New cell phone sight--3D

U.K. chip designer ARM Holdings is readying its first silicon designs that will bring console-class 3D graphics to mobile phones.

ARM's processor components, or cores, are used in about three-quarters of the world's mobile phones, and power Pocket PC and next-generation Palm handheld computers.

The new products are the fruit of a year-and-a-half-long collaboration with Imagination Technologies, also based in the United Kingdom. The company's PowerVR architecture has powered everything from arcade games to the defunct Dreamcast console. ARM worked with Imagination to retool PowerVR for the embedded market, a broad term for non-PC computing devices, resulting in the PowerVR MBX graphics and video core. This core was recently licensed by chip giant Intel, which separately licenses ARM's products for its XScale embedded processor architecture.

ARM's involvement is important because it has the potential to bring PowerVR MBX to a wide variety of mass-market embedded devices. The company is initially targeting the huge mobile phone industry, which can use the chip to offer games on phones.

"Mobile phone service providers have invested a lot of money (in 3G), and they need to get that back by raising their revenues per user," said Noel Hurley, consumer entertainment segment manager with ARM. "Gaming is going to be an increasingly important feature in phones. There is a tremendous demand for games in the marketplace."

ARM is now in the process of pitching its implementation of PowerVR MBX, which can be licensed alongside the company's other products, to semiconductor makers. The first products using the technology are expected to debut in 2004 or 2005, although the timeline depends on manufacturers. ARM said it has seen a "good level of interest" from semiconductor makers.

PowerVR MBX is expected to put PlayStation-level graphics into low-power mobile devices such as phones and PDAs (personal digital assistants).

News source: ZDNet

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