Thursday, April 25, 2013

“There are advantages not challenges”

Debjani Ghosh, MD of Sales & Marketing Operation, Intel South Asia, talks to B&E’s Amir Moin about the opportunities in the smartphone segment

B&E: Intel is one of the most innovative corporations of our time. It has been a pioneer when we consider the computing industry. As such, one would have expected Intel to launch their first smartphone processor with a more established brand like Samsung or at least someone like LG or Sony. Why was Lava chosen?
Debjani Ghosh (DG): We work with a variety of partners across markets. A lot of other people have asked me this question and I say “why not Lava?” There’s a strong alignment between Intel and Lava in terms of business orientation, what we want to achieve and how we can make an impact on the market.

B&E: Intel is the dominant force when we consider the PC market. You have benefitted tremendously from the proliferation of personal computers in the last few decades. The fact that you have a massive R&D budget, sets Intel apart in terms of product innovation. But the mobile market which consists of tablets and smartphones is a relatively new area for you. What are the challenges of catering to the mobile platform?
DG: There are advantages not challenges. And the advantages clearly support us. No one knows better than us about delivering performance. The only challenge is to reduce the power consumption because unlike PCs, smartphones and tablets do not have a motherboard. All the elements have to be incorporated onto a SoC (System on a chip). To address that, we are prepared to tap into the entire technology Intel has right now.

B&E: Up until today, the processor market was pretty much simple. Intel was content with the notebook PC market while ARM singularly catered to smartphone manufacturers through ecosystem partner like Qualcomm, NVIDIA, Texas Instruments, Samsung et al. But by launching the Atom Z2460 on Lava’s XOLO X900, Intel has made a bold move. How do you plan to differentiate the user experience of an Intel chip from the ones which have an ARM core?
DG: The user experience is not defined just by the processor powering the smartphone. It depends on a lot of other factors like the specification of the device, the OS being used and its compatibility with a host of applications. There are many devices available in the market today which enhance the user experience in terms of browsing speed etc. If we consider the smartphone we just launched – the Lava XOLO X900, it definitely stands out when you compare it to other smartphones in the same price band. It is powered by a 1.6GHz Intel Atom processors and comes packed with 1 GB of RAM. The smartphone demonstrates the power of Intel’s Hyper Threading technology which allows phenomenal multitasking without slowing the device. That means you can leave apps running in the background without actually worrying about the speed. It is the ease of use which defines user experience and with the XOLO X900, I think we have succeeded in delivering the standards which Intel represents.


Source : IIPM Editorial, 2013.
An Initiative of IIPM, Malay Chaudhuri
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