□ article / Zheng Lei
Probably you have beloved Microsoft Xbox 360, probably the faithful vermicelli made from bean starch that you are Suo Ni PS3, probably you do not play game, but be in informatization society personally, you can know this is the sport plane with two the most popular instantly likewise, they can be Microsoft and the battalion that all alone the Buddhist nun brings billions of dollar every year to close. But perhaps you do not know, PS3 and Xbox 360 are out originally same the hand that raises a group -- IBM is in at the same time design chip for two sport plane, go all out for two kill so that the competitor of life-and-death offers approximately same strategical weapon.
This is one paragraph is not uncovered of secret additional kind of trade war. The interest conflict that the nowhere in the story is absent, morality thinks reach technology, wisdom comparing to go all out, be like the speed per hour of life and death in the film, exciting.
The intercept of the father of sport plane
2001, seat of IBM Japan branch 6 wood city, apparitor of banquet of radicals by which characters are arranged in traditional Chinese dictionaries of facilities of plane of Suo Ni sport is long much fine Mu Jian met IBM engineer closely Jim • card is strapped. In the talk with this not quits identity, long much fine Mu Jian is muttering to oneself the mouth says: "I hope, the thing that you design can surmount Intel technology. " what Microsoft Xbox uses is Intel gallops 3 microprocessor, surmount Microsoft, make Suo Ni PS3 makes the game machine with the rapiddest rate o dvd discovery n the market, this is long the real purpose of much fine Mu Jian.
At the beginning of 2001, microsoft rolled out the Xbox game machine that does not use window operating system, compete with front of Suo Ni PS2. This is the sport plane with the rapiddest rate on the market, and it is the first product that configured hard disk of similar personal computer. From November 2001 the middle ten days of a month arrives the end of the year, xbox sport plane sells in all gave many 150, microsoft success infiltration sport machine market, turned Suo Ni into suddenly the biggest menace of dominate exclusively market.
Of Microsoft dog stairs for bed enter the flames of war that ignited sport machine industry. Serve as what guide Suo Ni alone to enter sport machine industry " the father of PS sport plane " , long much fine Mu Jian makes response quickly, the PS3 that he is about to start Suo Ni locates afresh: Let PS3 make a personal computer, can play game already, also can have more use, for instance video order programme, online game and real time video chat etc.
While Microsoft kills Suo Ni backyard, long much fine Mu Jian tries the way that plane of sport of in order to filters to personal computer, "Who strikes first prevails " the ground is attacked kill mate. 15 pin vga
Decide the chip of sport plane performance, become the key that implements this one strategy.
After contacting manufacturer of much home chip, long much fine Mu Jian aimed at IBM. IBM and Intel " contract enmity " long already, although IBM and malic computer fight side-by-side old, but all the time cannot conquer Intel the overlord of industry of this personal computer. "We will make a chip, the target surmounts Intel namely. " long the libidinal nerve that much fine Mu Jian points to IBM continuously. New chip can be used at sport plane not only, still can make a variety of products, once develop a success, IBM will have an opportunity market of product of computer of occupational and overall family expenses.
In long the big thrust of much fine Mu Jian is moved below, suo Ni, Toshiba and IBM tripartite reached collaboration quickly affined. New project is called " STI " (namely TOSHIBA of Suo Ni SONY, Toshiba, IBM) , design center is set in the microelectronics career ministry of IBM. Suo Ni, Toshiba and IBM plan are in 5 years of time, invest 400 million dollar, develop chip of PS3 sport plane, create a the most advanced world-class processor, be in christmas is punctual 2005 push PS3 to the market. For hook in IBM, make STI affined more firm, IBM of Suo Ni accredit, the microprocessor technology of PS3 sport plane can be used on other product. Be the cooperative means that this is based on common interest, the twists and turns of be overflowing with after doing it is buried played a hint foreshadowing later developments in a story.
Microsoft the Three Kingdoms is killed
Although Xbox appears on the market successfully, but Microsoft faces a difficult problem however, it is very difficult that that gains profit from inside sport engine professional work namely. Microsoft does not have the core component of own research and development, however from costly central processing chip is bought over there Intel, from Naweiya the company buys graphical chip. Suo Ni's component is custom-built, through mixing central processor graphical chip is compositive go up in a chip, fall the price of PS2 to 149 dollars from 299 dollars. Even if is such, suo Ni also is returned can gain. Microsoft cannot let Intel and Naweiya reduce component cost however.
After Xbox appears on the market, microsoft begins to design Xbox2 model, namely the Xbox 360 later. They accepted the logarithm that build Ci completely to occupy the tentative idea of recreational system, can broadcast CD, DVD, can receive digital watch for a chance, can receive IPOD to hear music, play at the same time with the person of world each district online game and chat. Want to realize all these, their need can be offerred quanta arises on function revolutionary evolutional is custom-built like transition processor.
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At the beginning of 2003, the CELL chip of STI has done the final preparation work that tries antenatal. And in Microsoft headquarters, the Bai Nai of • of senior engineer Adam of IBM revealed IBM to grinding to Microsoft especially the nucleus of new high frequency microprocessor of hair. Because of this before, IBM is new the department that established to provide project and technical service to other company, new department is eager to project oneself, regard Microsoft as the main target of sheet of give oneself airs.
Processor of this Power PC is close to the requirement of new generation Xbox very much. Combine the information of all sorts of channel, judgement of ground of the acumen that build Ci goes out, power PC processor will be used probably on plane of sport of Suo Ni PS3.
The project had become all alone Buddhist nun two years half, microsoft knows he falls at the back far. They hope to pass " copy shortcut " means, adventure returns game to come up, beat Suo Ni in the market.
Microsoft decides to form an alliance with IBM. Although this looks,be like mysterious, because be in early 20 centuries 80 time, microsoft and IBM roll out a revolutionary personal computer in collaboration when, ceng Fasheng crosses the serious conflict of a well known. is Suo Ni, let these two once adversary had the chance that takes together afresh.
Power PC processor is the core of CELL chip. To seize CELL chip this piece " ace " , at the beginning of 2003, suo Ni filed patent for PS3 design first, claim they invented CELL chip framework alone.
This one act of Suo Ni irritated the member of IBM. IBM puts forward toughly to want to sue Suo Ni, the project is all research and development also is laid aside till the cows come home, under high pressure, suo dvd discovery 4 Ni agrees finally to alter patent document, join the engineer of the IBM that participates in a design and Toshiba.
Microsoft resembles the wolf of an acumen, catch this immediately 1000 carry the chance that meets hard. Gates comes personally, hope and IBM are discussed how to improve Xbox game chance, the target points to Power PC processor continuously.
Because STI tripartite partner agrees with CELL chip to be able to be used on other develop produce later, sell Microsoft Power PC processor, IBM won't have legal obstacle, just this kind of action is apparently insufficient aboveboard. Suo Ni " filch " patent behavior, gave them a perfect excuse that can defend for oneself.
In September 2003, look be like impossible companionate relation to be reached actually. Rare general attended the presiding framework stylist of STI project and • of technical chief Davy Xbox 360 project is started meeting. On the meeting that start, all spokesmans emphasize Microsoft aspect again and again: Xbox 360 will 2005 christmas appears on the market. That also is the time that Suo Ni PS3 plans to appear on the market.
Give opponent " nucleus " weapon
Microsoft can be beaten on the technology to ensure, when the design that has entered final phase in CELL chip, long the new requirement that much fine Mu Jian raised to look approximately absurd in technical personnel: CELL chip inside buy cooperates with the nucleus increases 8 by 6! "8 are beautiful. " he needs 8 to cooperate with the grandiose aspiration that powerful computation capacity of the nucleus will come to achieve occupational bigger market.
Long the asked to arouse IBM extreme of much fine Mu Jian is malcontent. Because this will use bigger silicon chip, reduced the profit of IBM thereby.
The profit that Microsoft project brings promoted the value of Microsoft immediately. The personnel that provides chip generation for two companies at the same time to solve reachs time demand, IBM engineer put forward " common nucleus " plan: The requirement that is aimed at Microsoft revises nuclear core, persuade Suo Ni to accept new acceptance nuclear core, that is meant, suo Ni general and competitor Microsoft are common and same a nuclear core, the STI group that makes with oneself helps Microsoft make research and development. IBM respect with " the need of other client " for persuade Suo Ni to accept this anew to design, because IBM has been in " 8 are beautiful " this makes concession on grand design change, suo Ni must somewhat redound, common nuclear plan, be decided at this point.
STI project group of Austin is enveloping a kind of weird nervous atmosphere. When the new character that needs when Xbox place is added in the design, suo Ni and the engineer nature of Toshiba removed suspicion. They collect hearsay of information, mining and rumo dog stairs best buy r, want to figure out what is the motive of the change that IBM makes these Suo Ni PS3 do not need.
What reveal this one truth for them is their adversary. Xbox 360 project is designing a place to hold itinerate road to act individually, in Austin, microsoft invited the design group of IBM to participate in, the ground that they perform the way designedly is nodded, the choice designs the 908 buildings ground floor near the center in STI. That is an assembly room that open wide, everyday Buddhist nun of a lot of all alone and Toshiba engineer have a meal here.
Suo Ni and Toshiba understand eventually, the core of small processing nucleus that they admire a design all the time is to helping formidable competitor -- Microsoft, namely IBM is persuading them to accept this common mention when the nucleus " other client " .
Suo Ni was immersed in the awkward situation that be in a dilemma. After painful choice passes, long Mu Jian decides much fine, continue to make this item. Mix considering capital of already devoted a huge sum only remnant does not arrive two years appear on the market deadline, this is his only choices.
Time extension line
Now, all competition already placed mesa. Fall into the Suo Ni of adversary decoy, undertake to the engineer of IBM ceaselessly " brainwashing " , the hope affects the design plan of Xbox 360 chip with Suo Ni's information. Suo Ni had filed patent for CELL chip, once two chip are on the design,have too much duplicate, be in jural be not allowed.
Microsoft nature won't fall into this trap. The engineer of Microsoft studied Suo Ni's patent carefully, decrease the design contain 3 nucleuses core only, cooperate with with 8 of Suo Ni already nuclear design is completely different, the space that as it happens accords with Xbox 360 chip and limits of budget of specific power consumption. brass faucet
Time is the enemy with the oldest Microsoft. According to PS3 dog crates large best buy and Xbox 360 appear on the market deadline, chip must complete a design before November 2004 and throw production. Microsoft has time of a year to undertake chip is designed only.
IBM of Microsoft incite sb to do sth, adventure skips technological process of test and verify, enter follow-up design directly. This is a decision that assuming huge risk, any flaw can make plan bubble soup, must the problem that can forecast a likelihood to appear ahead of schedule.
On the other hand, they ask IBM offers solution of a hardware, so that be in,Power PC can begin the inchoate development of game software.
Because Suo Ni used brand-new CELL structure in PS3, offer such inchoate solution impossibly for its software developer so, and there is such synchronous nucleus in the plan of Microsoft. The amount of developer of the game on the world is finite, they are according to what arrive to be done first first the principle provides a service, this one choice of Microsoft, make game developer OK begin one year to write a program ahead of schedule, include of with one action the game on the market develops a talent.
Eventually, in September 2004, power PC processor shifts to an earlier date empyreal completed a design, the project entered sample trial-produce phase, want to undertake the 2nd round correction only, can refer production formally.
Hundred bet
Suo Ni is unfortunate, in so pressing schedule, because IBM made a respect encounter a trouble in chip, the chip of the first batch of CELL that causes Suo Ni goods period incur loss through delay 6 weeks.
Suo Ni's misfortune is destined. Although caused Microsoft as much,because of the trouble of IBM delay of the first batch of chip delivers the goods, but Microsoft has mothball supplier -- concessionary semiconductor company. Concessionary semiconductor company is designed with what IBM gets nuclear chip at the same time and synchronism undertakes silicon is machined. The cost of program of this kind of double insurance is very high, but had effect in the moment of truth really, concessionary semiconductor can compare IBM shift to an ealier time a month makes one part money. Suo Ni is done not have however so lucky, they cannot give on time game develops business the first batch of sample, game development is immersed in the crisis.
The Valentine's Day 2005 is an unforgettable day. In IBM same a building is medium, suo Ni and Microsoft mix 6 to hold congratulatory meeting at the same time in three-layer respectively. The Power PC processor with Xbox 360 and common PS3 scored huge success.
Before batch is produced, chip has the last time even experiment and amend.
This was 2005 early spring. Critical difference appears eventually. In the lab, ground of Suo Ni in an orderly way tests a plan through each, requirement rehabilitate may appear each times the little detail of flaw; And Microsoft decides to jump over hardware small lot to experiment, pay all production the product prototype of the design directly, so that organic meeting is finished,the shipment of christmas Xbox 360 was measured 2005. In Bill • Gates looks, unsuccessful quantity is produced will cost millions dollar, but if can defeat Suo Ni, vendibility will reach several dollars, product of this otherer than Microsoft software earns the Qianduode that come much.
Chip of class of the first batch of products is finished at was being made in May 2005, chip is started smoothly -- the ante of Microsoft got get one's own back. They can be in christmas was rolled out 2005 enough chance of much Xbox 360 game!
And in PS3 lab, the circumstance is done not have however so hopeful. The graphical chip that Toshiba supplies, appeared in final phase problem, had exceeded period several months, suo Ni still obtains the graphical chip that is less than acceptance. As a result of the incur the most popular selling dvd discovery loss through delay on hardware, the heat game that game develops business to complete adequate measure without time and PS3 are in christmas was bound together 2005 roll out.
When realizing the product will not appear on the market on time eventually, long agitatedly of much fine Mujian. All alone the company announces the Buddhist nun, PS3 appear on the market date remit to December 2006.
Of latecomer chase
The christmas 2005 belongs to Microsoft, belong to Xbox 360.
Buddhist nun of latecomer all alone to redeem market share, must change a lab to be guarded mediumly, fight with one's back to the river-fight to win or die. They not hesitate risking severe technical hazard, insist to increase the function that reads blue smooth disc to PS3 sport plane. The first when Suo Ni wants to let PS3 become American market to go up consumptive electron product that uses blue optical technology, for this, suo Ni and Toshiba launched the life-and-death decisive battle of market of occupational film smooth dish. La Guang is Suo Ni's invention, and the HD-DVD technology of Toshiba dvd discovery best buy is already occupational the market.
Suo Ni won, PS3 did not decide to those returning bought client produced bigger attraction. Feburary 2008, toshiba makes a statement, say stop production HD-DVD dish machine. However the battle that this is mend the fold after a sheep is lost after all, go up somehow tell, suo Ni is to be in after sufferring a defeat with the competition of Microsoft, rely on billabong the client of another kind of product, will make up for oneself to be in share of market of losing of sport plane domain. The immediate result that this one incident brings is, ever was considered as Suo Ni to hold the post of CEO newly not of 2 person selected long much fine Mu Jian by expulsive board of d dog stairs irectors. 2007, this once " the father of PS sport plane " retire cloudily.
The victory of blue light of have the aid of and subsequently lower the price are politic, suo Ni PS3 is in sale increased greatly during christmas 2007. Subsequently, PS3 and Xbox 360 have good performance in the market, to the end of 2007, suo Ni sold 10 million PS3 in global accumulative total, microsoft sold 19 million Xbox 360. And be in " agglutinant degree " , namely on the amount that the user purchases game for plane of every new play, the rate of Xbox 360 exceeds 7, it is course of study inside top level, PS3 still is less than 5. Tall " agglutinant degree " let Microsoft earn more money. Up to in March 2008, the sale of the game soft hardware of Microsoft and fittings is as high as 4.7 billion dollar, hopeful reached 68.3 billion dollar 2012, to any investor character, this is the growing rate of covet making a person undoubtedly.
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