Nvidia’s succes with their venture into mobile has been hit or miss. Tegra has become relatively well known, but its popularity still pales in comparison to the competition. Namely, Qualcomm. So what’s Nvidia to do about it? Instead of waiting for manufacturers to come to Nvidia for chips, Nvidia is going to start building their own smartphones and tablets, ensuring that Tegra is done right.
According to Mobile Review’s Eldar Murtazin, by mid-2013, Nvidia plans on partnering with various regional carriers to manufacture devices that put Tegra on display. This approach, using what is known as “white label” devices, is nothing new. In the past, companies like Huawei and Alcatel have manufactured reference devices, and let carriers like T-Mobile put their name on them.
If everything goes according to plan, Nvidia will partner with carriers to release reference devices, gain traction and build up profits, then use their new weight with both manufacturers and carriers to secure high-quality components to be sold at lower prices. Nvidia benefits by pumping up their mobile chip devision, and consumers benefit with access to affordable, high-quality hardware.
As far as what Nvidia does after they build marketshare and a reliable manufacturing chain is anyone’s guess. It might not be any time soon, but don’t be surprised if someday, Nvidia phones are competing with the best of them.