mannerisms

Ruminations on the electronics industry from David Manners, Senior Components Editor on Electronics Weekly.

Intel Will Fail To Ship 40m Tablet Processors

Intel will fail in its goal to ship 40 million application processors for tablets this year, says Digitimes.

Instead, Digitimes estimates that Intel will ship 32 million tablet processors aided by subsidies, design support, supply-chain investment, contra-revenues and sundry financial inducements.

60% of that 32 million will come from Android tablets, says Digitimes and 40% will come from Windows tablets which will amount to 12.8 million tablets in 2014.

Microsoft is offering free Windows for 9-inch and below mobile devices, which provides Microsoft with chances to cooperate with white-box supply chain to develop entry-level Windows tablets.

Digitimes expects 65% of Intel’s tablet Tablet processor shipments to go to brand vendors because their shipments are more stable and the two sides have been cooperating over notebook products for a long time.

The remaining 35% will be shipped to China’s white-box players. In addition to providing the same subsidies to white-box players, Intel is also investing in China’s supply chain to gain white-box players’ trust.

Tags: Android tablets, application processors, digitimes, Intel, tablets

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2 Comments

  1. david manners
    May 17, 2014 12:26

    Interesting, I had rather assumed Intel just bunged these OEMs whatever it took to get the design win.

  2. Mike Bruzzone
    May 17, 2014 06:35

    Do the math
    Bruzzone EE Times Blog Post 5/7/2014 3:48:54 PM

    Intel Should Exit Mobile, Analyst Says
    Jessica Lipsky

    So here are some production facts, Intel economists and industrial scientists don’t talk about, or don’t want to talk about, today.

    On 2013 financial Intel’s fully burdened total cost of platform sale; microprocessor and its support components sold in the bundle deal, is $256 average total cost, $147 average fixed cost. Average total cost is determined PE&C < Dep + R&D, + Sales + Marketing + Intel Inside price fix cost / total processors produced. Average fixed cost is determined PE&C < Dep + R&D / total processors produced. Every product priced below these cost rungs, where AMD is forced too compete under conditions or production monopoly and distribution cartel, is subsidized by other Intel products priced in excess of average total and average fixed cost. Every time Intel sells product priced below these cost rungs, the result is a marginal revenue loss. This is a simplified way to look at cost within this general financial framework.

    Pursuant to mobile economic assessment of cost price delivers a more precise result:

    Haswell Quad Mobile average weighed price bin split exact determined on 1K price is:

    Average Weighed Price $504.65

    Average Marginal Revenue $353.83

    Average Marginal Cost $150.82

    Haswell Mobile Desktop and Quad Runs Combined on 1K (they are all the same parts):

    Average Weighed Price $398.45

    Average Marginal Revenue $346.31

    Average Marginal Cost $52.13 (this is the more realistic of the two quad cost answers)

    Haswell Dual Mobile SIP i7, i5, i3 average price bin split exact determined on 1K price:

    Average Weighed Price $352.76

    Average Marginal Revenue $308.93

    Average Marginal Cost $43.83

    To get a more precise Intel cost : price ratio removing the dealer's cut of Intel margin value:

    The general rule to determine Intel first tier dealer price is AWP on 1K / 2.

    The general rule to determine Intel marginal revenue is (AWP on 1K / 2) / 2

    The general rule to determine Intel marginal cost is [(AWP on 1K / 2) / 2]

    The general rule to determine Intel hard dice fabrication cost is [(AWP on 1K / 2 ) / 2] / 2

    In these technologic times Intel relies on the production metrics of a brick fabrication plant, or, in the ancient Scot or British vernacular of semiconductor production; a kiln operation.

    Haswell Mobile Desktop and Quad Runs Combined (they are the same parts):

    First Tier Dealer Price $398.45 / 2 = 199.25

    Intel Marginal Revenue = $99.62

    Intel Marginal Cost = $49.81

    Intel Hard Dice Fabrication Cost = $24.90

    Haswell Dual Mobile SIP i7, i5, i3 average price bin split exact determined on 1K price:

    Average Weighed Price $352.76 / 2 = $176.35

    Intel Marginal Revenue = $88.11

    Intel Marginal Cost = $44.08

    Intel Hard Dice Fabrication Cost = $22.04

    Revenue can also be considered applying gross margin then / 2's

    Haswell Mobile Desktop and Quad Runs Combined (they are al the same parts):

    Average Weighed Price $398 / 2.* .63 = $125.54

    Intel Marginal Revenue = $62.77

    Intel Marginal Cost = $31.85

    Intel Hard dice Fabrication Cost = $15.69

    Haswell Dual Mobile SIP i7, i5, i3 average price bin split exact determined on 1K price:

    Average Weighed Price $352.76 / 2.* .63 = $111.94

    Intel Marginal Revenue = $55.55

    Intel Marginal Cost = $27.14

    Intel Hard Dice Fabrication Cost = $13.88

    Now let's look at Bay trail SOC

    Bay trail full run taking into account 't' for android tablet, 'm' for mobile Chrome and MS 8.x, and 'd' for Celeron Value line that is also 'i' for embedded upping package for better thermals. Noteworthy,there is nothing value about the Pentium branded Bay trail 'm' incorporating $18,313,509 in consumer monopoly overcharge values, in this case a tying dealer value, associated with 2,850,467 of the Pentium branded Bay trail 'm' when sold at one unit price greater than $160.

    Bay trail short run 'm', 't', 'd' Average Weighed Price:

    Average Weighed Price bin split exact 'm' = $151.54

    Average Weighed Price bin split exact 't' = $32.46

    Average Weighed Price bin split exact 'd' < 'i' whose

    percent break out is currently unavailable = $81.59

    When 'm', 't' and 'd' are combined for average across the full run:

    Average Full Run Weighed Price = $97.93

    Average Full Run Marginal Revenue = $68.66

    Average Full Run Marginal Cost = $ 29.77

    Intel Hard Dice Fabrication Cost = $29.77 / 2 = $14.85.

    On Bay trail $5.50 China white box price Intel looses $9.35 per processor.

    $14.85 – $5.50 = ($9.35)

    Now consider the 't' for tablet short run alone:

    Average Weighed Price = $32.46 (which happens to be the average of 1K price)

    Average Marginal Revenue = $22.76

    Average Marginal Cost = $ 9.70

    Intel Hard Dice Fabrication Cost = $4.85

    And consider the 'm' and 'd' short runs combined

    Average Weighed Price = $134.58

    Average Marginal Revenue = $94.36

    Average Marginal Cost = $ 40.22

    Intel Hard Dice Fabrication Cost = $20.11

    So is Mr. Krzanich's stated Bay trail 't' subsidy the actual dice fabrication cost of the other two Bay trail grades 'm' and 'd'; $20.11?

    Also notice the marginal revenue loss between the combined 'm' + 'd' runs verse tablet alone; $94.36 – $22.76 = $71.60. That is Intel's actual revenue loss over the full run for every unit of bay trail allocated to tablet. Opportunity cost of selling 10,000,000 bay trails into Android or MS 8.x tablet over Chrome book and Value mobile delivers a $716,000,000 marginal revenue loss. Allocating into embedded 'i' adds to that marginal revenue loss considering 'i' 1K price range $31 to $52.

    If you haven't noticed lately a lot of those Bay trail 't' grades have just been supplied into the industrial embedded market as Bay trail 'i' grades that is a Tunnel Creek replacement.

    Bay trail 'i' is aimed to knock ARM derivatives out of the embedded compute modules product categories, where Freescale I.MX6, is just hanging on given price for the applications feature set. I.MX7 and 8 have been annoucned.

    There is another way to look at this, please see Mr. Groff's analysis in Seeking Alpha, Intel Tablet Contra Revenue Will Cost About 3.5 Cents Per Share in Q2, April 17, 2014.

    See http://seekingalpha.com/article/2146613-intel-tablet-contra-revenue-will-cost-about-3_5-cents-per-share-in-q2

    Mr. Groff calculates Bay trail contra revenue (per platform device production subsidy), on Mr. Kranich' 5,000,000 q1 2014 volume statement from the financial conference call at $178,000,000 in q2 2014. Mr. Groff's assessment in Seeking Alpha explains why.

    Now this example calculates for Bay trail unit volume against Mr. Groff's $178,000,000 quarterly subsidy estimate.

    $178,000,000 / Bay Trail Full Run Marginal Revenue $68.66 = 2,592,428, is roughly one half of Mr. Kranich's q1 2014 volume statement of 5 million units supplied. Taking into account Mr. Kranich's guidance of 5 million 't' units supplied into tablets delivers an interesting result; $178,000,000 / 5,000,000 = $35, the median of Bay trail tablet average price. Meaning Intel is giving Bay trail 't' for tablet away in the platform subsidy deal at 1K list price.

    On the simple AWP / 2 method to find marginal cost = $17.5, or using gross revenue method $35 * .63 = $22.05; that is marginal revenue on economics, delivers these results:

    $178,000,000 / $17.5 = 10,222,222 units that include a potential Intel cartel signal.

    Or, on the latter, $178,000,000 / $22.5 = 7,950,617 units.

    Now what if Intel provides Bay trail 't' approximately at marginal cost; $8.75 and $11.37 per processor respectively.

    $178,000,000 / $8.75 = 20,444,444 units. Again a signal?

    Or, on the latter, $178,000,000 / $11.37 = 15,733,411 units

    Now what if Intel provides Bay trail 't' approximately at hard dice fabrication cost,

    $4.38 and $5.68 per processor respectively.

    $178,000,000 / $4.38 = 40,842,211

    Or on the latter, $178,000,000 / $5.68 = 31,494,522 units.
    Which is what Digitmes reported a week latter.
    So lets give credit where credit is due.

    In both examples hard cost is less than marginal cost. Price $4.38 to $5.68 < Marginal Cost on Economics $9.70 = Areeda Turner Price < Cost Trade Commission Review.

    So what is Intel's contra revenue subsidy strategy?

    Intel strategy is to price Bay trail 't' progressively down tablet short run marginal cost curve to run end hard cost, to reach their 40,000,000 unit supply objective. And appears too be doing so already, addressing the very low end of China, Android Tablet market.

    But there's more. And that is called the 22 nm to 14 nm transition. Lacking a shrink, or bumping into production obstacles, q3 2014, aiming for 60,000,000 units, Intel marginal cost can go through the roof. And that will really add to the Bay trail tablet platform subsidy.

    Mike Bruzzone, Camp Marketing

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