Imagination Looks To New Computing Platforms


Despite Texas Instruments chickening out of the Netbook market saying it doesn’t fancy competing with Intel, there are feistier players seeing disruptive traction in the new format.

“The PC platform has been the only universal platform, but that is changing”, Hossein Yassaie, CEO of Imagination Technologies, told last week’s IEF 2009, “people are trying to establish that kind of platform in other channels – some with software, like Google’s Android; some with hardware, like Apple.”


Now the interesting thing is that both Intel and Apple have stakes in Imagination. Apple has a 3.6% share of Imagination’s voting rights; Intel has 3.04%.


Yassaie’s vision is that the Cloud is the catalyst which changes everything


“It’s astonishing that a semiconductor company should have a separate connectivity division”, Yassaie told the IEF, “everything should be connected. Connectivity should be in every device. Connecting chips to clouds is a hot area to be in.”


Why is it so important? Because, says Yassaie: “If you can deliver content directly to the consumer, you can create consumer ‘stickiness’.”


That’s maybe why network operators have approached Imagination about having SOCs made. The operators spend all their time trying to hang onto customers. They’d love to be able to sell them content.


And that’s maybe why Intel is taking such an interest in Imagination. “SOCs must be designed from the bottom up for power management”, said Yassaie, “taking a PC GPU and trying to make it low-power doesn’t work.”



  1. yes, Polprav, go ahead

  2. Hello from Russia!
    Can I quote a post in your blog with the link to you?

  3. “Chickening out of tough markets was never once mentioned” -M.Penn
    How would you term the ‘fab-lite’ (sic) strategy supported by some other speakers then ? 🙂

  4. Mr Templeton … shame on you; time to fall on your sword. Might I suggest you re-read your 75th Anniversary Book ‘Engineering The World’? So many great moments, so much can-do, risk-taking, innovative pioneering. You and NXP are the only two firms to have been in the Top 10 since the industry began. NXP’s already thrown in the towel … sad but not entirely unexpected given its Private Equity/Bean Counting driven management … I never thought I’d see the day TI got cold feet too, especially over Intel.
    They might be a 1000-pound gorilla but only in the x86 PC space; they struggle everywhere else. Competing in open, cost sensitive markets is just not in the genetic DNA. Bravo for Hossein Yassaie and Young Sohn … they’ve still got the can do / will do / make lunch or be lunch spirit that made this industry great.
    Not by coincidence both were at our 18th International Electronics IEF2009 Forum last week in Geneva, the theme of which was “Innovation, Vision & Strategy … Outsmarting The Competition”. Chickening out of tough markets was never once mentioned; the emphasis was all on the importance of innovation, execution and making sure you not the competitors won the market. Shame you couldn’t join us there, neither could NXP … now is that an interesting coincidence?
    Your book cover quotes a comment I made about TI in June 2003, namely “TI’s innovation prowess let it leapfrog to the forefront of the chip business, where it has remained ever since.” I hope I can still write the same comment in 2015 when I come to update my market leaders 10-year interval snap shot … I’ve a nagging doubt that TI, along with NXP, will be missing from the list, ignominiously ending a 60-year long rein. How desperately tragic, and so, so avoidable.

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