Dell’s Latitude-On gives TI a PC entree -- but doesn’t displace Wintel!

EL SEGUNDO, USA: Dell Inc.’s new Latitude-On concept marks the first use of Texas Instruments Inc.’s ARM-based OMAP applications processor in a notebook PC. But does it really represent a challenge to the PC hegemony now enjoyed by the X86 microprocessor and the Windows operating system?

With Latitude-On intended only to perform a specific and limited function in notebook PCs, iSuppli Corp. does not believe it represents a threat to Wintel’s dominance.

Dell describes Latitude-On as a “system on a system” wherein a regular Dell laptop using an Intel Corp. X86 and Microsoft Windows adds a separate subsystem that is based on Texas Instruments’ OMAP3430 chip.

The OMAP system allows users to boot into a slimmed-down Linux operating environment with access to a web browser. When turning on a notebook using the Latitude-On mode, the PC delivers nearly instantaneous web access, bypassing the lengthy boot-up time required for Windows.

Latitude-On aims to provide access to web-based e-mail, contacts, calendars and other Internet content and services without the lengthy boot cycle associated with traditional laptops. Basic document viewing functionality also is supported for Microsoft Office and Adobe PDF files.

Via one of its technical blogs, Dell announced the availability of Latitude-ON on its new Latitude Z series of business laptops.

In addition to TI OMAP processor, Latitude-On also includes Wi-Fi and mobile broadband connections. The Latitude-On module can also be retro-fitted to specific Latitude models.

“While at first glance Latitude-On appears to represent an encroachment of the ARM microprocessor and Linux operating system into the Wintel-dominated PC world, the reality is quite different,” said Matthew Wilkins, principal analyst, compute platforms, for iSuppli.

“Yes, Dell is making use of a TI OMAP processor-based system in these laptops, but it is only being employed for a very narrow purpose: providing a very lightweight conduit to certain types of information. It does not in any way displace the key functions of the Intel- and Microsoft-based laptop platform.”

ARM microprocessor-based chips presently do not command any significant volume in the PC market.

The main barrier for ARM’s acceptance is that there is no version of Microsoft Windows that has been compiled to run natively on the microprocessor architecture. Microprocessors based on the ARM instruction set use a fundamentally different set of operating procedures than those of the x86 processors from AMD and Intel. Therefore, an ARM-based microprocessor cannot run applications and operating systems designed for X86 chips.

Despite rumors that a port of Windows to the ARM has been or is being investigated, it seems unlikely that there will be an ARM-centric Windows PC in the near- or mid-term.

However, an ARM-centric Linux PC certainly is possible and could be an intriguing option for users looking for alternatives to Wintel in personal computing.

A boost for Texas Instruments?
TI’s OMAP processors typically are used in cell phones and various types of Mobile Internet Devices (MIDs). The processor employed by Dell for Latitude-On, the OMAP3430, is targeted primarily at smart phones.

Texas Instruments’ OMAP line dominates the market currently for standalone applications processors, with a share of 24 percent of global revenue in the second quarter of 2009. In comparison, No.-2 applications processor supplier Samsung Electronics Co. Ltd. accounted for 15.9 percent of the market during the same period.

However, Texas Instruments’ OMAP line has been under increasing competitive pressure from Samsung in the smart-phone market, primarily fueled by Samsung’s partnership with Apple Inc. for the applications processor in the iPhone. If Dell’s Latitude-One gains acceptance in the market, it could represent a significant boost for the OMAP line.

“As the market for handsets continues to mature, semiconductor suppliers traditionally targeting that segment are looking to expand their presence in other applications to help promote growth,” said Francis Sideco, principal analyst, wireless communications, for iSuppli.

Blurring the lines
The Latitude-On system endows notebook PCs with features similar to those of smart phones like the iPhone and members of the BlackBerry line, which also provide access to email and document viewing in an “instant on” manner.

“Dell’s solution certainly represents an attempt by the PC market to fight back against the kind of access that smart phones provide,” Wilkins observed. “Dell clearly has sought and received sufficient customer feedback to implement such a rapid-on and limited-environment system. However, before drawing any conclusion on the success of this approach, iSuppli will wait and see how the system performs with customers. It also will be interesting to see what the reaction will be from Intel and Microsoft.”