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Interview with Scott
Thirwell, Marketing Director, ABIT TAIWAN (1)
Recently, we did an interview with Mr.
Scott Thirwell, Marketing Director of ABIT Corporation Taiwan. The following are
excerpts are the interview and if you do have questions for him, feel free to
post it in www.ocworkbench.com/abit
or email me at
webmaster@ocworkbench.com and I will try to get an answer from Scott. 1) What is the manufacturing
distribution of Intel and AMD boards at ABIT ? Over 2002, ABIT has seen our mix go from 70-30 in AMD's favour to our current
50-50 mix. The ramp up of the Pentium 4's and the stabilisation of the chipset
lines on Intel's part as well as Intel's huge Marketing push have resulted in
Intel becoming more acceptable in ABIT's market. Whereas a year ago, no real
gamer or performance user talked about Intel, today many of those same people
are also using Intel for their performance systems. Personally, I have an AMD
system using the AT7-MAX2, a 2700+ (333FSB) with 1.5GB of memory and an OTES
Ti4200 AGP8X and also an Intel system using the IT7-MAX, a 2.4GHz Pentium 4,
1.0GB of memory and an OTES Ti4200 AGP4X. Both are sweet systems and I would
not give up either of them. 2) Which are the sort of boards which would be contract manufactured by
EliteGroup? Will it be OEM boards or retail boards ? As your readers are aware, ABIT was the creator of, and has been the leader
of Performance motherboards. These are ABIT branded motherboards that are found
world-wide in retail stores, chain stores, web-resellers and other channels I'm
sure. ABIT has specialised in these ABIT-branded motherboards, but at the same
time wanted to be more involved in OEM and SI. OEM is the production of
motherboards for the huge players such as Dell, Compaq/HP and IBM, whereas SI
are System Integrators who use a non-branded motherboard to put into their own
branded PC line or into a no-name white box system. For the OEM and SI lines,
the motherboards are a basic board with no overclocking, no brand and most
importantly low cost. For this segment, ABIT has cooperated with ECS for
production of some of our non-branded motherboard line. This non-branded
motherboard line is generally the smaller micro-ATX form factor motherboard,
with no BIOS tweaking, with few features, alot of integration and a low price.
For this non-branded segment, ABIT is fully in charge of all design and quality
control, regardless of ECS' own policies. The ABIT users buying an ABIT branded
motherboard such as the nforce2-based NF7 Series or the MAX2 Line or the
Intel-based 845PE/GE-based boards like the BE7 Series or BG7E or even the KT400
line such as the KD7 Series will be receiving a board 100% designed, engineered
and produced at the ABIT factory (think of 10 football fields for an idea of
size) located in SuZhou, China (across the street from ASUS) and 100%
quality-control by ABIT. If users are buying an SI board in a no-name system for
their grandma, they won't know what mobo is inside anyways, but now it could be
an ABIT. 3) In your opinion, which is best selling mainboard for the past 1 yr ? The year is not over yet, but by the end of the year the MAX2 boards will
take over as the year's best seller. Right now the Intel-based IT7-MAX2 and the
AMD-based AT7-MAX2 are both within 5% of each other in terms of sales. ABIT
listened to our users and added the PS2 back to the MAX2 line and with that
sales have increased in a huge way! 4) How does ABIT view Granite Bay ? I heard that ABIT is not making one,
why is that so? The Granite Bay-based board, the GB7 has been cancelled. Granite Bay was
originally scheduled to be released by September, but Intel has been delaying
and delaying until mid-December for mass production at the very earliest and
probably early January for really hitting the retail channels. I think we will
start to see the media/distis/resellers world-wide reporting that Granite Bay is
too little and too late. I expect that we will hear the media/disitis/resellers
say that currently, the 845PE (IT7-MAX2 Version 2.0 and BE7 Series) offer much
greater value than Granite Bay. Granite Bay is extremely expensive for what you
get. I think that the Granite Bay board will have a short life span. Intel
outdid themselves now with the 845PE/GE chipsets and it has led to a lessened
interest in Granite Bay. The clear choice now is 845PE. If ABIT promoted this
Granite Bay, I feel that we would be pushing a product to end users and
resellers, while believing that there was a better choice available. It may be a
nice boost for sales and marketing, but overall this is not the right product
for resellers and end users. Let's be honest to this group. 5) When will we get to see the nForce2 boards from ABIT ? Are there any
special features that will entice us ? The nforce2-based NF7 Series is now available from ABIT. We will first see
the NF7-S which offers onboard LAN, 6 Channel Dolby Sound and Serial ATA. This
will be followed by the NF7-M which includes nVIDIA's Quality Graphics and the
NF7 which is a scaled down version of the NF7-S. For mass production of the
nforce2, ABIT and ASUS should be the first to really hit the market, while the
others will continue with their paper launches for a few more weeks. Special
features from ABIT? ABIT has included some ABIT Engineered features. ABIT
Engineered are features developed by our engineers deep in the bowels of ABIT.
They create industry standards which the other players then try to copy. Without
ABIT, we would all probably still be playing with jumpers onboard. SoftMenu will
offer 'guaranteed' voltage settings. Basically, our R&D and FAE team torture
tested these settings and now feel confident that users can take advantage of
all of these options. Also, our FSBs were torture-tested so that our users can
actually overclock. I always get a kick out of the boards offering the 250FSB
that can't overclock past a 138. A couple other things we added were 5-bit
Frequency ID (5-bit FID) This overclocker friendly FSB allows the FSB multiplier
to be adjusted from 5-21. Other motherboards use a 4-bit FID, meaning the FSB
multiplier can only be adjusted from 3-13, resulting in higher possible
overclocks on the FSB. ABIT also added 3-phase power and a ATX12V connector. Why
did ABIT include these, while no other motherboard did? We did it as the AMD
CPUs are consuming a lot of power. Without the 3 phase power or the ATX12V
connector, users won't be able to overclock and run the risk of an unstable
system or even damage to their system. Why did't the others include these? They
should have. |
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