the strength and market trend of umpc
DESCRIPTION
This is the report I did in 2007,too. The UMPC is the prototype of EeePC, this is the thinking I always hold. The mobile product is like babyboom currently, and in this report, we can find the history about the mobile product transformation. The I-phone is the king right now, I myself use it ,too. However, what's will be the next novel point? Only I-PAD? No, truely don't think just simple in this way.....the I-Pad is another report I am doing right now, will share with you guys in the near future. Charlotte HsuTRANSCRIPT
Reporter : Charlotte Hsu
From mobile to ultra-mobileFrom mobile to ultra-mobile
The strength and market The strength and market trend of UMPCtrend of UMPC
The structure of this reportThe structure of this reportThe Driving Force and Strength of this surge of Mobile Computing Product
The New Chance of Mobile Computing 1.5
The strength of UMPC
The New Product Segmentation
The status-Quo 1 of UMPC: Who wants to promote the UMPC
The status-Quo 2 of UMPC: The market position is still on the process of pinpointing
The market trend of the UMPC
The market requirement analyses
The strategy to promote the UMPC
The SWOT analysis
The Conclusion
The Driving Force and Strength of this surge of Mobile Computing Product
⊙The Market of PC in Advanced Country is saturated.
⊙The PC product needs a new cutting point to explore the new market.
⊙The successful “without Plug-in experience”
The product segmentation The Development Trend
Mobile Computing 1.0 1. Screen Size2. Price
1.From portable to Mobile2. Lowering the price
Mobile Computing 2.0 1. The CPU efficiency2. The energy-using of battery 3. The downsizing of PC and the lowering of energy-using of battery
1.The PC will go downsizing and lowering of energy-using of battery.2.The Handheld will lift the size and the computing efficiency.3.The PC and the Handheld will achieve balance between the efficiency and the energy-using, co-offering the Seamless Internet.
The 4-8.4 inches , 800-1500 USD UMPC
The expected 4-7 inches, below 500 USD MID
The below 4 inches( Small Cellular Device, SCD)
Discovering the New Chance of Mobile Computing 1.5
Mobile Computing
1.5
Resource: Amanda Hsu ,2007
What is the strength of UMPC
Resource: Charlotte Hsu , 2007
Instrument Category
Function CategoryPDA UMPC NB
Communication function Good Good (with skype phone)
Good (with skype phone)
Internet, e-mail Weak Better than PDA Good
Editing Weak Better than PDA Good
Video Entertainment, Films, Games Weak Better than PDA (with 7-inch screen) Good
Mobility Good Better than NB Medium
New Product Segmentation:
The UMPC can complement what the PDA and the NB can’t do
The UMPC has stronger function in internet, e-mail, editing , video entertainment than the PDA.
The UMPC has more powerful software system than the PDA.
The on-the-go UMPC has more agreeable price than the commerce NB.
The on-the-go UMPC has great function as a sub-NB, and is much more mobile than the NB.
The status-Quo 1 of UMPC : Who wants to promote the UMPC
The UMPC Big Cake
The Cellular Handset Shipments Industry (PDA, Cell Phone)
The IT Industry (NB)
Who wants to promote the UMPCThe business-stakeholder of UMPC （ From the Production Dimension ）
The upper stream :
The Operating-System Industry
The CPU Industry
The Most Active
Resource: Charlotte Hsu, 2007
To implement the slight, the carrying-convenience, and the battery-saving, The CPU plays a crucial role.
The idea of UMPC was extended from the idea of NB, while only the ASUS, SONY, Fujitsu among the TOP 10 NB Brand involved in.
Reason: The Market Position of UMPC is not clear enough (The Vague Market Position of UMPC)
◎The UMPC is the all-function computer◎ The second NB for convenient carrying◎ The All-in-one entertainment machine◎ The Mobile PC
The status-quo 2 of the UMPC: the market position is still on the Process of pinpointing
The market requirement analysis:
I : UMPC product strategy is going in the middle way
The screen size is between 4-8.4 inches. The price is about 800-1500 USD.
Under the trend of lowpricing and mobilization, the target market is the potential demand of「 1+N」 NB.
II : The bottleneck of the market position
1. How to achieve the competitive price and maintain the high quality.
2. How to lift the battery duration without lowering the size and the high computing efficiency.
⊙The battery duration is the key in mobile technology. ⊙As the all-function small NB, the high computing efficiency and screen size must be kept.
3. How to achieve the optimal situation in the applied function.
⊙ The focus of applied functions are「 Price, Applied Software, Operating System, Wireless Internet」 .
III : The price and the product position
are the development keys
1.The price, screen size, battery duration are the crucial keys of UMPC.
2.How to find the best balance among the cost, volume, product position between the PDA, Smartphone and NB.
3.Adapting the CPU efficiency is also required.
4. For the trend of product downsizing, the emphases of solving the thermal dissipation and strengthening the battery-saving technique are higher.
The market trend of the UMPC :The strategy to promote the UMPC
Resource: Amanda Hsu , 2007
Target Customer What they already have What we can do to beat What we can implement
People needing to be Mobile
NotebookSlighter and more Mobile
Long battery life (eight hour)
⊙The UMPC can be another option as the commerce NB, the sub-NB
⊙ Combining the mobile entertainment experience
PDA ,Smartphone
Greater function More software Bigger screen
More storage room
⊙ Combining the technology of cell-phone and NB⊙ Transforming the PDA users to become the UMPC users
People liking to pursue the freshness
Any advanced IT products
The design of UMPC is the fresh point of itself, the new category creation
⊙ Continuing to lead the fashion, the newest, and the innovation.
The SWOT Analysis of UMPC
Resource: Amanda Hsu , 2007
Strengths:Strengths: ：：1. Mobile convenience1. Mobile convenience
2. Great function 2. Great function
( ULP CPU, high-speed storage, high-quantity hard disk)( ULP CPU, high-speed storage, high-quantity hard disk)
3. Wireless connection3. Wireless connection
( the Bluetooth, infrared port)( the Bluetooth, infrared port)
4. More complete software functions4. More complete software functions
5. Other functions: 5. Other functions:
handwriting, GPS, on-the-go entertainment machine handwriting, GPS, on-the-go entertainment machine
(7-inch screen & high-quality amplifier) (7-inch screen & high-quality amplifier)
WeaknessesWeaknesses ：：1. Comparing to NB, the screen is too small for long-period 1. Comparing to NB, the screen is too small for long-period
using.using.
2. Comparing to the commerce NB, the function is weaker.2. Comparing to the commerce NB, the function is weaker.
3. Comparing to the Smartphone, the stylish cell phone 3. Comparing to the Smartphone, the stylish cell phone characteristics is weaker.characteristics is weaker.
4. Technology advances hasn’t matured (including an eight-4. Technology advances hasn’t matured (including an eight-hour battery and a sub-$400USD price)hour battery and a sub-$400USD price)
OpportunitiesOpportunities ：：1. The UMPC can be another option as the commerce NB, 1. The UMPC can be another option as the commerce NB,
or the sub-NB.or the sub-NB.
2. Combining the technology of cell-phone and NB, 2. Combining the technology of cell-phone and NB, transforming the PDA users to become the UMPC transforming the PDA users to become the UMPC users.users.
3. Learning from the Mobile entertainment service 3. Learning from the Mobile entertainment service experience, developing toward the Mobile Music, experience, developing toward the Mobile Music, Mobile TV, Mobile Game. Mobile TV, Mobile Game.
4. Leading the Fashion IT market, becoming the Vogue 4. Leading the Fashion IT market, becoming the Vogue index. index.
ThreatsThreats ：：1. The progress of Smartphone.1. The progress of Smartphone.
2. The downsizing of commerce NB.2. The downsizing of commerce NB.
3. The better maturity of Smartphone and commerce NB, 3. The better maturity of Smartphone and commerce NB, with more competitive price space.with more competitive price space.
4. The lower-priced OLPC, and EeePC.4. The lower-priced OLPC, and EeePC.
The ConclusionThe Conclusion
• 1. Without Plug-in experience is expanding.1. Without Plug-in experience is expanding.• 2. The combination of cell phone and NB is the new 2. The combination of cell phone and NB is the new
flavor to satisfy the increasing mobile-market. flavor to satisfy the increasing mobile-market.• 3. Mobile size and battery duration are the keys.3. Mobile size and battery duration are the keys.• 4. With high quality, the competitive price is the 4. With high quality, the competitive price is the
goal to achieve.goal to achieve.• 5. The target market is the potential demand of 5. The target market is the potential demand of
「「 1+N1+N 」」 NBNB• 6. The leading vogue character of Mobile Product.6. The leading vogue character of Mobile Product.
The EndThe EndThanks for your listeningThanks for your listening