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In response to future challenges, NVIDIA targets the creator market

Updated on August 5, 2019

With the introduction of the main models of the new generation of GPUs, NVIDIA has completed the main layout of the game market and began to actively expand into the content creation market.

Recently, Zhang Jianzhong, NW’s global vice president and general manager of China, said in an interview with the media that he hopes to fully stimulate the creativity of content creators with the help of GPU.

At present, the competition pattern of the independent graphics card market has changed, and the three major chip companies have a competitive relationship. Among them, Nvidia still occupies a major share of independent graphics cards. The old rivals AMD and Nvidia have started a price war, and the competition between the two sides in the mid-end market is gradually hot. In addition, Intel is about to release a new discrete graphics card in 2020, or challenge NVIDIA status.

As one of the leading chip manufacturers of personal computer hardware, Nvidia seeks to make use of games, e-sports, and essays around the GPU ecosystem, and seize the trend of personal content creation trends to find new growth points.

During the 2019 Taipei Computer Show, NVIDIA announced the "Laptop Brand Certification Promotion Program", Nvidia RTX Studio, to provide certification for NVIDIA's "minimum configuration requirements" workstation notebook, including high-end CPU and GPU, such as support for ray tracing Quadro RTX Studio, or GeForce RTX Studio certification. The project is aimed at the content creator market, which facilitates the planning of marketing promotion and enhances the brand recognition of NVIDIA and its partners.

According to market research firm Gartner's second quarter global PC shipment report released in early July, PC shipments in all markets, including Asia Pacific, the US and Latin America, showed a downward trend, with only EMEA (Europe, Africa and Middle East) ) The region resumed growth. However, mature markets in the Asia-Pacific market, including Japan, Australia and New Zealand, have grown significantly due to the wave of commercial changes.

The following is an interview summary.

Q: The target audience of digital content creators has been around for a long time. Why did NVIDIA exert its strength at this time?

Zhang Jianzhong: The creator has been in the market for a long time, but the creator market is now out. Most of the creators in China used to be professionals in content creation. At that time, the crowd was only a few million. But with the popularity of content reading today and the popularity of content reading devices, you will find this volume has an explosive growth.

There were very few previous content creation tools. It was enough to buy some ordinary computers, but they didn't know how efficient the production was. Now that you have a good device, your effectiveness can be greatly improved. Since they are creators, they have to use something, you have to let them know. The education market is not a matter for us alone, and many people do not understand. There is also a huge amount of product equipment, ordinary notebooks we can now put into the RTX 2080 graphics card, previously unimaginable.

In addition, we have made great optimizations in software power consumption. You can see that the high-performance GPU is not hot in the notebook. The battery can be used for a long time, because we optimize the software function very well, let it use Extremely low power creates the highest efficiency, so the creators are more technically mature.

Q: At present, NVIDIA Consumer Graphics has taken on a part of the content creation function. What is the difference between it and the professional graphics card positioning?

Zhang Jianzhong: NVI has three series of GPUs, GeForce, Quadro and Tesla, which are used in different places. GeForce is basically used in PCs, Quadro is used in workstations, and Tesla is in data centers. GeForce is designed to meet the player's personal ideas, animations, movies, and simple video ideas. Some users' creations are based on the second-time creation of photos taken by their own SLR cameras. Many operations are done on their own computers. If we can provide them with a good software help, it will be of great value to them. This is why we want to promote the creators, and hope that they can make full use of their creativity with desktops and laptops. Improve their productivity and efficiency.

Of course, it is obviously different from Quadro. Quadro mainly meets professional design users. Usually they design a variety of high-tech products, large industrial models, and even when the data volume is very large, ordinary computers can't satisfy.

Q: In the whole process of content creation, CPU and GPU need to work together to improve work efficiency. So, can NVI and Intel cooperate together?

Zhang Jianzhong: You need to guide when there is not enough consumer support or if you don't know about this product. Posting LOGO is to guide consumers to choose better and more professional products, so that he can slowly know why to buy products recommended by such professional technology companies. When he knew it, the LOGO was not that important.

In the early stage of the market education process, we must fully let consumers know that as a creative computer, what kind of PC should be bought is more appropriate. So we have to have a more complete test method and tell him what configuration is the most appropriate. We divided the creators into three categories, one is graphic design, including film and television, pictures, and the other is 3D design. Some applications such as Maya may make some HD videos.

The other category is industrial design, such as design architecture, interior decoration, and even daily small crafts, which may require a higher computing power. From flat, 3D to professional industrial design, the products that everyone needs may be different. The top-level products that require our Quadro, may be some RTX and above in the middle, and some 1660Ti can be bought at the low end. This can meet the needs of users of different price segments.

These practices are similar to those of Intel, except that Intel is looking at what kind of CPU is suitable in it. We tell it what kind of GPU is suitable. For users, the choice is relatively simple. What kind of GPU is used by the CPU? The choice is still our consumer. Therefore, in the early stage, our RTX Studio will have a certified LOGO, which is present in less selective and more professional products. We hope that these products will know its CPU in addition to our GPU, know its memory and speed, and test the functions of different software applications.

In fact, the creative computer that Intel talks about is basically the same as NVIDIA RTX Studio PC, because most of the applications are Adobe and Autodesk applications that we see. The same software is here.

Q: What is the current progress of NVIDIA Studio PC? When will the specific product be fully listed, and what expectations does NVIDIA have for Studio PC?

Zhang Jianzhong: The RTX Studio certification program is currently underway. Every OEM in the world has launched different series of notebook products, which are specially designed for the creators, and many products are very cool. In this process, we are not only working with OEMs around the world, but also with domestic OEMs. Domestic brands are also developing corresponding RTX Studio notebooks.

Desktop progress is a little slower because desktops need to be customized, and it takes some time relative to the chassis and overall equipment. I estimate that more desktop products will be launched in the second half of this year.


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