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- 妹纸妹纸
  ·2021-06-28
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  Everyone's speculating on chips, but which chips are most in short supply, and where are the opportunities?
  下游景气程度越高，芯片需求也会随之越高。芯片短缺已经超过半年的时间了，从去年年底到现在，芯片紧缺的程度持续在加重，全球各大晶圆代工厂、IC设计公司（包括IDM）纷纷宣布涨价，今年Q2开启第二波涨价
  Everyone's speculating on chips, but which chips are most in short supply, and where are the opportunities?
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- 妹纸妹纸
  ·2021-06-26
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- 妹纸妹纸
  ·2021-06-26
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- 妹纸妹纸
  ·2021-06-26
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- 妹纸妹纸
  ·2021-06-26
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  Nadella Interview Transcript: The Windows Ecosystem Will Be More Open
  6月26日消息，微软刚刚发布了其新版旗舰操作系统Windows 11，它采用了全新的设计，增加了许多新功能，并能够运行安卓应用程序。与此同时，Windows应用程序的分发方式也发生了重大变化。微软正在
  Nadella Interview Transcript: The Windows Ecosystem Will Be More Open
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The chip shortage has lasted for more than six months. From the end of last year until now, the chip shortage has continued to worsen, and major wafer foundries and IC design companies around the world (including IDM) have announced price increases.<b>The second wave of price increases began in Q2 of this year, followed by a third wave in July. The entire industry is talking about a chip shortage, but what kind of chips are most in short supply?</b></p><p>As we have mentioned many times in recent reports, from the perspective of the industry chain, midstream wafer manufacturing includes design, manufacturing, and packaging and testing. Among them, design companies are the ones who benefit the most in this round of semiconductor upward cycle. Due to the high prosperity of downstream industries (especially new energy vehicles and small household appliances), design companies can effectively pass on the price increases in the manufacturing process to downstream industries. Furthermore, because design companies control their clients, they have stronger bargaining power over downstream applications when market supply is tight. This is one of the core reasons why design companies perform better in stock price.</p><p>There are many downstream applications for semiconductors, and today we are focusing on the most scarce MCU (Micro controller Unit).</p><p>An MCU can be understood as a small CPU, which means that the frequency and specifications of a normal CPU are reduced, and then memory, counters, USB, A/D conversion, UART, and even LCD driver circuits are integrated into a single chip to form a miniature computer. This chip can implement programming functions and control the terminal by writing a program.</p><p><img src=\"https://static.tigerbbs.com/9d2d39cbf219a94c46d12deadc16e6b1\" tg-width=\"679\" tg-height=\"287\" referrerpolicy=\"no-referrer\"></p><p>Let's first look at how scarce the MCU is right now. The normal delivery time of only 8-10 weeks has now been significantly extended, with major international manufacturers including...<a href=\"https://laohu8.com/S/0KED.UK\">Infineon</a>、<a href=\"https://laohu8.com/S/NXPI\">NXP</a>、<a href=\"https://laohu8.com/S/STM\">STMicroelectronics</a>In all cases, delivery times have been significantly extended several times over.</p><p><img src=\"https://static.tigerbbs.com/ddc53edafefaa241dcc4e64cc3aa2d2f\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>At the same time, the price of MCUs is also skyrocketing. Taking STM32F103RCT6, STMicroelectronics' best-selling model, as an example, it was only 12.35 yuan/chip in 2019, 73.13 yuan/chip in December 2020, and reached 157.95 yuan/chip in May 2021, an increase of more than 10 times in two years.</p><p>Judging from the current delivery time and the magnitude of the price increase, it can be seen that MCUs are currently in a very short supply.</p><p><img src=\"https://static.tigerbbs.com/51543db28dce27f8c5038059c54b9acf\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p><b>Downstream sectors with high prosperity</b></p><p>When we talk about the investment logic of IC design, foreign manufacturers mainly use the IDM model, while domestic manufacturers mainly use the Fabless model. For pure design companies like Fabless, a key point is to look at the prosperity of their downstream applications. Generally speaking, the higher the downstream prosperity, the higher the prosperity (i.e., demand) for chips will be. After that, let's look at the company's ability to obtain production capacity.</p><p>The application scenarios of MCUs can be divided into several analogies, such as the Internet of Things (communication + MCU integration), consumer electronics (IoT),<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>Home and smart wearables), automotive electronics (gasoline vehicles and new energy vehicles), industrial control (industrial intelligence), etc. Among them, the best-performing sectors are small home appliances in consumer electronics and new energy vehicles in automobiles.</p><p>Next, we will start from<b>Let's look at these two directions to see which companies will benefit from the high prosperity of small home appliances and new energy vehicles.</b></p><p><b>1. Small household appliances</b></p><p>First, let's look at the main MCU companies in the small appliance sector:<a href=\"https://laohu8.com/S/300327\">Zhongying Electronics</a>300327.SZ, whose main business is MCU chip design, is mainly used in the small home appliance sector. At the same time, it is gradually expanding into other industrial and consumer scenarios, with the home appliance sector having the highest market share.</p><p>In China, the market share of small home appliance MCUs is about 20%, ranking among the top three; However, its market share in white goods is less than 10%. In the future, it will continue to benefit from the new demand brought about by the localization of the supply chain of downstream domestic white goods manufacturers such as Midea, as well as the increase in ASP brought about by the upgrade of the company's products from non-inverter to inverter air conditioners.</p><p>With the development trend of intelligent and high-end home appliances, the company's revenue in the field of small home appliance MCUs will continue to expand steadily in the future with the continuous increase in home appliance categories and the upgrading of home appliance MCUs.</p><p><img src=\"https://static.tigerbbs.com/5e557a603f461248f474e6f1c414531d\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>Against the backdrop of insufficient industrial capacity supply, wafer manufacturing prices are rising. With chips in short supply, Zhongying is also appropriately passing on costs to downstream suppliers. Most products have raised prices since January 1, 2021, mainly reflecting the increase in the upstream supply chain. In the future, if production capacity is resolved, product prices may face some downward pressure every year.</p><p>Since last year, Zhongying has taken corresponding measures and made advance arrangements to actively secure production capacity in upstream supply chains such as wafer fabs and packaging and testing plants. For example, Zhongying mostly focuses on 8-inch wafers with mature processes, while a small number of chip manufacturing processes have shifted from 8-inch to 12-inch wafer foundries, bringing some new production capacity. However, the company's downstream demand is strong, and the new production capacity secured in the short term is still insufficient to absorb customer order demand. The company and its distributors have basically no inventory, and the shortage of MCUs will continue in the short term.</p><p>Overall, the logic behind Zhongying Electronics' simultaneous increase in both volume and price is quite clear.</p><p><b>2. New energy vehicles</b></p><p>The global and domestic automotive MCU markets are mainly dominated by NXP, Renesas, Infineon,<a href=\"https://laohu8.com/S/TXN\">Texas Instruments</a>、<a href=\"https://laohu8.com/S/MCHP\">Microchip Technology</a>They occupy a total market share of approximately 85%. Due to the stringent quality standards of automotive-grade MCUs, the complex certification process, and high investment, it is difficult to generate profits in the short term. Furthermore, due to the late start of automotive MCUs in China, few companies are involved in this field.</p><p><img src=\"https://static.tigerbbs.com/a99a6b9194365f8290a34c6e25986286\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>Currently, the main companies in China that have mass-produced MCUs include: Jiefa Technology, Shanghai Xinwang Microelectronics, Saiteng Microelectronics, and AMEC Semiconductor. Among them,<a href=\"https://laohu8.com/S/002594\">BYD</a>Companies such as ChipWon Microelectronics, Saiteng, and Jiefa Technology have already achieved pre-installed products, but they are still basically limited to relatively simple control applications such as car windows, lighting, and cooling systems, while their applications in complex fields such as power control, intelligent cockpits, and ADAS are relatively small.</p><p><img src=\"https://static.tigerbbs.com/4cb418fcf793a1eaee6932ee868f186a\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>And<a href=\"https://laohu8.com/S/688595\">Chipsea Technology</a>The MCU passed AEC-Q100 automotive-grade certification in 2020.<a href=\"https://laohu8.com/S/603986\">GigaDevice</a>Automotive-grade MCU products entered the tape-out stage around mid-2021, and their NOR Flash has passed automotive-grade certification.</p><p>Let's focus on GigaDevice. The company's businesses, which are about to see both volume and price increases, include DRAM, Nor Flash, and MCU. Nor and MCU are both core main chips for IoT and automotive applications, which could reach a market potential of $20-30 billion.</p><p>Taking MCUs as an example, global MCU manufacturing processes are mainly concentrated in mature process ranges such as 180/130nm, 90nm and 40nm. Given the current tight MCU production capacity, GigaDevice has gained production capacity flexibility by quickly transitioning to the SiP packaging model. In addition, the company has raised prices multiple times since 2021, with an average ASP of 4 yuan in 2020 and is expected to reach 5 yuan in 2021, continuing to benefit from the domestic substitution dividend brought about by this round of shortages and price increases.</p><p>In June of this year, GigaDevice also launched its own brand DRAM products. On the one hand, it received technological and production capacity support from Changxin, and its 19nm DDR4 and 17nm DDR3 have surpassed Huabang Electronics and Nanya Technology in niche market manufacturing processes. On the other hand, niche DRAM is essentially similar to NOR Flash and MCU, both of which have long-tail customer attributes. GigaDevice has the most complete niche market sales channels and more than 20,000 customers in the country, which can empower subsequent niche DRAM sales, and its market share is expected to increase rapidly.</p><p>The company's revenue share from MCUs and Nor Flash is constantly increasing, which proves the logic mentioned earlier.</p><p><img src=\"https://static.tigerbbs.com/c449f10b84e86419c917162399c00b86\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>GigaDevice has completed the synergy of its three product lines: DRAM, MCU, and Nor Flash. Given the current industry boom and the strengthening trend of domestic substitution, the market potential is enormous, and GigaDevice's growth attributes are highlighted in the next 2-3 years.</p><p>In addition, in the MCU field, downstream applications in fields such as the Internet of Things, smart wearable devices, and industrial control have also seen significant growth. Core token companies include Espressif Systems, Beijing Junzheng, and Chipsea Technology.</p><p><img src=\"https://static.tigerbbs.com/6deeec58253bba54c9fdde500f9ee005\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>With the major trend of intelligent electronic products, the demand for MCUs in almost all electronic products will increase. In the past, large overseas manufacturers occupied the main market share. However, it often takes 1-2 years for these products to enter the downstream supply chain, and under normal circumstances, it is difficult for domestic manufacturers to enter the supply chain.</p><p>After years of accumulation, domestic manufacturers have gradually achieved product technical specifications that meet the needs of downstream customers. However, the recent pandemic combined with the surge in downstream demand has led to a shortage of goods for overseas suppliers. Domestic manufacturers can deliver products with shorter delivery times, and leading domestic MCU manufacturers are accelerating the introduction of various downstream end customers, thus accelerating domestic substitution.</p><p>We expect to achieve good performance in 2021.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Everyone's speculating on chips, but which chips are most in short supply, and where are the opportunities?</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nEveryone's speculating on chips, but which chips are most in short supply, and where are the opportunities?\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/3\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/5d7d04eb4f16b0013ed2c39f71b84b6c);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">格隆汇投资学苑 </p>\n<p class=\"h-time smaller\">2021-06-28 11:55</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>The higher the downstream economy, the higher the demand for chips will be. The chip shortage has lasted for more than six months. From the end of last year until now, the chip shortage has continued to worsen, and major wafer foundries and IC design companies around the world (including IDM) have announced price increases.<b>The second wave of price increases began in Q2 of this year, followed by a third wave in July. The entire industry is talking about a chip shortage, but what kind of chips are most in short supply?</b></p><p>As we have mentioned many times in recent reports, from the perspective of the industry chain, midstream wafer manufacturing includes design, manufacturing, and packaging and testing. Among them, design companies are the ones who benefit the most in this round of semiconductor upward cycle. Due to the high prosperity of downstream industries (especially new energy vehicles and small household appliances), design companies can effectively pass on the price increases in the manufacturing process to downstream industries. Furthermore, because design companies control their clients, they have stronger bargaining power over downstream applications when market supply is tight. This is one of the core reasons why design companies perform better in stock price.</p><p>There are many downstream applications for semiconductors, and today we are focusing on the most scarce MCU (Micro controller Unit).</p><p>An MCU can be understood as a small CPU, which means that the frequency and specifications of a normal CPU are reduced, and then memory, counters, USB, A/D conversion, UART, and even LCD driver circuits are integrated into a single chip to form a miniature computer. This chip can implement programming functions and control the terminal by writing a program.</p><p><img src=\"https://static.tigerbbs.com/9d2d39cbf219a94c46d12deadc16e6b1\" tg-width=\"679\" tg-height=\"287\" referrerpolicy=\"no-referrer\"></p><p>Let's first look at how scarce the MCU is right now. The normal delivery time of only 8-10 weeks has now been significantly extended, with major international manufacturers including...<a href=\"https://laohu8.com/S/0KED.UK\">Infineon</a>、<a href=\"https://laohu8.com/S/NXPI\">NXP</a>、<a href=\"https://laohu8.com/S/STM\">STMicroelectronics</a>In all cases, delivery times have been significantly extended several times over.</p><p><img src=\"https://static.tigerbbs.com/ddc53edafefaa241dcc4e64cc3aa2d2f\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>At the same time, the price of MCUs is also skyrocketing. Taking STM32F103RCT6, STMicroelectronics' best-selling model, as an example, it was only 12.35 yuan/chip in 2019, 73.13 yuan/chip in December 2020, and reached 157.95 yuan/chip in May 2021, an increase of more than 10 times in two years.</p><p>Judging from the current delivery time and the magnitude of the price increase, it can be seen that MCUs are currently in a very short supply.</p><p><img src=\"https://static.tigerbbs.com/51543db28dce27f8c5038059c54b9acf\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p><b>Downstream sectors with high prosperity</b></p><p>When we talk about the investment logic of IC design, foreign manufacturers mainly use the IDM model, while domestic manufacturers mainly use the Fabless model. For pure design companies like Fabless, a key point is to look at the prosperity of their downstream applications. Generally speaking, the higher the downstream prosperity, the higher the prosperity (i.e., demand) for chips will be. After that, let's look at the company's ability to obtain production capacity.</p><p>The application scenarios of MCUs can be divided into several analogies, such as the Internet of Things (communication + MCU integration), consumer electronics (IoT),<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>Home and smart wearables), automotive electronics (gasoline vehicles and new energy vehicles), industrial control (industrial intelligence), etc. Among them, the best-performing sectors are small home appliances in consumer electronics and new energy vehicles in automobiles.</p><p>Next, we will start from<b>Let's look at these two directions to see which companies will benefit from the high prosperity of small home appliances and new energy vehicles.</b></p><p><b>1. Small household appliances</b></p><p>First, let's look at the main MCU companies in the small appliance sector:<a href=\"https://laohu8.com/S/300327\">Zhongying Electronics</a>300327.SZ, whose main business is MCU chip design, is mainly used in the small home appliance sector. At the same time, it is gradually expanding into other industrial and consumer scenarios, with the home appliance sector having the highest market share.</p><p>In China, the market share of small home appliance MCUs is about 20%, ranking among the top three; However, its market share in white goods is less than 10%. In the future, it will continue to benefit from the new demand brought about by the localization of the supply chain of downstream domestic white goods manufacturers such as Midea, as well as the increase in ASP brought about by the upgrade of the company's products from non-inverter to inverter air conditioners.</p><p>With the development trend of intelligent and high-end home appliances, the company's revenue in the field of small home appliance MCUs will continue to expand steadily in the future with the continuous increase in home appliance categories and the upgrading of home appliance MCUs.</p><p><img src=\"https://static.tigerbbs.com/5e557a603f461248f474e6f1c414531d\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>Against the backdrop of insufficient industrial capacity supply, wafer manufacturing prices are rising. With chips in short supply, Zhongying is also appropriately passing on costs to downstream suppliers. Most products have raised prices since January 1, 2021, mainly reflecting the increase in the upstream supply chain. In the future, if production capacity is resolved, product prices may face some downward pressure every year.</p><p>Since last year, Zhongying has taken corresponding measures and made advance arrangements to actively secure production capacity in upstream supply chains such as wafer fabs and packaging and testing plants. For example, Zhongying mostly focuses on 8-inch wafers with mature processes, while a small number of chip manufacturing processes have shifted from 8-inch to 12-inch wafer foundries, bringing some new production capacity. However, the company's downstream demand is strong, and the new production capacity secured in the short term is still insufficient to absorb customer order demand. The company and its distributors have basically no inventory, and the shortage of MCUs will continue in the short term.</p><p>Overall, the logic behind Zhongying Electronics' simultaneous increase in both volume and price is quite clear.</p><p><b>2. New energy vehicles</b></p><p>The global and domestic automotive MCU markets are mainly dominated by NXP, Renesas, Infineon,<a href=\"https://laohu8.com/S/TXN\">Texas Instruments</a>、<a href=\"https://laohu8.com/S/MCHP\">Microchip Technology</a>They occupy a total market share of approximately 85%. Due to the stringent quality standards of automotive-grade MCUs, the complex certification process, and high investment, it is difficult to generate profits in the short term. Furthermore, due to the late start of automotive MCUs in China, few companies are involved in this field.</p><p><img src=\"https://static.tigerbbs.com/a99a6b9194365f8290a34c6e25986286\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>Currently, the main companies in China that have mass-produced MCUs include: Jiefa Technology, Shanghai Xinwang Microelectronics, Saiteng Microelectronics, and AMEC Semiconductor. Among them,<a href=\"https://laohu8.com/S/002594\">BYD</a>Companies such as ChipWon Microelectronics, Saiteng, and Jiefa Technology have already achieved pre-installed products, but they are still basically limited to relatively simple control applications such as car windows, lighting, and cooling systems, while their applications in complex fields such as power control, intelligent cockpits, and ADAS are relatively small.</p><p><img src=\"https://static.tigerbbs.com/4cb418fcf793a1eaee6932ee868f186a\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>And<a href=\"https://laohu8.com/S/688595\">Chipsea Technology</a>The MCU passed AEC-Q100 automotive-grade certification in 2020.<a href=\"https://laohu8.com/S/603986\">GigaDevice</a>Automotive-grade MCU products entered the tape-out stage around mid-2021, and their NOR Flash has passed automotive-grade certification.</p><p>Let's focus on GigaDevice. The company's businesses, which are about to see both volume and price increases, include DRAM, Nor Flash, and MCU. Nor and MCU are both core main chips for IoT and automotive applications, which could reach a market potential of $20-30 billion.</p><p>Taking MCUs as an example, global MCU manufacturing processes are mainly concentrated in mature process ranges such as 180/130nm, 90nm and 40nm. Given the current tight MCU production capacity, GigaDevice has gained production capacity flexibility by quickly transitioning to the SiP packaging model. In addition, the company has raised prices multiple times since 2021, with an average ASP of 4 yuan in 2020 and is expected to reach 5 yuan in 2021, continuing to benefit from the domestic substitution dividend brought about by this round of shortages and price increases.</p><p>In June of this year, GigaDevice also launched its own brand DRAM products. On the one hand, it received technological and production capacity support from Changxin, and its 19nm DDR4 and 17nm DDR3 have surpassed Huabang Electronics and Nanya Technology in niche market manufacturing processes. On the other hand, niche DRAM is essentially similar to NOR Flash and MCU, both of which have long-tail customer attributes. GigaDevice has the most complete niche market sales channels and more than 20,000 customers in the country, which can empower subsequent niche DRAM sales, and its market share is expected to increase rapidly.</p><p>The company's revenue share from MCUs and Nor Flash is constantly increasing, which proves the logic mentioned earlier.</p><p><img src=\"https://static.tigerbbs.com/c449f10b84e86419c917162399c00b86\" tg-width=\"1080\" tg-height=\"496\" referrerpolicy=\"no-referrer\"></p><p>GigaDevice has completed the synergy of its three product lines: DRAM, MCU, and Nor Flash. Given the current industry boom and the strengthening trend of domestic substitution, the market potential is enormous, and GigaDevice's growth attributes are highlighted in the next 2-3 years.</p><p>In addition, in the MCU field, downstream applications in fields such as the Internet of Things, smart wearable devices, and industrial control have also seen significant growth. Core token companies include Espressif Systems, Beijing Junzheng, and Chipsea Technology.</p><p><img src=\"https://static.tigerbbs.com/6deeec58253bba54c9fdde500f9ee005\" tg-width=\"1080\" tg-height=\"777\" referrerpolicy=\"no-referrer\"></p><p>With the major trend of intelligent electronic products, the demand for MCUs in almost all electronic products will increase. In the past, large overseas manufacturers occupied the main market share. However, it often takes 1-2 years for these products to enter the downstream supply chain, and under normal circumstances, it is difficult for domestic manufacturers to enter the supply chain.</p><p>After years of accumulation, domestic manufacturers have gradually achieved product technical specifications that meet the needs of downstream customers. However, the recent pandemic combined with the surge in downstream demand has led to a shortage of goods for overseas suppliers. Domestic manufacturers can deliver products with shorter delivery times, and leading domestic MCU manufacturers are accelerating the introduction of various downstream end customers, thus accelerating domestic substitution.</p><p>We expect to achieve good performance in 2021.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/03e38a3a3c63bd5a9d8d8ca2d384d1c5","relate_stocks":{"159813":"芯片"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1116935305","content_text":"下游景气程度越高，芯片需求也会随之越高。\n\n芯片短缺已经超过半年的时间了，从去年年底到现在，芯片紧缺的程度持续在加重，全球各大晶圆代工厂、IC设计公司（包括IDM）纷纷宣布涨价，今年Q2开启第二波涨价，紧接着在7月份又将迎来第三波的涨价。整个行业都在说缺芯，到底什么芯片最缺呢？\n我们在最近的报告里多次提到，从产业链的角度来看，中游的晶圆制造里包括设计、制造和封测，这里面在本轮半导体向上周期里最受益的是设计公司。由于下游景气度高企（尤其是新能源车和小家电），设计公司能很好的将制造环节价格的上涨传导到下游。并且由于设计公司掌握着客户，在市场供给紧缺的情况下，这类公司对下游应用端有更强的议价能力，这也是为什么设计公司在股价上表现更佳的核心原因之一。\n半导体的下游应用非常多，而我们今天关注的方向，就是当下最紧缺的MCU，（Micro controller Unit，微控制单元）。\n可以把MCU理解为是一个小型的CPU，也就是把正常CPU的频率、规格做一些缩减，然后将内存、计数器、USB、A/D转换、UART甚至包括LCD驱动电路等都整合在单一的芯片上，形成一个微型的计算机。这种芯片可以实现编程的功能，通过写入程序对终端进行控制。\n\n先看看MCU现在紧缺到什么程度。原本正常只需要8-10周的交期，现在大幅延长，国际大厂包括英飞凌、恩智浦、意法半导体等都出现交期大幅延长数倍的情况。\n\n与此同时，MCU的价格也在飞涨，以意法半导体的热销型号STM32F103RCT6为例，19年的时候仅为12.35元/片，20年12月为73.13元/片，21年5月达到了157.95元/片，两年超过10倍的涨幅。\n从产品现在的交期和价格上涨的幅度，可以看出目前MCU是处于非常紧缺的状态的。\n\n下游景气度高企的方向\n我们说IC设计的投资逻辑，国外厂商IDM模式为主，国内厂商Fabless模式为主，而对于Fabless这种纯设计的公司，很关键的一点是要看它下游应用的景气程度。一般来说，下游景气程度越高，芯片的景气度（也就是需求）也会随之越高。而在这之后，再去看公司能获得产能的情况。\nMCU的应用场景可以分为几个类比，如物联网（通信+MCU集成）、消费电子（IoT，智能家居与智能穿戴）、汽车电子（燃油车及新能源车）、工业控制（工业智能化）等。其中当前景气度最佳的是消费电子中的小家电和汽车里的新能源车。\n接下来我们就从这两个方向去看看哪些公司将受益于小家电和新能源车的高景气度。\n1、小家电\n首先来看小家电领域MCU的主要公司为中颖电子300327.SZ，主营业务是MCU芯片设计，下游应用的主要方向的小家电领域，同时也在逐步拓展至其他工业和消费场景，其中市占率最高的是家电领域。\n在国内小家电MCU的市场份额约为20%，处于前三的位置；但在白色家电的市占率不足10%，未来将持续受益于国内下游白色家电厂商如美的等供应链国产化带来的新增需求，以及公司产品由非变频向变频空调升级带来的ASP提高。\n在家电智能化、高端化的发展趋势下，未来随着家电品类的不断增多以及家电MCU的更新换代，公司在小家电MCU领域的营业额也将继续稳步扩大。\n\n在产业产能供应不足的大背景下，晶圆制造厂价格在上涨，在芯片紧缺的情况下，中颖也在适当向下游传导成本，大部分产品从2021年1月1日起提过价，调价主要反应上游供应链调涨幅度。未来如产能得到解决之后，产品价格可能会每年有些微向下调整的压力。\n中颖自去年起已采取因应措施，提前布局，积极应对晶圆厂、封装测试厂等上游供应链争取产能，如中颖大部分都是在成熟制程的8吋做晶圆代工，小部分芯片制程由8吋转至12吋做晶圆代工部分，带来一些新增的产能。但公司下游需求旺盛，短期争取的新增产能还是无法消化客户订单需求，公司和经销商基本没库存，短期内MCU紧缺的情况还将继续。\n整体来看，中颖电子量价齐升的逻辑还是比较清晰的。\n2、新能源汽车\n全球以及国内车载MCU市场主要由恩智浦、瑞萨、英飞凌、德州仪器、微芯科技占领，共占约85%市场份额。由于汽车级MCU产品品质严苛，认证过程很复杂，投入大，短期内难有盈利，并且由于国内车载MCU起步晚，较少公司涉及该领域业务。\n\n目前国内MCU已量产的公司主要有：杰发科技、上海芯旺微电子、赛腾微电子、中微半导体等公司。其中，比亚迪、芯旺微、赛腾、杰发科技等企业已经实现前装产品，但基本还停留在车窗、照明、冷却系统等相对简单的控制应用上，而在动力控制、智能座舱、ADAS复杂领域的应用较少。\n\n而芯海科技MCU于2020年通过AEC-Q100车规级认证，兆易创新车规级MCU产品2021年中左右进入流片环节，其NOR Flash已经通过车规级认证。\n我们来重点说说兆易创新。目前公司即将迎来量价齐升的业务包括DRAM、Nor Flash和MCU，Nor和MCU均为IoT和车用的核心主芯片可以触及到200-300亿美元的市场空间。\n以MCU为例，全球MCU制程主要集中在180/130nm、90nm和40nm等成熟制程范围，在当前MCU产能紧张情况下，兆易凭借SiP封装模式快速转厂获得产能弹性；另外，在公司自21年以来多次上调价格，20年平均ASP为4元，预计21年有望达到5元，持续受益于这一轮缺货涨价带来的国产替代红利。\n兆易在今年6月还推出自主品牌DRAM产品，一方面背靠长鑫获得技术和产能上支持，19nm DDR4和17nm DDR3在利基市场制程上已经超过华邦电和南亚科；另一方面，利基DRAM本质上与NOR Flash和MCU类似，均具有长尾客户属性，兆易拥有全国最完善的利基市场销售渠道和2万+客户，可以为后续利基DRAM销售赋能，预计市占率将快速提升。\n公司MCU和Nor Flash的营收占比在不断提升，也证明到了前面说的逻辑。\n\n兆易创新布局目前完成DRAM、MCU和Nor Flash三条产品线协同，在当前行业景气度和国产替代趋势加强的情况下，市场空间极大，兆易未来2-3年成长属性凸显。\n除此之外，在MCU领域，下游在物联网、智能可穿戴设备、工业控制等领域的应用也有非常明显的增长核心的代币公司包括乐鑫科技、北京君正、芯海科技等。\n\n在电子产品智能化的大趋势下，几乎所有电子产品对MCU的需求都会加强，以往都是海外大厂占据了主要的市场份额。但由于这些产品进入下游供应链往往需要1-2年的时间，而且正常情况下国内厂商很难切入供应链。\n国内的厂商经过多年的积累，产品技术指标已经逐步满足下游客户的需求，此次疫情+下游需求爆发，导致海外供应商缺货。而国内厂商能以更短的交期交付产品，国内MCU头部厂商正在加速导入下游各类的终端客户，加速了国产替代。\n预计2021年都将取得不错的业绩表现。","news_type":1,"symbols_score_info":{"159813":0.9}},"isVote":1,"tweetType":1,"viewCount":2102,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":124086165,"gmtCreate":1624707303157,"gmtModify":1703843946006,"author":{"id":"4087794899384430","authorId":"4087794899384430","name":"妹纸","avatar":"https://static.tigerbbs.com/cb7337c0390b8e50d433d9301a866f95","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4087794899384430","authorIdStr":"4087794899384430"},"themes":[],"title":"","htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/124086165","repostId":"1164261362","repostType":4,"isVote":1,"tweetType":1,"viewCount":2294,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":124086301,"gmtCreate":1624707283903,"gmtModify":1703843946168,"author":{"id":"4087794899384430","authorId":"4087794899384430","name":"妹纸","avatar":"https://static.tigerbbs.com/cb7337c0390b8e50d433d9301a866f95","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4087794899384430","authorIdStr":"4087794899384430"},"themes":[],"title":"","htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/124086301","repostId":"1164261362","repostType":4,"isVote":1,"tweetType":1,"viewCount":2382,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":124086935,"gmtCreate":1624707271727,"gmtModify":1703843945510,"author":{"id":"4087794899384430","authorId":"4087794899384430","name":"妹纸","avatar":"https://static.tigerbbs.com/cb7337c0390b8e50d433d9301a866f95","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4087794899384430","authorIdStr":"4087794899384430"},"themes":[],"title":"","htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/124086935","repostId":"1164261362","repostType":4,"isVote":1,"tweetType":1,"viewCount":2311,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":124088353,"gmtCreate":1624706986772,"gmtModify":1703843944212,"author":{"id":"4087794899384430","authorId":"4087794899384430","name":"妹纸","avatar":"https://static.tigerbbs.com/cb7337c0390b8e50d433d9301a866f95","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4087794899384430","authorIdStr":"4087794899384430"},"themes":[],"title":"","htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/124088353","repostId":"1183924667","repostType":4,"repost":{"id":"1183924667","kind":"news","pubTimestamp":1624684540,"share":"https://ttm.financial/m/news/1183924667?lang=en_US&edition=fundamental","pubTime":"2021-06-26 13:15","market":"us","language":"zh","title":"Nadella Interview Transcript: The Windows Ecosystem Will Be More Open","url":"https://stock-news.laohu8.com/highlight/detail?id=1183924667","media":"腾讯科技","summary":"6月26日消息，微软刚刚发布了其新版旗舰操作系统Windows 11，它采用了全新的设计，增加了许多新功能，并能够运行安卓应用程序。与此同时，Windows应用程序的分发方式也发生了重大变化。微软正在","content":"<p>June 26 news,<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>It has just released its new flagship operating system, Windows 11, which features a completely new design, adds many new features, and is capable of running Android applications. At the same time, the way Windows applications are distributed has also changed significantly. Microsoft is opening up the Windows Store, allowing developers to list a wider variety of applications in the store. Developers can also use their own payment system, thus avoiding having to pay commissions to Microsoft.</p><p>Recently, regarding<a href=\"https://laohu8.com/S/AAPL\">Apple</a>The app store's high commissions and the company's strict control over developers on its platform have sparked much controversy, including lawsuits, congressional legislation, and even the attention of European regulators. Microsoft and its CEO Satya Nadella have repositioned Windows, stating that the Windows ecosystem will be more open, with the goal of allowing other companies to build their own massive businesses and platforms without Microsoft's obstruction.</p><p>For Apple and Microsoft, this sounds like a complete reversal of their attitudes. Twenty years ago, when the Mac was a relatively open platform, Microsoft was facing enormous pressure from regulators. After Microsoft released Windows 11, Satya Nadella gave an exclusive interview to US media, discussing its strategy, which is completely different from Apple's, how he views Microsoft's responsibilities when Windows is a platform, and how he believes various antitrust legislations in Congress will affect Microsoft's future plans.</p><p>The following is the full text of Nadella's interview:</p><p>Q: Microsoft just released Windows 11, and there's definitely a lot to talk about, but I'd like to start this conversation with some personal questions. You recently became Microsoft's chairman and CEO. What does it really mean to be chairman?</p><p>Nadella: As you know, the reality is that, at least in terms of corporate governance in the United States, the independent directors really have absolute power over all members of management. They can decide matters including my appointment and removal, compensation, and performance. Basically, they can decide whether to hire or fire me. Independent directors are the people who truly have the power to govern the company. If there's anything different about becoming chairman, my interpretation of these changes is that, fundamentally, how do we bring the management team and the board together around Microsoft's goals and strategy? As a team, how do we take responsibility for ourselves?</p><p>So, as someone described to me, maybe I should attend more meetings, or more board meetings. But I think it's just a natural result of what I've been doing for the past seven years. Frankly, there has been no real change in the rigor of corporate governance and who really has the power to hire and fire CEOs. This is the power of independent directors on Microsoft's board of directors.</p><p>Q: This leads directly to my next question, which is who is your boss? To whom are you most responsible?</p><p>Nadella: In a sense, the board and independent directors can decide everything. If your boss is defined as the person who ultimately holds you accountable, then for Microsoft, the boss is an independent director on the Microsoft board of directors.</p><p>Q: I've asked many executives this question: What is your decision-making framework? Microsoft is a huge company with many different businesses, and each business is very large. How do you make decisions?</p><p>Nadella: I tried to simplify the situation. I have this framework myself, and I have always followed it since I became CEO. The decision-making process begins with adhering to Microsoft's mission and ends with adhering to its corporate culture. In the middle is our worldview and our strategic thinking. I believe that what is eternal is a sense of mission, purpose, and culture, while what changes is worldview and strategy.</p><p>Your view on the decision-making framework is that everything we do must align with the first question, which is: Does this make sense considering who we are as a company? More importantly, if we do this, will it add value that is unique in the world? Is this something that can both make us stand out from the competition and be useful to people? For me, this is the most helpful way to determine whether we are expanding into new businesses.</p><p>As for \"what should the CEO do?\", they must choose the areas where the entire company needs to be involved. Then they must set standards for the cultural values that are intrinsically expressed in their life experiences. These are the two principles I have always followed.</p><p>Q: Now let's talk about a major decision! A few years ago, you said, \"We can rename Windows to Azure Edge, which is just an extension of our huge business, Azure. We live in a mobile-first, cloud-first world.\" In a 2019 interview, you also said, \"For us, the operating system is no longer the most important business.\"</p><p>But now that you've released Windows 11, I listened to your discussion with Microsoft's Chief Product Officer, Panos Panay, including how the COVID-19 pandemic has refocused your attention on Windows and what it might do. Please explain this transformation process to us.</p><p>Nadella: All of the statements I made before are still true because Windows does not exist in isolation. Windows lives in a world where cloud computing is widely used. Now, there are multiple cloud service providers and a large number of cloud computing services. Therefore, any client operating system will eventually encounter cloud computing. In this sense, Windows needs to align with cloud computing and edge computing, whether in terms of technology, business model, usability, or user experience.</p><p>It is certain that, from the perspective of distributed computing architecture, more than 1 billion Windows users are also Azure users. You could even say that Windows users see Azure as a cloud computing service for Windows. Therefore, I think my statement is completely correct.</p><p>Another point is that Windows is also a complete ecosystem, after all, it has 1 billion users. The same is true for Android and iOS. In fact, Android and iOS may have more than 1 billion users, or Android may have 2 billion, and iOS may have a similar user base to Windows. However, the reality is that for any Windows user, we must first assume that they have a phone that may run Android and iOS, and we must consider this.</p><p>I do think operating systems are important, and they are, because they form an important part of our lives, whether it's other devices with other operating systems installed, or the cloud computing services I use, they power many applications and experiences. This is a reality that cannot be ignored. Let's meet the needs of Windows users where they are, their current needs and unmet, unexpressed needs.</p><p>Q: Do you think the pandemic has pushed Windows in a different direction? To a large extent, that's how I feel. Everyone works from home and spends much more time staring at Windows laptops every day than before.</p><p>Nadella: Absolutely, there is no doubt about it. What happened during the pandemic was sudden, even for me (I don't have a home office). I found myself needing more than just a home office. All my children are at home, and they need to have their own separate computers. Without a personal computer, we cannot conduct remote education, remote work, or telemedicine; it has become a critical necessity.</p><p>All screens are important in life. Therefore, it is becoming increasingly common to realize the importance of large screens running Windows, as not all tasks can be completed on mobile devices. As we emerge from the pandemic, I want to say that we rediscover why we need to do some very good work to serve the customers we have today.</p><p>That's why I'm thinking about making improvements to Windows Update. I want to celebrate this, as I would any new feature, because it's important. This is important to our users, who tell me clearly in my inbox every day what I should do with Windows Update, and I take this very seriously now.</p><p>Q: I like the idea that you and your family are at home, and suddenly Windows Update becomes more real to all of us. My team always tells me that as long as it's about me, it becomes much more important. Has anything like this ever happened?</p><p>Nadella: That's true. Although I have to admit that people inside the company have more responsibility than waiting for the CEO to experience it firsthand. We have better systems, better accountability. That said, if I go back to your decision-making framework question, I think I would better understand the role Windows plays in the world after this pandemic. As an ecosystem, as an operating system, what should we do to serve our current customers and meet their expectations? Windows Update is an example. Furthermore, what should be its innovation vehicle? Where is the world headed?</p><p>Q: This reminds me of many major changes to Windows, which are fundamentally about what kind of operating system Windows will become, what kind of business you can run on it, and what kind of business that will be for Microsoft. It has a new user interface, with the start button located in the center of the screen. This also brought about changes in appearance.</p><p>At the same time, you also allow Android applications to run on Windows, and you are integrating them.<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>The Android app store. You made some changes to the store economy, reducing Microsoft's commission to 15%. This contrasts sharply with Apple's highly controversial 30% fee rate.</p><p>Then you tell the developers, \"You can use your own payment system and not have to pay Microsoft a commission.\" How much of this is an opportunistic change? You see all these controversies, you sense market opportunities? How many of these are the right ways to transfer business?</p><p>Nadella: I think it's driven by competition. I mean, what should Microsoft do to manage the platform and establish platform rules so that we can continue to thrive in this role? My understanding of platforms is that they must create opportunities for people who create content on them.</p><p>This is a way to maintain platform relevance. If you're creating a great opportunity for others to be born on your platform and scale on your platform, that's what I'm familiar with: Microsoft and Windows. Whether<a href=\"https://laohu8.com/S/ADBE\">Adobe</a>This is true whether employees are building their Creative Cloud, SAP is building their ERP [Enterprise Resource Planning] business, or their community for gamers on Windows.</p><p>In my opinion, how can we make Windows more dynamic in the future? I sensed a real opportunity because the other two larger ecosystems, for a series of reasons that are internally consistent, at least in my opinion, have confused platforms and aggregation layers with a set of rules. But there is no reason to need such rules; they can be broken down. After all, we do run an app store. We do have business dealings. You can use it, or you can build your own app store. For Microsoft, this is a very practical thing.</p><p>I don't even want to make a statement that Microsoft's platform complies with ethical rules, while other companies don't. Others choose the Microsoft platform for many reasons, including design choices or business model choices. I want to make our own set of design and business model choices so that creators can find more options. This is competition.</p><p>Q: You mentioned two other larger platforms, obviously iOS and Android. Then, you mentioned the pattern of them making decisions for reasons of internal consistency. Apple has made its internally consistent case very clear that the App Store covers the entire platform.</p><p>The most convincing reason is that this is the price Apple pays for distributing software for free. Throughout the lifecycle of a phone, everyone can get iOS updates for free, and the phone will last a long time.</p><p>To get all these innovations, software and security updates, among other things, Apple gets a piece of the App Store revenue; that's Apple's business model. The same applies to Microsoft Windows, where users can update to Windows 11 for free. If you don't want a piece of the pie, how are you going to pay for these updates?</p><p>Nadella: We have different business models. In many cases, we have subscriptions. We also have original equipment manufacturer (OEM) licensing fees. Apple clearly profits from selling devices. I believe that everyone must eventually have a business model that allows them to pay for what they do. I think it's just a question of where do you make money, and what are the rules for making money through other people? They must be long-term stable.</p><p>In the case of Microsoft, I have always believed that at least the definition of a platform is: if something bigger than a platform cannot be born, then it is not a platform. The network grew up on Windows. If we say that \"all business is brokered through us,\" then Amazon cannot exist. Therefore, I think every company must choose and see which aggregation layer, which platform layer, and what rules work for them and their ecosystem. However, at Microsoft, we are very clear that we do want to address the same security and discoverability issues, as this is one of the reasons we emphasize running an app store.</p><p>At the same time, different creators can use the app store at different levels. We want this flexibility to become a competitive differentiator.</p><p>Q: You mentioned the rules. For example, I'm a vice president at Microsoft, and this year's goal is to increase the number of people registering for a certain feature by 30%. For me, the easiest way is to go to the Windows team and tell them, \"Every time you open Windows, show people this feature to help push it.\" This is the pressure every operating system feels.</p><p>Windows has certainly felt this push and pull, for example, the Edge team wants Edge to become the default browser for Windows. How do you balance this internal pressure with wanting to be an open platform so that competitors can succeed on Microsoft's own products?</p><p>Nadella: These are two different things. First, you curate a series of experiences that work well with each other, and then allow others to provide experiences that may be substitutes for something. The question is, do you only allow this through your own app store or other regulations, or can this happen independently of you? Take the browser as an example; it is the default setting. But you don't have to use only a Microsoft browser; you can also download it.<a href=\"https://laohu8.com/S/GOOG\">Google</a>Or browsers like Firefox. In a sense, this is the ability to give consumers direct choice.</p><p>We want to be a platform for platform creators, not just someone else's application platform. This is the nuance we want to point out, which is: I want us to do a good job of being a platform, which means the platform needs to do everything. We will have app stores, our own default browsers, and we will design certain things ourselves. But if other people can get into our platform, create a lot of value on our platform, and use it as infrastructure (like an operating system), that's perfectly fine.</p><p>Incidentally, this is also how we run our cloud computing business. It makes no difference to us. We have layers in the cloud, from applications to infrastructure, and different application developers and companies use it in different ways.</p><p>Q: Interestingly, you talked about browsers. Microsoft waged a famous antitrust battle by bundling the browser with Windows and making it the default browser. The rules in this area seem clearer now, and there are many changes to browser default settings in Windows.</p><p>Are there any other areas that are unclear? Do you have internal rules? Do you have a culture that says, \"Okay. We can set the defaults, but the Windows team needs to set other platforms and other services to the defaults?\"</p><p>Nadella: There is no doubt about it. But first, anything we learned from antitrust cases in the 1990s means that you just need to be an open platform. Some things are built into the operating system. If something is independent of the operating system, then something else can be completely replaced without compromising the integrity of the system.</p><p>Even communication (whether it's Slack,<a href=\"https://laohu8.com/S/ZM\">Zoom</a>(Or anything else), they can all be the best on Windows. In a sense, we don't restrict other people's software from being used on Windows. We do have a distribution advantage, but that doesn't mean others don't have their own. For me, whenever I visit the Google website, they are very clear about their distribution advantages, even on Windows PCs. There's no escaping it, it's nothing.</p><p>Q: How many times a day do you visit the Google website?</p><p>Nadella: I think YouTube is probably the one that comes up the most in my Bing searches.</p><p>Q: Speaking of Google, you've brought Windows closer to Android. This has been going on for some time. One of the biggest announcements of Windows 11 is that Android apps will be able to run directly on Windows. What are the advantages and disadvantages of this decision?</p><p>Nadella: Interestingly, the Windows architecture has always had this feature. You can have multiple accounts in Windows. In fact, I remember when I first came to work at Microsoft, I was working to promote the POSIX interface on Windows NT. Now, one of my favorite Windows features is WSL. I love it to death. New terminals, and now we even support the full Linux UI on Windows. Linux is now the first-class system on Windows, while Android is just another subsystem.</p><p>Our decision is based on what is the best way to make more apps available to our users? How can we add value to the 1.3 billion Windows users who may need more apps? This is one side of the problem. On the other hand, by pushing Android apps to a user base of over 1 billion, more opportunities can be created for those who develop Android apps. I think both sides benefit from it, so it's a win-win decision. Now, it will depend on what is being adopted, what use cases are available, what applications they want to use, whether it's Android on Windows or PWAS, UWP, and what you have. We will take this open approach, and we welcome all applications.</p><p>Q: What's the best objection you've heard?</p><p>Nadella: I think there's always this debate: \"Do we have to have a consistent application pattern?\"</p><p>Because if you think about innovation, is there a unified NUI or AI chip? How can I activate the app's API so that the app can take advantage of it? When you have multiple subsystems and multiple application versions, can you bring your platform's system-level innovations to the fore and make all your applications stand out?</p><p>In such a world, this will be a fundamental challenge, but we think there are ways to deal with it. One of my thoughts on this is that you could launch Android, PWA, or UWP applications on Windows for some new AI APIs in the future, or even today. At Microsoft, we build apps for iOS, Android, and Windows, which is one of our fundamental challenges. We are trying to make sure that as developers, we can take advantage of as many public codebases as possible and as many cloud computing services as possible.</p><p>Q: Android applications can run on Android systems, can run on Chrome OS, and will also run on Windows. Do you think they will become the minimum requirement environment for developers? These developers just want to do everything well without creating opportunities for native application development.</p><p>Nadella: I think whether it's the web or Android, they allow you to reach multiple places faster, and then you optimize on those platforms based on the feedback users give you, because the last thing anyone wants is an app that no one uses or likes. Therefore, ultimately, it must be competitive.</p><p>Q: We've introduced many Android apps on ChromeOS, but they don't perform very well. What makes these things better?</p><p>Nadella: What interests me most is what app developers will start doing once they launch Android apps on Windows. Will they then expand it to take advantage of some local capabilities? Can all this be made possible simply by the work we do at the system level, and everything it inherits? For example, how can I obtain \"<a href=\"https://laohu8.com/S/NYT\">New York times</a>Or the Wall Street Journal app, and then see it next to the PWA app? Plus all the window opening work, it works beautifully. The question now is, what is the user experience? They will tell us with their clicks.</p><p>Q: You are working with Amazon to distribute Amazon apps. At the launch event, you said that other Android app stores are welcome to participate in the Windows distribution system. The Amazon App Store is currently very focused on Amazon's own Fire tablets and products, which are not performing very well.</p><p>It certainly doesn't have the sales volume that the Google Play Store offers for Android apps. Do you think things will get better? Do you think it's good enough now? Talk about your cooperative relationship.</p><p>Nadella: I think this is a good starting point for us, and I hope more developers will even see the Amazon app store as a way to reach more users. I hope this will be good for them and for us. Like I said, if this works, I think even Google will be tempted! If they feel this is a way to increase Android app usage, we would welcome any other app store. Of course, there are already many alternatives to the Android app store in some parts of the world, and they are even larger than the Google app store. So we'll also see what happens in this dynamic.</p><p>Q: You are reviewing Amazon's app terms, which may not hinder this partnership. This is their app store. If Google appears, they will also have their own stores and their own economy. So do you think the terms there will be competitive? Will they fight for the developers?</p><p>Nadella: This is actually a fascinating question. That's the problem, right? On Windows, there are many app stores, and there should be competition in this field. It's a bit like having multiple operating systems. On any given operating system, what would it look like if there were multiple markets that were vibrant and competitive? You've already seen this impact in Windows games, and I hope we can now see it across all app categories.</p><p>Q: You reduced the commission rate for the Microsoft App Store to 15%. Do you think developers should pay Microsoft this money instead of launching their own payment system?</p><p>Nadella: Everything people expect in app stores today will make you feel at ease because someone will manage the app, check its security, and then make it easy for you to find the app you want. Of course, business skills also need to be involved. All of this has a real cost.</p><p>We don't think of the app store as a separate business; it's a utility that adds value to the operating system. Currently, the app store needs to be an integral part of the operating system. We completely agree with that. But there's a question: Should there be competition and flexibility? Even there, we have our own rules. Other platforms may have different rules, and users will make choices.</p><p><b>Q: The U.S. Congress is debating antitrust bills regarding digital markets, some of which even directly target the ecosystems of Apple and Google, while other legislation targets other parts of the technology stack. Do you think Microsoft will be criticized for what it does in Azure or Windows?</b></p><p>Nadella: Any rules proposed by lawmakers will apply to every industry player. Therefore, Microsoft will become an indispensable part. The question is which proposals will eventually become law. Then, let's look at Microsoft's relationship with these pieces of legislation. I believe that digital technology takes two forms: the first, which I call a factor of production, is an investment in other people's creations. The second type is the distribution factor, which there is no better word to describe now; it is about the matching of supply and demand.</p><p>The operating system is actually an input created by someone else, while the app store is more of a distribution capability. You combine the two, establish rules, and then create their own synergistic effects around what's happening in the competitive ecosystem around you. So I think this is where people look at this issue from a legislative perspective. They will ask, \"Which set of rules will create the most surpluses in the broader economy?\" This is a good thing.</p><p>I believe competition has always been the best driving force to help capitalism move forward, and we will be bound by the same rules as everyone else.</p><p><b>Q: You mentioned the ecosystem, and I wanted to ask you about Microsoft's role in the broader ecosystem. Most people won't experience Windows on Microsoft hardware. Surface products are great, but most people use other companies' chips on other companies' laptops to experience Windows.</b></p><p><b>Some parts of this ecosystem are doing well, but others are lagging behind. I'm curious how you saw it with<a href=\"https://laohu8.com/S/INTC\">Intel</a>The potential for collaboration and their roadmap, as well as all the things you might want to do with custom AI hardware and the other features you discussed.</b></p><p>Satya Nadella: First of all, the partnership with Intel is crucial for us. We are excited about Pat Gelsinger (Intel's new CEO) and his team, as well as their innovation roadmap. We will certainly work deeply with them.<a href=\"https://laohu8.com/S/AMD\">AMD</a>and<a href=\"https://laohu8.com/S/QCOM\">Qualcomm</a>It will be the same.</p><p>For example, personal computers have always represented a very broad design field, whether it's silicon wafer innovation, board-level innovation, ASICs, their assembly methods, and...<a href=\"https://laohu8.com/S/NVDA\">NVIDIA</a>What was done on the GPU, etc. That's why we make amazing gaming PCs, laptops, desktops.</p><p>I think I will be very excited in the next 10 years when we see Gelsinger talking about future plans. What level of innovation will make us rethink operating systems, and what will lead to vibrant competition and innovation? I looked at the innovations from Intel, Qualcomm, AMB, and Nvidia and said, \"I want to do a great job of making all that innovation a reality through Windows and then presenting it to developers.\" You bring your UWP, PWA, Android applications, and use Windows to ignite silicon wafer innovation. This is the opportunity I see. Our<a href=\"https://laohu8.com/S/DELL\">Dell</a>、<a href=\"https://laohu8.com/S/HPQ\">HP</a>Original equipment manufacturing partners such as Lenovo are excited about this.</p><p><b>Q: Microsoft has only released one Android device so far, the Surface Duo. Are you planning to launch more?</b></p><p>Nadella: I don't think Surface Duo is a replacement for mobile phones. Although sometimes I dream that it is a mobile phone, it is not a mobile phone after all. It does have the ability to make and receive calls, but if we were trying to launch a phone, we wouldn't build it, and we wanted to see what would happen next.</p><p>I like the Surface Duo because it's definitely my laptop, the Moleskine I carry with me. I do use it as a cell phone, but it's unique. This is not the best use case. But my goodness, do I really enjoy reading my Kindle and taking OneNote notes on the same screen? This is my killer app. That's what we built it for. I want to keep innovating in this area. Whether it's HoloLens or Surface Duo, I hope we can continue to innovate in both form and function.</p>","source":"txkj","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Nadella Interview Transcript: The Windows Ecosystem Will Be More Open</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nNadella Interview Transcript: The Windows Ecosystem Will Be More Open\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">腾讯科技</strong><span class=\"h-time small\">2021-06-26 13:15</span>\n</p>\n</h4>\n</header>\n<article>\n<p>June 26 news,<a href=\"https://laohu8.com/S/MSFT\">Microsoft</a>It has just released its new flagship operating system, Windows 11, which features a completely new design, adds many new features, and is capable of running Android applications. At the same time, the way Windows applications are distributed has also changed significantly. Microsoft is opening up the Windows Store, allowing developers to list a wider variety of applications in the store. Developers can also use their own payment system, thus avoiding having to pay commissions to Microsoft.</p><p>Recently, regarding<a href=\"https://laohu8.com/S/AAPL\">Apple</a>The app store's high commissions and the company's strict control over developers on its platform have sparked much controversy, including lawsuits, congressional legislation, and even the attention of European regulators. Microsoft and its CEO Satya Nadella have repositioned Windows, stating that the Windows ecosystem will be more open, with the goal of allowing other companies to build their own massive businesses and platforms without Microsoft's obstruction.</p><p>For Apple and Microsoft, this sounds like a complete reversal of their attitudes. Twenty years ago, when the Mac was a relatively open platform, Microsoft was facing enormous pressure from regulators. After Microsoft released Windows 11, Satya Nadella gave an exclusive interview to US media, discussing its strategy, which is completely different from Apple's, how he views Microsoft's responsibilities when Windows is a platform, and how he believes various antitrust legislations in Congress will affect Microsoft's future plans.</p><p>The following is the full text of Nadella's interview:</p><p>Q: Microsoft just released Windows 11, and there's definitely a lot to talk about, but I'd like to start this conversation with some personal questions. You recently became Microsoft's chairman and CEO. What does it really mean to be chairman?</p><p>Nadella: As you know, the reality is that, at least in terms of corporate governance in the United States, the independent directors really have absolute power over all members of management. They can decide matters including my appointment and removal, compensation, and performance. Basically, they can decide whether to hire or fire me. Independent directors are the people who truly have the power to govern the company. If there's anything different about becoming chairman, my interpretation of these changes is that, fundamentally, how do we bring the management team and the board together around Microsoft's goals and strategy? As a team, how do we take responsibility for ourselves?</p><p>So, as someone described to me, maybe I should attend more meetings, or more board meetings. But I think it's just a natural result of what I've been doing for the past seven years. Frankly, there has been no real change in the rigor of corporate governance and who really has the power to hire and fire CEOs. This is the power of independent directors on Microsoft's board of directors.</p><p>Q: This leads directly to my next question, which is who is your boss? To whom are you most responsible?</p><p>Nadella: In a sense, the board and independent directors can decide everything. If your boss is defined as the person who ultimately holds you accountable, then for Microsoft, the boss is an independent director on the Microsoft board of directors.</p><p>Q: I've asked many executives this question: What is your decision-making framework? Microsoft is a huge company with many different businesses, and each business is very large. How do you make decisions?</p><p>Nadella: I tried to simplify the situation. I have this framework myself, and I have always followed it since I became CEO. The decision-making process begins with adhering to Microsoft's mission and ends with adhering to its corporate culture. In the middle is our worldview and our strategic thinking. I believe that what is eternal is a sense of mission, purpose, and culture, while what changes is worldview and strategy.</p><p>Your view on the decision-making framework is that everything we do must align with the first question, which is: Does this make sense considering who we are as a company? More importantly, if we do this, will it add value that is unique in the world? Is this something that can both make us stand out from the competition and be useful to people? For me, this is the most helpful way to determine whether we are expanding into new businesses.</p><p>As for \"what should the CEO do?\", they must choose the areas where the entire company needs to be involved. Then they must set standards for the cultural values that are intrinsically expressed in their life experiences. These are the two principles I have always followed.</p><p>Q: Now let's talk about a major decision! A few years ago, you said, \"We can rename Windows to Azure Edge, which is just an extension of our huge business, Azure. We live in a mobile-first, cloud-first world.\" In a 2019 interview, you also said, \"For us, the operating system is no longer the most important business.\"</p><p>But now that you've released Windows 11, I listened to your discussion with Microsoft's Chief Product Officer, Panos Panay, including how the COVID-19 pandemic has refocused your attention on Windows and what it might do. Please explain this transformation process to us.</p><p>Nadella: All of the statements I made before are still true because Windows does not exist in isolation. Windows lives in a world where cloud computing is widely used. Now, there are multiple cloud service providers and a large number of cloud computing services. Therefore, any client operating system will eventually encounter cloud computing. In this sense, Windows needs to align with cloud computing and edge computing, whether in terms of technology, business model, usability, or user experience.</p><p>It is certain that, from the perspective of distributed computing architecture, more than 1 billion Windows users are also Azure users. You could even say that Windows users see Azure as a cloud computing service for Windows. Therefore, I think my statement is completely correct.</p><p>Another point is that Windows is also a complete ecosystem, after all, it has 1 billion users. The same is true for Android and iOS. In fact, Android and iOS may have more than 1 billion users, or Android may have 2 billion, and iOS may have a similar user base to Windows. However, the reality is that for any Windows user, we must first assume that they have a phone that may run Android and iOS, and we must consider this.</p><p>I do think operating systems are important, and they are, because they form an important part of our lives, whether it's other devices with other operating systems installed, or the cloud computing services I use, they power many applications and experiences. This is a reality that cannot be ignored. Let's meet the needs of Windows users where they are, their current needs and unmet, unexpressed needs.</p><p>Q: Do you think the pandemic has pushed Windows in a different direction? To a large extent, that's how I feel. Everyone works from home and spends much more time staring at Windows laptops every day than before.</p><p>Nadella: Absolutely, there is no doubt about it. What happened during the pandemic was sudden, even for me (I don't have a home office). I found myself needing more than just a home office. All my children are at home, and they need to have their own separate computers. Without a personal computer, we cannot conduct remote education, remote work, or telemedicine; it has become a critical necessity.</p><p>All screens are important in life. Therefore, it is becoming increasingly common to realize the importance of large screens running Windows, as not all tasks can be completed on mobile devices. As we emerge from the pandemic, I want to say that we rediscover why we need to do some very good work to serve the customers we have today.</p><p>That's why I'm thinking about making improvements to Windows Update. I want to celebrate this, as I would any new feature, because it's important. This is important to our users, who tell me clearly in my inbox every day what I should do with Windows Update, and I take this very seriously now.</p><p>Q: I like the idea that you and your family are at home, and suddenly Windows Update becomes more real to all of us. My team always tells me that as long as it's about me, it becomes much more important. Has anything like this ever happened?</p><p>Nadella: That's true. Although I have to admit that people inside the company have more responsibility than waiting for the CEO to experience it firsthand. We have better systems, better accountability. That said, if I go back to your decision-making framework question, I think I would better understand the role Windows plays in the world after this pandemic. As an ecosystem, as an operating system, what should we do to serve our current customers and meet their expectations? Windows Update is an example. Furthermore, what should be its innovation vehicle? Where is the world headed?</p><p>Q: This reminds me of many major changes to Windows, which are fundamentally about what kind of operating system Windows will become, what kind of business you can run on it, and what kind of business that will be for Microsoft. It has a new user interface, with the start button located in the center of the screen. This also brought about changes in appearance.</p><p>At the same time, you also allow Android applications to run on Windows, and you are integrating them.<a href=\"https://laohu8.com/S/AMZN\">Amazon</a>The Android app store. You made some changes to the store economy, reducing Microsoft's commission to 15%. This contrasts sharply with Apple's highly controversial 30% fee rate.</p><p>Then you tell the developers, \"You can use your own payment system and not have to pay Microsoft a commission.\" How much of this is an opportunistic change? You see all these controversies, you sense market opportunities? How many of these are the right ways to transfer business?</p><p>Nadella: I think it's driven by competition. I mean, what should Microsoft do to manage the platform and establish platform rules so that we can continue to thrive in this role? My understanding of platforms is that they must create opportunities for people who create content on them.</p><p>This is a way to maintain platform relevance. If you're creating a great opportunity for others to be born on your platform and scale on your platform, that's what I'm familiar with: Microsoft and Windows. Whether<a href=\"https://laohu8.com/S/ADBE\">Adobe</a>This is true whether employees are building their Creative Cloud, SAP is building their ERP [Enterprise Resource Planning] business, or their community for gamers on Windows.</p><p>In my opinion, how can we make Windows more dynamic in the future? I sensed a real opportunity because the other two larger ecosystems, for a series of reasons that are internally consistent, at least in my opinion, have confused platforms and aggregation layers with a set of rules. But there is no reason to need such rules; they can be broken down. After all, we do run an app store. We do have business dealings. You can use it, or you can build your own app store. For Microsoft, this is a very practical thing.</p><p>I don't even want to make a statement that Microsoft's platform complies with ethical rules, while other companies don't. Others choose the Microsoft platform for many reasons, including design choices or business model choices. I want to make our own set of design and business model choices so that creators can find more options. This is competition.</p><p>Q: You mentioned two other larger platforms, obviously iOS and Android. Then, you mentioned the pattern of them making decisions for reasons of internal consistency. Apple has made its internally consistent case very clear that the App Store covers the entire platform.</p><p>The most convincing reason is that this is the price Apple pays for distributing software for free. Throughout the lifecycle of a phone, everyone can get iOS updates for free, and the phone will last a long time.</p><p>To get all these innovations, software and security updates, among other things, Apple gets a piece of the App Store revenue; that's Apple's business model. The same applies to Microsoft Windows, where users can update to Windows 11 for free. If you don't want a piece of the pie, how are you going to pay for these updates?</p><p>Nadella: We have different business models. In many cases, we have subscriptions. We also have original equipment manufacturer (OEM) licensing fees. Apple clearly profits from selling devices. I believe that everyone must eventually have a business model that allows them to pay for what they do. I think it's just a question of where do you make money, and what are the rules for making money through other people? They must be long-term stable.</p><p>In the case of Microsoft, I have always believed that at least the definition of a platform is: if something bigger than a platform cannot be born, then it is not a platform. The network grew up on Windows. If we say that \"all business is brokered through us,\" then Amazon cannot exist. Therefore, I think every company must choose and see which aggregation layer, which platform layer, and what rules work for them and their ecosystem. However, at Microsoft, we are very clear that we do want to address the same security and discoverability issues, as this is one of the reasons we emphasize running an app store.</p><p>At the same time, different creators can use the app store at different levels. We want this flexibility to become a competitive differentiator.</p><p>Q: You mentioned the rules. For example, I'm a vice president at Microsoft, and this year's goal is to increase the number of people registering for a certain feature by 30%. For me, the easiest way is to go to the Windows team and tell them, \"Every time you open Windows, show people this feature to help push it.\" This is the pressure every operating system feels.</p><p>Windows has certainly felt this push and pull, for example, the Edge team wants Edge to become the default browser for Windows. How do you balance this internal pressure with wanting to be an open platform so that competitors can succeed on Microsoft's own products?</p><p>Nadella: These are two different things. First, you curate a series of experiences that work well with each other, and then allow others to provide experiences that may be substitutes for something. The question is, do you only allow this through your own app store or other regulations, or can this happen independently of you? Take the browser as an example; it is the default setting. But you don't have to use only a Microsoft browser; you can also download it.<a href=\"https://laohu8.com/S/GOOG\">Google</a>Or browsers like Firefox. In a sense, this is the ability to give consumers direct choice.</p><p>We want to be a platform for platform creators, not just someone else's application platform. This is the nuance we want to point out, which is: I want us to do a good job of being a platform, which means the platform needs to do everything. We will have app stores, our own default browsers, and we will design certain things ourselves. But if other people can get into our platform, create a lot of value on our platform, and use it as infrastructure (like an operating system), that's perfectly fine.</p><p>Incidentally, this is also how we run our cloud computing business. It makes no difference to us. We have layers in the cloud, from applications to infrastructure, and different application developers and companies use it in different ways.</p><p>Q: Interestingly, you talked about browsers. Microsoft waged a famous antitrust battle by bundling the browser with Windows and making it the default browser. The rules in this area seem clearer now, and there are many changes to browser default settings in Windows.</p><p>Are there any other areas that are unclear? Do you have internal rules? Do you have a culture that says, \"Okay. We can set the defaults, but the Windows team needs to set other platforms and other services to the defaults?\"</p><p>Nadella: There is no doubt about it. But first, anything we learned from antitrust cases in the 1990s means that you just need to be an open platform. Some things are built into the operating system. If something is independent of the operating system, then something else can be completely replaced without compromising the integrity of the system.</p><p>Even communication (whether it's Slack,<a href=\"https://laohu8.com/S/ZM\">Zoom</a>(Or anything else), they can all be the best on Windows. In a sense, we don't restrict other people's software from being used on Windows. We do have a distribution advantage, but that doesn't mean others don't have their own. For me, whenever I visit the Google website, they are very clear about their distribution advantages, even on Windows PCs. There's no escaping it, it's nothing.</p><p>Q: How many times a day do you visit the Google website?</p><p>Nadella: I think YouTube is probably the one that comes up the most in my Bing searches.</p><p>Q: Speaking of Google, you've brought Windows closer to Android. This has been going on for some time. One of the biggest announcements of Windows 11 is that Android apps will be able to run directly on Windows. What are the advantages and disadvantages of this decision?</p><p>Nadella: Interestingly, the Windows architecture has always had this feature. You can have multiple accounts in Windows. In fact, I remember when I first came to work at Microsoft, I was working to promote the POSIX interface on Windows NT. Now, one of my favorite Windows features is WSL. I love it to death. New terminals, and now we even support the full Linux UI on Windows. Linux is now the first-class system on Windows, while Android is just another subsystem.</p><p>Our decision is based on what is the best way to make more apps available to our users? How can we add value to the 1.3 billion Windows users who may need more apps? This is one side of the problem. On the other hand, by pushing Android apps to a user base of over 1 billion, more opportunities can be created for those who develop Android apps. I think both sides benefit from it, so it's a win-win decision. Now, it will depend on what is being adopted, what use cases are available, what applications they want to use, whether it's Android on Windows or PWAS, UWP, and what you have. We will take this open approach, and we welcome all applications.</p><p>Q: What's the best objection you've heard?</p><p>Nadella: I think there's always this debate: \"Do we have to have a consistent application pattern?\"</p><p>Because if you think about innovation, is there a unified NUI or AI chip? How can I activate the app's API so that the app can take advantage of it? When you have multiple subsystems and multiple application versions, can you bring your platform's system-level innovations to the fore and make all your applications stand out?</p><p>In such a world, this will be a fundamental challenge, but we think there are ways to deal with it. One of my thoughts on this is that you could launch Android, PWA, or UWP applications on Windows for some new AI APIs in the future, or even today. At Microsoft, we build apps for iOS, Android, and Windows, which is one of our fundamental challenges. We are trying to make sure that as developers, we can take advantage of as many public codebases as possible and as many cloud computing services as possible.</p><p>Q: Android applications can run on Android systems, can run on Chrome OS, and will also run on Windows. Do you think they will become the minimum requirement environment for developers? These developers just want to do everything well without creating opportunities for native application development.</p><p>Nadella: I think whether it's the web or Android, they allow you to reach multiple places faster, and then you optimize on those platforms based on the feedback users give you, because the last thing anyone wants is an app that no one uses or likes. Therefore, ultimately, it must be competitive.</p><p>Q: We've introduced many Android apps on ChromeOS, but they don't perform very well. What makes these things better?</p><p>Nadella: What interests me most is what app developers will start doing once they launch Android apps on Windows. Will they then expand it to take advantage of some local capabilities? Can all this be made possible simply by the work we do at the system level, and everything it inherits? For example, how can I obtain \"<a href=\"https://laohu8.com/S/NYT\">New York times</a>Or the Wall Street Journal app, and then see it next to the PWA app? Plus all the window opening work, it works beautifully. The question now is, what is the user experience? They will tell us with their clicks.</p><p>Q: You are working with Amazon to distribute Amazon apps. At the launch event, you said that other Android app stores are welcome to participate in the Windows distribution system. The Amazon App Store is currently very focused on Amazon's own Fire tablets and products, which are not performing very well.</p><p>It certainly doesn't have the sales volume that the Google Play Store offers for Android apps. Do you think things will get better? Do you think it's good enough now? Talk about your cooperative relationship.</p><p>Nadella: I think this is a good starting point for us, and I hope more developers will even see the Amazon app store as a way to reach more users. I hope this will be good for them and for us. Like I said, if this works, I think even Google will be tempted! If they feel this is a way to increase Android app usage, we would welcome any other app store. Of course, there are already many alternatives to the Android app store in some parts of the world, and they are even larger than the Google app store. So we'll also see what happens in this dynamic.</p><p>Q: You are reviewing Amazon's app terms, which may not hinder this partnership. This is their app store. If Google appears, they will also have their own stores and their own economy. So do you think the terms there will be competitive? Will they fight for the developers?</p><p>Nadella: This is actually a fascinating question. That's the problem, right? On Windows, there are many app stores, and there should be competition in this field. It's a bit like having multiple operating systems. On any given operating system, what would it look like if there were multiple markets that were vibrant and competitive? You've already seen this impact in Windows games, and I hope we can now see it across all app categories.</p><p>Q: You reduced the commission rate for the Microsoft App Store to 15%. Do you think developers should pay Microsoft this money instead of launching their own payment system?</p><p>Nadella: Everything people expect in app stores today will make you feel at ease because someone will manage the app, check its security, and then make it easy for you to find the app you want. Of course, business skills also need to be involved. All of this has a real cost.</p><p>We don't think of the app store as a separate business; it's a utility that adds value to the operating system. Currently, the app store needs to be an integral part of the operating system. We completely agree with that. But there's a question: Should there be competition and flexibility? Even there, we have our own rules. Other platforms may have different rules, and users will make choices.</p><p><b>Q: The U.S. Congress is debating antitrust bills regarding digital markets, some of which even directly target the ecosystems of Apple and Google, while other legislation targets other parts of the technology stack. Do you think Microsoft will be criticized for what it does in Azure or Windows?</b></p><p>Nadella: Any rules proposed by lawmakers will apply to every industry player. Therefore, Microsoft will become an indispensable part. The question is which proposals will eventually become law. Then, let's look at Microsoft's relationship with these pieces of legislation. I believe that digital technology takes two forms: the first, which I call a factor of production, is an investment in other people's creations. The second type is the distribution factor, which there is no better word to describe now; it is about the matching of supply and demand.</p><p>The operating system is actually an input created by someone else, while the app store is more of a distribution capability. You combine the two, establish rules, and then create their own synergistic effects around what's happening in the competitive ecosystem around you. So I think this is where people look at this issue from a legislative perspective. They will ask, \"Which set of rules will create the most surpluses in the broader economy?\" This is a good thing.</p><p>I believe competition has always been the best driving force to help capitalism move forward, and we will be bound by the same rules as everyone else.</p><p><b>Q: You mentioned the ecosystem, and I wanted to ask you about Microsoft's role in the broader ecosystem. Most people won't experience Windows on Microsoft hardware. Surface products are great, but most people use other companies' chips on other companies' laptops to experience Windows.</b></p><p><b>Some parts of this ecosystem are doing well, but others are lagging behind. I'm curious how you saw it with<a href=\"https://laohu8.com/S/INTC\">Intel</a>The potential for collaboration and their roadmap, as well as all the things you might want to do with custom AI hardware and the other features you discussed.</b></p><p>Satya Nadella: First of all, the partnership with Intel is crucial for us. We are excited about Pat Gelsinger (Intel's new CEO) and his team, as well as their innovation roadmap. We will certainly work deeply with them.<a href=\"https://laohu8.com/S/AMD\">AMD</a>and<a href=\"https://laohu8.com/S/QCOM\">Qualcomm</a>It will be the same.</p><p>For example, personal computers have always represented a very broad design field, whether it's silicon wafer innovation, board-level innovation, ASICs, their assembly methods, and...<a href=\"https://laohu8.com/S/NVDA\">NVIDIA</a>What was done on the GPU, etc. That's why we make amazing gaming PCs, laptops, desktops.</p><p>I think I will be very excited in the next 10 years when we see Gelsinger talking about future plans. What level of innovation will make us rethink operating systems, and what will lead to vibrant competition and innovation? I looked at the innovations from Intel, Qualcomm, AMB, and Nvidia and said, \"I want to do a great job of making all that innovation a reality through Windows and then presenting it to developers.\" You bring your UWP, PWA, Android applications, and use Windows to ignite silicon wafer innovation. This is the opportunity I see. Our<a href=\"https://laohu8.com/S/DELL\">Dell</a>、<a href=\"https://laohu8.com/S/HPQ\">HP</a>Original equipment manufacturing partners such as Lenovo are excited about this.</p><p><b>Q: Microsoft has only released one Android device so far, the Surface Duo. Are you planning to launch more?</b></p><p>Nadella: I don't think Surface Duo is a replacement for mobile phones. Although sometimes I dream that it is a mobile phone, it is not a mobile phone after all. It does have the ability to make and receive calls, but if we were trying to launch a phone, we wouldn't build it, and we wanted to see what would happen next.</p><p>I like the Surface Duo because it's definitely my laptop, the Moleskine I carry with me. I do use it as a cell phone, but it's unique. This is not the best use case. But my goodness, do I really enjoy reading my Kindle and taking OneNote notes on the same screen? This is my killer app. That's what we built it for. I want to keep innovating in this area. Whether it's HoloLens or Surface Duo, I hope we can continue to innovate in both form and function.</p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://mp.weixin.qq.com/s/t1UE1JzfvHKYUVmN8RdVDA\">腾讯科技</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/b68a748d018e34ee2219853146364fac","relate_stocks":{"MSFT":"微软"},"source_url":"https://mp.weixin.qq.com/s/t1UE1JzfvHKYUVmN8RdVDA","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1183924667","content_text":"6月26日消息，微软刚刚发布了其新版旗舰操作系统Windows 11，它采用了全新的设计，增加了许多新功能，并能够运行安卓应用程序。与此同时，Windows应用程序的分发方式也发生了重大变化。微软正在开放Windows应用商店，允许开发者在商店里上架更多种类的应用程序，开发者也可以使用自己的支付系统，从而不必向微软支付佣金。\n最近，有关苹果应用商店收取高额佣金以及该公司对其平台上开发者的严格控制，引发了很多争议，还有诉讼、国会立法，甚至引来欧洲监管机构关注。而微软及其首席执行官萨蒂亚·纳德拉（Satya Nadella）重新为Windows定位，称Windows生态系统将更加开放，Windows的目标是允许其他公司在没有微软阻挠的情况下建立自己的庞大业务和平台。\n对于苹果和微软来说，这听起来像是两家公司的态度来了个彻底反转。20年前，当Mac还是个相对比较开放的平台时，而微软当时正面临着监管机构的巨大压力。微软发布Windows 11后，纳德拉接受了美国媒体专访，谈及与苹果截然不同的策略，他如何看待Windows作为平台时微软需要承担的职责，以及他认为国会的各种反垄断立法将如何影响微软的未来计划。\n以下为纳德拉专访全文：\n问：微软刚刚发布了Windows 11，这其中肯定有很多话题可谈，但我想从某些个人问题开始这次对话。你最近才成为微软的董事长，同时兼任首席执行官。当董事长到底意味着什么？\n纳德拉：如你所知，现实是，至少在美国的公司治理方面，真正对所有管理层成员拥有绝对权力的是独立董事，他们可以决定包括我的任免、薪酬以及业绩等问题。基本上，他们可以决定是否雇用或解雇我。独立董事们是真正拥有公司治理权的人。如果说成为董事长后有什么不同的话，我对这些变化的解读是，从根本上说，我们如何让管理团队和董事会围绕微软的目标和战略走到一起？作为一个团队，我们如何对自己负责？\n所以，就像有人给我描述的那样，也许我应该参加更多的会议，或者更多的董事会会议。但我认为这只是我过去七年来始终在做的事情的自然结果。坦率地说，在公司治理的严格性和谁真正拥有CEO聘任权和解雇权方面，并没有真正发生变化。这就是微软董事会独立董事的权力。\n问：这直接引出了我的下一个问题，那就是谁是你的老板？你对谁最负责？\n纳德拉：从某种意义上说，董事会和独立董事可以决定一切。如果你的老板被定义为最终能让你承担责任的人，那对于微软来说，老板就是微软董事会中的独立董事。\n问：我曾问过许多高管这个问题：你们的决策框架是什么？微软是一家庞大的企业，有很多不同的业务，而且每项业务的规模都很大，你们是如何做出决策的？\n纳德拉：我试着简化这种情况。我自己有这样框架，自从成为首席执行官以来，我也始终在遵循这个框架。决策过程首先以遵循微软的使命开始，以遵循企业文化结束，中间是我们的世界观，我们的战略思考。我认为永恒的东西是使命感、目的和文化，而变化的东西是世界观和战略。\n你对决策框架的看法是：我们做的任何事情都必须与第一个问题保持一致，那就是：考虑到我们作为一家公司，这件事有意义吗？更重要的是，如果我们这样做，它会增加世界上独一无二的价值吗？这是不是既能让我们在竞争中脱颖而出，又是对人们有用的东西？对我来说，这是我们是否拓展新业务最有帮助的方式。\n至于“首席执行官该做什么？”，他们必须挑选整个公司需要参与的领域。然后，他们必须为在生活体验中内在表达的文化价值观设定标准。这就是我始终在遵循的两大原则。\n问：下面我们来谈谈一个重大决定！几年前，你曾说过：“我们可以把Windows重新命名为Azure Edge，这只是我们庞大业务Azure的延伸。我们所处的世界是移动优先、云优先的世界。”2019年，你在接受采访时也说过：“对我们来说，操作系统不再是最重要的业务。”\n但你们如今发布了Windows 11，我听了你和微软首席产品官帕诺斯·帕奈(Panos Panay)的讨论，包括新冠肺炎疫情是如何让你的注意力重新集中在Windows上，以及它可能做些什么。给我们介绍下这种转变过程。\n纳德拉：我之前所说的所有这些说法仍然是正确的，因为Windows并不是孤立存在的。Windows生活在云计算被大量使用的世界里。现在，有多个云计算服务提供商和大量的云计算服务。因此，任何客户端操作系统最终都会与云计算相遇。从这个意义上说，无论是技术上和商业模式上，还是使用和体验上，Windows都需要与云计算和边缘计算接轨。\n可以肯定的是，从分布式计算架构的角度来看，超过10亿的Windows用户也是Azure用户。你甚至可以说，Windows用户会把Azure看作是Windows的云计算服务。所以，我认为自己的说法是完全正确的。\n另一点是，Windows也是个完整的生态系统，毕竟其有10亿用户。安卓和iOS也是如此。事实上，安卓和iOS可能会有超过10亿用户，或者安卓有20亿，也许iOS的用户规模和Windows差不多。但现实是，对于任何Windows用户，我们必须首先假设他们有一部手机，手机可能运行安卓和iOS，我们必须对此进行考量。\n我确实认为操作系统很重要，事实也是如此，因为它们构成了我们生活中的重要组成部分，无论是安装了其他操作系统的其他设备，还是我使用的云计算服务，它们都为许多应用程序和体验提供了动力。这是个不容忽视的现实。让我们在Windows用户所在的地方满足他们的需求，满足他们当前的需求和未得到满足的、无法表达的需求。\n问：你认为是疫情把Windows推向了不同的方向吗？在很大程度上，我就有这样的感觉。每个人都在家里工作，每天盯着Windows笔记本电脑的时间都比以前多了很多。\n纳德拉：绝对是这样，这是毋庸置疑的。疫情期间发生的事情，即使对我来说（我没有家庭办公室）也很突然。我发现自己不仅需要有家庭办公室。我所有的孩子都在家，她们需要有自己的独立电脑。没有个人电脑，我们就不能进行远程教育、远程工作、远程医疗，它变成了关键必需品。\n生活中的所有屏幕都很重要。因此，人们意识到运行Windows的大屏幕非常重要，因为并不是所有的任务都可以在移动设备上完成，这种认识变得越来越普遍。我们正从疫情中走出来，我想说的是，我们重新认识到为何我们需要做些非常好的工作来服务于我们今天拥有的客户。\n这就是我考虑对Windows Update进行改进的原因。我想庆祝这一点，就像庆祝任何新推出的功能一样，因为它很重要。这对我们的用户很重要，他们每天都会在我的收件箱里明确地告诉我，我应该用Windows Update做什么，我现在很认真地对待这一点。\n问：我喜欢这样的想法：你和你的家人都在家，突然之间，Windows Update对我们所有人来说都变得更真实。我的团队总是告诉我，只要是关于我的，它就变得重要得多。有没有发生过这样的事？\n纳德拉：的确如此。尽管我不得不承认，公司内部的人比等待首席执行官亲身体验要负更多的责任。我们有更好的系统，更好的问责制度。但话虽如此，如果我回到你的决策框架问题，我想我会更好地理解这次疫情后Windows在世界上所担负的角色。作为一个生态系统，作为一个操作系统，我们应该做些什么才能服务于当前的客户并满足他们的期望？Windows Update就是个例子。此外，它的创新载体应该是什么？世界正在走向何方？\n问：这让我想到了Windows的许多重大变化，这些变化从根本上讲是关于Windows将成为一种什么样的操作系统的，你可以在它上面运行什么样的业务，以及这对微软来说将是什么样的业务。它有了新的用户界面，开始按钮位于屏幕中央。这在外表上看也带来了改变。\n同时，你们也允许安卓应用程序在Windows上运行，你们正在集成亚马逊的安卓应用商店。你对商店经济做了些改变，把微软的佣金降到了15%。这与苹果非常有争议的30%费率形成了鲜明对比。\n然后你对开发者说：“你们可以使用自己的支付系统，并且不必向微软支付佣金。”这其中有多少是机会主义式的变化？你看到了所有这些争议，你感觉到了市场机会？这其中有多少是转移业务的正确方式？\n纳德拉：我认为这是由竞争推动的。我的意思是，微软应该做些什么来管理平台和制定平台规则，才能让我们在担负这个角色时继续茁壮成长？我对平台的理解是：它们必须为在平台上创作内容的人创造机会。\n这是保持平台相关性的方法。如果你正在创造一个很好的机会，让其他人在你的平台上诞生，并在你的平台上扩大规模，那才是我所熟悉的微软和Windows。无论是Adobe员工创建他们的Creative Cloud，还是SAP构建他们的ERP[企业资源规划]业务，亦或者为Windows上的游戏玩家建立他们的社区，都是如此。\n在我看来，我们如何让Windows在未来变得更有活力？我感觉到了一个真正的机会，因为另外两个规模较大的生态系统，由于其内部一致的一系列原因，至少在我看来，已经将平台和聚合层与一套规则混为一谈。但没有理由需要这样的规则，它们可以被分解。毕竟，我们确实经营着应用商店。我们确实有商业往来。你可以使用它，也可以自己构建应用商店。对微软来说，这是一件非常实际的事情。\n我甚至不想发表这样的声明，即微软平台符合道德规则，而其他公司则不是。其他人选择微软平台有很多原因，包括源自设计选择，或者商业模式选择等。我想做出我们自己的一套设计和商业模式选择，这样创作者就能找到更多的选择。这就是竞争。\n问：你提到了其他两个规模较大的平台，显然是iOS和安卓。然后，你提到了他们因内部一致的原因而做出决定的模式。苹果已经非常清楚地表明了其内部一致的理由，即该应用商店覆盖了整个平台。\n最令人信服的理由是，这是苹果为免费分发软件而支付的代价。在手机的整个生命周期内，每个人都可以免费获得iOS更新，而且手机的使用时间也很长。\n为了获得所有这些创新、软件和安全更新，以及其他东西，苹果从应用商店营收中分得一杯羹，这就是苹果的商业模式。微软Windows也是如此，用户可以免费更新到Windows 11。如果你不想分得一杯羹，你怎么支付这些更新的费用呢？\n纳德拉：我们有不同的商业模式。在许多情况下，我们都有订阅。我们也有原始设备制造商（OEM）授权费。苹果显然通过出售设备获利。我认为，每个人最终都必须拥有一种允许他们为自己的所作所为买单的商业模式。我认为这只是一个问题，即你从哪里赚钱，通过其他人可以赚钱的规则是什么？它们必须是长期稳定的。\n在我们微软的案例中，我一直认为，至少平台的定义是：如果不能诞生比平台更大的东西，那么它就不是平台。网络就是在Windows上成长起来的。如果我们说“所有的商业都是通过我们进行中介的”，那么亚马逊就不可能存在。因此，我认为每家公司都必须选择并看看哪个聚合层、哪个平台层，以及什么规则对他们和他们的生态系统有效。但是，在微软，我们很清楚，我们确实想要解决同样的安全问题和可发现性问题，因为这是我们强调经营应用商店的原因之一。\n同时，不同的创作者可以在不同的层次使用应用商店。我们希望这种灵活性成为一种竞争差异化。\n问：你提到了规则。比方说我是微软的副总裁，今年的目标是将某项功能的注册人数增加30%。对我来说，最简单的方法就是去找Windows团队，并告诉他们：“每次你打开Windows，给人们展示下这项功能，以帮助推送。”这是每个操作系统都感受到的压力。\nWindows当然也感受到了这种推力和拉力，比如Edge团队希望Edge成为Windows的默认浏览器。你如何平衡这种内部压力和想要成为一个开放平台，以便让竞争对手能够在微软自己的产品上取得成功？\n纳德拉：这是两件不同的事情。首先，你策划了一系列彼此配合良好的体验，然后允许其他人提供可能是某种东西替代品的体验。问题是，你是通过自家应用商店或其他规定才允许这样做的，还是这件事可以独立于你而发生？以浏览器为例，它属于默认设置。但你不必只使用微软的浏览器，也可以下载谷歌或火狐等浏览器。从某种意义上说，这是一种让消费者拥有直接选择的能力。\n我们希望成为平台创建者的平台，而不仅仅是其他人的应用程序平台。这就是我们想要指出的细微差别，那就是：我希望我们在成为一个平台方面做得很好，这意味着平台需要做所有的事情。我们会有应用商店，有自己的默认浏览器，自己会设计某些东西。但如果其他人能够进入我们的平台，在我们的平台上创造大量价值，并将其用作基础设施（比如操作系统），那也完全没有问题。\n顺便说一句，这也是我们运行云计算业务的方式。这对我们来说没什么不同。我们在云中有从应用到基础架构的各个层，不同的应用开发商和公司以不同的方式使用它。\n问：有趣的是，你谈到了浏览器。微软打了一场著名的反垄断战，内容是将该浏览器与Windows捆绑销售，并将其设置为默认浏览器。现在感觉这个领域的规则更清晰了些，在Windows中有很多关于浏览器默认设置的改变。\n是否还有不太明确的地方？你们有内部规定吗？你有没有一种文化会说：“好吧。我们可以设置默认值，但Windows团队需要将其他平台和其他服务设置为默认值。”\n纳德拉：这是毫无疑问的。但是，首先，我们在90年代从反垄断案中学到的任何东西都意味着，你只需要成为一个开放的平台。有些东西是内置到操作系统中的。如果有些东西是独立于操作系统，那么其他东西完全可以替代，而不会损害系统的完整性。\n即使是通信（无论是Slack、Zoom，还是其他任何东西），它们在Windows上都可以是最好的。从某种意义上说，我们没有限制别人的软件不能在Windows上使用。我们确实有分销优势，但这并不意味着其他人没有自己的优势。对我来说，每当我访问谷歌网站时，他们都非常清楚自己的分销优势，即使是在Windows PC上也是如此。这是无法逃脱的，这没什么。\n问：你每天访问多少次谷歌网站？\n纳德拉：我想，在我的必应搜索中，YouTube可能是出现最多的一个。\n问：说到谷歌，你让Windows更接近安卓了。这已经持续了一段时间了。Windows 11最大的公告之一是安卓应用程序将可以直接在Windows上运行。这一决定的利弊是什么？\n纳德拉：有趣的是，Windows体系结构始终都有这样的功能。你可以在Windows中拥有多个账户。事实上，我记得最初来微软工作时，我是在宣传Windows NT上的POSIX接口工作。现在，我最喜欢的Windows功能之一是WSL。我爱死它了。新的终端，以及现在我们甚至在Windows上支持完整的Linux UI。Linux现在是Windows上的一流系统，而安卓只是另一个子系统。\n我们的决定依据是，让我们的用户可以使用更多应用程序的最佳方式是什么？我们如何为可能需要更多应用程序的13亿Windows用户增值？这是问题的一面。另一方面，通过将安卓应用推送给超过10亿的用户群，可以为开发安卓应用程序的人创造更多机会。我认为双方都从中受益，为此这是个双赢决定。现在，这将取决于什么是被采用，有哪些使用案例，他们想要使用什么应用程序，是Windows上的安卓还是PWAS、UWP，以及你有什么。我们将采取这种开放方式，我们欢迎所有的应用程序。\n问：你听到的最好反对理由是什么？\n纳德拉：我认为总会有这样的争论：“我们必须要有一致的应用程序模式吗？”\n因为如果你想一想创新，有没有统一的NUI或AI芯片？如何才能激活该应用程序的API，以便该应用程序能够利用它呢？当你有多个子系统和多个应用程序版本时，你能让你的平台系统级创新浮出水面，让所有的应用程序都凸显出来吗？\n在这样一个世界里，这将是个根本性的挑战，但我们觉得还是有办法应对的。我对此的看法之一是，你可以在未来，甚至今天，为一些新的AI API在Windows上启动安卓、PWA或UWP应用程序。在微软，我们为iOS、安卓以及Windows构建应用，这是我们的根本挑战之一。我们正在努力确保作为开发者，我们可以利用尽可能多的公共代码库，尽可能多的云计算服务。\n问：安卓应用程序能在安卓系统上运行，能在Chrome OS上运行，也将在Windows上运行。你认为它们会成为开发者最低需求的环境吗？这些开发者只想做好所有事情，而没有为原生应用开发带来机会。\n纳德拉：我认为，无论是网络还是安卓，它们都会让你更快地到达多个地方，然后你会根据用户告诉你的反馈在这些平台上进行优化，因为任何人都最不想要没有人使用或者没有人喜欢的应用。因此，归根结底，它必须是有竞争力的。\n问：我们已经介绍了很多ChromeOS上的安卓应用，它们的表现不是很好。是什么让这些变得更好？\n纳德拉：我最感兴趣的是，一旦应用程序开发者在Windows上推出安卓应用程序，他们会开始做些什么。然后他们会扩展它以利用些本地能力吗？仅仅是我们在系统层面所做的工作，以及它继承的所有东西，就能让这一切成为可能吗？比方说，我如何才能获得《纽约时报》或《华尔街日报》的应用程序，然后在PWA应用程序旁边看到它呢？加上所有的开窗工作，它工作得很漂亮。现在的问题是，用户的体验是什么？他们会用他们的点击告诉我们。\n问：你们在与亚马逊合作分发亚马逊应用。你在发布活动上说，欢迎其他安卓应用商店参与Windows的分发体系。亚马逊应用商店目前非常专注于亚马逊自己的Fire平板电脑和产品，其表现不算太好。\n它当然没有谷歌Play Store为安卓应用程序提供的销量。你认为情况会好转吗？你觉得现在够好了吗？谈谈你们之间的合作关系。\n纳德拉：我认为这对我们来说是个很好的起点，我希望更多的开发者甚至将亚马逊应用商店视为接触更多用户的一种方式。我希望这对他们和我们都有好处。就像我说的，如果这能行得通，我想连谷歌都会动心吧！如果他们觉得这是增加安卓应用程序使用率的一种方式，我们会欢迎任何其他的应用商店。当然，世界上有些地方已经有很多安卓应用商店的替代品，它们甚至比谷歌应用商店还要大。所以我们也会看看在这个动态中会发生什么。\n问：你们正在浏览亚马逊的应用程序条款，这可能不会妨碍这段合作关系。这是他们的应用商店。如果谷歌出现，他们也将拥有自己的商店和自己的经济。那么你认为那里的条款会有竞争力吗？他们会不会为争取开发商而战呢？\n纳德拉：这实际上是个令人着迷的问题。这就是问题所在，对吧？在Windows上，有很多应用商店，这个领域应该有竞争。这有点儿像有多个操作系统，在任何给定的操作系统上，如果有多个市场都充满活力和竞争，那会是什么样子？你已经在Windows的游戏中看到了这种影响，我希望现在我们能在所有应用类别上都看到它。\n问：你们将微软应用商店的佣金费率降到了15%。你认为开发者应该向微软支付这笔钱，而不是推出他们自己的支付系统？\n纳德拉：今天人们在应用商店里期待的所有事情都会让你感觉安心，因为有人会管理应用程序，查看应用程序的安全性，然后让你很容易地找到你想要的应用程序。当然，然后还要涉及到商务能力。所有这些都是有实际成本的。\n我们不认为应用商店是一项独立的业务，这是一种增加操作系统价值的实用程序。目前，应用商店需要成为操作系统的总要组成部分。我们完全同意这一点。只是这其中有个问题：应该有竞争和灵活性吗？即使在那里，我们也有自己的规则。其他平台可能会有其他规则，用户会做出选择。\n问：美国国会正在讨论关于数字市场的反垄断法案，其中有些甚至直接针对苹果和谷歌的生态系统，其他立法则瞄准了技术堆栈的其他部分。你认为微软会因为在Azure或Windows中的所作所为而受到抨击吗？\n纳德拉：议员们提出的任何规则都将适用于每个行业参与者。因此，微软将成为不可或缺的一部分。问题是哪些提案最终会成为法律。然后，我们看看微软与这些立法的关系。我认为，数字技术有这两种形式：第一种我把它叫做生产要素，它是对别人创作的一种投入。第二种为分配要素，现在没有更好的词来形容，它是关于供需匹配的。\n操作系统实际上是别人创作的输入，而应用商店更多的是一种分销能力。你把这两者结合起来，建立规则，然后围绕你周围的竞争生态系统发生的事情，产生它们自己的叠加效应。因此，我认为这就是人们从立法的角度来看待这个问题的地方。他们会问“哪套规则能让更广泛的经济中创造出最多的盈余？”这是一件好事。\n我认为竞争一直是帮助资本主义向前发展的最好动力，我们将和其他人一样受到同样规则的约束。\n问：你提到了生态系统，我想问你微软在更广泛生态系统中所扮演的角色。大多数人不会在微软硬件上体验Windows。Surface产品很棒，但大多数人在其他公司的笔记本电脑上使用其他公司的芯片来体验Windows。\n这个生态系统的某些部分做得很好，但有些部分落后了。我很好奇你如何看到了与英特尔合作的潜力和他们的路线图，以及你可能想要用定制的AI硬件和你讨论的其他功能做的所有事情。\n纳德拉：首先，对我们来说，与英特尔的合作相当关键，我们对帕特·盖尔辛格(Pat Gelsinger，英特尔新任首席执行官)和他的团队以及他们的创新路线图感到兴奋，我们肯定会与他们深度合作，我们与AMD和高通也会如此。\n举个例子：个人电脑始终代表着非常广阔的设计领域，无论是硅片创新、板级创新、ASIC，它们的组装方式，以及英伟达在GPU上做了什么等。这就是为什么我们制造了令人惊叹的游戏PC、笔记本电脑、台式机的原因。\n我想在接下来的10年里，当我们看到盖尔辛格谈论未来计划时，我会感到非常兴奋。什么样的创新水平才能让我们重新思考操作系统，什么才会有充满活力的竞争和创新？我看着英特尔、高通、AMB以及英伟达的创新，然后说：“我想做一件很棒的工作，把所有的创新通过Windows变成现实，然后把它呈现给开发者。”你带着你的UWP、PWA、安卓应用程序，用Windows来点亮硅片创新。这就是我看到的机会。我们的戴尔、惠普和联想等原始设备制造伙伴对此感到兴奋。\n问：微软目前只推出过一款安卓设备，即Surface Duo。你们还打算推出更多吗？\n纳德拉：我不认为Surface Duo是手机的替代品。尽管有时我梦见它是一部手机，但它毕竟不是手机。它确实有接打电话功能，但如果我们试图推出的手机，我们就不会构建它，我们想看看接下来会发生什么。\n我喜欢Surface Duo，因为它绝对是我的笔记本，就是我随身携带的Moleskine。我确实把它当手机用，但那是独一无二的。这不是最好的用例。但我的天哪，我真的喜欢在一块屏幕上阅读Kindle和做OneNote笔记吗？这是我的杀手级应用。我们构建它就是为了这个。我想在这方面不断创新。无论是HoloLens还是Surface Duo，我希望我们都能在形式和功能上继续创新。","news_type":1,"symbols_score_info":{"MSFT":0.9}},"isVote":1,"tweetType":1,"viewCount":2564,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"defaultTab":"posts","isTTM":true}