Texas Instruments (NASDAQ:TXN), Advanced Micro Devices (NYSE:AMD), and ARM (NASDAQ:ARMH) are leading an effort to overthrow Intel’s (NASDAQ:INTC) dominant position in the computing processor market and bring about a thematic change in the main product currently prevalent in the market.
The companies, along with MediaTek and Imagination Technologies, have created a nonprofit that will work on standardizing the architecture for low-power computer chips and multicore graphics processors. Qualcomm (NASDAQ:QCOM) and Nvidia (NASDAQ:NVDA) have reportedly also been extended invites into the Heterogeneous Systems Architecture Foundation. The foundation is said to be already working with Microsoft (NASDAQ:MSFT) and Adobe (NASDAQ:ADBE).
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Graphics processing units handle graphics more efficiently than central processing units, consuming less power and helping batteries last longer. The foundation hopes to create software and build architecture that manages what tasks are right for the CPU and which ones should be performed by the GPU.
According to John Taylor, director of product marketing for AMD, the company is hoping to release a line of chips based on the new architecture by 2014. While AMD’s focus will be on the PC and server markets, firms like Texas Instruments are expected to take the concept to smartphones, according to GigaOM. Texas Instruments’ processors are used in the Google (NASDAQ:GOOG) Android-powered Samsung Galaxy Nexus and the Motorola RAZR, among others.
“We’re not rolling something out there that requires an extreme effort,” Taylor says. “This doesn’t require much from the operating system, it just benefits the apps sitting on top of that OS. The real beauty is that it lowers the development times and lets the developers work with familiar tools.”