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ARM doubtful Intel can leverage its PC strategy to conquerer the MID market
Monica Chen, Taipei; Joseph Tsai, DIGITIMES [Tuesday 10 June 2008]

With Intel pushing its low-power x86-based Atom Z500 processor family to challenge ARM-based processors in the mobile device market, ARM believes it still has the advantage.

Bob Morris, director of platform enablement for ARM's mobile processor group, pointed out that the Mobile Internet Device (MID) is not a new concept. Both ARM's earlier Connected Mobile Computing (CMC) concept and MID are natural developments of the smartphone. However, since MID has gained recognition in the market, ARM has decided to adopt the term to prevent confusion.

There are several ARM-based MIDs in the market already including Apple's iPod touch and Nokia's n8x0 series, noted Morris, adding that he believes Intel is waste its energy porting the x86 architecture into a market that is used to high differentiation, innovation of ideas, and low costs.

Although Intel is strong in technology, manufacturing and marketing, the size of ARMs processor is only a quarter of Intel's Atom. Additionally, ARM's processor is an SoC design. If Intel wishes to match ARM over costs, the company will need to maintain a lead of 1-2 process generations, but to do that also requires a large expense, Morris said.

The value of Atom enabling MIDs to run traditional PC software due to its x86 architecture is questionable, according to Morris. This software was designed for traditional PCs and will deliver lower performance and a degraded experience when running on a MID's 3- to 6-inch screen. MID software will need to be specially written/re-written and tailored for the MID market anyway, Morris noted.

Although the MID market's current scale is only a few million units, Morris believes there is a large potential. He expects the MID market to reach a scale of 25-50 million units in 2010.

Bob Morris, director of platform enablement for ARM's mobile processor group

Bob Morris, director of platform enablement for ARM's mobile processor group
Photo: Monica Chen, Digitimes, June 2008

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