It’s a bit of a facer to see Texas Instruments going frit on the Netbook market. But, according to Bloomberg earlier this week, TI’s wireless boss, Greg Delagi, has chickened out of the Netbook market before the Netbook market got started.
Last summer Delagi was making bullish noises about TI’s Netbook aspirations – pointing out that its OMAP platform uses 5X less power than an Intel Atom.
Even with an order of magnitude reduction in Atom’s power dissipation, Intel would be “still not in the ballpark of where they need to go,” said Delagi at that time.
Now he’s singing a very different tune: “We believe in the mobile computing market, but someone has to come in and try to figure out a different way to skin that cat”, he told Bloomberg, “I think you have to have your eyes open about what it would take to unseat Intel.”
Delagi went on to say that consumers’ familiarity with Windows meant it would be difficult non-Windows Netbooks to establish themselves.
He added that TI would stick to the smartphone market, and pass on the Netbook market.
He reckoned that looking for niches where Intel doesn’t compete was the answer.
“I’ve watched companies like AMD spend their whole lives in a full front assault, and I don’t have any interest in trying to do that,” Delagi told Bloomberg.
Not exactly the spirit which defended the Alamo but, after all, the Alamo wasn’t such a great result from the defenders’ point of view.