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Summary:

After showing off its Tegra line of mobile processors for two years, Nvidia may finally have a big product win as LG Electronics will use a Tegra applications processor in a number of smartphones this year. Is this the first of many Nvidia-powered products to come?

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LG Electronics will reportedly use an Nvidia dual-core mobile Tegra applications processor in a number of smartphones this year, marking the first real step for Nvidia in the handset market, according to the Wall Street Journal. The chip company has previously shown impressive demos of the Tegra 2 processor, but few handset makers have officially announced the use of Nvidia chips, instead opting for those by Qualcomm, Texas Instruments and Samsung.

A product partnership between LG and Nvidia comes at an excellent time for both companies. Aside from Microsoft products such as the Zune HD and ill-fated Kin, Nvidia hasn’t yet cracked into the growing consumer electronics market with its ARM-based Tegra line of processors. Indeed, our 2008 interview with Nvidia CEO, Jen-Hsun Huang, illustrated the company’s desire to enter this market, but two years later, little progress has been made. HuangLG’s case is quite the opposite but yielding similar results. The Korean electronics company has watched its perennially profitable mobile division turn to losses this year in the face of competition from Samsung, Apple and others who were quicker to embrace higher-end smartphones and newer operating systems.

Although LG hasn’t specified what operating system it will pair with an Nvidia chip, Microsoft’s Windows Phone 7 is the likeliest initial candidate for a few reasons. The handset maker has leaned on Windows Mobile in the past, at one point planning for 50 handsets using Microsoft’s platform. The graphical prowess of the Nvidia Tegra line is excellent, as I saw firsthand at the Consumer Electronics Show this past January. Even as Qualcomm is prepping their own dual-core processor for handsets, Nvidia’s chip is well suited to power the Xbox Live gaming that Microsoft will offer on Windows Phone 7. Hopefully, we’ll hear more about the hotly contested chip space and future platforms next month at our Mobilize event.

At this point, however, I suspect the operating system used in a phone with its chip really doesn’t matter to Nvidia. Far more important is that after more than two years of showing off capabilities of the Tegra and Tegra 2 processors, a major player in the global handset economy may be willing to break from the silicon status-quo for smartphones and use Nvidia. A Tegra-powered phone that sees success would open the door for more Nvidia product wins in the growing consumer electronics space.

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  1. Smart of LG to do this. They were being left behind, and this is going to give them a big competitive advantage over others. Now, LG phones are not exactly considered some of the best phones out there. But this image could be washed away the same way Motorola washed theirs.

    Release some very well built phones, with great design, and the best specs on the market. This is the only way they can get as good or better reviews than their competitors, and start changing their image.

    Of course, I’m not going to buy a windows Phone 7, but I’m sure they’ll put Tegra 2 in some Android phones as well – unless Microsoft forced their hand not to do it or something.

    Considering all major manufacturers out there who adopted Android are skinning their models, I really wish, for their own sake, too, LG would leave stock Android 3.0 on their phones. I’m sure there’s a big market for that, and it would make their brand more likable by the early adopters, who are also the influencers, online.

    1. Totally agree, Lucian. Although I still have hopes of a Tegra-powered Xbox Live handheld phone, Microsoft did tap Qualcomm as the preferred chip earlier this year. That doesn’t mean we won’t see Windows Phone 7 on Tegra, but that does open the door for Android as well.

  2. LG to Implement NVIDIA’s Tegra 2 Processor in Upcoming Smartphones – SlashGear Thursday, August 19, 2010

    [...] [via GigaOM] [...]

  3. With Tesla, Nvidia Aims for New Market: Cleantech News and Analysis « Tuesday, January 4, 2011

    [...] As GigaOM has written, Nvidia’s Tegra line is about as good as it gets for mobile application processing that requires heavy graphics, and because it’s geared for mobile it uses less power. Tesla notes that the chip’s “exceptional energy efficiency,” is “a critically important feature for electric cars,” which are powered solely by batteries and need to conserve energy for driving the car. The more energy siphoned into accessories in EVs, the smaller the range of the vehicles. [...]

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