March 18, 2011

ARM, Nvidia Look To Shake Up Processor Industry

"Anytime there's an opportunity to sell new products and competitive offerings, I think it's very exciting for the channel," said Todd Swank, vice president of marketing at Burnsville, Minn.-based system builder Nor-Tech. "Being around since '93, I never thought we'd see the day when Microsoft would have someone keeping them in check like Intel has with AMD, but now there's Android, Linux and others. I think competition is good. It's good that Microsoft and Intel have to deal with the same market forces system builders have to deal with. I think it’s a win-win for everybody -- except maybe Intel and Microsoft."

"We have to see how Nvidia (NSDQ:NVDA) and ARM come to market," Swank said. "ARM has never had a relationship with the system builder channel. They're a wild card, whose presence is more in the embedded space. Nvidia has been a friend of the channel for years, and bringing them together is very exciting to the channel, but it raises questions. Will they bring motherboards and CPUs to market like Intel does?"

Swank says he believes that Nvidia will most likely target top tier ODMs before brining any new chips to system builder partners in the channel.

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