The Millennium Semiconductor Survival Guide.

Chapter 138 Mobile Phone Design
"It is precisely because of the existence of the TSMC model that I have the opportunity to come out and start my own business.

If chip design and chip production are still together now, if I want to manufacture chips, I need to have chip production capacity, then the cost of a 20 billion production line is simply not affordable for ordinary entrepreneurs. "

To add, before TSMC, chip design and chip manufacturing were almost all done by one company.For consumer electronics companies like Apple, other companies helped design and produce their computer chips in the early days.

Taking the Macintosh as an example, Motorola was responsible for chip design and production in the early days of the Macintosh series, and then Intel.

Until 1986, Apple began to develop its own chips, and then found a manufacturer to help them produce them, but it obviously failed, and the designed chips could not be used on personal computers at all.

But their core-making project gave Apple a windfall, that is, they noticed the ARM series chips, and then acquired a 1990% stake in ARM for 150 million pounds in 30.

"So what I want to say is that my experience is not entirely useful, and my knowledge will be corrected by reality.

I used to think that the chip foundry model was not good, but later TSMC made it work.

Likewise, Newman, you need to convince me of our differences of opinion.

You are a master in the Internet field. If we are engaged in Internet entrepreneurship, then I will trust you unconditionally.

Even if you make a meaningless product, I will think you have your own deep meaning.

But in the field of integrated circuits, my experience is far richer than yours, and you have not proved your own case, so allow me to remain skeptical, this is for the development of the company.

Simply put, we need a running-in process to achieve a balance.

What you just said about a team of senior engineers leading a group of students is obviously unrealistic. "

Zhou Xin can only say: "Okay, let's establish the company first, and then build the entire organizational structure."

Zhou Xin can't always say that Samsung's S-series chips are in my brain, and we don't need analog IC design.

In the early stage, we focused on cultivating talents. We first thoroughly understood Samsung's S-series chips, which is enough for us to play for ten years.

After reaching an agreement with Guan Jianying, Lin Benjian also called Zhou Xin back that night:

"Newman, thank you for your appreciation."

Just when Zhou Xin thought the next sentence was, I still don’t consider Xinxin lithography machine, Lin Benjian continued:
"I have decided to accept your invitation.

Then I had some Chinese colleagues who worked at IBM before, and I would like to ask them if they would like to return to Shenhai to start a business with me.

They may also need to have corresponding option rewards to mine. "

Zhou Xin said: "No problem, we will build a special option pool in the future as a reward for technicians.

I'll send you Guan Jianying's email address and phone number, and the three of us will meet in San Francisco first.

It is entirely up to you to decide who to look for in terms of technology. I don't know much about the field of lithography machines.

I just know some technical things. As for which engineers are needed to start a business, and what technical authorizations are to be obtained, I don't understand the specifics of these research and development at all.

So that's up to you to decide.

At present, we have set up the company's framework first. There are still about three months until the end of the year. I will return to Huaguo in December. After I return to Huaguo and I have a chat with Huaguo, we will Will officially go to China to work. "

Successfully poaching Lin Benjian is definitely something worth celebrating for Zhou Xin, because without Lin Benjian, the lithography machine breakthrough between TSMC and ASML would definitely come later.

They have more time to catch up with advanced processes.

At the same time, Nikon is not so easy to be thrown away, and Xinxin Semiconductor can have more time for wretched development.

As for being able to find Guan Jianying, it is also worth celebrating. Guan Jianying was able to make Alchip bigger, and even in the case of losing their large Huaguo customer whose sales exceeded 40%, they can still guarantee the development of the company. The other party is absolutely rare. Got talent.

Only people can have a company. With Lin Benjian and Guan Jianying, the framework of Xinxin Technology has been set up.

Xinxin Semiconductor is responsible for the chip design, and then it is contracted by SMIC, and the final product is sold through Matrix.

In this way, the entity industry under his name has formed a complete closed loop.

The key here is to build the Matrix brand well.

While I.M. Pei engineers were designing the flagship store, Matrix formed a team of more than 200 people.

First, it spent 2000 million US dollars to buy the Matrix brand from Motorola.

The second is to select the location of the flagship store in the major cities of American.

It also includes finding suppliers for decoration, cultivating service teams and so on.

The physical industry is much more troublesome than the Internet industry.

This is true whether it is management costs or operating costs.

However, compared with the semiconductor industry, the mobile phone industry is easier to poach people, and the threshold for this industry is not so high.

In recent years, the sales volume of the entire mobile phone market has been growing at an annual rate of more than 20%, which has led to a large number of employees in the entire industry.

In addition, Simo was the chairman of Nokia, and he has more than 40 years of experience in this industry. He thought it would be easy to find people with relevant experience.

Matrix also established a mobile phone research and development department, which is doing product research and development under the leadership of Zhou Xin.

Zhou Xin's requirement for Matrix's first mobile phone is to launch it next year.

So he has very strict requirements.

"Boss, why do mobile phones have cameras? Cameras can be used to take pictures, and mobile phone cameras have very limited pixels.

I think this is a nonsensical requirement. "It was difficult for Ansi Vanjoki to understand Zhou Xin's needs.

Anxi is a Nokia executive who has been working for Nokia since 1991 and has been on the Nokia board since 98.

He was previously Head of Marketing, Head of Multimedia and Head of Nokia Mobile at Nokia.

Seamus hired him to serve as Matrix's vice president, fully responsible for the mobile phone business.

Anxi came here because he was attracted by Zhou Xin. The best product manager in Silicon Valley is going to be a mobile phone. What kind of changes will he bring to the mobile phone industry? He has no experience of failure in the product field.

Seamo and Anxi have worked together for a long time, working together for eight years, which made Anxi believe that Matrix must have something special.

It's just that he didn't expect that Zhou Xin's demand made him hard to understand after he came here.

If there is no Zhou Xin, the world's first camera phone can be traced back to the Sharp J-SH2000 in 04, which has a built-in 11-pixel CCD camera.

It has never happened before that a mobile phone has a camera, and no mobile phone on the market has a camera.

Anxi also couldn't understand.

Zhou Xin said: "Didn't I tell you? You can't understand a mobile phone as a simple mobile phone, you need to understand it as a multimedia terminal!

Isn't Nokia working with Time Warner to build a phone that can browse Quora?

If taking pictures with a mobile phone is a meaningless demand, then watching Quora with a mobile phone is also a meaningless demand! "

Zhou Xin realized that sometimes it is very difficult to change people's ideas.

Anxi whispered: "Why do we want to make a mobile phone that can browse Quora, because according to our research, more than 80% of American users prefer to use a handheld computer to browse Quora.

Even in Europe, among English-speaking users, this figure exceeds 50%.

Quora is the most popular website in the world and everyone needs it.

People still need Yahoo as an entry point to the Internet, but Yahoo is far less valuable than Quora.

Therefore, we think that if the screen of the mobile phone is made bigger, and the Quora function is built in, users can use 2G network to browse Quora, and it will be very popular.

We have done a questionnaire survey, including talking with many colleagues internally, and their approval of this product is the highest among all our internal research products in history.

We knew it was going to be a hit, including that we had done a few prototypes before I left Nokia.

Users who have used the model machine said that it is so easy to use, and they read Quora while eating. "

Zhou Xin couldn't think of a better way to explain to Anxi that Quora built into mobile phones would be popular because there are questionnaires and testing machines.

How should he find an example to make Anxi realize that a mobile phone without a camera function is a brick.

"Ansi, do you know Bresson?"

Anxi shook his head: "Who is that?"

Zhou Xin said: "A master photographer, his theory is to capture the decisive moment.

Tell the photographer that all elements, people, objects, environment, etc., should just show their specific connotations and meanings during the event.

For example, in Times Square in New York after the end of World War II, a sailor kissed a female nurse affectionately in Times Square. The two kissed each other like a long-lost couple after the war, celebrating the end of World War II. They were captured by photographers and published in magazines .

It became known as the kiss of victory.

This is the decisive moment, the decisive moment captured by the photographer.

The reason why we add cameras to mobile phones is to allow more ordinary people who are not photographers to capture such decisive moments. "

Anxi finally understood: "Boss, I roughly understand what you mean.

This is indeed a very romantic function. "

When explaining what the other party can't understand, you must find enough clear events to serve as supporting evidence.

Otherwise, the communication cost and communication time will be too high.

Anxi continued: "Boss, I have no doubts about adding a camera to the mobile phone, but you want to add too many functions to the mobile phone.

Including the camera, keyboard, linear vibration motor, and the display must be large enough.

Doing so will make it about the same size as a Pocket PC.

Today's technology is difficult to do all of these in a mobile phone. "

(End of this chapter)