标签: odm

　   最近一些小型手机设计公司推出1000美元设计制造服务，1000美元即可制造50部手机，“ 对于小手机品牌来说，需要做的工作只剩下做做市场调研，设计品牌LOGO以及制作营销物料，而在中国，这些工作都可以外包出去。” 与手机设计生产各环节复杂的流程与高昂的费用相比，这种服务匪夷所思的低廉。   　    司南观微认为造成这一现象的原因是：          1、很多手机设计公司，事实上扮演着上游零组件供应链上的集成渠道商的角色，不仅仅是负责设计一款手机，更重要的职能是，将零组件以手机设计的形式，打包集成地批量销售给下家，即销售给手机品牌或者白牌厂商。          2、进入4G时代之后，前4G的2G/3G手机零组件面临淘汰压力，大量的产能处于过剩状态，时间越久，零组件库存贬值，价格将呈现几何倍数下降。手里积压了大量 2G/ 3G手机零组件的供应商，要在更大的贬值到来之前将货出清，将自身面临着的巨大的风险和危机向下游转嫁。   　    以手机设计公司的身份，低价提供设计生产一条龙服务，是最快的清理零组件库存、向下游转嫁产业危机的手段。   　    消化淘汰的过剩产能，一直是中国某些厂商在产业链中的稳定功能，直到今天，这部分中国厂商也没有放弃；由于另一部分中国手机企业强势崛起，快速上升到对价值链举足轻重的产业位置，淹没了人们对于某些厂商消化淘汰过剩产能的认知。   　    如今，低价位设计生产手机业务的再次浮现，充分说明它们一直存在，而且一直不肯抛弃这一产业和市场的特殊职能定位，只是手段更加灵活，服务更加全套。

Product design and development has come a long way from traditional product development. Earlier, development involved a semi-conductor company building a reference design around a brought out silicon/processor and promoting it in the targeted market segment.  Some examples include semiconductor companies like Texas Instruments building a reference design around the OMAP™ processor for a variety of cell phones and Analog Devices building a reference design for the automotive infotainment sector. The Traditional Method These reference designs or evaluation platforms would have certain eco-systems in place for SoC, power management, memory and other key components. The software provided by the silicon vendor would ensure basic functionality of the reference design. Based on these reference designs, OEMs would build a form factor prototype catering to their specific product vision. The OEM would then invest heavily on both Hardware and Software engineering resources to customize the hardware to fit the form factor of the product they envisioned. They would then negotiate with vendors and tweak certain components to bring out the final product to market. Current Scenario Today, we have seen a radical change in the process of designing. Most fabless semi-conductor companies and ODMs operate in the heavily commoditized consumer electronics market space. Except for some big companies like Apple and Samsung, most OEMs are involved in only defining the specifications and functionality of products. The new age fabless semiconductor companies that dominate the consumer electronics market today do not just stop at creating a reference design, but are also involved in designing products which are nearly 80-90% completed. Not only do they define the components that go into the product, they also bring together the entire eco-system of component makers required to complete the product. They negotiate and control the entire BOM of the product. Working with ODMs, they provide a product that can move into production at an accelerated time frame thereby removing the need for OEMs to have a large engineering team.  So what does the OEM do? They define the product, differentiate it based on applications, UI, UX, industrial design, software features and spruce up the look and feel of the product as the core of the system is technically taken care of by the silicon vendor/ODM.   Role of ODMs in this transformation: ·         An ODM today is not just a design house, but is a “brain house” with the ability to envisage the entire product and bridge gaps between silicon vendors and OEMs. ODMs today need to have the ability to provide a ready-to-deploy design and work with an EMS (Electronic Manufacturing Services) to provide a boxed product to the OEM. ·         An ODM needs to continuously innovate and come up with product designs which can be converted to an end product with minimal time and effort thereby significantly shortening the design cycle, helping the OEM to introduce products to market at an accelerated rate. ·         The base designs should have the flexibility to scale to different variants of the products while retaining the core functionality without compromising on the key features and still meet accelerated time-to-market schedules and quality.   This change in trend has brought about a revolution in the consumer electronics space where major brands especially in the emerging markets concentrate on brand building, distribution and marketing while leveraging the engineering strength of the silicon vendor and ODM. Their focus on in-house engineering is reduced drastically. This has resulted in significant cost savings which has been passed onto the customers in terms of a wide range of economical consumer electronic devices like phones,tablets and life style products which compete with brands like Apple and Samsung.     Authored by: Srinivas Panapakam Vice President – Sales Business Development (PES) Mistral Solutions      

全球经济回暖，消费市场重拾上升势头。这对电子制造业构成很大压力，尤其在过去两年全球产能扩张相对保守的前提下，汹涌而至的订单使很多厂商履行订单时捉襟见肘，从半导体器件到系统组装，均存在产能不足状况。 以下几个因素将重构未来电子制造业格局： 1.元器件紧缺环境下的配额争夺。 2.传统EMS厂商向ODM领域的渗透。 3.劳工成本的增加及其长期影响。 4.沿海地区产业升级驱使制造业进行战略调整。 5.垂直整合模式的复燃以及地域分工特色的进一步明晰。