Talk of virtue and your readers will become bored. Hint of gossip and you will secure perfect attention - Walter Winchell
CHIP DESIGNER ARM has said Intel will be competing with not just itself but all of its partners in the smartphone and tablet market.
Intel's widely publicised desire to push its Atom processor into smartphones and tablets have yet to yield any products, however when it does arrive, ARM has a considerable army behind it, according to the firm.
Laurence Bryant, director of Mobile Solutions at ARM told The INQUIRER that not only will Intel have to go up against its licencees such as Broadcom, Qualcomm, ST Electronics and Texas Instruments, but he doesn't expect Intel to enjoy the sort of market share it has in desktops and laptops.
Bryant said, "[Intel] is not competing against ARM, it is competing against the entire ARM partnership - it is competing against all our chip vendors. I can never see them being so dominant as they have been in other markets, and we still have yet to see some products."
Intel's desire to get into the smartphone and tablet market is natural, according to Bryant, claiming it is the place to be. "This is the market to be in. The smartphone market and the mobile market is the new market to be in. This is defining the computing experience of the future. The innovation is happening on these devices and every company has to have a play there."
Surprisingly ARM doesn't view Windows 8 support as a major revenue jump for its chips, with Bryant saying, "I don't see there being a direct 1-1 collection with revenue change". Apparently original equipment manufacturers (OEMS) are more excited by the arrival of Windows 8, with Bryant saying, "It's more interesting to the OEMs than directly to the chip vendors because it brings them the same level of potential innovation you have seen in the smartphone market. I think that's where it is really appealing."
Of course if Intel can't be bothered to compete with likes of Qualcomm and Texas Instruments then it could just create an ARM-based chip, with Bryant confirming that Intel is still an ARM licensee. But at this point such a move would do much more damage than just dent Intel's pride. µ
Sign up for INQbot – a weekly roundup of the best from the INQ