Intel Changes Course–And What a Change!

By Chris A. Ciufo, Editor, Embedded Intel Solutions

5 bullets explain Intel’s recent drastic course correction.

Intel CEO Brian Krzanich (Photo by author, IDF 2015.)

Intel CEO Brian Krzanich (Photo by author, IDF 2015.)

I recently opined on the amazing technology gifts Intel has given the embedded industry as the company approaches its 50th anniversary. Yet a few weeks later, the company released downward financials and announced layoffs, restructurings, executive changes and new strategies. Here are five key points from the recent news-storm of (mostly) negative coverage.

1. Layoffs.

Within days of the poor financial news, Intel CEO Brian Krzanich (“BK”) announced that 12,000 loyal employees would have to go. As the event unfolded over a few days, the pain was felt throughout Intel: from the Oregon facility where its IoT Intelligent Gateway strategy resides, to its design facilities in Israel and Ireland, to older fabs in places like New Mexico. Friends of mine at Intel have either been let go or are afraid for their jobs. This is the part about tech—and it’s not limited to Intel, mind you—that I hate the most. Sometimes it feels like a sweatshop where workers are treated poorly. (Check out the recent story concerning BiTMICRO Networks, which really did treat its workers poorly.)

2. Atom family: on its way out. 

This story broke late on the Friday night after the financial news—it was almost as if the company hadn’t planned on talking about it so quickly. But the bottom line is that the Atom never achieved all the goals Intel set out for it: lower price, lower power and a spot in handheld. Of course, much is written about Intel’s failure to wrest more than a token slice out of ARM’s hegemony in mobile. (BTW: that term “hegemony” used to be applied to Intel’s dominance in PCs. Sigh.) Details are still scant, but the current Atom Bay Trail architecture works very nicely, and I love my Atom-based Win8.1 Asus 2:1 with it. But the next Atom iteration (Apollo Lake) looks like the end of the line. Versions of Atom may live on under other names like Celeron and Pentium (though some of these may also be Haswell or Skylake versions).

3. New pillars announced.

Intel used to use the term “pillars” for its technology areas, and BK has gone to great lengths to list the new ones as: Data Center (aka: Xeon); Memory (aka: Flash SSDs and the Optane, 3D XPoint Intel/Micro joint venture); FPGAs (aka: Altera, eventually applied to Xeon co-accelerators); IoT (aka: what Intel used to call embedded); and 5G (a modem technology the company doesn’t really have yet). Mash-ups of these pillars include some of the use cases Intel is showing off today, such as wearables, medical, drones (apparently a personal favorite of BK), RealSense camera, and smart automobiles including self-driving cars. (Disclosure: I contracted to Intel in 2013 pertaining to the automotive market.)

 Intel’s new pillars, according to CEO Brian Krzanich. 5G modems are included in “Connectivity.” Not shown is “Moore’s Law,” which Intel must continue to push to be competitive.

Intel’s new pillars, according to CEO Brian Krzanich. 5G modems are included in “Connectivity.” Not shown is “Moore’s Law,” which Intel must continue to push to be competitive.

4. Tick-tock goodbye.

For many years, Intel has set the benchmark for process technology and made damn sure Moore’s Law was followed. The company’s cadence of new architecture (Tock) followed by process shrink (Tick) predictably streamed products that found their way into PCs, laptops, the data center (now “cloud” and soon “fog”). But as Intel approached 22nm, it got harder and harder to keep up the pace as CMOS channel dimensions approached Angstroms (inter-atomic distances). The company has now officially retired Tick-Tock in favor of a three-step process of Architecture, Process, and Process tuning. This is in fact where the company is today as the Core series evolved from 4th-gen (Haswell) to 5th-gen (Broadwell—a sort-of interim step) to the recent 6th-gen (Skylake). Skylake is officially a “Tock,” but if you work backwards, it’s kind of a fine-tuned process improvement with new features such as really good graphics, although AnandTech and others lauded Broadwell’s graphics. The next product—Kaby Lake (just “leaked” last week, go figure)—looks to be another process tweak. Now-public specs point to even better graphics, if the data can be believed.

Intel is arguably the industry’s largest software developer, and second only to Google when it comes to Android. (Photo by author, IDF 2015.)

Intel is arguably the industry’s largest software developer, and second only to Google when it comes to Android. (Photo by author, IDF 2015.)

5. Embedded, MCUs, and Value-Add.

This last bullet is my prediction of how Intel is going to climb back out of the rut. Over the years the company mimicked AMD and nearly singularly focused on selling x86 CPUs and variants (though it worked tirelessly on software like PCIe, WiDi, Android, USB Type-C and much more). It jettisoned value-add MCUs like the then-popular 80196 16-bitter with A/D and 8751EPROM-based MCU—conceding all of these products to companies like Renesas (Hitachi), Microchip (PIC series), and Freescale (ARM and Power-based MCUs, originally for automotive). Yet Intel can combine scads of its technology—including modems, WiFi (think: Centrino), PCIe, and USB)—into intelligent peripherals for IoT end nodes. Moreover, the company’s software arsenal even beats IBM (I’ll wager) and Intel can apply the x86 code base and tool set to dozens of new products. Or, they could just buy Microchip or Renesas or Cypress.

It pains me to see Intel layoff people, retrench, and appear to fumble around. I actually do think it is shot-gunning things just a bit right now, and officially giving up on developing low-power products for smartphones. Yet they’ll need low power for IoT nodes, too, and I don’t know that Quark and Curie are going to cut it. Still: I have faith. BK is hell-fire-brimstone motivated, and the company is anything but stupid. Time to pick a few paths and stay the course.

Move Over Arduino, AMD and GizmoSphere Have a “Jump” On You with Graphics

The UK’s National Videogame Arcade relies on CPU, graphics, I/O and openness to power interactive exhibits.

Editor’s note: This blog is sponsored by AMD.

When I was a kid I was constantly fascinated with how things worked. What happens when I stick this screwdriver in the wall socket? (Really.) How come the dinner plate falls down and not up?

Humans have to try things for ourselves in order to fully understand them; this sparks our creativity and for many of us becomes a life calling.

Attempting to catalyze visitors’ curiosity, the UK’s National Videogame Arcade (NVA) opened in March 2015 with the sole intention of getting children and adults interested in videogames through the use of interactive exhibits, most of which are hands-on. The hope is that young people will first be stimulated by the games, and secondly that they someday unleash their creativity on the videogame and tech industries.

The UK's National Videogame Arcade promotes gaming through hands-on exhibits powered by GizmoSphere embedded hardware.

The UK’s National Videogame Arcade promotes gaming through hands-on exhibits powered by GizmoSphere embedded hardware.

 Might As Well “Jump!”

The NVA is located in a corner building with lots of curbside windows—imagine a fancy New York City department store but without the mannequins in the street-side windows. Spread across five floors and a total of 33,000 square feet, the place is a cooperative effort between GameCity (a nice bunch of gamers), the Nottingham City Council, and local Nottingham Trent University.

The goal of pulling in 60,000 visitors a year is partly achieved by the NVA’s signature exhibit “Jump!” that allows visitors to experience gravity (without the plate) and how it affects videogame characters like those in Donkey Kong or Angry Birds. Visitors actually get to jump on the Jump-o-tron, a physics-based sensor that’s controlled by GizmoSphere’s Gizmo 2 development board.

The Jumpotron uses AMD's G-Series SoC combining an x86 and Radeon GPU.

The Jumpotron uses AMD’s G-Series SoC combining an x86 and Radeon GPU.

The heart of Gizmo 2 is AMD’s G-Series APU, combining a 64-bit x86 CPU and Radeon graphics processor. Gizmo 2 is the latest creation from the GizmoSphere nonprofit open source community which seeks to “bring the power of a supercomputer and the I/O capabilities of a microcontroller to the x86 open source community,” according to www.gizmosphere.org.

The open source Gizmo 2 runs Windows and Linux, bridging PC games to the embedded world.

The open source Gizmo 2 runs Windows and Linux, bridging PC games to the embedded world.

Jump!” allows visitors to experience—and tweak—gravity while examining the effect upon on-screen characters. The combination requires extensive processing—up to 85 GFLOPS worth—plus video manipulation and display. What’s amazing is that “Jump!”, along with many other NVA exhibits, isn’t powered by rackmount servers but rather by the tiny 4 x 4 inch Gizmo 2 that supports Direct X 11.1, OpenGL 4.2x, and OpenCL 1.2. It also runs Windows and Linux.

AMD’s “G” Powers Gizmo 2

Gizmo 2 is a dense little package, sporting HDMI, Ethernet, PCIe, USB (2.0 and 3.0), plus myriad other A/V and I/O such as A/D/A—all of them essential for NVA exhibits like “Jump!” Says Ian Simons of the NVA, “Gizmo 2 is used in many of our games…and there are plans for even more games embedded into the building,” including furniture and even street-facing window displays.

Gizmo 2’s small size and support for open source software and hardware—plus the ability to develop on the gamer’s Unity engine—makes Gizmo 2 the preferred choice. Yet the market contains ample platforms from which to choose. Arduino comes to mind.

Gizmo 2's schematic.

Gizmo 2′s schematic. The x86 G-Series SoC is loaded with I/O.

Compared to Arduino, the AMD G Series SoC (GX-210HA) powering Gizmo 2 is orders of magnitude more powerful, plus it’s x86 based and running at 1.0GHz (the integral GPU runs at 300 MHz). This makes the world’s cache of Intel-oriented, Windows-based software and drivers available to Gizmo 2—including some server-side programs. “NVA can create projects with Gizmo 2, including 3D graphics and full motion video, with plenty of horsepower,” says Simons. He’s referring to some big projects already installed at the NVA, plus others in the planning stages.

“One of things we’d like to do,” Simons says, “is continue to integrate Gizmo 2 into more of the building to create additional interactive exhibits and displays.” The small size of Gizmo 2, plus the wickedly awesome performance/graphics rendering/size/Watt of the AMD G-Series APU, allows Gizmo 2 to be embedded all over the building.

See Me, Feel Me

With a nod to The Who’s (1) rock opera Tommy, the NVA building will soon have more Gizmo 2 modules wired into the infrastructure, mixing images and sound. There are at least three projects in the concept stage:

  • DMX addressable logic in the central stairway.  With exposed cables and beams, visitors would be able to control the audio, video, and possibly LED lighting of the stairwell area using a series of switches. The author wonders if voice or other tactile feedback would create all manner of immersive “psychedelic” A/V in the stairwell central hall.
  • Controllable audio zones in the rooftop garden. The NVA’s Yamaha-based sound system already includes 40 zones. Adding AMD G-Series horsepower to these zones would allow visitors to create individually customized light/sound shows, possibly around botanical themes. Has there ever been a Little Shop of Horrors videogame where the plants eat the gardener? I wonder.
  • Sidewalk animation that uses all those street-facing windows to animate the building, possibly changing the building’s façade (Star Trek cloak, anyone?) or even individually controlling games inside the building from outside (or presenting inside activities to the outside). Either way, all those windows, future LCDs, and reams of I/O will require lots more Gizmo 2 embedded boards.

The Gizmo 2 costs $199 and is available from several retailers such as Element14. With Gerber schematics and all the board-focused software open source, it’s no wonder this x86 embedded board is attractive to gamers. With AMD’s G-Series APU onboard, the all-in-one HDK/SDK is an ideal choice for embedded designs—and those future gamers playing with the Gizmo 2 at the UK’s NVA.

BTW: The Who harkened from London, not Nottingham.

What’s the Nucleus of Mentor’s Push into Industrial Automation?

Mentor’s once nearly-orphaned Nucleus RT forms the foundation of a darned impressive software suite for controlling meat packing or nuclear power plants.

GlassesEveryone appreciates an underdog—the pale, wimpy kid with glasses and brown polyester sweater who gets routinely beaten up by the popular boys—but sticks it out day after day and eventually grows up to create a tech start-up everyone loves. (Part of this story is my personal history; I’ll let you guess which part.)

So it is with Mentor’s Nucleus RTOS, which the company announced forms the basis for the recent initiative into Industrial Automation (I.A.). Announced this week at the ARC Industry Forum in Orlando is Mentor’s “Embedded Solution for Industrial Automation” (Figure 1).  A cynic might look at this figure as a collection of existing Mentor products…slightly rearranged to make a compelling argument for a “solution” in the I.A. space.  That skinny kid Nucleus is right there, listed on the diagram. Oh, how many times have I asked Mentor why they keep Nucleus around only to get beaten up by the big RTOS kids!

Figure 1: Mentor’s Industrial Automation Solution for embedded, IoT-enabled systems relies on the Nucleus RTOS, including a secure hypervisor and enhanced security infrastructure.

Figure 1: Mentor’s Industrial Automation Solution for embedded, IoT-enabled systems relies on the Nucleus RTOS, including a secure hypervisor and enhanced security infrastructure. 

After all, you’ll recognize Mentor’s Embedded Linux, the Nucleus RTOS I just mentioned, and the company’s Sourcery debug/analyzer/IDE product suite. All of these have been around for a while, although Nucleus is the grown-up kid in this bunch. (Pop quiz: True or False…Did all three of these products came from Mentor acquisitions? Bonus question: From what company(ies)?)

Into this mix, Mentor is adding new security tools from our friends at Icon Labs, plus hooks to a hot new automation GUI/HMI called Qt. (Full disclosure: Icon Labs founder Alan Grau is one of our security bloggers; however, we were taken by surprise at this recent Mentor announcement!)

Industry 4.0: I.A. meets IoT

According to Mentor’s Director of Product Management for Runtime Solutions, Warren Kurisu (whose last name is pronounced just like my first name in Japanese: Ku-ri-su), I.A. is gaining traction, big time. There’s a term for it: “Industry 4.0”. The large industrial automation vendors—like GE, Siemens, Schneider Electric, and others—have long been collecting factory data and feeding it into the enterprise, seeking to reduce costs, increase efficiency, and tie systems into the supply chain. Today, we call this concept the Internet of Things (IoT) and Industry 4.0 is basically the promise of interoperability between currently bespoke (and proprietary) I.A. systems with smart, connected IoT devices plus a layer of cyber security thrown in.

Mentor’s Kurisu points out that what’s changed is not only the kinds of devices that will connect into I.A. systems, but how they’ll connect in more ways than via serial SCADA or FieldBus links. Industrial automation will soon include all the IoT pipes we’re reading about: Wi-Fi, Bluetooth LE, various mesh topologies, Ethernet, cellular—basically whatever works and is secure.

The Skinny Kid Prevails

Herein lies the secret of Mentor’s Industrial Automation Solution. It just so happens the company has most of what you’d need to connect legacy I.A. systems to the IoT, plus add new kinds of smart embedded sensors into the mix. What’s driving the whole market is cost. According to a recent ARC survey, reduced downtime, improved process performance, reduced  machine lifecycle costs—all of these, and more, are leading I.A. customers and vendors to upgrade their factories and systems.

Additionally, says Mentor’s Kurisu, having the ability to consolidate multiple pieces of equipment, reduce power, improve safety, and add more local, operator-friendly graphics are criteria for investing in new equipment, sensors, and systems.

Mentor brings something to the party in each of these areas:

- machine or system convergence, either by improved system performance or reduced footprint

- capabilities and differentiation, allowing I.A. vendors to create systems different from “the other guys”

- faster time-to-money, done through increased productivity, system design and debug, or anything to reduce the I.A. vendor’s and their customer’s efforts.

Graphic - Industrial Automation Flow

Figure 2: Industrial automation a la Mentor. The embedded pieces rely on Nucleus RTOS, or variations thereof. New Qt software for automation GUI’s plus security gateways from Icon Labs bring security and IoT into legacy I.A. installations.

Figure 2 sums up the Mentor value proposition, but notice how most of the non-enterprise blocks in the diagram are built upon the Nucleus RTOS.

Nucleus, for example, has achieved safety certification by TÜV SÜD complete with artifacts (called Nucleus SafetyCert). Mentor’s Embedded Hypervisor—a foundational component of some versions of Nucleus—can be used to create a secure partitioned environment for either multicore or multiple processors (heterogeneous or homogeneous), in which to run multiple operating systems which won’t cross-pollute in the event of a virus or other event.

New to the Mentor offering is an industry-standard Qt GUI running on Linux, or Qt optimized for embedded instantiations running on—wait for it—Nucleus RTOS. Memory and other performance optimizations reduce the footprint, boot faster, and there are versions now for popular IoT processors such as ARM’s Cortex-Mx cores.

Playground Victory: The Take-away

So if the next step in Industrial Automation is Industry 4.0—the rapid build-out of industrial systems reducing cost, adding IoT capabilities with secure interoperability—then Mentor has a pretty compelling offering. That consolidation and emphasis on low power I mentioned above can be had for free via capabilities already build into Nucleus.

For example, embedded systems based on Nucleus can intelligently turn off I/O and displays and even rapidly drive multicore processors into their deepest sleep modes. One example explained to me by Mentor’s Kurisu showed an ARM-based big.LITTLE system that ramped performance when needed but kept the power to a minimum. This is possible, in part, by Mentor’s power-aware drivers for an entire embedded I.A. system under the control of Nucleus.

And  in the happy ending we all hope for, it looks like the maybe-forgotten Nucleus RTOS—so often ignored by editors like me writing glowingly about Wind River’s VxWorks or Green Hill’s INTEGRITY—well, maybe Nucleus has grown up.  It’s the RTOS ready to run the factory of the future. Perhaps your electricity is right now generated under the control of the nerdy little RTOS that made it big.

Intel’s Atom Roadmap Makes Smartphone Headway

After being blasted by users and pundits over the lack of “low power” in the Atom product line, new architecture and design wins show Intel’s making progress.

Intel EVP Dadi Permutter revealing early convertible tablet computer at IDF2012.

Intel EVP Dadi Permutter revealing early convertible tablet computer at IDF2012.

A 10-second Google search on “Intel AND smartphone” reveals endless pundit comments on how Intel hasn’t been winning enough in the low power, smartphone and tablet markets.  Business publications wax endlessly on the need for Intel’s new CEO Brian Krzanich to make major changes in company strategy, direction, and executive management in order to decisively win in the portable market. Indications are that Krzanich is shaking things up, and pronto.

Forecasts by IDC (June 2013) and reported by CNET.com (http://news.cnet.com/8301-1035_3-57588471-94/shipments-of-smartphones-tablets-and-oh-yes-pcs-to-top-1.7b/) peg the PC+smartphone+tablet TAM at 1.7B units by 2014, of which 82 percent (1.4B units, $500M USD) are low power tablets and smart phones. And until recently, I’ve counted only six or so public wins for Intel devices in this market (all based upon the Atom Medfield SoC with Saltwell ISA I wrote about at IDF 2012). Not nearly enough for the company to remain the market leader while capitalizing on its world-leading tri-gate 3D fab technology.

Behold the Atom, Again

Fortunately, things are starting to change quickly. In June, Samsung announced that the Galaxy Tab 3 10.1-inch SKU would be powered by Intel’s Z2560 “Clover Trail+” Atom SoC running at 1.2GHz.  According to PC Magazine, “it’ll be the first Intel Android device released in the U.S.” (http://www.pcmag.com/article2/0,2817,2420726,00.asp)and it complements other Galaxy Tab 3 offerings with competing processors. The 7-inch SKU uses a dual-core Marvell chip running Android 4.1, while the 8-inch SKU uses Samsung’s own Exynos dual-core Cortex-A9 ARM chip running Android 4.2. The Atom Z2560 also runs Android 4.2 on the 10.1-incher. Too bad Intel couldn’t have won all three sockets, especially since Intel’s previous lack of LTE cellular support has been solved by the company’s new XMM 7160 4G LTE chip, and supplemented by new GPS/GNSS silicon and IP from Intel’s ST-Ericsson navigation chip acquisition.

The Z2560 Samsung chose is one of three “Clover Trail+” platform SKUs (Z2760, Z2580, Z2560) formerly known merely as “Cloverview” when the dual-core, Saltwell-based, 32-nm Atom SoCs were leaked in Fall 2012. The Intel alphabet soup starts getting confusing because the Atom roadmap looks like rush hour traffic feeding out of Boston’s Sumner tunnel. It’s being pushed into netbooks (for maybe another quarter or two); value laptops and convertible tablets as standalone CPUs; smartphones and tablets as SoCs; and soon into the data center to compete against ARM’s onslaught there, too.

Clover Trail+ replaces Intel’s Medfield smartphone offering and was announced at February’s MWC 2013. According to Anandtech.com (thank you, guys!) Intel’s aforementioned design wins with Atom used the 32nm Medfield SoC for smartphones. Clover Trail is still at 32nm using the Saltwell microarchitecture but has targeted Windows 8 tablets, while Clover Trail+ targets only smartphones and non-Windows Tablets. That explains the Samsung Galaxy Tab 3 10.1-inch design win. The datasheet for Clover Trail+ is here, and shows a dual-core SoC with multiple video CODECs, integrated 2D/3D graphics, on-board crypto, multiple multimedia engines such as Intel Smart Sound, and it’s optimized for Android and presumably, Intel/Samsung’s very own HTML5-based Tizen OS (Figure 1).

Figure 1: Intel Clover Trail+ block diagram used in the Atom Z2580, Z2560, and Z2520 smartphone SoCs. This is 32nm geometry based upon the Saltwell microarchitecture and replaces the previous Medfield single core SoC. (Courtesy: Intel.)

Figure 1: Intel Clover Trail+ block diagram used in the Atom Z2580, Z2560, and Z2520 smartphone SoCs. This is 32nm geometry based upon the Saltwell microarchitecture and replaces the previous Medfield single core SoC. (Courtesy: Intel.)

I was unable to find meaningful power consumption numbers for Clover Trail+, but it’s 32nm geometry compares favorably to ARM’s Cortex-A15 28nm geometry so Intel should be in the ballpark (vs Medfield’s 45nm). Still, the market wonders if Intel finally has the chops to compete. At least it’s getting much, much closer–especially once the on-board graphics performance gets factored into the picture compared to ARM’s lack thereof (for now).

Silvermont and Bay Trail and…Many More Too Hard to Remember

But Intel knows they’ve got more work to do to compete against Qualcomm’s home-grown Krait ARM-based ISA, some nVidia offerings, and Samsung’s own in-house designs. Atom will soon be moving to 22nm and the next microarchitecture is called Silvermont. Intel is finally putting power curves up on the screen, and at product launch I’m hopeful there will be actual Watt numbers shown, too.

For example, Intel is showing off Silvermont’s “industry-leading performance-per-Watt efficiency” (Figure 2). Press data from Intel says the architecture will offer 3x peak performance, or 5x lower power compared to the Clover Trail+ Saltwell microarchitecture. More code names to track: the quad-core Bay Trail SoC for 2013 holiday tablets; Merrifield with increased performance and battery life; and finally Avoton that provides 64-bit energy efficiency for micro servers and boasts ECC, Intel VT and possibly vPro and other security features. Avoton will go head-to-head with ARM in the data center where Intel can’t afford to lose any ground.

Figure 2: The 22nm Atom microarchitecture called Silvermont will appear in Bay Trail, Avoton and other future Atom SoCs from "Device to Data Center", says Intel. (Courtesy: Intel.)

Figure 2: The 22nm Atom microarchitecture called Silvermont will appear in Bay Trail, Avoton and other future Atom SoCs from “Device to Data Center”, says Intel. (Courtesy: Intel.)

Oh Yeah? Who’s Faster Now?

As Intel steps up its game because it has to win or else, the competition is not sitting still. ARM licensees have begun shipping big.LITTLE SoCs, and the company has announced new graphics, DSP, and mid-range cores. (Read Jeff Bier and BDTi’s excellent recent ARM roadmap overview here.)

A recent report by ABI Research (June 2013) tantalized (or more appropriately galvanized) the embedded and smartphone markets with the headline “Intel Apps Processor Outperforms NVIDA, Qualcomm, Samsung”. In comparison tests, ABI Research VP of engineering Jim Mielke noted that that Intel Atom Z2580  ”not only outperformed the competition in performance but it did so with up to half the current drain.”

The embedded market didn’t necessarily agree with the results, and UBM Tech/EETimes published extensive readers’ comments with colorful opinions.  On a more objective note, Qualcomm launched its own salvo as we went to press, predicting “you’ll see a whole bunch of tablets based upon the Snapdragon 800 in the market this year,” said Raj Talluri, SVP at Qualcomm, as reported by Bloomberg Businessweek.

Qualcomm  has made its Snapdragon product line more user-friendly and appears to be readying the line for general embedded market sales in Snapdragon 200, 400, 600, and “premium” 800 SKU versions. The company has made available development tools (mydragonboard.org/dev-tools) and is selling COM-like Dragonboard modules through partners such as Intrinsyc.

Intel Still Inside

It’s looking like a sure thing that Intel will finally have competitive silicon to challenge ARM-based SoCs in the market that really matters: mobile, portable, and handheld. 22nm Atom offerings are getting power-competitive, and the game will change to an overall system integration and software efficiency exercise.

Intel has for the past five years been emphasizing a holistic all-system view of power and performance. Their work with Microsoft has wrung out inefficiencies in Windows and capitalizes on microarchitecture advantages in desktop Ivy Bridge and Haswell CPUs. Security is becoming important in all markets, and Intel is already there with built-in hardware, firmware, and software (through McAfee and Wind River) advantages. So too has the company radically improved graphics performance in Haswell and Clover Trail+ Atom SoCs…maybe not to the level of AMD’s APUs, but absolutely competitive with most ARM-based competitors.

And finally, Intel has hedged its bets in Android and HTML5. They are on record as writing more Android code (for and with Google) than any other company, and they’ve migrated past MeeGo failures to the might-be-successful HTML5-based Tizen OS which Samsung is using in select handsets.

As I’ve said many times, Intel may be slow to get it…but it’s never good to bet against them in the long run. We’ll have to see how this plays out.

Tizen OS for Smartphones – Intel’s Biggest Bet Yet

Tizen HTML5 from Intel and Linux Foundation to be used by Samsung handsets in 2013 mobile.

Figure 1: Intel and the Linux Foundation collaborated on Tizen, an open source HTML5-based platform for smartphones, IVI, and other embedded devices.

[Update on 27 February 2013: At the recent 2013 Mobile World Congress in Barcelona, Samsung demoed a development handset running Tizen. CNET editor Luke Westaway posted a video review of the device which showed snappy performance, Android-like features, but felt that the early version was "a bit rough around the edges". Still, to see Tizen running on actual consumer hardware gives it cred.  A larger review by CNET's Roger Cheng can be found here: http://cnet.co/15R8xs3 ]

[8 Jan 2013 Update: Added "Disclosure" below and fixed some typos.]

Disclosure: As of 8 Jan 2013, I became a paid blogger for Intel’s ‘Roving Reporter’ embedded Intelligent Systems Alliance (edc.intel.com). But my opinion here is my own, and I call it like I see it.

Samsung hedges Apple, Google bets with Intel’s HTML5-based Tizen

Just when you thought the smartphone OS market was down to a choice between iOS and Android, Intel-backed Tizen jumps into the fray (Figure 1).  Tizen is Intel’s next kick at the can for mobile, and it’s joining several OS wannabes:  Microsoft Windows Phone 8, RIM Blackberry’s whatever-they’re-going-to-announce on 31 January 2013, and eventually Ubuntu phone platform.

Figure 2: On 3 January 2013 Ubuntu announced a plan to offer a smartphone OS. Key feature: use the phone as a computing platform and even drive a desktop monitor.

Samsung  Prepares to “Date” Other Partners

Samsung Electronics announced on 3 January that it will start selling smartphones sometime this year using Tizen as the OS platform. Samsung’s spokesperson didn’t elaborate on timing or models, but said in an emailed statement ”We plan to release new, competitive Tizen devices…and keep expanding the lineup.”

Tizen is the third incarnation of Intel’s attempts at building an embedded ecosystem which included MeeGo and Moblin. Tizen, in collaboration with The Linux Foundation, was announced mid-2011 and has been quietly gestating in the background and is now on Release 2.0. One of the largest supporters of Tizen is Samsung, so the recent announcement is no surprise.

Samsung no doubt seeks a back-up plan as Google’s Android OS has flown past Apple’s iOS as the predominant operating system for mobile devices  plus tablets (75%; Figure 3).

Figure 3: Android is now the predominant smartphone OS in 2012, according to IDC. (Source: IDC; http://www.idc.com/getdoc.jsp?containerId=prUS23818212 ).

As Samsung is now the world’s largest smartphone supplier (Figure 4), the company might be following a play from Apple in seeking to control more of its own destiny through Tizen.

Figure 4: IC Insights – and most other analyst firms – rank Samsung as the world’s largest smartphone supplier. This data is from 28 November 2012.(Source: IC Insights; http://www.icinsights.com/news/bulletins/Samsung-And-Apple-Set-To-Dominate-2012-Smartphone-Market/)

And with Samsung and Apple’s patent dispute nastiness, along with rumblings over whether Samsung may or may not continue to supply processors for iPhones, Tizen represents one more way for Samsung to control their own destiny separate from Google and Apple.

Intel’s Mobile Imperative Needs HTML5

Intel, on the other hand, desperately needs more wins in the mobile space.  Last year I blogged how the company gained some traction by announcing several Atom (Medfield) SoC-based handset wins,  but the company has gone on record stating their real goal is to be inside mobile devices from Apple, Samsung or both. In fact, it’s a bet-the-farm play for Intel and it most likely pushed Intel CEO Paul Otellini into his future retirement plans.

The general embedded market is closely following what happens in mobile, adopting low-power ARM SoCs and Atom CPUs, using wireless Wi-Fi and NFC radios for M2M nodes, and deploying Android for both headed and headless systems such as POS and digital signage. If Tizen moves the needle in smartphones for Samsung, chances are it’ll be used by other players. With HTML5, it will be straightforward to port applications and data across hardware platforms – a goal that Intel’s EVP Renee James  touted at 2012′s Intel Developers Forum (Figure 5).

Figure 5: Intel’s Renee James is betting on HTML5 in Tizen to kickstart transparent computing. (Image taken by author at IDF 2012.)

 

Tizen is based upon HTML5 with plans to achieve the old Java “write once, run anywhere” promise.   For Intel, the Tizen SDK and API means that applications written for the most popular mobile processors – such as Qualcomm’s Snapdragon or nVidia’s Tegra 3 – could easily run on Intel processors. In fact, at IDF Intel posited a demo of a user’s application running first on a home PC, then a smart phone, then a connected in-vehicle infotainment (IVI) system, and then finally on an office platform. Intel’s Renee James explained that it matters not what underlying hardware runs the application – HTML5 allows seamless migration across any and all devices.

Tizen Stakes for Intel and Samsung

This pretty much sums up the Tizen vision, both for Intel and for Samsung. Tizen means freedom, as it abstracts the hardware from any application.

If successful, Tizen opens up processor sockets to Intel as mobile vendors swap CPUs. Tizen also allows Samsung to choose any processor, while relying on open source and open standards-based code supported by The Linux Foundation.