admonish
07-09-07, 02:37 PM
Here’s a trade secret that Microsoft is unlikely to publicly acknowledge.
Sony’s cutting the price on the PlayStation 3. How will Microsoft react? We’ll find out soon. But a key part of the strategy is going to be a project code-named Falcon.
Falcon is the name for the latest internal electronics in the Xbox 360. It will have an IBM microprocessor and an AMD/ATI graphics chip that are manufactured in a 65-nanometer production process. These are cost-reduced chips that do the same thing as their 90-nanometer predecessors, but they’re smaller.
With smaller chips, Microsoft gets a bunch of benefits. They won’t generate as much heat. So the risks of overheating — one of the main reasons behind Microsoft’s billion-dollar write-off for repairs and extended warranties — are much lower. The chips may also cost half of what it took to make them before because they use less material and fewer manufacturing steps to produce.
Everyone knows that console makers cut the prices and costs on their consoles over time. But you may not be aware that the primary chips – microprocessor, graphics, and the Ana video processing chip – are the bulk of the cost of the machine. Microsoft started making the Xbox 360s in August, 2005, with a 90-nanometer process. It is overdue to switch to the newest technology, 65 nanometers, but that day has finally come. It may be some time — a year, maybe two — before it moves on the a 45-nanometer process.
...Microsoft is in the process of qualifying the new Falcon chips and motherboard this summer. I expect it will launch Xbox 360s with the new Falcon innards this fall. That is why the company has been able to say that it has solved its manufacturing quality problems. Microsoft is likely to spend a little more money on heat sinks to make sure that the overheating problem doesn’t resurface with Falcon.
...Now it’s easier to see why Microsoft still expects to be profitable in fiscal 2008 with the Xbox 360 business. In this fiscal year, Microsoft will introduce a major cost reduction with the Falcon platform. It will launch Halo 3. And it has already written off in fiscal 2007 the costs of repairing consoles for the next few years.
read the full article here (http://blogs.mercurynews.com/aei/2007/07/microsofts_next_move_code-name_falcon.html)
Sony’s cutting the price on the PlayStation 3. How will Microsoft react? We’ll find out soon. But a key part of the strategy is going to be a project code-named Falcon.
Falcon is the name for the latest internal electronics in the Xbox 360. It will have an IBM microprocessor and an AMD/ATI graphics chip that are manufactured in a 65-nanometer production process. These are cost-reduced chips that do the same thing as their 90-nanometer predecessors, but they’re smaller.
With smaller chips, Microsoft gets a bunch of benefits. They won’t generate as much heat. So the risks of overheating — one of the main reasons behind Microsoft’s billion-dollar write-off for repairs and extended warranties — are much lower. The chips may also cost half of what it took to make them before because they use less material and fewer manufacturing steps to produce.
Everyone knows that console makers cut the prices and costs on their consoles over time. But you may not be aware that the primary chips – microprocessor, graphics, and the Ana video processing chip – are the bulk of the cost of the machine. Microsoft started making the Xbox 360s in August, 2005, with a 90-nanometer process. It is overdue to switch to the newest technology, 65 nanometers, but that day has finally come. It may be some time — a year, maybe two — before it moves on the a 45-nanometer process.
...Microsoft is in the process of qualifying the new Falcon chips and motherboard this summer. I expect it will launch Xbox 360s with the new Falcon innards this fall. That is why the company has been able to say that it has solved its manufacturing quality problems. Microsoft is likely to spend a little more money on heat sinks to make sure that the overheating problem doesn’t resurface with Falcon.
...Now it’s easier to see why Microsoft still expects to be profitable in fiscal 2008 with the Xbox 360 business. In this fiscal year, Microsoft will introduce a major cost reduction with the Falcon platform. It will launch Halo 3. And it has already written off in fiscal 2007 the costs of repairing consoles for the next few years.
read the full article here (http://blogs.mercurynews.com/aei/2007/07/microsofts_next_move_code-name_falcon.html)