Nvidia to Only Target Mid-Range Phones in the Near Future

| May 21, 2013 | Reply

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Nvidia has announced that they aren’t going to pursue the high-end smartphones, at least for this year, and instead are going after mid-range smartphones. They are making it sound as if this is a choice, but considering the products they’ve launched this year, it looks more like something they have to do, rather than want to do.

Tegra 4 is definitely going to be a powerful chip, however it’s only destined for tablets due to its high power consumption. This is not an official thing, but all hints point to that. Nvidia can’t put Tegra 4 in a smartphone, and that’s why they made the Cortex A9-based Tegra 4i for smartphones. The problem with that strategy is that Tegra 4i is not nearly as good or as interesting as the Qualcomm S600/S800 or Exynos 5 Octa for high-end devices. So that’s how Nvidia got its mid-range “strategy”.

That being said, it’s about time Nvidia also focused on the mid-range of the market, and they also should focus on the low-end market, too. But I don’t think Nvidia cares that much about these markets because they are usually not as profitable, and as I said I think Nvidia entered the mid-range market with both Tegra 3 for tablets, and now Tegra 4i for smartphones.

However, dominating the mid-range market and the low-end market is also how Qualcomm has maintained and has grown its domination in the mobile chip market. When manufacturers buy a high-end chip from Qualcomm, they are much more likely to buy one for their mid-range or low-end devices, too. If they buy one from Nvidia, they wouldn’t be able to get a chip from them for a low-end devices anyway (at least until recently). If Nvidia wanted to become the “Intel” of mobile chip market, then they should’ve covered all markets from low-end to high-end like Intel did in the PC market. But they didn’t, and that’s exactly what Qualcomm did.

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So in a way, Nvidia is moving in the right direction (whether they like it or not), but in the same time not really, because now they are going after the mid-end market, but are quitting the high-end market for smartphones. And that’s definitely not good either, because Qualcomm uses its “hero” high-end chips to become popular with consumers and OEM’s.

Nvidia can only do that in tablets right now, and probably not even that very well, because Tegra 4 is not a very efficient chip, and in my book it shouldn’t really be considered a “mobile” chip if it can’t also be used in smartphones. It just means it’s less efficient, and even if it has a bigger battery to use, it uses it in a much less efficient way than a smartphone chip would.

Nvidia will need to fix this problem, and launch a chip that is very efficient and can be used in both high-end tablets and phones, and they should also be making separate mid-range and low-end chips, just like Qualcomm, if they want to become more popular in the mobile chip market, and gain more market share.

[Via Fool]

Category: Android Manufacturer News, Android News

About Lucian Armasu ()

Lucian is passionate about writing about different technologies, talking about their potential, and predicting tech trends. Visit his technology news website at TechDomino.com.