Intel restarts smartphone

2015 is destined to be a year for Intel's mobile smart devices! Following the completion of the sales target of 40 million tablet PCs in 2014, Intel will not only continue to promote tablet PC sales growth, but will also restart its smart phone strategy. All this is based on the new line of mobile device products introduced at the MWC 2015 conference recently, including the Atom x3, x5, and x7 processors, the third-generation Intel XMM7360 LTE modem, and wireless connectivity products for mobile devices. The reporter believes Intel’s “watching” this year will be more than last year.

Put down the brand bag and do "pupils"

Earlier, Intel did not take the lead in the mobile device market, and it was still a "late latecomer". Its smart device's brand influence is less than that of PC, and its related products and solutions are less mature than PCs. Although a large number of ODMs and OEMs in the south completed the goal of 40 million units, in the eyes of consumers “there is still not enough sign”. The main reason is that there are too few product types and sales in mainstream and mid-to-high end markets. It is reported that Intel will continue to do so in 2015, IDF is still held in Shenzhen, which is why?

According to analysts from CCIDNet, Intel has been “later” in the smart device market. It would be better to put down the burden on the PC brand and start from scratch to be a “primary school child”, and no longer tangled in the past. Stably and steadily, building and relying on a large number of ODMs and OEMs in Shenzhen, after all, the sales volume of 40 million units is real. To occupy a place in the market, there is no sales or no say! What is the new target number for tablets in 2015? According to Chen Rongkun, vice president of Intel's client computing division, there is a goal internally and I hope to follow the average growth rate of the tablet market. This statement is a bit conservative. It is expected that a certain number will be announced in a few days.

2015 no longer subsidizes partners

Last year, due to the high cost of Intel's mobile chips, it was at a disadvantage to compete with the cheaper ARM architecture and could not attract ODMs and OEMs to design and manufacture mobile devices, making it even harder to bring them to market. In the end, Intel still adopted a "subsidy" approach to find domestic companies capable of manufacturing and selling tablet computers and won cooperation from established MP3 players such as the Blue Devils and Taipower. In 2015, this situation may no longer exist. Chen Rongkun said with certainty that with the advent of Atom x3, x5, and x7, the cost will be greatly reduced, and Intel is not so expensive for partners. Therefore, there is no need to use “subsidy” means for partners.

Restart your smartphone and welcome your fists

Why did you wait until today to restart the smart phone business that was shut down in 2014? Intel is clearly waiting for a good SoC, an inexpensive integrated communication platform. This is true of the "SoFIA" Atom x3 processor family, which integrates 64-bit multi-core Atom processors with 3G or 4G LTE connectivity, using application processors, image sensors, graphics processors, Audio systems, and communications links. Power management is integrated into a single system chipset and this integration will ensure a more affordable price. This plan is clearly not implemented last year, which has forced Intel to delay the layout of smart phones. Until today, Intel's smart devices finally hoped for the day when tablet PCs and smartphones "double-knocked out."

So, how to attract smart phone manufacturers to use Intel, Chen Rongkun said that Intel's new product "SoFIA" Atom x3 processor, has shown better performance in the same price comparison. Second, Intel's LOGO will appear in the appearance or system of mobile phone products, consumers will have a "transference" role: logo PC high performance, high credibility of the LOGO will allow mobile phone users to buy it. Third, Intel has gathered a large number of ODMs and OEMs. With a good global sales network, these mobile phones have the possibility of being sold globally.

Interpreting Intel's new mobile device portfolio

Let's take a look at Intel's new product portfolio. The Atom x3 processor is the first system-on-chip (SoC) for entry-level and cost-effective smartphones, talkable tablets and tablets, code-named "SoFIA." Covers dual-core, quad-core platforms, integrates 64-bit multi-core processors with 3G or 4G LTE connectivity, an image sensor processor (ISP), graphics processor, and audio system and power management components. It is characterized by its economic benefits and the key to Intel's tailor-made "turnkey" solutions for Shenzhen "white card" manufacturers. It is still carrying out in-depth custom integration development to allow them to introduce new products to the market more quickly.

The Atom x5 and x7 processors (codenamed "Cherry Trail") are positioned to target mainstream and high-end tablets (7-inch to 10-inch) and 2-in-1 devices. Its 3D graphics performance is twice that of the previous generation "Bay Trail" Atom Z3795; it supports RealSense technology, and the snapshot R100 can achieve depth-sensing photos. In the second half of the year, the R200 will enable consumers to shoot 3D effects. Pro WiDi and True Key technologies reduce the hassle of using cables and passwords.

Speaking of the third-generation Intel XMM7360 LTE modem, it also rumors that Intel is involved in the Apple iPhone. On March 13, it was reported that Intel’s 7360 LTE chip was approved by Apple and may become a supplier of Apple’s smart phone in 2016. Intel is not right about this, but from the perspective of XMM7360 LTE modems providing global LTE coverage, supporting LTE Advanced with the highest Category 10, and a download speed of up to 450Mbps, rumors are not groundless.

The three wireless connectivity products announced this time are for mobile devices, including Wireless-AC 8x70, Wireless-GNSS 2x00, and Wireless-NFC 4000. These new mobile connectivity technologies support multiple smartphones, callable tablets and tablets in different market segments. With a custom wireless suite of features, these wireless products help manufacturers shorten time-to-market and differentiate product designs.