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Tag: Tegra roadmap

Pace of Mobile

Two slides from NVIDIA’s presentation at CES (captured by the excellent Anandtech team) were particularly stunning to me in terms of illustrating how quickly the mobile revolution is advancing.

This first slide highlights the main NVIDIA product announcement/claim: that starting with their current-generation product, Tegra K1 (cue NVIDIA PR: it was so advanced that they couldn’t just call the successor Tegra 5 :-)), their mobile graphics architecture would be the same as what they are currently selling for their PC products (Kepler).

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That’s not really a new claim — after all, it had been announced previously that Logan (the comic book inspired codename for Tegra K1) was supposed to have Kepler technology inside. What is interesting is when its presented in the following way:

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According to NVIDIA, it took 8 years for the PC technology that supported the Unreal Engine 3 game engine to make it to smartphones (in and of itself an impressive feat if you think about it), but only two years for Unreal Engine 4.

Obviously, there are a lot of caveats here (this is, after all, a press announcement to drum up excitement) – even if the GPU architecture is 100% the same we have no idea what kind of real-world performance or power consumption we’ll get out of this (so word to the wise: ignore a lot of the “core count” crap, its not really apples-to-apples with anything). But it’s a great indicator of how quickly the smartphone/tablet are usurping the role as the primary computing device for the world and how hard that is pushing the broader technology industry to keep up.

More great content on this (and more) at Anandtech

(Images captured by Anandtech team during NVIDIA CES press conference liveblog)

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NVIDIA’s At It Again

Although I’m not attending NVIDIA’s GPU Technology conference this year (as I did last year), it was hard to avoid the big news NVIDIA CEO Jen-Hsun Huang announced around NVIDIA’s product roadmap. And, much to the glee of my inner nerd, NVIDIA has continued its use of colorful codenames.

The newest addition to NVIDIA’s mobile lineup (their Tegra line of products) is Parker — named after the alter-ego of Marvel’s Spiderman. Parker joins a family which includes Kal-El (Superman) [the Tegra 2], Wayne (Batman) [the Tegra 3], Stark (Iron Man) [Tegra 4], and Logan (Wolverine) [Tegra 5].

And as for NVIDIA’s high-performance computing lineup (their Tesla line of products), they’ve added yet another famous scientist: Alessandro Volta, the inventor of the battery (and the reason our unit for electric potential difference is the “Volt”). Volta joins brilliant physicists Nikola Tesla, Enrico Fermi, Johannes Kepler, and James Maxwell.

(Images from Anandtech)

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The Marketing Glory of NVIDIA’s Codenames

This is an old tidbit, but nevertheless a good one that has (somehow) never made it to my blog. I’ve mentioned before the private equity consulting world’s penchant for silly project names, but while code names are not rare in the corporate world, more often than not, the names tend to be unimaginative. NVIDIA’s code names, however, are pure marketing glory.

Take NVIDIA’s high performance computing product roadmap (below) – these are products that use the graphics processing capabilities of NVIDIA’s high-end GPUs and turn them into smaller, cheaper, and more power-efficient supercomputing engines which scientists and researchers can use to crunch numbers (check out entries from the Bench Press blog for an idea of what researchers have been able to do with them). How does NVIDIA describe its future roadmap? It uses the names of famous scientists to describe its technology roadmap: Tesla (the great American electrical engineer who helped bring us AC power), Fermi (“the father of the Atomic Bomb”), Kepler (one of the first astronomers to apply physics to astronomy), and Maxwell (the physicist who helped show that electrical, magnetic, and optical phenomena were all linked).

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Who wouldn’t want to do some “high power” research (pun intended) with Maxwell? 🙂

But, what really takes the cake for me are the codenames NVIDIA uses for its smartphone/tablet chips: its Tegra line of products. Instead of scientists, he uses, well, comic book characters (now you know why I love them, right?) :-). For release at the end of this year? Kal-El, or for the uninitiated, that’s the alien name for Superman. After that? Wayne, as in the alter ego for Batman. Then, Logan, as in the name for the X-men Wolverine. And then Stark, as in the alter ego for Iron Man.

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Everybody wants a little Iron Man in their tablet :-).

And, now I know what I’ll name my future secret projects!

(Image credit – CUDA GPU Roadmap) (Image credit – Tegra Roadmap)

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