"Why do you think Cred Microelectronics is an IC company?" Tan Jun was anxious about the issue that the author repeatedly struggled with the challenges and countermeasures facing the semiconductor industry. "If you can jump out of the semiconductor company's traditional business model to see the problem, you You will find these are not problems, but false ones."
From July 2009, he left the position of president of ARM China, became an angel investor, and recently joined local multimedia chip company, Jiede Microelectronics as the chief marketing officer (CMO). Tan Jun’s identity has greatly changed over the past year. The changes, from IP companies to angel investors to IC design companies, can be described as constant cross-border. And Tan Jun also hinted that the newly joined Cred Microelectronics is also crossing the border, in the future may not only sell chips, but also do their own system products and even face the end consumer.
However, Tan Jun does not think that this is worth a fuss, because in the past year, from EDA (Synopsys acquired IP company Virage), chip company (Intel acquired Fenghe and Nokia co-developed MeegoOS) to OS company (Microsoft acquired ARM architecture license), terminal manufacturers (Apple's acquisition of PA company's PASemi), Internet companies and operators (Google developed Android, China Mobile supports OMS, Baidu and Tencent to enter the mobile phone market) the upstream and downstream manufacturers of the industry chain are in the cross-border and mutual penetration, IC companies can no longer stick to the traditional business model, and there is no universal universal business model, we must learn to survive in change and seek new opportunities.
The upstream and downstream industries of the electronic industry chain are both penetrating and infiltrating IC applications. After 2000, the semiconductor industry basically did not have any new companies or large-scale IPOs. Some people think that the semiconductor industry is already a mature industry and even a sunset industry. How do you comment?
Tan Jun: The maturing of the semiconductor industry is indeed a trend. Ten years ago, some people predicted this trend. On the one hand, unlike the highly profitable defense and IT infrastructure that promoted the semiconductor industry in the 20th century, consumer products are the main driving force of the semiconductor industry since 2000, and are therefore more sensitive to costs and prices. On the other hand, the technological cost under the advanced technology is getting higher and higher, and only the manufacturers with sufficient technology accumulation, capital strength, and shipment volume can survive, so the players are less and less.
But this does not mean that the end of the semiconductor industry is coming. It is very difficult to make semiconductors purely, and the semiconductor industry is changing. In fact, in the past year, there have been many changes in the industry, such as the use of chips as complete machines, the acquisition of OS as a chip company, and the acquisition of IP companies by EDA. Intel sells chips and sells software. What company is it? So some people joked that now Intel is SemiSEMI.
"Application of Integrated Circuits": Semiconductor competition is so fierce. Why did you go from IP company to angel investment to IC company? This change of status allows you to see what changes have taken place in the perspective of the industry.
Tan Jun: Why do you think that JADE is an IC company (laughs)? In fact, the answer has already been given to you. If there are fewer and fewer IC companies that can succeed in the future, then the IP company will not be far behind. For example, who is the world's largest application processor (AP) vendor? Formerly TI, now Apple. When Apple became the world's largest AP vendor, how did other AP vendors that bought IP discover that they could not sell into Apple? If IP were to be sold to many companies, it would be a success. If big customers such as Apple all use their own chips, the problem arises. This explains why I went from an IP company to an angel investment company.
Angel investment is to be carrier, this carrier is either realized through the chip, or through the product, so I invested in audio companies and network companies.
We know that the chip is gradually becoming a product, and is no longer a pure chip. This explains why I have invested from angels to the chip industry.
The entire industry is changing, and in the future, JADE will have a lot of products out there, with chips and system products, and it must be creative and not easily copied. In the past, IP companies only looked at semiconductors. Regardless of how the final products were achieved, it is not only semiconductors, but also industrial design, molds, and even the entire production line. This is a brand new experience for me.
Breaking traditional thinking and understanding "chip company to make products"
"Integrated Circuit Applications": With the focus of the electronics industry shifting from hardware to software applications and user experiences, where is the value of hardware vendors? Is chip companies making products the last choice for hardware homogenization?
Tan Jun: In fact, not only the hardware is homogenized, the basic software is also homogenized. For example, before the mobile phone had many operating systems, except for Apple, Blackberry and Microsoft, chip companies are mostly based on ARM and Android. Chip companies are doing similar things on the Android platform. Android abstracts the chips. All kinds of chips are just different in price. They are similar to the virtual X86 architecture and only differ from high schools to low schools. The chips are homogenous, and the underlying software is also homogenous. The real difference may be the idea of ​​the entire product, which is neither hardware nor software. It may be industrial design, user experience, top-level applications, or even back-office operations and services. different.
In the past, the division of labor among chips, software, and system vendors was very clear, and now the boundaries are getting more and more blurred. Cross-border can be said to be eating other people's markets, it can also be said to protect themselves. Now all chips, software, and system companies must learn to survive the changes. Not only Intel and Microsoft need to reposition themselves, but system manufacturers also face new challenges. For example, while system vendors are enjoying the benefits of highly integrated turnkey solutions, they also suffer from homogeneity, so Apple has to make its own chips in order to defeat homogeneity.
In fact, the opportunity is equal to everyone. Since the entire company can do chips and even operations and services, network companies (such as Google, Tencent, Baidu) and operators (China Mobile) can do operating systems and complete machines. Why chip companies can not do software products or even operations and service?
The chip company's survival model does not have a unified answer. The key is that a chip company is no longer a pure chip company, but a product company. The ultimate question is whether selling chips or software or end products is not important. The key is what value you can bring. If it is still based on the positioning of traditional chip companies to discuss the future prospects, it must be pessimistic, we must jump out of this mode of thinking. In fact, international companies such as IBM, Dell, and Cisco have been changing. It's strange that chip companies, especially Chinese chip companies, have not had any movement. This may be the reason why the semiconductor industry is now more difficult. The industry is changing, and the business model of chip companies needs to be changed. If they do not change, they will be eliminated. If they change, they may be eliminated and new students may be born.
"Application of Integrated Circuits": Now the world seems to be mimicking Apple products and learning the Apple model. What do you think? What are the suitable models for Chinese IC and OEM manufacturers?
Tan Jun: Apple is indeed a great company worthy of everyone to learn. However, if everyone blindly considers Apple to be a virtual enemy, it is very likely that the positioning has already become a problem. Apple, Wintel, Google, ARM and operator-led models all have their own living space.
The key to taking what kind of model is to look at the company’s interests, abilities, talents, and objective environment. There is no single routine. For example, not every chip company is suitable to do its own product, because the product may involve a lot of production, quality control, after-sales, capital operations and brand strategy. But if you can only make $1 per chip and you can make $20 or more for the whole machine, you may consider changing your mind. Chip companies must have great product risk, and if they do not have sufficient capabilities, they can cooperate with each other and business models can be flexibly changed. Why chip and system vendors must be suppliers and customers? The key is not to hang yourself and hang in a tree.
From July 2009, he left the position of president of ARM China, became an angel investor, and recently joined local multimedia chip company, Jiede Microelectronics as the chief marketing officer (CMO). Tan Jun’s identity has greatly changed over the past year. The changes, from IP companies to angel investors to IC design companies, can be described as constant cross-border. And Tan Jun also hinted that the newly joined Cred Microelectronics is also crossing the border, in the future may not only sell chips, but also do their own system products and even face the end consumer.
However, Tan Jun does not think that this is worth a fuss, because in the past year, from EDA (Synopsys acquired IP company Virage), chip company (Intel acquired Fenghe and Nokia co-developed MeegoOS) to OS company (Microsoft acquired ARM architecture license), terminal manufacturers (Apple's acquisition of PA company's PASemi), Internet companies and operators (Google developed Android, China Mobile supports OMS, Baidu and Tencent to enter the mobile phone market) the upstream and downstream manufacturers of the industry chain are in the cross-border and mutual penetration, IC companies can no longer stick to the traditional business model, and there is no universal universal business model, we must learn to survive in change and seek new opportunities.
The upstream and downstream industries of the electronic industry chain are both penetrating and infiltrating IC applications. After 2000, the semiconductor industry basically did not have any new companies or large-scale IPOs. Some people think that the semiconductor industry is already a mature industry and even a sunset industry. How do you comment?
Tan Jun: The maturing of the semiconductor industry is indeed a trend. Ten years ago, some people predicted this trend. On the one hand, unlike the highly profitable defense and IT infrastructure that promoted the semiconductor industry in the 20th century, consumer products are the main driving force of the semiconductor industry since 2000, and are therefore more sensitive to costs and prices. On the other hand, the technological cost under the advanced technology is getting higher and higher, and only the manufacturers with sufficient technology accumulation, capital strength, and shipment volume can survive, so the players are less and less.
But this does not mean that the end of the semiconductor industry is coming. It is very difficult to make semiconductors purely, and the semiconductor industry is changing. In fact, in the past year, there have been many changes in the industry, such as the use of chips as complete machines, the acquisition of OS as a chip company, and the acquisition of IP companies by EDA. Intel sells chips and sells software. What company is it? So some people joked that now Intel is SemiSEMI.
"Application of Integrated Circuits": Semiconductor competition is so fierce. Why did you go from IP company to angel investment to IC company? This change of status allows you to see what changes have taken place in the perspective of the industry.
Tan Jun: Why do you think that JADE is an IC company (laughs)? In fact, the answer has already been given to you. If there are fewer and fewer IC companies that can succeed in the future, then the IP company will not be far behind. For example, who is the world's largest application processor (AP) vendor? Formerly TI, now Apple. When Apple became the world's largest AP vendor, how did other AP vendors that bought IP discover that they could not sell into Apple? If IP were to be sold to many companies, it would be a success. If big customers such as Apple all use their own chips, the problem arises. This explains why I went from an IP company to an angel investment company.
Angel investment is to be carrier, this carrier is either realized through the chip, or through the product, so I invested in audio companies and network companies.
We know that the chip is gradually becoming a product, and is no longer a pure chip. This explains why I have invested from angels to the chip industry.
The entire industry is changing, and in the future, JADE will have a lot of products out there, with chips and system products, and it must be creative and not easily copied. In the past, IP companies only looked at semiconductors. Regardless of how the final products were achieved, it is not only semiconductors, but also industrial design, molds, and even the entire production line. This is a brand new experience for me.
Breaking traditional thinking and understanding "chip company to make products"
"Integrated Circuit Applications": With the focus of the electronics industry shifting from hardware to software applications and user experiences, where is the value of hardware vendors? Is chip companies making products the last choice for hardware homogenization?
Tan Jun: In fact, not only the hardware is homogenized, the basic software is also homogenized. For example, before the mobile phone had many operating systems, except for Apple, Blackberry and Microsoft, chip companies are mostly based on ARM and Android. Chip companies are doing similar things on the Android platform. Android abstracts the chips. All kinds of chips are just different in price. They are similar to the virtual X86 architecture and only differ from high schools to low schools. The chips are homogenous, and the underlying software is also homogenous. The real difference may be the idea of ​​the entire product, which is neither hardware nor software. It may be industrial design, user experience, top-level applications, or even back-office operations and services. different.
In the past, the division of labor among chips, software, and system vendors was very clear, and now the boundaries are getting more and more blurred. Cross-border can be said to be eating other people's markets, it can also be said to protect themselves. Now all chips, software, and system companies must learn to survive the changes. Not only Intel and Microsoft need to reposition themselves, but system manufacturers also face new challenges. For example, while system vendors are enjoying the benefits of highly integrated turnkey solutions, they also suffer from homogeneity, so Apple has to make its own chips in order to defeat homogeneity.
In fact, the opportunity is equal to everyone. Since the entire company can do chips and even operations and services, network companies (such as Google, Tencent, Baidu) and operators (China Mobile) can do operating systems and complete machines. Why chip companies can not do software products or even operations and service?
The chip company's survival model does not have a unified answer. The key is that a chip company is no longer a pure chip company, but a product company. The ultimate question is whether selling chips or software or end products is not important. The key is what value you can bring. If it is still based on the positioning of traditional chip companies to discuss the future prospects, it must be pessimistic, we must jump out of this mode of thinking. In fact, international companies such as IBM, Dell, and Cisco have been changing. It's strange that chip companies, especially Chinese chip companies, have not had any movement. This may be the reason why the semiconductor industry is now more difficult. The industry is changing, and the business model of chip companies needs to be changed. If they do not change, they will be eliminated. If they change, they may be eliminated and new students may be born.
"Application of Integrated Circuits": Now the world seems to be mimicking Apple products and learning the Apple model. What do you think? What are the suitable models for Chinese IC and OEM manufacturers?
Tan Jun: Apple is indeed a great company worthy of everyone to learn. However, if everyone blindly considers Apple to be a virtual enemy, it is very likely that the positioning has already become a problem. Apple, Wintel, Google, ARM and operator-led models all have their own living space.
The key to taking what kind of model is to look at the company’s interests, abilities, talents, and objective environment. There is no single routine. For example, not every chip company is suitable to do its own product, because the product may involve a lot of production, quality control, after-sales, capital operations and brand strategy. But if you can only make $1 per chip and you can make $20 or more for the whole machine, you may consider changing your mind. Chip companies must have great product risk, and if they do not have sufficient capabilities, they can cooperate with each other and business models can be flexibly changed. Why chip and system vendors must be suppliers and customers? The key is not to hang yourself and hang in a tree.
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