Interesting that Samsung is the only major mobile SoC vendor using both ARM and Imagination. It would have to be easier for Samsung to standardize on one (presumably ARM). While Imagination would probably prefer Samsung to standardize on imagination, I'd say the fact that Samsung sees reason to use either one depending on carrier demand is a feather in Imagination's cap.
Do you agree with me that the GPU-compute capablity of Mali T628 would have been a factor in the design win?
I do think that licensors (ARM and Imagination) are going to have to sell based on the heterogeneous SoC performance, including such things as memory access energy consumption....because the complexity of IP core interactions is going to make indivudual core metrics increasingly irrelevant.
Up until now there has been a tendency for SoC developers to mix and match but from now on ARM will be selling the SoC-level performance of Cortex-Mali while Imagination may sell the system level atributes of PowerVR-Cortex and PowerVR-ARM.
I will say that the new Exynos 5 Oct featuring the Mali GPU is an impressive demo. Also impressive is Samsung's SoC flexibility. Samsung is the only major mobile SoC vendor that has and continues to use multiple GPU architectures. The choice and timing of the products featuring each architecture is tied to the demands of its customers (referring to the demands of the carriers), according to the company.