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ARM Doesn't See Intel as a Competitive Threat

By - Source: Digitimes | B 43 comments

Saber rattling is often a sure sign for two parties preparing their armies for a bloody battle.

Following Intel's announcement of its Medfield smartphone processor for 2012 commercial products, ARM played down the potential impact of Intel's debut product and Intel's competitive strength. In an article posted by Digitimes, Jeff Chu, ARM's director of consumer, client computing, implied that Intel cannot succeed because it does not offer different products for different purposes. As a result, Intel cannot support the needs of market segmentation, ARM said.

Intel has mainly been beating the drums of performance as an advantage of Medfield over ARM products, and is using its social channels to aggressively convey the message. ARM does not seem to be very concerned, at least not publicly, which is somewhat reminiscent of AMD's communication strategy just prior to the introduction of Intel's Core 2 processors in 2006, which was a turning point for the consumer CPU market. It is difficult to say how ARM and Intel really view each other, but the current PR strategy appears to be showing confidence while virtually ignoring obvious strengths of the rival. Market position, credibility, available platforms and vendor support are on ARM's side, while manufacturing as well as engineering prowess are on Intel's side.

2012 will reveal more of those core strengths and their values when ARM enters the subnotebook race with Windows 8 support and Intel enters the smartphone arena.

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  • 20 Hide
    Anonymous , January 23, 2012 11:06 PM
    the same thing amd alway said. good luck.
  • 20 Hide
    James296 , January 23, 2012 11:45 PM
    and this is they're first mistake, underestimating your enemy.
  • 13 Hide
    NuclearShadow , January 23, 2012 11:51 PM
    Oh ARM how foolish can you get? Buy stocks in Intel now because soon they will have a stranglehold on the mobile CPU market. I for one want a piece of that pie.
Other Comments
  • 20 Hide
    Anonymous , January 23, 2012 11:06 PM
    the same thing amd alway said. good luck.
  • 1 Hide
    omega21xx , January 23, 2012 11:22 PM
    By the time the intel phones show up on the market, intel will be behind by a small margin again. Intel can compete but their first chips won't take much from ARM. I will however be interested in intel's next chips, this one not so much, app compatibility is a big problem too.
  • 20 Hide
    James296 , January 23, 2012 11:45 PM
    and this is they're first mistake, underestimating your enemy.
  • -5 Hide
    KelvinTy , January 23, 2012 11:50 PM
    Intel has "too much" resources, and is actively trying to create many more enemies (competitions), it might be wise in the long term, but it could also be very bad news if something horrible come on, e.g. being gang banged by the "alliance" of competitions or even intel's own fk up.
    "New" / "Newer" projects, SSD (potential new controller), Ultra"fail"book, mobile chips, "somewhat" still cannot be improved graphics, new CPU architecture, and long term advance material research...
  • 10 Hide
    rantoc , January 23, 2012 11:50 PM
    And another company that underestimates Intel at its core business - Historically resulting in that Intel will put in the overdrive and make a huge leap (Core2 thanks to Amd's underestimation for example) and now it would seem it is about to happens again (this time the leap is thanks to Arm).

    As omega21xx said, the next gen of phone cpu's from Intel will be way more interesting even when the current was able to beat the current competition in most benchmark without drawing loads of power. The next atom get the benefits of Intel's advanced manufacturing and likely several tweaks to improve efficiency. The biggest question fis if Intel will use the extra headroom from the shrinkage ect to boost performance or lower the already in line battery requirements even further.
  • 13 Hide
    NuclearShadow , January 23, 2012 11:51 PM
    Oh ARM how foolish can you get? Buy stocks in Intel now because soon they will have a stranglehold on the mobile CPU market. I for one want a piece of that pie.
  • 9 Hide
    gravewax , January 24, 2012 12:09 AM
    Either Chu is lieing or he is a complete fool. Intel while still behind have the financial backing and the will to spend on R&D to gain a better foothold in this market, only a fool would discount them.
  • 2 Hide
    southernshark , January 24, 2012 12:13 AM
    It seems to me that by the time the atom chip comes out that ARM chips will be about as good, or better, and will have a gazillion more apps, plus they will have a better track record of energy efficiency. So I'm not so sure ARM is wrong. Of course you can't underestimate Intel, but so far the Atom based chip just does not say much to me. If anything atom has such a crappy reputation that I'm not sure anyone really wants it in their phone.
  • 5 Hide
    Anonymous , January 24, 2012 12:26 AM
    southernshark, Medfield is just chip 1, there will be a lot more to come in 2013 when Intel updates the ATOM architecture and goes all 22nm Tri-gate on ARM. The competition is just beginning.
  • 1 Hide
    Anonymous , January 24, 2012 12:26 AM
    why not
  • 8 Hide
    Dacatak , January 24, 2012 12:28 AM
    I feel like I've read this already...
  • 2 Hide
    beayn , January 24, 2012 12:46 AM
    "Your overconfidence is your weakness"
  • 0 Hide
    KardisF1 , January 24, 2012 12:48 AM
    AMD had been in a superior position (albeit they pulled ahead of Intel instead of starting out ahead) during the P4 days, and they lost that to Intel. ARM's architecture is more towards lower power consumption, where x86 is geared toward raw strength. I think that optimizing for power consumption will be a relatively easy task for Intel, given their R&D. Lastly, ARM doesn't manufacture their own CPU's, so they have less control of what's on the market.
  • 1 Hide
    Anonymous , January 24, 2012 1:08 AM
    PCs are changing from a desktop/notebook form factor into a mobile device that fits in your pocket, has more power than today's workstations, and runs for weeks on a single charge, is always connected. Things like keyboards, mice, displays, printers, scanners, etc will all be wirelessly connected. You can bet that Intel is not going to miss out on this.
  • 7 Hide
    stm1185 , January 24, 2012 1:23 AM
    Quote:
    ARM Doesn't See Intel as a Competitive Threat


    Neither does the gazelle before the lion pounces. They are so dead.
  • 0 Hide
    blazorthon , January 24, 2012 1:33 AM
    I'm with Intel on this one... I personally hope ARM pulls something out of their sleeves but I'm thinking Intel will win like they usually do. It may be a slow victory but it will probably be a victory anyway.

    Just think about it, Intel has huge engineering prows like this very article says and Intel also controls their fabs so either the chip can be designed specifically for the fab or even the other way around. Intel has more parts of the puzzle of getting a working chip out into the market and thus can do this much faster and with greater quality with considerable ease. Just look how often Intel has made significant changes to their chips over the last few years as evidence that Intel really can do a huge amount of work in short periods of time.
  • 2 Hide
    king_maliken , January 24, 2012 1:36 AM
    Well I hope this is just a face for the public, because overconfidence is never a good thing. Well here's to hopping for a solid competition between the two companies for years to come.
  • 2 Hide
    yanjustin98 , January 24, 2012 1:50 AM
    Intel will probably have a more successful experience in the mobile mobile market than ARM will in the computer world. ARM simply cant take on the two different styles of AMD and Intel at the same time. Intel, on the other hand, will be able to create powerful and efficient (somehow) processors for the mobile world that will attract even tight buyers. After all, the mobile world is growing at an extraordinary rate and will be interesting to see how much of a push Intel can make.
  • 6 Hide
    the_brute , January 24, 2012 1:57 AM
    Intel can take a large loss on their first several versions. After they have been in the market for a while (they will have a rather large lead) "apps" and followers will come. They just need time in the market their large pockets can sustain them. They dont have to worry about failure, ARM on the other hand has many competitors, out of house fab, and a fraction of the money. Arm only has what they can lose.
  • -1 Hide
    gorfmaster1 , January 24, 2012 1:58 AM
    that's usually the comment right before they get bought out by intel
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