Monday, July 24th 2017

GIGABYTE to Merge its Motherboard and Graphics Card Divisions

To better address the increasingly competitive PC hardware market, GIGABYTE is reportedly undertaking a major internal reorganization. The company is merging its PC motherboard and consumer graphics card divisions into a single division, which will be led by Eddie Lin, the current sales and marketing associate vice president of the company's Gaming Product Business Unit, and the brains behind the Aorus brand. Lin oversaw the expansion of the Aorus brand from pre-built gaming notebooks and gaming peripherals, to include DIY gaming PC components, such as motherboards and graphics cards. The company's flagship client-segment products now bear the Aorus brand.

This reorganization comes in the wake of a fall in the company's shipments of DIY gaming-grade PC components. The company shipped 900,000 fewer motherboards in 2016, than it did in 2015 (down from 17.1 million to 16.2 million). The average selling price of the company's motherboards, however, went up in the year, and the company was able to shore up its revenues slightly. With rising prices of GPUs from both NVIDIA and AMD, the ASP of the company's graphics cards, has also seen an increase. Post reorganization, several of the company's motherboard executives' designations will be shuffled, and will report to Lin.
Source: DigiTimes
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13 Comments on GIGABYTE to Merge its Motherboard and Graphics Card Divisions

#1
Durvelle27
That is one sexy ass board there

I wonder if they'll make a AM4 version
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#2
EarthDog
Kind of makes sense with the AORUS concept and the increase in crossover features between gpu/mobo, etc..
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#4
dj-electric
btarunr said:
This reorganization comes in the wake of a fall in the company's shipments of DIY gaming-grade PC components. The company shipped 900,000 fewer motherboards in 2016, than it did in 2015 (down from 17.1 million to 16.2 million).
Gee... i wonder what made less people feel the need to upgrade...
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#5
EarthDog
Its 2016 over 2015 numbers... what are you thinking did it?
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#7
ppn
Good,. now start soldering CPU sockets on video cards. or GPUs on motherboards.
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#8
Toothless
ppn said:
Good,. now start soldering CPU sockets on video cards. or GPUs on motherboards.
That's been done already.
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#9
cdawall
where the hell are my stars
EarthDog said:
Its 2016 over 2015 numbers... what are you thinking did it?
Me personally? A general belief in a quality drop from GB and better product offerings from other companies. Asus picked up the biggest chuck of gigabytes business in that time frame which is sad since 1q of 2015 GB actually passed Asus in sales for the first time I believe to date.

MSI was the other big sales volume stealer, asrock to a lesser amount as well. I believe MSI and Asus took the RGB craze better and gained sales, asrock took the black and white color schemes.
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#10
yotano211
Toothless said:
That's been done already.
In the laptop work its all soldered now.
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#11
Vayra86
EarthDog said:
Its 2016 over 2015 numbers... what are you thinking did it?
To be fair, in terms of branding what has Gigabyte really done. Aorus is late to the RGB party, MSI has extremely strong brand image atm and appears all over the place while its MB offerings have become a lot stronger too and general quality is high (one of the few Pascal card AIBs with zero problems, basically ever since they fucked up the 660ti Power Ed. they never dropped the ball once), and Asus just put out some solid product the past year or so (which is a welcome change, after seeing several failures) and has its branding sorted already. AsRock is just rock solid all over and prices are highly competitive, making it the new Gigabyte, while Gigabyte itself dropped that value USP by going to Aorus.

Meanwhile, Gigabyte had some butt ugly cooler shrouds (though finally good coolers, unlike earlier Windforce), fan issues on Pascal cards, some Mechwarrior style motherboard and was transitioning into full 'gamer-premium' nonsense of which everything had already been done elsewhere.

A big thing is that Gigabyte also has almost no appearance in other peripherals and when they do, it doesn't really look that good, not Premium but Sharkoon budget segment copy. Even Corsair allows you to get a full battle station in one style, most other brands also have this, and Gigabyte lacks a number of products there, and unity in design language.
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#12
jaggerwild
Lets face it when did a gigabyte GPU ever hold a world record? I just wont deal with there mother boards.
Though I did buy a Z170 here
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#13
neliz
Good, maybe now people from other divisions can finally get their salary again :)
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