How would you market a chip that you claim boasts features so extraordinary, they seem like superpowers? Try naming that chip after a comic-book superhero.
At last week's Computex trade show in Taiwan, NVIDIA
To be fair, Tegra only powers a small number of mobile devices at present. NVIDIA says it has shipped 10 million Tegra 2 processors so far. In the last quarter alone, 100 million smartphones were sold! But Google
So while ARM has plenty of licensees, it makes sense to keep tabs on NVIDIA's roadmap. Its plans for Tegra are as aggressive as any you'll find:
Source: Company presentation.
Notice anything? Yep, that's right. Each successive processor is named after a technologically astute superhero. "Wayne," as in Bruce Wayne -- otherwise known as Batman, who's famous for his many bat-gadgets. "Logan," the real name of the X-Men's adamantium-enhanced Wolverine. And finally "Stark," as in Tony, better known as Iron Man.
Call this nod to the comic books silly if you'd like. Call it hubris, even. Call it anything except complacent. NVIDIA wants to lead the mobile market with chips possessing powers and abilities beyond those of mere mortals. Its market share-seeking rivals had better take heed.
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