针对未来一周的芯片产业，我们很可能需要用到“史诗”这样有份量的词汇来描述。
在苹果(Apple)推出低成本iPad mini ，以及微软(Microsoft)的下一代Windows操作系统终于问世之际，请为假日购物季做好准备。
看来，苹果的成功似乎早已成了定局，因为死忠的“果粉”们仍然愿意露宿在人行道上彻夜守候，只为了第一个拥有最新苹果产品，这不禁让我们反过来思考，微软这头又是什么状况。
这家总部位在Redmond的软件巨擘正在开辟一条崭新的道路，试图在以苹果/Google为中心的新兴移动设备世界中挣得一席之地。微软的改革相当有理，该公司采取了两种不同的方法，将既有的PC生态系统优势发挥得淋漓尽致，这让微软不仅做好了与苹果开战的准备，而且也有助于建立自有的软件王国。
Windows 8将分两阶段推出。第一部分推出的是Windows 8和 Windows 8 Pro 版，伴随着这两个版本推出的，是数量庞大的PC OEM厂商们推出的各种外形不一的全新设备。
我们将看到大量具备触控功能的Ultrabook 、平板电脑和可旋转装置，厂商们希望这些设备能透过整合平板电脑的特性和功能，再次延续PC的寿命。
这些x86设备都会执行新的 Windows 8 用户界面(之前称为 Metro )，并使用新操作系统的完整的应用程序和外围。
而另一个部份，则是 Windows RT 阵营，这部份还包含了微软已推出的ARM版产品及旗舰平台── Surface 。
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Windows RT 的前进道路一直很坎坷，充满混乱却又相当神秘，因为微软的 Windows 部门一直试图开发出有别于苹果的新品种商品。
但问题是，微软不是苹果。乔布斯 (Steve Jobs)的魅力太过鲜明，没有人的脑袋会将 Jobs 与微软的 Steven Sinofsky 混淆。
我常想，负责 Windows RT 的公关想必是微软最孤独的工作之一，因为这个新平台上只透过 Sinofsky 的博客文章来发布新信息，其中绝大部分都很枯燥，要读完它们得花很长时间。
然而，尽管这些文章每篇都非常长，但潜在的消费者仍然法明白它和现有应用程序的兼容性。微软就像躲瘟疫似地避谈这些问题，而且是从 BUILD 大会后便一直如此。
“从 文宣里除了可看到Office将包含在其配置中以外，没有人知道其它更多有关功能或性能的细节。一直到上周为止，甚至定价信息都相当神秘。在这么保密的状况下，很难知道他们的运作现况。“这些都是大家想藉由此次发布得知的关键讯息，”Insight64分析师Nathan Brookwood说。
本文授权编译自EE Times，版权所有，谢绝转载
本文下一页：艰难的硬件之路
相关阅读：
• [图文报道]苹果发布会与传说中的iPad Mini
• Windows 8发布宣告传统PC时代终结，企业用户不买帐
• 疑似微软向PC合作商妥协，Surface平板定价偏高92Pesmc
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艰难的硬件之路
对我来说，我很清楚微软正在设法超越纯软件公司的角色，该公司希望使用 Windows RT Surface 平台来复制 Xbox 游戏机曾经在PC世界获得的成功。
但麻烦的是， Xbox 和 Surface 之间有着极大的不同。
Xbox 并非基于Windows，而且根本没有生态系统，因此微软能够快速建立社群和赢得消费者信任，进而让第二波的Xbox 360也能获得成功。
但 Surface 是出生在成熟的Windows生态系统中，市场上有大量竞争者，这些竞争者今天也都是微软这家软件巨擘的客户。
“一方面，它对传统PC领域来说意味着完全不同的工作流程，这势必会让OEM厂商们感到不大舒服，”分析师 David Kanter 说。但是，他补充道，“很明显，与苹果相较，PC OEM们并不擅长了解消费者的想象和欲望。因此，微软希望创造成功的产品，赢得消费者的心。”
从历史角度来看，Kanter表示，“OEM们的表现不如苹果，而我们看到微软采取更积极的态度去打造新的生态系统。”
虽然有关OEM们在听闻 Surface 即将问世之际，有许多业者打算放弃，而且在Surface真的在市场上获得成功以前，他们也不打算长期投入设计新RT系统的消息或许是真的。
Surface 目前定价是499美元，对OEM厂商来说，这个价格很难获利，无论是直接与微软竞争，或是面对苹果的低成本、高性能iPad系列，总之，前景看来相当惨淡。
如果微软希望说服消费者回头拥抱Windows并开始购买他们的软件，那么，让iTunes能执行在Windows RT上将是一个好的开始。同样地，真的在市场上推出产品，而不是只在幻灯片上不断重复介绍会是更好的做法。
“微软在六月底时花心思做了比苹果公关资料还要多的宣传，并成功在最初版 Surface 问世时制造了话题。但之后他们并未推出产品，甚至没能让消费者预购。燃起消费者的热情后又让他们因悬念而烦恼，是公关的罪过，”Brookwood说。
微软也宣布将在2013年初发布 x86 版的 Surface ，但 OEM合作伙伴们早已采取行动，他们大概会推出100款的平台。
无论采取哪一种方式，微软都将OEM业者们再推上了战争前线，而其中，x86阵营可能更有机会。
而一个人们想知道的问题，是如果微软直接押注在其主要合作伙伴所采取的核心策略上，那么，是否能能避免Surface和RT可能招致的失败。
微软比任何时候都需要盟友。要成功与苹果竞争，微软需要的是一支军 队，但现在，微软似乎正在脱队，打算自己去打这场仗。
本文授权编译自EE Times，版权所有，谢绝转载
本文下一页：为何Surface独独不去日本？
相关阅读：
• [图文报道]苹果发布会与传说中的iPad Mini
• Windows 8发布宣告传统PC时代终结，企业用户不买帐
• 疑似微软向PC合作商妥协，Surface平板定价偏高92Pesmc
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为何Surface全球发表独缺日本？
Surface平板电脑将于10月26日在全球同步推出，但独漏日本。理由是日本不在微软的目标市场之列吗？或者是微软担心其Surface平板在日本惨败？
就在此时，多家日本企业都宣布，即将在第四季推出Windows 8平板电脑和PC。
最近几个月来，业界充满了有关这家软件巨擘首款平板电脑的猜测。 Surface 将在全球8 个市场销售，包括美国、英国和亚洲在内，微软将在中国大陆和香港，推出 Surface ，但并不包括日本。
微软仅表示，是否在日本推出 Surface 仍然“未定”。
分析师表示，微软放弃今年在日本发布的原因，是该公司与日本厂商合作，希望能促进其新的 Win 8 操作系统销售。微软即将于10月26日发布 Windows 8 操作系统。
包括NEC, 富士通(Fujitsu)和东芝(Toshiba)等日本业者，都宣布在冬季购物季推出新产品。尽管有关PC时代是否即将终结的争论满天飞，但日本企业在日趋饱和的市场中仍将推动成长的希望放在Windows 8身上。
富士通推出了一系列名为Arrows Tab的消费型平板电脑。它们厚度仅9.9mm，据称是“全球最薄的”Windows 8平板电脑，具防水、眼球追踪感测等功能。眼球追踪功能获得了很多关注：使用者可简单地移动眼睛，朝四个方向滚动屏幕。该产品售价为10万日圆(约 1,263美元)。
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富士通的可防水、眼球追踪 Arrow 平板。
本文授权编译自EE Times，版权所有，谢绝转载
本文下一页：与OEM伙伴价格竞争是主因
相关阅读：
• [图文报道]苹果发布会与传说中的iPad Mini
• Windows 8发布宣告传统PC时代终结，企业用户不买帐
• 疑似微软向PC合作商妥协，Surface平板定价偏高92Pesmc
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价格竞争
NEC的Lavie Y拥有一个可翻转360度的液晶屏幕，让它可变身为平板电脑。 NEC是和中国联想(Lenovo)联合研发。Lavie Y也是首款日本公司开发、执行 Windows RT 的产品，预计售价9万日圆(约1,137美元)。
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NEC的LaVie LCD屏幕可翻转360度，直接变身成平板电脑。
东芝将推出可将键盘滑动到LCD屏幕下方，变身为平板的全新笔电。该产品预计售价为15万日圆(约1,895美元)。
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东芝的新产品可将键盘滑动到LCD下方，让笔电变身平板。
Acer日本公司(Acer Japan Corp.)据传也可能在今年底发布 Windows 8 平板电脑，搭载10英寸屏幕，售价为70,000日圆(约884美元)。
微软的 Surface 在美国售价为499美元，若在日本推出，将会与日本企业形成直接竞争。
Windows 8平板电脑和PC能否在PC市场发挥力挽狂澜的作用仍未可知。据 IDC 预估，日本的PC出货量今年仅会成长4%，约1,630万台。
但可以肯定的是，年底的日本购物季价格竞争将相当激烈。
编译： Joy Teng
本文授权编译自EE Times，版权所有，谢绝转载
参考原文Scratching the Surface: Microsoft’s Apple Envy and failure of Windows RT，by Sylvie Barak; Why Microsoft’s Surface will be a no-show in Japan，by Junko Yoshida
相关阅读：
• [图文报道]苹果发布会与传说中的iPad Mini
• Windows 8发布宣告传统PC时代终结，企业用户不买帐
• 疑似微软向PC合作商妥协，Surface平板定价偏高92Pesmc
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Scratching the Surface: Microsoft’s Apple Envy and failure of Windows RT
Sylvie Barak
“Epic” is a rare word to use on a Monday, especially to describe the week ahead in the chip industry, but this week may be one that actually warrants it.
With Apple preparing to launch its expected low-cost iPad mini tomorrow and Microsoft preparing to release the next version of Windows to the public by end of week, the battleground for holiday shopping is set.
While to some Apple’s success seems a foregone conclusion, with its fanatical base of diehard fans willing to camp out on sidewalks just to be among the first to own its latest offering, we’re left to ponder what happens with Microsoft.
The Redmond-based software giant is blazing a new trail in an attempt to stay relevant in an increasingly Apple/Google-centric device world. While the rationale for Microsoft’s change is sound, the two divergent paths being taken is turning the PC eco-system on its head, as the firm prepares for war not only with Apple, but with the very customers who helped build its software empire.
The Windows 8 launch will roll out in two phases. The first component will be the launch of Windows 8 and Windows 8 Pro, with countless PC OEMs launching waves of devices in all shapes and form factors.
We’ll see a large number of touch-enabled Ultrabooks, tablets and convertibles, all hoping to spice up PC life once again, mainly by borrowing and integrating tablet features and functionality.
These (X86 based) devices will run the new Windows 8 UI (the artist formerly known as Metro) as well as the full complement of existing applications and peripherals.
On the other hand, there is the Windows RT camp and the long, winding, convoluted road Microsoft has taken to launch its ARM-based product and its flagship platform, Surface.
The road to Windows RT has been a painful one, wrought with confusion and secrecy, as Microsoft’s Windows division attempts to take a page out of Apple’s playbook for the launch.
The problem is, Microsoft is not Apple. Nobody in their right mind could confuse the charisma of Steve Jobs with the awkwardness of Steven Sinofsky.
I’ve often thought Windows RT PR must be one of the loneliest jobs at Microsoft, given that the only vehicle to share information on the new platform is via Mr. Sinofsky’s blog posts, most of which are painfully long to read and mostly quite boring.
Despite their unnecessary length, however, we potential consumers still have no clear sense on the realities of legacy applications compatibility. Microsoft has avoided the question like the plague and has consistently spoken out of both sides of its mouth sine its BUILD conference last September.
"Aside from the well-publicized inclusion of Office in those configurations, nobody has much of an idea about features or performance. Until last week, even the pricing for most systems was a closely held secret. Given all the secrecy, it’s hard to say how well this will work out for them. It’s the biggest unknown in the launch," said analyst Nathan Brookwood of Insight64.
Hard road to hardware dominance
What is clear to me, however, is that Microsoft would very much like to be more than a software company, and use its Windows RT Surface platform to replicate the success of its Xbox games console in the PC world.
The trouble is, there’s a key difference between the launch of Xbox and Surface.
Xbox wasn’t based on Windows and had no eco-system to speak of, so Microsoft was able to build a community and credibility with the gamers in parallel, resulting in a strong second effort with Xbox 360.
Surface is coming to market in a mature Windows eco-system and is designed to compete with the very customers that made Microsoft the software behemoth it is today.
“On one hand, it's a pretty radical departure from the workflow that people are used to in the PC space...so it's bound to make OEMs uncomfortable,” said Analyst David Kanter. However, he added, “it's manifestly clear that PC OEMs are very unsuccessful in creating products that capture the imagination and desires of consumers, compared to Apple. So Microsoft's actions seem driven by a desire to create successful products and ultimately serve consumers.”
Historically, said Kanter, “OEMs have not performed well compared to Apple, and what we are seeing is Microsoft taking a more active approach in leading the ecosystem.”
While that may be true, as OEMs got wind of Surface, many of them bailed on RT altogether and those who didn’t showed signs of faltering in their long-term support and commitment in designing new RT systems until they could gauge the success of Surface.
At Surface’s current price point of $499 OEMs will be hard pressed to compete for the consumer’s share of wallet, both with Microsoft directly and with Apple pulling a squeeze play with its low-cost, high performance iPad variant. In short, the prospects look pretty dismal.
Getting iTunes to work on Windows RT would be a start if Microsoft wants to convince consumers to migrate back to Windows for their content consumption. Likewise, getting a product out on time instead of simply manufacturing slidewear would be wise.
"Microsoft took a page out of Apple’s PR manual and did a great job creating buzz around the initial Surface announcement in June. Then they blew it by failing to have a product ready to ship, or even to pre-order. It’s a PR sin to get your audience hot and bothered, and then leave them hanging like that," said Brookwood.
Microsoft will also do an X86 version of Surface in early 2013 but its OEM partners will have a head start with 100’s of platforms in the market in advance of this.
Either way, Microsoft is bringing the battle to OEMs on both fronts but in the X86 the firm may well stand a chance.
One has to wonder if this debacle with Surface and RT could have been avoided if Microsoft had doubled down efforts with its key partners versus adopting the nuclear strategy.
Going to war with the very community that made you successful seems like a recipe for disaster at a time when Microsoft needs its friends more than ever. Successfully competing with Apple will require an army and right now Microsoft seems resigned to go into battle alone.
Why Microsoft’s Surface will be a no-show in Japan
Junko Yoshida
10/21/2012 7:08 PM EDT
TOKYO – When Microsoft’s Surface tablet is launched worldwide on Oct. 26, it will be a no-show in Japan.
Is Microsoft snubbing Japan because of its growing irrelevance as a market? Or is Microsoft wary about its Surface tablet flopping in Japan? At the same time, Japanese companies are rushing to release a host of Windows 8 tablets and PCs during the fourth quarter.
Speculation abounds here concerning the software giant’s first tablet. Surface will go on sale in eight markets including the United States and the U.K. In Asia, Microsoft will roll it out in China and Hong Kong, but not in Japan.
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Microsoft has only said it is “undecided” about releasing the Surface tablet in Japan.
Analysts said Microsoft will forgo a launch here this year as it cooperates with Japanese manufacturers in hopes of promote sales of its new Win 8 operating system. Microsoft will launch Windows 8 on Oct. 26.
Domestic PC manufacturers including NEC., Fujitsu and Toshiba unveiled new models this week for winter shopping season. Despite a growing debate over the end of PC era, Japanese companies are hanging their hat on Windows 8 in hopes it will fuel growth in an increasingly saturated market.
Fujitsu has unveiled a series of consumer tablets called Arrows Tab. Just 9.9-mm thick, Fujitsu claims it to be “the world’s thinnest” Windows 8 tablet, equipped with such features as water resistance and an eye-tracking sensor. The eye-tracking feature enables an interface that’s getting a lot of attention here: Users can scroll the screen in all four directions by simply moving their eyes. The machine will sell for 100,000 yen ($1,263).
Fujitsu's water-proof, eye-tracking Arrow Tab
Price competition
NEC's Lavie Y has an LCD screen that flips 360 degrees, allowing it to be used as a tablet. It was jointly developed by NEC and China's Lenovo. Lavie Y is the first model from a Japanese manufacturer that runs Windows RT, a version of Windows 8 for tablets. It will sell for about 90,000 yen ($1,137).
NEC's LaVie LCD screen flips 360 degrees, so that it can be used as a tablet.
Toshiba will release notebooks that can also be used as tablets by sliding the keyboard under the LCD screen. They are expected to sell for about 150,000 yen ($1,895).
Toshiba's new device has a keyboard that slides under the LCD screen for tablet use
Acer Japan Corp. is also reportedly releasing a Windows 8 tablet with a 10-inch screen, likely selling for around 70,000 yen ($884) by the end of the year.
Microsoft's Surface will be priced at $499 in the U.S. market, and will compete directly with all new products if released in Japan.
Whether new tablets and PCs running Windows 8 are sufficient to turn the tide for PCs remains unclear. Domestic PC shipments this year will grow only by 4 percent to about 16.3 million units, according to market researcher IDC Japan.
What is certain is that price competition during the year-end shopping season in Japan will be intense.
责编：Quentin
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