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peter.clarke
It is as you say Microchip Manny, but maybe to be differentiating these days ...
Microchip_Manny
Although most of us engineers got into the profession for the joy and excitement ...
Microsoft-ARM deal is a consumer, computing game-changer
Peter Clarke
7/23/2010 6:52 AM EDT
LONDON — Microsoft's move to take an architectural license from ARM does NOT necessarily mean that the software giant is about to announce Windows 7 support for ARM processors any time soon. But it does mean that ARM support for Microsoft in consumer applications and Microsoft support for ARM in PCs is looking not only likely, but strategic for both companies.
And so Big Windows on ARM may well happen as a consequence of Microsoft becoming closer to ARM and seeing their futures more closely aligned. But to focus on what little detail has been provided so far, an architectural license from ARM is primarily about freedom of action in chip design - and differentiation from all the other ARM partners who are taking individual core licenses.
So why is Microsoft getting deeper into the chip design business? Well, right now Microsoft isn't saying, but it looks like this might be a case of Apple-envy. Apple is believed to be an unannounced architectural licensee of ARM and to have used it to good effect in creating the A4 processor used in the iPad tablet computer.
"This is a very significant announcement for ARM because it implies that Microsoft could go down the same route as Apple and design applications processors for multiple end-markets, including mobile computers, MP3 players, Xbox and others," Didier Scemama, head of European Technology Research with Royal Bank of Scotland, told EE Times.
"The second quote provides the clue that Microsoft is looking to broaden its R&D into server and computer applications," he added. In a note to clients Scemama also said: "This deal substantially raises the odds that Microsoft supports the ARM architecture in next-generation Windows-based PCs." Microsoft only supports Intel's x86 architecture for PCs today and withholding that support has appeared to have curtailed ARM's success in the netbook market, at least to date. However, that has also been a double-edged sword because Linux based operating systems, running on ARM, have started to gain traction in the vacuum left by Microsoft's lack of support.
"It [the deal] may not have much earnings impact [for ARM] over the next two or three years but over the next four or five years ARM is going to be more competitive in CPU applications." It is also seems to support ARM's attempts to promote its Mali graphics processor, Scemama said, which would have a negative impact on graphics core licensor Imagination Technologies Group plc.
It is logical that just as ARM can help Microsoft perform better in the consumer space, Microsoft could provide ARM with better access to the 400 million plus units-per-year personal computer market.
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peter.clarke
7/23/2010 9:12 AM EDT
Do you see SoftARM being a collaboration that can grow to rival Wintel? And how does this make Intel feel?
Many ARM advocates loved the idea of avoiding Wintel and wanted to run open-source everything on ARM processors. Will a SoftARM axis be seen in a positive or negative light by users, investors?
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rick.merritt
7/23/2010 2:51 PM EDT
I suspect the architectural license is motivated by a desire to make next-gen Zunes and Kins to compete with Apple and establish its mobile software...i.e. to create a Microsoft version of the A4.
Windows on PCs and servers is something I suspect Microsoft will explore but resist for many more years.
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Daniel Payne
7/23/2010 4:07 PM EDT
Oh no, more bugs and re-booting of my consumer electronic devices with Windows OS.
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Mike Demler
7/25/2010 12:47 AM EDT
I doubt that "Apple-envy" is the most significant factor here. The real "fear factor" is more likely Google. Between the rise of Android (almost 100% on ARM-based processors), and the soon to be released Google Chrome OS, Microsoft is being attacked on all sides. The company is desperately in need of success with Windows Phone 7, just to hold onto 4th place in mobile OS. Now Google is also getting ready to attack netbooks, the fastest growing segment of the PC market. With Intel focusing on MeeGo, and also lacking success in the smartphone market theselves.. Microsoft has no choice but to expand their hardware platform options.
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eewiz
7/25/2010 11:03 PM EDT
I guess Microsoft want to update ARM CPU to add windows phone specific instructions and accelerators so that it can improve the device performance. And finally bundle the OS and CPU together and sell to mobile phone manufacturers. This way MS can dictate HW on the device to some extend and would be competitive advantage over android.
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garydpdx
7/26/2010 1:38 AM EDT
MS did hire computer architect Marc Tremblay from Sun (pre-Oracle acquisition) a year ago. So they must have desires to provide their own optimized designs, maybe not market their own chips but have others do so for (e.g.) Windows Phone 7 devices.
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Microchip_Manny
7/26/2010 4:49 AM EDT
Although most of us engineers got into the profession for the joy and excitement of creating and working with the leading edge technology, we should also read some business books in addition to technology books. One such book that I read called "22 Immutable Laws Of Marketing" should be circulated at Microsoft. Shoot they are mentioned in the book. Changing Microsoft from a software company into a hardware company will be hard and maybe even impossible at this late stage in the game. As mentioned in the book, it is not that Harley Davidson could not make a good automobile, but the name is SO associated with motorcycles, for better or for worse. The same is true of Microsoft, they will always be viewed as a software company primarily who happens to do some hardware. But their hardware is ALL really "me too" hardware as they provide nothing that is unique on the hardware front. I will be curious to see how this plays out, as I was part of the team at Qualcomm when they got their ARM architectural license and it was anything but smooth...and Qualcomm IS a hardware company!
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peter.clarke
7/26/2010 7:41 AM EDT
It is as you say Microchip Manny, but maybe to be differentiating these days companies have to design the hardware to run the software.
The consumer customers don't care who designed which bits, but they want a smooth and satisfying experience - like Apple used to provide, but have struggled with recently.
Microsoft will continue to be known as software company, or a games console company...but it doesn't stop it putting hardware engineers to work, legs paddling like mad under the surface of the water, to try and create a better, differentiated set of products.
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