Chip Design CEO Cautions Against Mobile Content Explosion
SANTA CLARA, California, October 5, 2006 (PodTech News) — Conventional wisdom says the mobile industry is set to explode with content offerings. After all, the billions of handsets in the world dwarfs the market penetration of the iPod. “In reality that situation doesn’t suddenly explode,” says ARM Holdings CEO Warren East. “The reality is we move smoothly from where we are today.” East chatted with PodTech’s Jason Lopez at the ARM Developer’s Conference. ARM is a company that provides the design tools for many of the world’s devices that process sound, video and pictures. Its technologies are in 90 percent of the world’s mobile phones. But East says its a difficult marketing problem to reach the consumer with that message. Certainly, Dolby and Intel have been able to leverage business on branding themselves as the makers of the innards which power the audio equipment and computers consumers buy. It is probably not realistic to expect handset makers to add other logos on small devices.