Intel Software Adrenaline

Mike Bell Interview

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Against this backdrop, Bell aims to advance the architecture and marketplace with aspirations beyond Android and Windows. Intel's mobile technology— which Bell says stands out for its interweaving of hardware and software— is ready to support a range of mobile platforms. Read on for Bell's thoughts on the device market, his sub-culture inside Intel, and the role of software. Intel® Software Adrenaline (ISA): At Intel, does the company's reputation for having process technology and the ability to get things right in terms of processors give you a different set of tools than you'd have at a different company? What resources do you draw upon, and how has that manifested in your work? Mike Bell: We're probably the only company that designs our own core, designs our own chip, and then manufactures our own chip with our own process technology. We know we can design the core and the chips to take advantage of the process and we can tune the process to give us the power we need for the implementation. It's a distinct differentiation going forward and it's far more efficient. ISA: How has software played into that formula? Bell: It's interesting. Intel is not a chip company anymore, if we ever were just a chip company. We are more of a systems company. You're not building a chip. You're building essentially something that's going to provide a specific enduser experience. It's the software and the hardware in combination that really provide that magic. When we're designing stuff, we figure out what we 2 I nte l ® Sof t w are Adren al ine want to do with the part and then we figure out what software we need and then what we need in the hardware to make the software run the best on our platform. It's a tightly orchestrated coupling of software and hardware. ISA: How effective do you feel Intel's software tools have been in helping OEMs realize the virtues of Intel® architecture? Bell: It's a big question. It's more than just the tools. It's the fact that we've been using them for years on Intel® Core™ processors, so it's a stable base of tools. It's also a base of tools that many people are already familiar with. But even more important, we have an army of people who can help the ecosystem; we have the resources to assist a lot of people who need help using our tools and debugging their applications. Having the resources to be able to get people up to speed quickly is a huge advantage for us, because in this space we're talking about, the product lifecycle may be six months. If you miss something by six months, you might as well throw the product away because you essentially missed its window of opportunity, and you may not be able to sell it at the price you need to recoup the investment. Predictability just based upon the fact that we can help people get the product to market with our tools and our people is really critical. ISA: What have your successes been to date with form factors? How does that track with realizing your vision of what Intel should be in the mobile world? Bell: Certainly we've been successful in the tablet space on Windows, and that's a given because legacy applications run on Intel® architecture. I also think we did

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