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ARM betting on Windows 8 to get big share of notebook market

By | June 7, 2011, 6:10am PDT

Summary: ARM believes that the release of Windows 8 for the ARM platform will help the company grab a whopping 40 percent of the global notebook market by 2015.

ARM chips are standard fare in smartphones and tablets, but the company’s attempts to break into the notebook market with products such as the Smartbook have failed. The company believes that Microsoft will help change that with the release of Windows 8 for the ARM platform. CEO Tudor Brown told Digitimes that ARM believes it will have a whopping 40 percent of the global notebook market by 2015.

With cooperation with Microsoft, Brown pointed out that both ARM and Microsoft believe their partnership will have a chance of creating a brand new demand driver. Without the chance, ARM may never be able to cut into the notebook market, Brown added.

ARM is doing well in the smartphone and tablet sectors, especially with Nvidia with its Tegra line of processors, and the Windows 8 port to the ARM platform is gravy for the company for the next few years. Brown believes the lower heat signature of the ARM product over Intel processors will drive innovation in the notebook sector once Windows is available on the platform.

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Notebook Market, ARM, Notebooks, Tablets, Microsoft Windows, Hardware, Notebooks & Tablets, Operating Systems, Software, James Kendrick

James Kendrick has been using mobile devices since they weighed 30 pounds, and has been sharing his insights on mobile technology for almost that long.

Disclosure

James Kendrick

James Kendrick has no affiliations or relationships that need to be disclosed.

Biography

James Kendrick

James Kendrick has been using mobile devices since they weighed 30 pounds, and has been sharing his insights on mobile technology for almost that long. Prior to joining ZDNet, James was the Founding Editor of jkOnTheRun, a CNET Top 100 Tech Blog that was acquired by GigaOM in 2008 and is now part of that prestigious tech network. James' writing has appeared in many print publications: Smartphone and Pocket PC Magazine, Information Week and Laptop Magazine to name a few. James' coverage of the mobile technology sector has regularly appeared in the New York Times, Salon.com and CNN/ Fortune online. Not just a writer, James has filmed numerous video reviews and how-tos that have garnered well over a million viewers. He has appeared on local news segments and been interviewed by the Associated Press on mobile technology topics. Additionally, James has been podcasting about mobile technology for years.

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0 Votes
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How is that possible since nobody wants Windows on a tablet?
Will Pharaoh 7th Jun
Brown's an idiot if he thinks that Windows 8 will have any impact on ARM sales.

The iOS and Android people told us so.
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The Microsoft mole is here
Economister 7th Jun
@Will Pharaoh

Do you ever have anything of consequence to say?
0 Votes
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Not really, or all the time. Take your pick
Will Pharaoh 7th Jun
@Economister
It is just an off-handed way of saying "if the people in the industry are saying this, why are so many 'experts' posting on this site (us respondents) saying something totally different, and insulting those that believe otherwise?"

Don't dismiss what others say because you have a bias against the company being talked about.
  • Flagged
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Pot meet kettle
Joe_Raby 7th Jun
nt
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RE: ARM betting on Windows 8 to get big share of notebook market
Rama.NET 7th Jun
@Economister
So is Linux Rat.
  • Flagged
0 Votes
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Easy pick!!!
Economister Updated - 7th Jun
@Will Pharaoh

I have been reading your posts since you first appeared, and your primary objective is obviously to jump in and act as cheer leader for a pro MS opinion. You rarely if ever make a contribution to any kind of debate.

You can spin it any way you like, but any intelligent reading of a representative sample of your posts, makes that conclusion pretty easy to draw.
  • Flagged
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As I have read yours, Economister
Will Pharaoh 7th Jun
@Economister
(contrary to popular belief, I can read) and can say then you and I are two sides of the same coin - if you claim I'm a fanboy for MS, then you're the fanboy against MS.

I post when I see and obvious BS line.

Here you go, a positive Apple comment

http://www.zdnet.com/tb/1-98208-1900166?tag=talkback-river;1_98208_1900166

Now if I see the post "MS is giving away 25GB of data because they SUCK and nobody would use them blah, blah, blah, then yeah, I'm going to reply with something embarrassing towards the poster, that's what they're obviously looking for.

And sometimes I just want to start things off in a fun way.
  • Flagged
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RE: ARM betting on Windows 8 to get big share of notebook market
tonymcs@... 7th Jun
@Economister

I think that's projection Economister wink

And I want Windows on a tablet. Already have it on my Acer convertible, but installing Win 8 would make the touch UI a lot better - looking forward to the first beta.
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Non-experts
WilErz 8th Jun
@ Will Pharaoh

The obvious answer is that they aren't experts. wink Most are transparent fanboys and/or trolls (the latter exposed by their obtuseness), and there are even a few bloggers who fall into that troll category (e.g. Vaughan-Nichols, whose cluelessness and dishonesty are a match for any of the Talkback trolls).
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Message has been deleted.
Linux Geek Updated - 7th Jun
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Until they merge ChromeOS and Android
Michael Alan Goff 7th Jun
and gives me desktop Android.... I don't see it.
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RE: ARM betting on Windows 8 to get big share of notebook market
timotim 7th Jun
@Will Pharaoh

And you're an idiot if you think Windows wont. Windows 8 will be everywhere just like Window 7 is today. The thing holding back Windows in the mobile space was its battery life and M&K programs that werent designed for touch apps. All that changes with Windows 8 and ARM.
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RE: ARM betting on Windows 8 to get big share of notebook market
Habiloso 7th Jun
@Will Pharaoh
"And if you insult what they buy, then you're insulting them, as it's their device that makes them cool (or smart, or popular, ect)"

That is your comment on the blog "My gadget is better than yours". And yet you start this blog comment with the words, "Brown's and idiot . . ." The whole issue of that blog is about the insulting way the people write on these fora and the way in which they berate and demean and insult others. After agreeing with the article, you then go and do exactly the opposite . . . yet again!
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ptorning, is it possible that he was being sarcastic?
Mister Spock 7th Jun
@ptorning
When read in the entire context of the message, and if the accusation made by Economister is taken to be correct that he is an "MS cheerleader", then logic, backed up with statistics, would indicate that he would claim Mr. Brown to be an incredibly intelligent person for making such a claim.

Yet he claims him to be an "idiot", then follows through with the reasoning that The iOS and Android people told us so as the facts to support his claim.

Something tells me that his post was entirely sarcastic.
plain
  • Flagged
0 Votes
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Spock's right
Will Pharaoh 7th Jun
@ptorning
I was being sarcastic.
  • Flagged
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RE: ARM betting on Windows 8 to get big share of notebook market
Will T 7th Jun
Um, doesnt the Tegra processors use ARM cores?
0 Votes
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Puzzled too (nt)
Economister Updated - 7th Jun
@Will T

NT
0 Votes
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Contributr
RE: ARM betting on Windows 8 to get big share of notebook market
JamesKendrick 7th Jun
@Will T You're right of course. That's what happens when I write before coffee. I'm updating the post now, thanks.
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RE: ARM betting on Windows 8 to get big share of notebook market
LoverockDavidson 7th Jun
Microsoft Windows 8 will give ARM that push to get a big share of the market. You can even conclude that Microsoft has saved ARM.
0 Votes
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Message has been deleted.
Economister Updated - 7th Jun
0 Votes
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ARM needed to be saved?
Michael Alan Goff 7th Jun
N/T
0 Votes
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RE: ARM betting on Windows 8 to get big share of notebook market
willyampz Updated - 7th Jun
@LoverockDavidson
You can even conclude that Microsoft has saved ARM.

now I have no doubt you are a phony.
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RE: ARM betting on Windows 8 to get big share of notebook market
bitcrazed 7th Jun
@LoverockDavidson - I don't think ARM needs saving considering that its the processor of choice for practically every cellphone, smartphone and tablet on the market today and long into the future.

Until Intel get their power consumption down to a similar level, ARM don't really have a serious challenger in the phone/tablet/smartbook processor space either!
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It's not just power consumption
Joe_Raby 7th Jun
@bitcrazed

Intel needs to offer features that consumers actually want in their low-power chips too. The Atom processor can't do HD video, and even higher up, their high end chips can't play games (it's "possible" now with Sandy Bridge, but no self-respecting person would consider their integrated graphics an option).

AMD is somewhere in between Intel and ARM. They have better experience in HD multimedia and 3D, and they know they need these features in the lowest of low-power chips. ARM offers these features, but not at the level that PC users are taking for granted. And Intel would rather sell you something more expensive because they consider those "premium features".

Intel seems to be in this bubble where the only thing that matters is energy-efficiency and x86 clock speeds. They just don't get multimedia at all. It would be in Intel's better interest to either heavily invest in PowerVR designs to compete directly with ARM graphics features (Intel used PowerVR on the craptastic GMA 500 chipset for the vastly underpowered Atom Z-series), or else buy up majority shares in NVIDIA in a hostile takeover.

I see a lot of parallels between ARM and VIA right now. Both don't give a flying fig about relative-to-Intel CPU clock speeds. Instead, their game is to push energy-efficiency. Multimedia specifications like Direct3D and OpenGL support are like an afterthought though, like they include it just so they can wear the badge like everyone else, even if it's a few versions behind the curve. If AMD continues to improve their energy-efficiency (and they've done a good job with the current Fusion products) they may be the best option for Windows 8, between ARM's lack of compatibility and Intel's lack of multimedia features.
0 Votes
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RE: ARM betting on Windows 8 to get big share of notebook market
bitcrazed Updated - 7th Jun
@bitcrazed - Joe - we're discussing the processor cores here, not the SOC's which integrate networking, WiFi, Bluetooth, video, audio, etc.

FWIW, SandyBridge's integrated graphics are surprisingly powerful, able to take on full-HD decoding without having to resort to turning on a discrete (and power hungry) GPU.

Intel's Cedar Trail (and later) powered cores will be integrated into SOC's sporting pretty much everything a tablet/notebook would require in a single chip, in just the same way that TI, Qualcomm and nVidia do when they embed several ARM cores with networking, graphics, audio, etc. to create an OMAP, Snapdragon or Tegra (respectively). Now factor-in Intel's plans to be manufacturing future Atom chips on 12nm processes incorporating 3-D transistors by 2013 and I think you'll agree that Intel is leveraging its enormous manufacturing capabilities to shrink their processors down to the point where they can compete not only on watts, but also on instructions per watt and dollars too.
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RE: ARM betting on Windows 8 to get big share of notebook market
mrlinux 7th Jun
Well if Windows Phone 7 numbers are any indication then Windows 8 will not greatly increase ARM sales.
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RE: ARM betting on Windows 8 to get big share of notebook market
timotim 7th Jun
@mrlinux
Right... because they're both the same platform.
0 Votes
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Quick question about Windows 8
Joe_Raby 7th Jun
Besides Office, what developers are going to target the Aero UI/Explorer shell for ARM-based PC's?

I'd be interested to see what the Windows 8 SDK is going to look like, and how it addresses this.
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RE: ARM betting on Windows 8 to get big share of notebook market
tonymcs@... 7th Jun
@Joe_Raby

I have a multimedia elearning authoring too that produces HTML modules that use Flash or HTML 5. I'll continue to use the standard Aero UI for serious developers as precision is important, but I'm looking at the Metro UI as well for quick editing and modification on tablets.

I think most developers will be looking at supporting both UIs - and even Office on my Windows Phone uses the touch UI.
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RE: ARM betting on Windows 8 to get big share of notebook market
gunn13 7th Jun
that's not betting, is it? nokia using wp7 is betting. there is no risk for arm... just a guaranteed success. arm will get into notebooks, desktops and eventually severs (that's what they say). Not a correct title...and too many trolls here commenting nonsense.
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RE: ARM betting on Windows 8 to get big share of notebook market
HalfAKilo 7th Jun
For ARM to have any meangful impact in the general computing market, the chips must be much more powerful than what they currently are. Superscalarity, and out-of-order (dynamic) pipeline are a must. Good hardware FPU implementations, and powerful SIMD instructions are also needed.

Basically, ARM chips must become Intel/AMD chips performance-wise, if they want to do general-purpose computing. Those tiny mobile devices easily choke on several open apps.
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Intel PWNED
goingbust 7th Jun
Intel PWNED
0 Votes
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No fanboy here
Benjie Dog Updated - 7th Jun
If anyone can make a Windows 8 tablet with 7 hours battery life, 1366x768 resolution, 64GB or 128GB SSD, speed equivalent to i3, and a price below one grand, I will get one. It doesn't matter if it is ARM or Intel or AMD or the Working People's Long March Processor, so peace, brother.
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Well this crushes Google's Chromebooks
MSFTWorshipper 7th Jun
heheh, maybe they'll sell a few for students and grandma.
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I wouldn't count Intel out
WilErz 8th Jun
Now that the pressure is on, I think Intel may find a way to deliver. Having said that, however, and given the current state of things, I expect that my Intel-powered Windows 7 notebook will be replaced next year by an Arm-powered Windows 8 tablet (with some sort of keyboard case/dock so I can type when necessary).
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Win8 bloated-ware will drown ARM to a halt
JamesNW 24th Jun
Windoz OS is a notorious bloated-ware OS. ARM mightiest CPU will drown with the bloated Win8 and cannot do much. Intel CPUs performance (in core and Ghz) was growing at least double every year and MS still managed to grind it to a crawl with their bloated junks.
0 Votes
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