Intel puts its chips in the affordable category

Just last week, online marketplace Flipkart launched five tablet computers powered by Intel Atom processors, pitching the chipmaker’s computing devices against that of competitors Qualcomm’s Snapdragon, Samsung’s Exynos and Apple processors.

In July, Tata Group retailer Croma unveiled a Windows tablet that leveraged the 4-core Intel Atom processor.

Relatively new in making processors for smartphones and tablets, Intel is working its way with Original Equipment Makers and retail partners into the Indian market as tablet shipments begin to riseand smartphone purchases rise steadily.

New strategy The strategy is to plant high-speed processors in phones that would be available at affordable prices. Its new processor Moorefield, figuring in the Asus smartphone series priced between ₹6,000 and ₹18,000, is a good example of where Intel wants to be in the market, says Debajani Ghosh, Vice-President (Sales and Marketing Group) and Managing Director (South Asia), Intel.

“We identified a mid-point, which is a mainstream device with a value price-point and the computing capability of high-end phones.”

In the coming year, it will expand this strategy working with Flipkart, Croma, Dell, Acer and other partners.

She believes the smartphone market will be centred around screen size, as processor makers catch up with each other on performance.

Fragmented market Ghosh says the mobile computer market in the country is highly fragmented, with devices categorised as smartphones, phablets, tablets and notebooks based on their screen-size and performance. But soon, a consolidation based on which screen size works best for the user is set to happen. “If you are on the ground all day and you use the phone for social networking, a small-size phone will do. If you fly a lot, a large-screen phone for movies or writing mails would be preferred,” she said.

The move to get into mobile computing follows adoption of smartphones at a rapid pace. Year-on-year growth in smartphone shipments into India increased 84 per cent during the June quarter to 1.8 crore smartphones, says International Data Corporation.

Intel Security, the new name of McAfee after being acquired by Intel, will focus on specialised products for providing security for smartphones. Ghosh said the research unit in Bangalore, which will play a critical role in this development, The has received $2 billion of investments.