The dominant Wintel alliance is being chipped away by smartphones and tablets powered by ARM chips and running Android and iOS, say IHS and Piper Jaffray analysts.
The Microsoft-Intel alliance, which long
dominated the PC era, is continuing to see its influence wane with the rise of
smartphones and tablets, and the pressure to gain ground in the mobile device
market is causing fractures in the once tight partnership, according to
Hundreds of millions of PCs will continue to
be sold every year, but it's smartphones and tablets that will see significant
growth in the future, and the bulk of those devices are powered by chips
designed by ARM Holdings and run primarily on Apple's
and Google's Android operating systems.
Intel and Microsoft are taking aggressive
steps to muscle their way into the mobile device market, but still find
themselves behind the curve, according to analysts with IHS iSuppli. And their
efforts are forcing them to move away from the formidable Wintel alliances,
with Intel looking for Android-based device makers to embrace its low-power
Atom platform and Microsoft readying an operating system that can run on
"Microsoft and Intel once marched
shoulder-to-shoulder, dominating the PC market with their closely tied
operating system and microprocessor technologies," Craig Stice, senior principal
analyst compute platforms at IHS, said in a Sept. 4 statement. "While still an
overwhelming influence in their respective markets, the tables have turned for
Microsoft and Intel. With smartphones and tablets performing tasks previously
exclusive to PCs, the computer market has expanded to include other platforms.
As a result, Wintel finds itself in the unfamiliar position of dancing to
someone else's tune, following standards that were set by other companies for form
factors, user interfaces and even pricing. This means Microsoft and Intel must
think outside the box-even if it means adopting strategies that work against
each other's interests."
At the same time, Piper
Jaffray analyst Gus Richard
said in a Sept. 4 research note that the trend
toward non-Wintel devices-particularly ARM-based smartphones and tablets from
such vendors as Amazon, Apple, Android system makers and even Microsoft, with
its Surface tablet-will prove more popular during the holiday season this year
than traditional PCs, fueling the drive toward what he and others call the
Pricing will be a key issue, according to
Richard. Ultrabooks-a new Intel-based notebook model-are expected to drop in
price to almost $600, while such ARM-based products like Amazon's Kindle Fire,
Microsoft's Surface and Apple's iPad Mini will be in the $199 to $299
In our view, a $199 tablet that runs
Microsoft Office is going to be a very compelling alternative to an Ultrabook
or regular notebook," he said. "We believe without the Wintel hegemony, Intel
either has to lower prices aggressively and/or face steadily declining revenue
as the notebook market shrinks over the next couple of years."
IHS' Stice already is predicting continued
market share declines for both Intel and Microsoft. He said that in what he
called the "new" computer market-which includes PCs, smartphones and
tablets-Microsoft will see its share of the OS space drop from 44 percent in
2011 to 33 percent by 2016. Meanwhile, Intel's share of processors in the new
computer market will fall from 41 percent to 29 percent during the same period.
Meanwhile, the actual size of the market will
continue to expand, doubling between 2011 and 2016, fueled by smartphones and tablets,
according to IHS. The firm is forecasting that 655 million smartphones-triple
the number of mobile PCs-will ship this year, and that by 2016, 311 million
tablets will ship, almost equal to the 322 million mobile PCs.
Piper Jaffray's Richard is even more
aggressive in his projections. Tablets will out-ship notebooks by the second
half of next year, with notebook shipments falling 2 percent this year and another
8 percent in 2013, due to rapid growth in the number of low-cost ARM-based
tablets. Ultrabooks won't help Intel much, he wrote.
"We think this conversion is driven by the
availability of Microsoft Office on ARM and the inherently lower cost and
margin of the Surface CPU," Richard wrote. "We think at this point there is
little Intel can do to protect its legacy notebook business."
IHS' Stice said Intel and Microsoft are being
forced to play catch-up in a rapidly evolving market.
"Wintel now is playing in a new computer
market that is a composite of the PC, smartphone and media tablet segments,"
Stice said. "While this may be a nontraditional way of looking at the PC
market, tradition has gone out the window.
"The smartphone influenced the tablet,
the tablet influenced the PC, the PC wants to become more like a tablet and the
tablet more like a PC. It's a vicious circle in which both Intel and Microsoft
must take part, but they are losing control of the game and how it's played,"
Stice noted a "schism" that is forming
between Intel and Microsoft as each tries to penetrate the smartphone and
tablet markets, with each company moving toward partnerships with other
players. Intel not only is pushing
, but also is using its Atom processors to court vendors that
make Android tablets. It's part of a larger drive toward a more OS-agnostic
approach, according to IHS.
Meanwhile, Microsoft has reconfigured its
Windows OS for tablets in the upcoming Windows 8, which is due to be released
next month. At the same time, a version of the operating system-dubbed
-is optimized for ARM-based systems, a move by Microsoft to
become more platform-agnostic.
Microsoft also is partnering with Nokia in
the smartphone space with its Windows Phone OS.