Thursday, April 25, 2013

“We’re heavily involved with the app developer community”

Mike Bell, VP, Intel Architecture Group, discusses the global launch of Intel’s first mobile processor

B&E: You already have the largest share of the market in the PC segment. What have been the reasons to move into the smartphones and tablets category?
Mike Bell (MB): Computing is now moving onto a lot of other devices than just PCs. Smartphone and tablets lead the fray. We were instrumental in scripting the rise of the PC. And since then we have been all about the end user experience. So for us, moving onto smartphones and tablets was only a logical extension.

B&E: What would be the difference between the user experience when we talk about an ARM based processor and an Intel processor?
MB: Well you know it’s not just about the processer. Delivering an unparalleled user experience is about fine tuning the hardware along with the processor and the operating system. Only then do you get high performance coupled with low power consumption. So it’s about all the technologies at Intel that work together to bring about a seamless experience and not just the processor.

B&E: The smartphone revolution has been shaped by the kind of applications that the hardware can support. So how are you looking at the app community to push your processor?
MB: We are heavily involved with the app developer community. Again, we have have a group of people who have gone out in the past and worked with PC app developers to optimise applications. And now the same group is working with the mobile ecosystem as well. So we’re putting in significant resources in making sure that the Intel technology is 100% compatible with the entire mobile ecosystem.

B&E: Going forward, when can we expect to see Intel significantly dominating the smartphone market?
MB: Not soon enough! Well, I’m joking. Being ambitious is a part of our very nature and I think the XOLO X900 has been a great starting point. It will be easy to develop great products when we have a solid roadmap. We think we’re on the right path and I believe that people will appreciate and adopt our technology.

B&E: Since Paul Otellini had announced during the CES 2012 that Intel powered Lenovo and Motorola smartphone are being developed, we were expecting to see those hit the market. But eventually, you’ve chosen a lesser known brand like Lava which lacks global appeal to launch your first smartphone processor. Why?
MB: It’s about compatibility. For our first smartphone processor, we wanted to work with a partner who thought like we did. Someone who strived to deliver an exceptional end user experience. It’s not just about selling the device. It’s about educating the customer in store, the after sales service. And I think Lava does that pretty well. Right now, we’re very choosy about who we work with.


Source : IIPM Editorial, 2013.
An Initiative of IIPM, Malay Chaudhuri

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