Qualcomm: We're betting on Windows for third-place in mobile

Qualcomm: We're betting on Windows for third-place in mobile

Summary: When Android first launched, it was widely panned by critics and consumers alike. Five years later, it’s installed on more than half of all U.S. devices. Despite its initial struggles, Windows RT could still strike it lucky, according to two of the chipmaker's product executives.

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TOPICS: Windows, Tablets
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NEW YORK — Windows RT has been dropped by almost every PC manufacturer on the market, bar two major players: the software turned devices and services giant, Microsoft, and its long-term partner and latest acquisition, Nokia.

But executives at Qualcomm, whose chips lay the foundation to the tablet's processor speed, graphics, and networking connectivity, are investing in the Windows RT platform, despite the low uptake by PC manufacturers and consumers alike.

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Raj Talluri and Stephen Horton, two of the chipmaker's product management executives, also say partners are developing about 40 tablets using Qualcomm's Snapdragon processors.

"We have a longer-term view on these things," Raj Talluri, senior vice president of product management for Qualcomm's application processors, told ZDNet. "The Windows RT you know today may not be the Windows RT of tomorrow."

The ailing Windows platform still has a lease of life thanks to Nokia's tablet debut, the Lumia 2520, which was unveiled earlier this week in Abu Dhabi. It's the second Windows RT-based tablet still standing on the market, after Dell, Toshiba, Samsung, and Asus, one after the other disowned the platform after poor user uptake.

Microsoft's Surface 2 lands with a 1.7GHz Nvidia Tegra 4, whereas Nokia chose a 2.2GHz Qualcomm Snapdragon 800 for its Lumia 2520 tablet debut. Both run Windows RT, the stripped-down operating system designed for low-power chips, based on blueprints by British chip design firm ARM. 

Talluri said Nokia's Snapdragon-powered tablet was better in speed and energy efficiency, than the Surface 2. "It's not a fair comparison," Talluri said, calling the performance of the Lumia 2520 "brilliant."

The executives stressed that Microsoft's decision to run with the Tegra chip was down to "timing." 

Despite the playful banter and friendly rivalry, the elephant in the room was that Windows RT holds just a fraction of the overall market share, compared to its Windows 8 counterpart, which is gaining traction in the enterprise and consumer space month-on-month.

Stephen Horton, a Qualcomm executive focused on tablet product management, compared the niche Windows version to the first mainstream Android device, the T-Mobile G1, which was widely panned by critics when it launched in 2008.

"Now look at Android," he said, hinting at the platform's current reach of more than 51 percent market share, according to recent comScore figures.

Horton admitted that while Microsoft "didn't hit a home run out of the gate on the very first product," the software is "working on it." 

Talluri, meanwhile, said the company invests for the long term and "doesn't judge" the success of platforms. 

Questioning whether Microsoft can take the highly coveted third place slot in the platform rankings, behind Android and Apple's iOS operating system, Talluri said he is "betting" on it, "whether that's Windows Phone, Windows RT, or Windows 8," he added.

On working with phone and tablet makers

Talluri described how his team develops chips in "superset," by pushing a prototype future device to the extremes of performance — for audio, photo-taking, and productivity — so that that mobile manufacturers can get develop the best software features based that take advantage of the full specifications of the chipmaker's hardware.

"[Microsoft] didn't hit a home run out of the gate on the very first product." — Stephen Horton, Qualcomm

Qualcomm began working on the Snapdragon 800 in 2010, three years before it would reach the Lumia 2520. From the early days of chip development, Qualcomm works closely with numerous mobile and tablet makers and feature teams to help its partners advantage of the best the chip can offer.

"It takes us... roughly two years before we get the first [chip] samples," he said. Tablet developers can spend another two years working with the chipmaker before their products launch in efforts to optimize their software and features ready for the end device-using customer.

"We work backwards," Talluri said, such as to work out how many cores the processor should have, what performance it should have, how much memory, and so on. There are "a lot of variables" that influence the product design process.

Talluri described a "partnership" between the three main players in the device ecosystem: chipmakers, such as Qualcomm; platform and operating system makers; and device manufacturers, not before championing developers as the "fourth silent partner in the room." 

On looking ahead and future proofing

Qualcomm innovates long before technologies and features hit the market to keep ahead of the curve.

"It's not as if the market will wait for you," Talluri said.

"We invest disproportionately compared to our competition," he added. "We have teams in every single technology, and they have a roadmap of the next three to five years of what's going to happen."

But it's not that hard to predict where technologies are heading, he admitted. For a time, 2-megapixel cameras may have been the norm, but Qualcomm is always looking to what could be the next big thing to undercut the pace of its rivals. By seeing the trajectory of where device makers want, the chipmaker has a unique insight of what comes next. 

After 4K displays, he said "8K" could take as much as another four years to develop. 

On the next big growth opportunity

The two executives, proud of where Qualcomm is and what the company has achieved in its near-30-year history, is aware of its successes, but doesn't want to keep its eye off the ball.

China and India remains two of the most crucial markets for almost every Western technology company to crack. "It's where the next billion smartphones are," Talluri said. The chipmaker is investing in the billion-plus population markets by prioritizing the more important factors, such as cost and culture, over device performance.

But even with technologies in the "now," such as long-term evolution (LTE), Talluri doesn't want to stray far from the test bed. "With LTE networks driving 4K content, there's still not enough bandwidth," he said: "We still have to figure out a way to get more bandwidth." 

Talluri advocated the need to develop new and emerging technologies, such as low-range small cells, as an emerging technology designed to connect multiple devices at home or in the workplace, in efforts to counteract the modern day technological troubles the industry faces. Cellular networks are struggling as mobile data consumption explodes. But, Horton was also quick to point out that, even three years after the iPad carved out the modern-day tablet market, we are still in the "very early stages" of tablet development.

On what keeps the executives awake at night

"We don't sleep," Horton joked. 

For Talluri, his biggest worry is the pace at which change happens, and the constant battle to keep ahead of the competition.

"We are at the front — no question," he said, citing the company's market position, with Qualcomm silicon in almost every high-end device on the Western market. "But it took us a few years to get there. Now the challenge is to stay there. And the market is not very forgiving to missing cycles."

"Because if you miss a cycle, there will be something else," Talluri said. "That's a challenge, and that's the opportunity."

Shara Tibken contributed to this report. 

Topics: Windows, Tablets

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  • Windows RT was the biggest failure since... Windows Mobile

    It's not a question of when Windows RT on tablets will fail.

    It already has failed! Dismally!

    All of the OEM manufacturers have dropped it. Even Nokia, who's tablet they hold up as an example, has abandoned the platform, selling the assets back to Microsoft. It's another dud platform to stand alongside Zune and Sidekick and Windows Mobile and Kin.

    Developers have already lost confidence and abandoned the Windows RT tablet platform. It's a ghost town. The only thing moving is the tumbleweed.
    Vbitrate
    • Windows Mobile was not a failure

      first, Windows mobile was not a failure, about 10% or maybe more market share and HTC was living on windows mob this is not a failure, it was the most professional phone OS going side by side with blackberry and symbian, and it was far more better and easily customized.
      normally windows mob was not desinged to be finger friendly (the same as symbian and blackberry OS), since the hardware in that time was not ready, so when the iphone is there, windows mob became outdated, and was replaced with Windows Phone 7 then windows phone 8 which is now gaining momentum (but this time in a more tough market).
      FadyNabilNashed
      • Well, there's a tombstone for it

        Windows Mobile died, didn't it. It's app ecosystem shut down. Lots of users got burned. It happens to every phone and tablet from Microsoft. "Sorry, your app store just got closed down."

        Windows RT tablets are doing even worse, with the mass manufacturer walk out. Users will get burned yet again. You'd think they'd learn.

        Qualcomm is dreaming nonsense about it. It doesn't matter how much money Ballmer throws at Windows RT. The patient is, I'm sorry to tell you, dead.
        Vbitrate
        • agree 100%

          the FOSS won again!
          The Linux Geek
          • FOSS won again?

            Other than Android, I don't think FOSS has ever "won" anything.

            LibreOffice is mediocre (not terrible, but not great), desktop Linux is a tiny blimp, and the actual FOSS groups are fragmented.

            People still argue about Open (Old, I know) versus Libre Office, and we have Ubuntu, Debian, Arch, Mint, RedHat competing against each other.
            ForeverCookie
          • he doesn't think...

            and yes that's your problem.

            foss rules on servers and mobiles and windows only on desktop, which was achieved by corruption and monopolistic practices supported by usa government.

            normal people can't even count that as success.
            ljenux
          • you claims are ridiculous

            libreoffice works far better than microsoft office, at least doesn't crash.
            there is no openoffice/libreoffice debate except in your microsoft brainwashed head, because you can use one or another and you get work done.

            and as for linux distribution, there is no difference really, it's all linux, and it's just the way you get preconfigured OS for your needs.

            serious people don't argue about it. kids do. but kids support microsoft also.
            ljenux
          • Please

            LibreOffice is tolerable, but it is no Microsoft Office. LibreOffice is something people use to lower their licensing costs, not raise their productivity.

            Don't get me wrong, the Libre/Open Office suite is a significant achievement by the StarOffice, Sun, Oracle, and Apache people who have shepherded it over the years. But it just isn't as good.
            Mac_PC_FenceSitter
          • lol do i agree?

            sort of.

            "libreoffice is tolerable, but its no microsoft office"
            that's because microsoft office is not tolerable.

            i use open/libreoffice for many years now, since 1.1. version and i use it on work. i work in health industry, changing positions, mostly into regulatory sector.

            all that time, when i was forced to use microsoft office (because of compatibility issues with out corrupt governemnt/state institutions) i was appalled. until 2003 version it looked like it could do anything decent, but it was crashing all the time, while newer versions are below commenting with their retarded design and even more retarded file format.
            ljenux
          • OK...

            now I can completely throw your opinion out the window. Accept that there is no substitute for MS Office in the enterprise and you might get a c-hair of credibility back.
            kstap
          • about libre office..

            If you are looking for something better than libre office, take a look at kingsoft office. It not open source and only free for private use, but it's way better than libre office.
            Jean-Pierre-
          • hillarious claim

            by what standard is kingsoft office better than libreoffice?
            just because you are unable to navigate on little different menus?
            ljenux
          • ljenux, why even bother with the menu?

            real men use vi+tex
            vpupkin
          • Fail

            Windows RT and Windows Phone : Burn to fail
            Henrique Dourado
          • Hey!!!

            Aren't you the idiot that wrote similar garbage on a MS article on IGN? Of course you are... just doing your job I can see.
            kstap
          • yes

            microsoft always give up old customers before is wp7,now i think window rt

            02H098
            laptop-parts-mall
          • What planet are you living in?

            Free software absolutely dominates the server market. Anybody with even a modicum of objectivity would agree that free software has "won" servers. Microsoft has nothing to compete with PHP, Hadoop, Drupal, node.js, and Java (which is now open source).

            Free software has "won" supercomputers and HPC, and it's not even close. Linux runs 95.2% of the supercomputers in the TOP500 list. The highest-ranked non-Linux supercomputer in the world is an AIX mainframe ranked #44. The highest ranked Windows supercomputer in the world is Magic Cube, at #178.

            If you can't think of any free software wins, it just means you haven't bothered looking at all.
            Harold Callahan
          • Won?

            In the traditional Windows Mobile markets WM is still selling well, Android based devices have only started cropping up in the last year or so. But given the amount of bespoke corporate software behind the WM devices, it is still a hard market to break into.
            wright_is
        • 3 = mass

          What is mass in 3 manufacturers refusing to stop production and end up producing android tablets with bare profit. If they're smart, they would've made RT tablet that cost $200 & they never try
          jonnybr
          • Oh they tried...

            But the license fees put it well over $300, and couldn't perform.

            Same problem Microsoft is having - overpriced and underperforming.

            ARM works better with a linux foundation. Less overhead, easier customization, no license fees, shared development...
            jessepollard