Now Hear This!

By way of its Nano processor family, Via Technologies is shifting its focus to mainstream x86 MPUs and could potentially become a more worthy adversary to champion Intel and lesser rival AMD.

The 21-mm x 21-mm nanoBGA2 packaged processor -- as our Senior Technology Editor Brian Dipert predicts in today’s EDN cover story “Embedded x86: keystone of your non-PC design?” --  was introduced today by Via and is based on the company’s Isaiah architecture.

The 64-bit Nano builds on the Via C7 processor family and, according to Via, offers as much as four times the performance within the same power range. Pin compatibility with C7 processors allows for OEMs and motherboard vendors transitions.
 
Marking a change in business strategy for the company, Via said that its Nano processors have been “specifically designed to revitalize traditional desktop and notebook PC markets.” It’s a tactic switch for Via, which is moving its spotlight from chipsets and the ultra-small portables market, a space where the C7 has enjoyed some success.

And Via’s focus shift to traditional desktops and laptops, while not evidence the company plans to abandon ultra-small portables, comes at a time when Intel has turned up the competitive pressure on Via with its Atom line targeting that same market.

Intel (and all of its marketing dollars) has been pushing terms like “pocket sized PCs” and “mobile Internet devices” toward consumers with its Atom line. And Via could benefit from what I like to call marketing runoff, a situation that often happens when a behemoth company (Intel) uses its marketing strength to encourage consumer acceptance of a new technology or stance and other smaller companies (Via, AMD) benefit from that. Technology often has little to do with success in these cases. The Centrino launch and campaign in 2003 is a good example of marketing runoff and following consumer acceptance of Wi-Fi.

But back to the question at hand: Can Via challenge Intel and AMD in the x86 traditional desktop and notebook PC marketplace? Brian in his x86 cover story calls Via a “scrappy underdog.” His description of Via and its technologies, and simply his inclusion of the company in that story, tells me Via has a shot. Check out “Embedded x86: keystone of your non-PC design?” for an overview of the three companies, what they have done on x86, and where they are going with the technology. And share you comments on Via’s strategy, x86, the Nano family, or anything else related below.

--Suzanne Deffree, Managing Editor, News