wilful persecution 2009, the competitor is when hard pass the winter, intel will take out 10.4 billion dollar to be used at investment and research and develop dog crates large breed ment to 10.6 billion dollar, among them 10.6 billion dollar is used at research and development.
The investment that Intel chip makes Cheng craft go dvd discovery 3 up more invite competitor too inferior to bear comparison, arrive from 65 accept rice 45 accept rice, intel precedes all the way. Next, intel will invest what 7 billion dollar uses at chip plant to transform, ou Dening discloses: Very fast, intel will roll out the chip of 32 accept rice, 22 accept rice.
More complete change
The Europe heart of market sale o dog stairs best buy ne's previous experience is peaceful, no less than in those days the Guo Shina of IBM of in control of in that way, the courage that swinging the history with a kind reforms INTEL. Its are new politic keyword is: Market general becomes prospective dominant with the technology likely.
The Internet setting that much task ﹑ applies more is changing industrial structure. In Wintel times, intel makes the chip with a rapidder and rapidder rate, microsoft can roll out new operating system to eat off these operation ability. Present task is to satisfy more and more application however, these application come from be in at number the software provider of ten million plan, even individual developer.
The world that Ou Dening faces is so novel, be full of temptation and challenge. Intel whether in the get the upper hand of in new world, peaceful a suit of pressure market Yu Oude.
On Intel history, each CEO kept his brand on Intel body. Noyes (RobertNoyce) brought powerful innovation consciousness to Intel, scientist rub Er (GordonMoore) was made " rub Er is mensurable " , gelufu (AndyGrove) is " manage a Great Master " , beiruite (CraigBarrett) is " chip makes wonder " .
Differ with afore-mentioned setting of these person skill one's previous experience, ou Dening from market sale one's previous experience, can faster hug client demand and consumer behavior. Intel holds the position of CEO namely, also feel only such person, ability can ignore the history of Intel, have risk with the courage of honor permits no turning back.
Be in like Guo Shina IBM, his setting and IT are complete not relevant, can let IBM however this elephant dances. Intel hope, ou Dening is him is Mosaic, guide Intel to walk out of Egypt.
After De Ning is in Europe holds the position of CEO before long, intel rolls out new label, namely " Intel.Leapahead " (surmount prospective) . The market analyses a personage from which the breath with jumbly smell out: It is to use the market to replace a technique, become the new dictate force of the company?
"Intel.Leapahead " those who replace is " Intel Inside " . 1991, during Gelufu is in office, intel imitates the departure that taste an area to come with what come from adversary for the processor oneself, intel was started " Intel Inside " plan, later as " gallop " chip (of Pentium) succeed and be popular.
"Intel Inside " the meaning is, a company can depend on technical drive an industry, influence consumer. Can Ou Dening change all these?
Plan cruel from platform farsighted roll out, ou Dening manages already completely clear the road of the fu the best selling dvd discoveryture of Intel: Be in " the technology is banner " while, embrace client demand and consumer behavior, let " engineer culture " with " market sale culture " melt at the same time in the blood in Intel, drive Intel forward. "Intel.Leapahead " those who deliver is this one concept.
From 2006 cruel farsighted roll out, the cruel that Intel rolls out to the market farsighted processor product has exceeded more than 100, ou Dening looks, more picture " rub Er is mensurable " send a person according to earthen bowl. One of Intel author rub Er goes out in an article middle finger 1965: Every 18 months reach the transistor number on a chip two years will increase one times, this is called rub Er is mensurable.
Gelufu says: "Roll out continuously only another product, our success depends on next product forever, is not current. is not current..
Intel also revised him platform strategy. Yang Xu says: This entirely reads aloud platform to average consumer character is too complex, consumer disinclination, also cannot understand, and should stress application.
How to face " the cloud " concussion
Cloud computation times, need the IT establishment of 4 respects, it is stage of communication of tiring-room of cloud terminal, cloud, cloud, Yun Ping respectively. Ou Dening thinks, cloud terminal, include to get online this, MID, smartphone, labour accuses all sorts of equipment, home appliance, car, and all sorts of have facility only, intel should embed on afore-mentioned all terminal oneself chip.
Ou Dening thinks, prospective aught is likely on the Internet on couplet, go up besides afore-mentioned equipment, an electron is expressed, one wears the medical treatment terminal on the artifice, or it is professional control equipment metropolis couplet gets online. The target of Intel is embed SoC product these equipment, let these equipment have the operation capacity that accepts the task, processing job.
This is best time, also be worst time. Ou Dening advocates, suffer what Internet applies to drive, computational technology is surmounting PC, develop to vaster space. Go 30 years, the territory of Intel is PC, intel is in now extend to more domain. Ou Dening is what its say " spectrum " , PC is now in spectrum is one of numerous frequency only.
In Intel spectrum, include computer of high-end server, mainstream, consumption at least electronic equipment, embedded system, various hold facility, they will embed Intel chip.
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