CES 2010: SHUTTLE announces new notebook ecosystem

by: Ben Berry -
More On: CES 2010
I attended a SHUTTLE press conference yesterday formally announcing their new platform and support system in order to help spur the growth of the local OEM (ie. mom and pop computer shops) notebook sellers. Essentially the idea is to follow the desktop approach of a case that has some standards to it, and that all of their motherboards int the future will as often as possible be designed to fit in previous cases and work with new components in a similar way. Instead of translating their press conference from my chickenscratch notes, I've attached the press release which covers everything reviewed yesterday.

Hit the jump to read more.
Shuttle Officially Unveils Notebooks and Motherboards Based on New Shuttle Notebook Ecosystem at 2010 International CES

Shuttle unveils mobile solutions for the first time to media, partners, and customers

City of Industry, CA--January 08, 2010 / (
http://www.myprgenie.com) -- Shuttle, an industry leading designer and manufacturer of high-performance small form factor (SFF) PC solutions and creator of the XPC, today held a press conference at the 2010 International Consumer Electronics Show in Las Vegas to unveil its mobile solutions based on the new Shuttle notebook ecosystem.

At the press conference, Shuttle revisited what it means to innovate and formally introduced to media, partners, and customers worldwide its new product lines that are made possible by its new business strategy. Shuttle executives, including Mr. David Yu, Founder and Chairman, Mr. David Chen, President and CEO, and U.S. and headquarters top management discussed how the company will revolutionize the computer industry with the new Shuttle notebook ecosystem, and enable for the first time, true standardization across the notebook industry. 

"Nothing is more exciting in business than creating together," said Nicolas Villalobos, Manager atShuttle Computer Group in Los Angeles, "This coming year, I really look forward to working with the many existing and new partners as we continue to innovate around our new Shuttle notebook ecosystem." 


With the new notebook ecosystem, Shuttle is fueling a new way of designing notebooks.Shuttle’s new ecosystem creates a notebook standard based on a standardized motherboard, similar to that of the desktop industry, which minimizes the time and cost required to create a new design. With key barriers to entry removed by the new ecosystem and notebook standard,Shuttle is enabling smaller local OEMs and brand names to step foot into the notebook market. 

The notebook ecosystem allows for a horizontal integration for Shuttle, which in contrast to the vertical integration of current ODM companies, results in more platform choices for customers – eight to choose from instead of the usual three to five. These affiliated partners, which include ID design houses, tooling and mechanical vendors, and EMS and key components suppliers, are also pre-qualified as part of the Shuttle Qualified program, assuring the product quality of the notebooks. 

With partners in every phase of the notebook building process in the new ecosystem, Shuttle is able to offer a full supply chain, a complete platform line, more ID solutions, and flexible delivery terms from complete system or barebone to SKD or CKD. At the same cost or less as existing ODM companies, local OEMs gain flexibility, customization, and most importantly, standardization by building a solution based on the Shuttle notebook ecosystem. 


The Shuttle notebook ecosystem features two product offerings, SPA or SPA (Micro SPA), designed for a complete line up of entry-level and mainstream notebook products. SPA series motherboards are standard motherboards meant for mainstream notebooks from 13.3" and above in size, and feature power-saving integrated graphics or performance-oriented discrete graphics. SPA (or Micro SPA) series motherboards are standard motherboards geared towards entry-level notebooks from 10.1" and above in size, featuring power-saving integrated graphics. 

SPA and SPA notebook products consist of a complete platform line and ID solutions. Platform options include Intel, AMD, and VIA chipsets and to start, there will be eight platform choices for SPA and SPA. And with seven different screen sizes and 20 ID solutions to choose from in 2010 and more to come in 2011, the available product combinations based on the new ecosystem easily be in the hundreds. For local OEMs, this increases the product options exponentially. 


Along with its new SPA and SPA (Micro SPA) notebooks, Shuttle will be introducing its new notebook innovations – iPower Technology. These new technologies are designed to enhance the user experience with Shuttle SPA and SPA (Micro SPA) based notebooks. 

The iPower series of technologies include iPower USB (charges USB device while notebook is turned off), iPower Xcross (allows easy switching between over clocking mode and power-saving mode), iPower Charger (charges up to 3x faster than average notebooks), iPower On-Screen (auto detection of external monitor), and iPower GXT (graphics card docking station). With an increase of up to 9x better graphics performance, the iPower GXT not only provides the increased performance when needed, it also can extend the lifetime of the notebook. 


To ease the notebook ordering process, Shuttle has created a new online notebook ordering system to allow customers to log in and build their ideal notebook. The eSPA website is scheduled to roll out in March 1, 2010, and will be available for ordering at 

"Our new ecosystem approach enables the creation of a new breed of notebook business model for local OEMs, enabling them to gain market share," said David Chen, President and CEO atShuttle, "With the new notebook standard, local OEMs will have more control over the product design and overall cost, resulting in a product that's more market competitive than ever before. It's a game changing strategy and we're confident in our coming business growth." 


"Shuttle has been a strategic partner of AMD for a long time and we are very glad to see Shuttlestep into notebook field," said Billy Wang, Corporate VP of Sales & Marketing at AMD in Greater China, "AMD will offer a complete platform solution to match Shuttle's "new notebook ecosystem" strategy and I am very certain that we will grow together, as we develop more leading edge technology in the coming future." 

"VIA welcomes the announcement of the new Shuttle notebook ecosystem development strategy," said Richard Brown, Vice President of Marketing at VIA Technologies, "Alliances of leading industry component makers and OEMs focused on lowering the barriers for smaller players to compete in the market will spur competition, innovation and ultimately benefit the end-user." 

"Shuttle new ecosystem is an innovative idea for the notebook ODM industry. We think it could stimulate the growth of the market, especially for LOEMs," said Sherman Wei, President at Chicony Co., Ltd., "We are pleased to have this opportunity to participate in Shuttle’s new ecosystem." 

"Diverse ID and product combinations are the biggest concern for LOEMs and Shuttle just provided a solution by launching the new notebook ecosystem," said Tom Song, General Manager at Lite-On Co., Ltd., "Lite-On Taiwan is happy to support Shuttle to enable this new ecosystem." 

"The most valuable aspect of Shuttle's new ecosystem is standardization. The new ecosystem will enable worldwide LOEMs to strengthen its notebook product and let LOEMs become more competitive in the market," said Raymond Sung, President at Simplo Co., Ltd., "We are pleased to support Shuttle and look forward to the future growth of the notebook industry." 

"LG Display is excited to see Shuttle's new notebook ecosystem," commented the IT sales team at LG Display, "We believe this new ecosystem and business model can help worldwide LOEMs to grow faster than ever before, and we are more than happy to support Shuttle to enable this new ecosystem." 

"Shuttle's new ecosystem will bring a different vision to the notebook industry and predict that it will pull the market to new heights," said Michael Wu, CEO at Gallopwire Co., Ltd., "It's our honor to have the opportunity to participate in the Shuttle ecosystem." 

"We're glad to see Shuttle's announcement of their entry into the notebook ODM industry," said Sean Hsieh, President at Elpida Memory Co., Ltd., "With its new ecosystem strategy, the future growth of the entire market would be worthy to expect." 

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