對手機認真，nVidia就輸了？執行長黃仁勳專訪中，確認淡出主流手機市場。

The mainstream phone market commoditized so fast that really the...differentiators were price. And you can see the pressure that MediaTek is putting on Qualcomm, and you can see the pressure that MediaTek is putting on Marvell and Broadcom and all of these companies. Because guess what? They're the lowest-cost provider. I think that for mainstream phones, there's one strategy that really works right now, which is price. That's not our differentiator. That's not what we do for a living.

低價為王，創新何用？在一場價格掛帥的戰爭中，『創新』公司註定是要失敗的？

　　Tegra 4i didn't pan out. We learned a lot in the process. But there are many things in our company that didn't pan out. If you want to be an innovative company, you have to fail. At the time, it looked like our 4G solution was quite far ahead of the market...But that window's closing very quickly. We're just not a cost player.
　　Tegra 4i wasn't that successful for us. The phone marketplace has commoditized really, really fast. It is not our strategy to go after commodity phones. It is not our strategy to go after mainstream devices. But our strategy is to focus on performance-oriented, visual computing-oriented, gaming-oriented devices where we can add a lot of value.

計畫趕不上變化？人強貨失手，黃執行長傲骨，自認消費者不識貨，譏諷以價取勝的發哥，缺乏自主IP，僅能策略創新，跟nVidia技術創新不是一檔次。

We see that mobile is not about phones only. Mobile technology is revolutionizing [products] all over the place...It's going to revolutionize games and cars and all kinds of stuff. Our strategy has shifted from targeting smartphones and tablets to going and focusing our energy on segments of mobile where we can add the most value. The area where we can add the most value is visual computing, graphics, GPUs, etc. In a lot of phones, visual computing is just not that important. So what we wanted to do was focus on No. 1. gaming（devices such as gaming-specific ones and set-top boxes designed for gaming）, and we think gaming on Android is going to be important. We're going to focus on car computers. And then we're going to focus our energy on segments of mobile computing, segments of phones and tablets where computer graphics are really important（devices highlighting gaming）.


Nvidia's Tegra processor powers cars such as the Tesla, Audi, and Lamborghini, pictured at Nvidia's Santa Clara, Calif., headquarters.
source：CNET

淡出無利可圖的產品，轉進有機可乘的市場，昨非今是的nVidia重新配置資源，依然鎖定行動市場，卻是訴求截然不同的應用。對繪圖效能需求甚大的視覺運算，正是nVidia未來的商機。是的，電玩、車載、超級手機或平板方是nVidia的良配。

If you want to build the Porsche of tablets or phones, we're a fabulous partner for that. That's why companies like Xiaomi like working with us. They're reaching out to a technology-forward fan base.

想當手機、平板中的超跑，捨N其誰？所以輝達愛小米。

　　Ｙou're seeing more and more Android compute devices, whether it's game consoles or gaming devices in China from Huawei or ZTE. You're seeing devices that are highlighting their gaming and performance capabilities much more. People are recognizing [that in] the Google Play store, the No. 1 download is games. Now all of a sudden, there's a lot more discussion about Android as a platform for gaming...
　　Shield is our platform for making that possible, to take video games and make them available in this new computing era. Shield in this first [iteration] is just a device. But to me, Shield is a platform. What are all the manifestations of this platform? We'll just have to wait and see. But the Shield platform strategy is really about gaming and the cloud.

遊戲機？Of course！Google Play下載第一名就是遊戲類，這是市場需求。除了手機平板應用，具備強大運算能力的Android設備在遊戲主機市場正嶄露頭角。nVidia將有一拖拉庫的神盾機，因為後者不僅是單一裝置，也是以雲端與電玩為內涵的策略平台。

論GPU效能，nVidia的確所向披靡，然身為fabless，欠缺超先進製程奧援的架構，無法像對手在主流製程上取得高效與低耗的平衡點，也未能在生態系統上提供便利的一站式方案來應對大眾行動市場，止血並另尋高效舞台發揮，雖是事後諸葛，仍屬明智抉擇。

天涯何處無應用，何必單戀一手機？合該幡然醒悟，當機立斷。一路好行，nVidia！