ARM CEO Dismisses Intel's New Mobile Attempt

In an interview at CES in Las Vegas, ARM CEO Warren East called Intel's latest attempt to enter the mobile market "good enough." The rival's new Medfield finally came out of hiding this week during the show, revealed to be heading to Android smartphones manufactured by Motorola Mobility and Lenovo for starters.

Yet East also acknowledged Intel as a serious competitor, and that the x86 giant will inevitably score a few smartphone wins. "Are they ever going to be the leaders in power efficiency? No, of course not. But they have a lot more to offer," he said. "They (Intel) have taken some designs that were never meant for mobile phones and they've literally wrenched those designs and put them into a power-performance space which is roughly good enough for mobile phones."

But even though Intel's current entry is "good enough," East said that ARM won't take Intel's x86 assault lightly. He pointed to the company's new Cortex A7 design that features the performance of chips used just a few years ago, but with 20-percent of the power consumption. This will obviously help consumers do more with their smartphones while battery sizes remain relatively consistent.

"It's like having a car with a fixed-size fuel tank and you want to drive 100 more miles," he said. "You've got to make the engine more efficient. That's what we do for a living."

East went on to talk about Microsoft and its decision to bring ARM's architecture into Windows 8. He also admitted that Android is "the flavor of the month" and "flavor of the year," and ARM wants to be a part of that. But there's also a special place in ARM's heart for Microsoft's flagship operating system, and seeing Windows 8 running on tablets using ARM chip designs is just simply "exciting."

"We've waited a long time for this to happen. Another six months, another 12 months doesn't matter," said East. "I'd much rather wait however long it takes to get a quality experience than compromise."

Sounds like true romance.

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  • the worse thing ARM can do is underestimate intel
    24
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  • OH SNAP, it's true though. AMD/Intel are far from competing with ARM in mobile industry. Mainly because ARM has the edge in power consumption per performance. Plus ARM is about to release A15, already reaching the Quad-cores for mobile use. Crazy how fast we've grown in the past 2 years.
    2
  • Next thing you know ARM will go the way of AMD (as of late). In 1-2 generations, intel could possibly overthrow ARMs dominance in the mobile sector due to intels brute strength in manufacturing, money and engineering.

    Watch out, or you will be left behind!
    8
  • I can't wait to see ARM in the more traditional x86 market. It will hopefully give Intel and AMD a kick up the backside and come up with some innovative products.
    2