Featured Articles

AMD SVP John Byrne named turnaround exec of the year

AMD SVP John Byrne named turnaround exec of the year

Director of AMD’s PR Chris Hook has tweeted and confirmed later in a conversation with Fudzilla that John Byrne, Senior Vice…

More...
Shield Tablet 8 launching on Tuesday July 22nd

Shield Tablet 8 launching on Tuesday July 22nd

We knew the date for a while but as of right now we can confirm that Nvidia’s new Shield Tablet 8,…

More...
AMD confirms 20nm in 2015

AMD confirms 20nm in 2015

Lisa Su, Senior Vice President and Chief Operating Officer, AMD, has confirmed what we told you back in May 2014 – …

More...
AMD reports loss, shares tumble

AMD reports loss, shares tumble

AMD’s debt load is causing huge problems for the chipmaker -- this quarter it had another substantial loss. The tame Apple Press…

More...
AMD A8-7600 Kaveri APU reviewed

AMD A8-7600 Kaveri APU reviewed

Today we'll take a closer look at AMD's A8-7600 APU Kaveri APU, more specifically we'll examine the GPU performance you can…

More...
Frontpage Slideshow | Copyright © 2006-2010 orks, a business unit of Nuevvo Webware Ltd.
Wednesday, 28 May 2014 07:50

Intel inks partnership with Rockchip

Written by Nermin Hajdarbegovic

 

Rockchip will sell SoFIA SoCs

Intel has struck a deal with Chinese SoC outfit Rockchip to help broaden its sales network in Asia. Under the agreement, Rockchip will sell Intel branded parts, namely SoFIA SoCs which are scheduled to ship next year. 

Intel is burning millions in a controversial contra-revenue programme which effectively subsidises sales of Bay Trail tablet processors. Hardware makers who sign up can expect plenty of support from Intel’s marketing department, as well as access to reference design platforms.

It is a massive effort that could see Intel spend as much as $1 billion on tablet chip subsidies and the company is now doubling down with the Rockchip alliance. 

Rockchip has what Intel needs to succeed in China


Intel’s aggressive pricing is putting a lot of pressure on established SoC makers with a strong presence in China, namely Rockchip, Allwinner and Mediatek. 

While the Rockchip deal may sound like a classic case of “if you can’t beat them, join them,” there is more to it. Intel appears to have done all the courting, not Rockchip.

Intel CEO Brian Krzanich said the chipmaker plans to take advantage of Rockchip’s strong ties with Chinese hardware makers. He described the deal as a great way to “get in there” and add more products to Intel’s roadmap. Krzanich insists it is not a change to Intel’s roadmap, but rather an addition. Intel believes it can use Rockchip’s connections to speed up time-to-market.


Going after the soft underbelly of the ARM alliance


Intel’s decision to take on the Chinese white-box market surprised some industry watchers. However, it makes a lot of sense, as this particular market can be described as the soft underbelly of the ARM alliance. It allows Intel to gain share in a booming market, without having to lock horns with the likes of Qualcomm, Samsung and other big ARM players.

“With today’s announcement we’ve added yet another derivative to the Intel SoFIA family, and we expect to have them all in market before the middle of 2015," Krzanich said in a statement. "We are moving with velocity to grow Intel’s offerings for the growing global tablet market.”

Intel is planning to quadruple its tablet SoC shipments this year and it is on track to hit its goal. Last month the company said it has more than 90 tablet design wins, with plenty of 2-in-1s on the side. 

The first Intel branded chip sold by Rockchip is a 3G quad-core and it is supposed to launch in the first half of 2015, with an LTE version coming later, but also in 1H 2015. Rockchip is allowed to co-design additional chips and the company already has an LTE solution ready to go, which should help speed up time-to-market. The deal is not exclusive and Intel can reach similar deals with other chipmakers.

Is it just us, or is Intel slowly starting to sound like ARM?

blog comments powered by Disqus

 

Facebook activity

Latest Commented Articles

Recent Comments