Freescale Semiconductor hoped to steal some thunder from both Apple and the Lenovo Skylight, by rolling out details prior to Consumer Electronics Show of a tablet-based smartbook, utilizing the ARM-based i.MX515 processor (Cortex-A8), which will carry a price tag of less than $200. We now see a certain degree of specialization among ARM licensees – Nvidia is aiming for a graphics-intensive smartbook, Qualcomm is emphasizing communication capabilities (a category that Broadcom and Marvell may yet pursue), and Freescale is launching with a tablet.
First, let’s give this prototype its due. The 7-in. platform embeds a 1024 x 600 touchscreen, and its slim, half-inch width eliminates the need for a cooling fan. Connectivity options include Bluetooth, Wi-Fi 802.11n, USB 2.0, and a GPS receiver. It offers a 3 megapixel camera and HD codec software. There is main memory of 512 Mbytes of DDR2 RAM, and expandable storage of 4 to 64 Gbytes, which can be further augmented through a mini SD slot. The tablet is optimized for Linux or Android, and includes such bundled software as Adobe Flash, a web browser, and RSS reader. This may well be an ideal model for the video-centric tablet smartbook.
Now, let’s look at the obvious handicaps Freescale will encounter. Lenovo came to CES with a working model of Skylight. Freescale is offering us a prototype it believes can be sold for less than $200, but there is no manufacturer with systems ready to ship. The price target may not take into account the realities of OEM supply chains. As the old saying goes, your actual mileage may vary. Finally, Freescale is showing off its tablet three weeks before Apple launches its long-awaited tablet (iSlate?) at the Yerba Buena Center for the Arts. Obviously, Apple does not implement everything in an optimal fashion and is not an invincible foe, but launching a competitive product just prior to Apple is not always wise. Ask Toshiba about the Gigabeat MP3 player.
Freescale has given the world an ideal reference platform for one type of smartbook, though I share ZDnet columnist Rachel King’s skepticism about how tablets will be received vs. keyboard-enabled smartbooks. Maybe that’s just me, and the stampede for a similar Apple product will make a touch-based smartbook the most popular form factor. But Freescale would be wise to spread its i.MX bets to cover other types of platforms. The tablet market sector could turn into a perfect storm.
Loring
