Intel Getting ‘Inside’ Indian Tablet Manufacturers


By Zia Askari

Even though Intel has entered the mobile form factor market a little late, the globally much admired organization is now all set to go all out and broad base its mobile form factor and tablet strategy to partner with an array of tablet manufacturers including the ones in India.

“Today we are looking at a broad base strategy to partner with different OEMs (Original Equipment Manufacturer) and ODMs (Original Device manufacturer) including the ones based in India. We are working with almost all the tablet manufacturers in India. We are looking at 4X growth for our tablet and hybrid device market and this growth will happen from our broad base strategy to partner with more OEMs and ODMs,” informed,  Sandeep Aurora, Director-Marketing and Market Development, Intel South Asia.

Sandeep Aurora - Director, Marketing & Market Development - Intel South Asia at the roadshow

As far as Indian tablet market is concerned, there is a lot of consolidation that has happened over the past couple of years, there was a time when there were close to 100 tablet brands in India, while today there are few left. Players such as Micromax and Karbonn are regarded as leading the Indian tablet manufacturing brigade.

“Yes, there is a lot of consolidation that has happened in the Indian tablet segment. To start with, there were many brands which did not give much attention to quality and control and that’s why some end customers have got really bad experiences with their tablets. Now there has been some level of consolidation in the market. As a result it is a much more matured market today,” he added.

Intel has also outlined its strategy to accelerate its growth in India, driven by an increased focus on new mobile form factors like 2 in 1s and Tablets. It also showcased a portfolio of these devices available in the Indian market today, offered by various OEMs.

At the high end of tablets, some consumers are choosing 2 in 1devices to get the best of both worlds. 2 in 1 devices represent a new category of computing. OEMs are developing a range of devices that provide consumers with a choice, combining the creation capability of a notebook or laptop and the consumption capability of a tablet into the one device.

Intel estimates the overall tablet demand in Asia Pacific and Japan will be up 32 per cent Year-on-Year in 2014. In particular, India, Indonesia, Japan and Australia will equate to 59 per cent of tablet demand. Tablet demand in India is forecast at 18% of the Asia Pacific and Japan (ex-China) demand for 2014.

“There are over 200 million middle-class potential customers in India alone for different screen sizes across different price points. We are seeing a lot of traction in the 7 to 9 inch space here. We are working with our OEM partners to bring Intel-based tablets starting Rs10, 000. We are also being aggressive in customizing our solutions for the enterprises as well as manifesto driven state governments.” Sandeep informed.

Intel’s Bay Trail: Multicore SoC Family for Mobile Devices 

Based on a new low-power, high-performance microarchitecture “Silvermont,” (announced in May 2013), “Bay Trail” is Intel’s first tri-gate 3-D 22nm quad core SoC and its most powerful processor to-date for tablets and other sleek devices that provide a balance of performance, features and battery life.

The flexibility of the Silvermont microarchitecture allowed Intel to deliver multiple variants of the platform to market for the tablet, 2 in 1, entry laptop and desktop and all-in-one (AIO) segments. “Bay Trail-T” is the next-generation 22nm quad-core Intel® Atom SoC for tablets and 2 in 1 devices.

The “Bay Trail-M” and “Bay Trail-D” parts are for innovative entry-level laptops, 2 in 1s, desktops and AIOs that will be branded Intel® Pentium® and Intel® Celeron®. On display at the event was the Baytrail-M based Lenovo Ideapad Flex 10 Laptop and a few Baytrail-T based devices like the Asus* Transformer Book T-100, Dell* Venue Pro 8 tablet and the HP* Omni10.

Merrifield and Moorefield

Intel also talked about the upcoming 2.13GHz Intel Atom processor Z3480 (“Merrifield”) that offers the ideal combination of fast, smart performance and long battery life for Android smartphones and tablets. The 64-bit ready SoC delivers best-in-class compute performance for the mainstream and performance segments, and solidly outperforms the competition in compute-intensive application, web application and light media editing performance. Merrifield also delivers best-in-class battery life.

Also coming soon is the next-generation 64-bit Intel Atom processor, code-named “Moorefield” in devices expected to be available second half of this year. Building on the Merrifield feature set, Moorefield adds two additional Intel architecture (IA) cores for up to 2.3GHz of compute performance, an enhanced GPU and support for faster memory. Moorefield is optimized for Intel’s 2014 LTE platform, the Intel® XMM™ 7260, which the company introduced at the Mobile World Congress earlier this year.