BARCELONA: ARM remains confident that its share of the mobile chip market will continue to grow, despite aggressive attempts by Intel to enter the market, the firm has told V3 at Mobile World Congress (MWC).
James Bruce, lead mobile strategist at ARM told V3 that the UK-based firm has a head start over Intel, as ARM-based chips are found in a range of devices from e-readers, tablets, phones to handheld consoles.
"A major advantage ARM has over the Intel work is innovation. The ARM business model is about enabling other chip companies to go out and design chipsets to address different needs of the market," he said.
"ARM gives partners access to an ecosystem to drive innovation, whereas Intel rolls out chipsets as part of a one-fits all strategy."
In terms of innovation, Bruce said that it is currently difiuclt to look beyond today's quad-core chips, with improvements to software the key to driving up performance.
"Beyond quad-core, efficiency gains go down, so software needs to be looked at. We have seen Google make improvements with Android Ice Cream Sandwich. They have added Renderscript that allows them to tightly couple the applications to the graphics," he explained.
"We may see manufacturers increasing the number of GPUs to boost performance as well. Our major focus at ARM is now on the 'big.LITTLE' project where we are incorporating Cortex-A15 and A7 chips within devices, allowing the OS to switch between the big processor and little processor depending on the task."
Bruce also reiterated ARM's intention to gain a share in the laptop market, which has been an Intel stronghold. The firm's largest ARM-based device to-date is the Asus Transformer Prime, which runs on Nvidia's Tegra 3 quad-core processor.
Microsoft has already confirmed that ARM-based Windows 8 tablets will be coming to the market, in a move that is likely to increase the chip firm's mobile market share.
"What you're going to see in the next two to three years is ARM-powered notebooks and laptop form factors in the double percentage figures," Bruce added.
"When you come back and see us next year we'll have some Cortex-A15 devices at the booth, which will be really interesting."
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