It will come as no surprise that Nvidia CEO and cofounder Jen-Hsun Huang believes in the future of graphics processing. As he pointed out in a two-and-a-half hour presentation at the Nvision 2008 conference, today's GPUs have the equivalent of 1,000 times the processing power of a Cray supercomputer from 30 years ago.
What's less obvious is that Huang also sees Nvidia's future in smartphones.
"Few technologies have made the leaps that the GPU has over the past 10 years. Years ago, the GPU was really just an accelerator, an application-specific integrated circuit. Now it's a general-purpose parallel computing processor," Huang said in his keynote.
Computers First, Phones Second
But smartphones, he added, are no less than a "second personal computing revolution." Huang said when it comes to smartphones, Nvidia is "completely focused on Windows Mobile 7."
"Focusing on smartphones. That's our strategy," he said.
The overarching goal of Nvidia's smartphone strategy will be to set on its ear the current assumption that the devices are phones first, computers second. Apple's iPhone and iPod touch -- with full Web browser and third-party applications sold via the App Store -- have made it clear to most observers that there's a market for what are essentially mobile computers that happen to have phones built in (or not, in the case of the iPod touch.)
Focus on VIA
With cell-phone penetration clearly peaking, the opportunity is to put more computing functions in consumers' pockets. And that's where Nvidia steps in.
Toward that end, Nvidia is working to optimize its chips for VIA, a Taiwanese maker of low-power chips, and its new CPU called Nano. "We're excited about VIA; we're optimizing our entire software stack for Nano," the Nvidia boss said.
As Nvidia's fortunes have risen and those of Intel's chief rival, AMD -- which appears to have choked on its $5.4...
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