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標籤：Microsoft的策略
新聞重點：
1. 為了提升平台穩定性，降低XBOX的故障率，微軟將發展Falcon版的Xbox，升級後的Xbox特色如下：
(1) 晶片從90奈米改成65奈米製程，此亦會解決散熱的問題。
(2) 採用Falcon，尺寸更小、噪音更低、且冷卻性更好的系統。
(3) 保持結構的相似性，能與早期的版本相容，造型噪音功耗更小。
2. 微軟與新力皆採降低遊戲機的成本的策略，但分析人士認為配套遊戲才是重點。
3. 微軟向IBM與SMD支付主處理器與繪圖處理器的授權稅，直接從特許半導體(Chartered Semiconductor)購買晶圓片，目前微軟是特許的最大客戶之一。
『力抗眾遊戲機對手 Microsoft進行Xbox升級』
電子工程專輯 2007/7/17
微軟(Microsoft)宣佈將採取一個階段性的方案，逐步升級其Xbox 360視訊遊戲機。效仿新力(SONY)的PS2，微軟將逐步將其現有晶片升級至新的製程技術，並朝向採用一個名為Falcon，尺寸更小、噪音更低且冷卻性能更好的系統。
微軟已經將Xbox 360中的兩個晶片從90奈米改為65奈米製程，但沒有更換處理器。到最後微軟還將可能把一些晶片合成起來，以節省電路板空間。而Xbox 360升級計畫的一個重點就是在保持性能的同時降低功耗；有消息來源透露：「等到Xbox 360中的所有部份都轉向65奈米製程之後，整個設備的功耗將會降低到最早版本的一半以下。」Xbox 360那笨重的外接電源轉換器是最早為人詬病的缺點之一。
無論是微軟還是新力，都把降低成本作為新款遊戲機的重點。新力近日表示將把PS3的價格降低至500美元，將其與高階Xbox 360的價格差距縮短至20美元以下。但有分析人士表示，此舉並不足以提升新力的競爭力，因為比起降低成本，PS3更需要的是有新的遊戲作為支持。
市場研究公司Jon Peddie Associates總裁Jon Peddie表示：「新力就算把PS3價格降到0元，可能也不會有多大作用，因為遊戲機的銷售不是取決於價格，而是取決於是否有遊戲可玩。新力現在處境艱難，他們沒有獲得期望的市場佔有率，所以想透過降價來刺激需求，但如今Xbox 360的價格仍然比PS3低。」而另一款遊戲──任天堂(Nintendo)的Wii價格更低，僅250美元，而且和Xbox一樣賣得嚇嚇叫。
目前還不清楚微軟將會在何時發表Falcon版的Xbox 360，微軟將逐步推出該系統的各種版本，每個版本都有其內部和外部型號。每個新版本的Xbox都會有採用新製程的不同晶片，而到某個一定的時間，微軟將會對Xbox 360進行徹底的重新設計，使之外形更小且噪音更低，這可能就是最終的Falcon版本了。每個系統都將保留結構上的相似性，並能和最早的Xbox 360相容。
Peddie表示，遊戲機製造商需要一個「至少能用3~5年」的穩定平台，這樣遊戲開發商的研發投入才能獲得足夠回報。因此，遊戲機製造商會保持平台的穩定，同時又在系統內部挖掘新的東西。Peddie並指出，目前在供貨的Xbox中，一顆Marvell的晶片將是其新的65奈米製程零件之一。
而由於世界各地都有關於Xbox 360故障率的報導，微軟最近表示將投入十億美元把Xbox 360的保固期從1年延長至3年。消息來源並未透露微軟的Xbox 360設計到底有什麼問題，但指出微軟已經發現並解決了多個和生產有關的問題。Peddie表示：「我們認為散熱可能是一個問題，所以轉向65奈米製程也可以解決這一問題。」
在截至6月30日的這一會計年度，微軟報告稱其娛樂部門(包含了Xbox業務)是盈利的。微軟表示，整個微軟集團在接下來的會計年度也可望實現盈利。
Xbox360中的主處理器和繪圖處理器分別是由IBM及AMD的繪圖晶片部門所設計。微軟向這兩家公司支付授權稅，但直接從特許半導體(Chartered Semiconductor)購買晶圓片，目前微軟是特許的最大客戶之一。
Microsoft plans stepwise path to Xbox upgrade
EE TIMES 07/10/2007 2:55 H EDT)
SAN JOSE, Calif. — Microsoft Corp. will take a phased approach to updating its Xbox 360 videogame console. Following the footsteps of the Sony Playstation2, Microsoft is gradually moving its existing chips to new process technologies as it evolves toward a smaller, quieter, cooler system dubbed Falcon.
Microsoft has already moved two chips in the Xbox 360 from 90 nm to 65 nm process technology. The processor was not one of them. Ultimately the company may also combine some of the chips to reduce board space.
One big focus for the Xbox 360 plan is to lower power consumption while maintaining performance. "By the time everything is moved to 65 nm the power consumption will be less than half of what it was when it was first launched," said a source close to the console who wished to remain anonymous.
One of the early criticisms of the Xbox 360 was that it had an external power converter about the size of a brick.
Cost reduction is the focus for the latest consoles from both Microsoft and Sony. Sony announced Monday (July 9) plans to cut the price of its Playstation3 to $500, within $20 of the high-end version of the Xbox 360. One analyst said the move would not greatly improve Sony's competitive standing because the PS3 needs fresh game titles more than it does a cost reduction.
"Sony could put its price to zero and it would not help that much because console sales are not based on price so much as availability of games," said Jon Peddie, principal of graphics market watcher Jon Peddie Associates (Tiburon, Calif.). "Sony is in a tough spot. They are not getting the market share they thought so they are trying to stimulate demand, but the Xbox 360 is still under the PS3 in price," Peddie added.
Another new console, the Nintendo Wii, is even lower in price at $250. Like the Xbox it is selling briskly.
It's not clear exactly when Microsoft will roll out its Falcon version of the Xbox 360. The source close to the company said Microsoft plans to introduce multiple flavors of the system over time, each with its own internal and external code-names.
Each new version generally integrates or moves to new process technologies various chips inside the box. At some point Microsoft will redesign the case, making it noticeably smaller and quieter for the version likely known as Falcon. Each system will remain architecturally similar and compatible with the original Xbox 360.
Console makers need a stable platform "at least for 3-5 years" so game developers can recoup the multiple millions they spend developing new titles. Thus console makers "hold the platform stable, but they hollow out the inside," Peddie said.
Peddie added that he believes a Marvell communications chip is one of the new 65nm parts shipping in the current Xbox.
Microsoft recently announced it would take a billion-dollar charge to extend the warranty on the Xbox 360 from one to three years due to widespread reports of failures with the console. The source close to Microsoft would not say what problems Microsoft had with the design, but he did indicate there were multiple manufacturing issues that have been found and fixed.
"We think it was a heat problem, so the move to 65nm chips helps with that issue too," said Peddie.
In its fiscal year ending June 30 Microsoft reported its entertainment division, which includes the Xbox business, was profitable. It expects the group to be profitable in the coming fiscal year.
IBM and the graphics division of Advanced Micro Devices designed the host and graphics processors used in the Xbox 360. Microsoft pays them royalties, but buys wafers directly from Chartered Semiconductor. The source said Microsoft is now one of Chartered's largest customers.
新聞重點：
1. 為了提升平台穩定性，降低XBOX的故障率，微軟將發展Falcon版的Xbox，升級後的Xbox特色如下：
(1) 晶片從90奈米改成65奈米製程，此亦會解決散熱的問題。
(2) 採用Falcon，尺寸更小、噪音更低、且冷卻性更好的系統。
(3) 保持結構的相似性，能與早期的版本相容，造型噪音功耗更小。
2. 微軟與新力皆採降低遊戲機的成本的策略，但分析人士認為配套遊戲才是重點。
3. 微軟向IBM與SMD支付主處理器與繪圖處理器的授權稅，直接從特許半導體(Chartered Semiconductor)購買晶圓片，目前微軟是特許的最大客戶之一。
『力抗眾遊戲機對手 Microsoft進行Xbox升級』
電子工程專輯 2007/7/17
微軟(Microsoft)宣佈將採取一個階段性的方案，逐步升級其Xbox 360視訊遊戲機。效仿新力(SONY)的PS2，微軟將逐步將其現有晶片升級至新的製程技術，並朝向採用一個名為Falcon，尺寸更小、噪音更低且冷卻性能更好的系統。
微軟已經將Xbox 360中的兩個晶片從90奈米改為65奈米製程，但沒有更換處理器。到最後微軟還將可能把一些晶片合成起來，以節省電路板空間。而Xbox 360升級計畫的一個重點就是在保持性能的同時降低功耗；有消息來源透露：「等到Xbox 360中的所有部份都轉向65奈米製程之後，整個設備的功耗將會降低到最早版本的一半以下。」Xbox 360那笨重的外接電源轉換器是最早為人詬病的缺點之一。
無論是微軟還是新力，都把降低成本作為新款遊戲機的重點。新力近日表示將把PS3的價格降低至500美元，將其與高階Xbox 360的價格差距縮短至20美元以下。但有分析人士表示，此舉並不足以提升新力的競爭力，因為比起降低成本，PS3更需要的是有新的遊戲作為支持。
市場研究公司Jon Peddie Associates總裁Jon Peddie表示：「新力就算把PS3價格降到0元，可能也不會有多大作用，因為遊戲機的銷售不是取決於價格，而是取決於是否有遊戲可玩。新力現在處境艱難，他們沒有獲得期望的市場佔有率，所以想透過降價來刺激需求，但如今Xbox 360的價格仍然比PS3低。」而另一款遊戲──任天堂(Nintendo)的Wii價格更低，僅250美元，而且和Xbox一樣賣得嚇嚇叫。
目前還不清楚微軟將會在何時發表Falcon版的Xbox 360，微軟將逐步推出該系統的各種版本，每個版本都有其內部和外部型號。每個新版本的Xbox都會有採用新製程的不同晶片，而到某個一定的時間，微軟將會對Xbox 360進行徹底的重新設計，使之外形更小且噪音更低，這可能就是最終的Falcon版本了。每個系統都將保留結構上的相似性，並能和最早的Xbox 360相容。
Peddie表示，遊戲機製造商需要一個「至少能用3~5年」的穩定平台，這樣遊戲開發商的研發投入才能獲得足夠回報。因此，遊戲機製造商會保持平台的穩定，同時又在系統內部挖掘新的東西。Peddie並指出，目前在供貨的Xbox中，一顆Marvell的晶片將是其新的65奈米製程零件之一。
而由於世界各地都有關於Xbox 360故障率的報導，微軟最近表示將投入十億美元把Xbox 360的保固期從1年延長至3年。消息來源並未透露微軟的Xbox 360設計到底有什麼問題，但指出微軟已經發現並解決了多個和生產有關的問題。Peddie表示：「我們認為散熱可能是一個問題，所以轉向65奈米製程也可以解決這一問題。」
在截至6月30日的這一會計年度，微軟報告稱其娛樂部門(包含了Xbox業務)是盈利的。微軟表示，整個微軟集團在接下來的會計年度也可望實現盈利。
Xbox360中的主處理器和繪圖處理器分別是由IBM及AMD的繪圖晶片部門所設計。微軟向這兩家公司支付授權稅，但直接從特許半導體(Chartered Semiconductor)購買晶圓片，目前微軟是特許的最大客戶之一。
Microsoft plans stepwise path to Xbox upgrade
EE TIMES 07/10/2007 2:55 H EDT)
SAN JOSE, Calif. — Microsoft Corp. will take a phased approach to updating its Xbox 360 videogame console. Following the footsteps of the Sony Playstation2, Microsoft is gradually moving its existing chips to new process technologies as it evolves toward a smaller, quieter, cooler system dubbed Falcon.
Microsoft has already moved two chips in the Xbox 360 from 90 nm to 65 nm process technology. The processor was not one of them. Ultimately the company may also combine some of the chips to reduce board space.
One big focus for the Xbox 360 plan is to lower power consumption while maintaining performance. "By the time everything is moved to 65 nm the power consumption will be less than half of what it was when it was first launched," said a source close to the console who wished to remain anonymous.
One of the early criticisms of the Xbox 360 was that it had an external power converter about the size of a brick.
Cost reduction is the focus for the latest consoles from both Microsoft and Sony. Sony announced Monday (July 9) plans to cut the price of its Playstation3 to $500, within $20 of the high-end version of the Xbox 360. One analyst said the move would not greatly improve Sony's competitive standing because the PS3 needs fresh game titles more than it does a cost reduction.
"Sony could put its price to zero and it would not help that much because console sales are not based on price so much as availability of games," said Jon Peddie, principal of graphics market watcher Jon Peddie Associates (Tiburon, Calif.). "Sony is in a tough spot. They are not getting the market share they thought so they are trying to stimulate demand, but the Xbox 360 is still under the PS3 in price," Peddie added.
Another new console, the Nintendo Wii, is even lower in price at $250. Like the Xbox it is selling briskly.
It's not clear exactly when Microsoft will roll out its Falcon version of the Xbox 360. The source close to the company said Microsoft plans to introduce multiple flavors of the system over time, each with its own internal and external code-names.
Each new version generally integrates or moves to new process technologies various chips inside the box. At some point Microsoft will redesign the case, making it noticeably smaller and quieter for the version likely known as Falcon. Each system will remain architecturally similar and compatible with the original Xbox 360.
Console makers need a stable platform "at least for 3-5 years" so game developers can recoup the multiple millions they spend developing new titles. Thus console makers "hold the platform stable, but they hollow out the inside," Peddie said.
Peddie added that he believes a Marvell communications chip is one of the new 65nm parts shipping in the current Xbox.
Microsoft recently announced it would take a billion-dollar charge to extend the warranty on the Xbox 360 from one to three years due to widespread reports of failures with the console. The source close to Microsoft would not say what problems Microsoft had with the design, but he did indicate there were multiple manufacturing issues that have been found and fixed.
"We think it was a heat problem, so the move to 65nm chips helps with that issue too," said Peddie.
In its fiscal year ending June 30 Microsoft reported its entertainment division, which includes the Xbox business, was profitable. It expects the group to be profitable in the coming fiscal year.
IBM and the graphics division of Advanced Micro Devices designed the host and graphics processors used in the Xbox 360. Microsoft pays them royalties, but buys wafers directly from Chartered Semiconductor. The source said Microsoft is now one of Chartered's largest customers.
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