3D chip establishment on the run
Mainstays are shying away from the fastest, hippest chips and instead are racing toward cost-effective "system-on-a-chip" products.
Several analysts say that because of both companies' eroding position in the market for 3D graphics chips, combined with the entry of Intel into the market this week, the move is a matter of survival. (See related story)
"Cirrus and S3 are both finding there are some [popular] chips out there that are outperforming them," says Will Strauss, a market analyst for Forward Concepts. "They both know that Intel is going to be moving more and more [graphics] onto [its processors]."
Part of its strategy, apparently, is to obtain the intellectual property necessary to make more powerful processors. Recently, it was revealed that the company purchased the microprocessor patents of defunct chip maker Exponential. With those patents, S3 can make a new-fangled graphics processor with above average intelligence or possibly something beyond this, such as an all-in-one-chip which combines many multimedia-processing features into one chip.
In addition, S3 also entered into an extensive cross-licensing agreement with Cirrus for 3D graphics technology, which could bolster both companies' efforts.
Jon Peddie, president of graphics analyst firm Jon Peddie Associates, agrees that these companies have to shift gears. Recent high-flying graphics chip companies such as 3Dfx, 3dlabs and nVidia, he says, "are stealing market share and taking it just in time before Intel enters the market. It's tough times in 3D land."
Cirrus may target a wide variety of devices--such as TV set-top boxes and cellular phones--that run on chips with embedded graphics, video, and audio functions. The move would make sense, says Dean McCarron, an analyst for Mercury Research, who notes that even though newer graphics technologies are leaving Cirrus in the dust, the company's large patent portfolio, which consists of key technologies in a number of different areas, remains a major asset.
In the notebook PC segment, S3 is targeted at the mid-range market. S3 chips are currently used in Compaq and Toshiba portable computers.
The recent S3-Cirrus pact could fuel both companies' drive for products in the integrated chip market. S3, which paid Cirrus $40 million for the cross-license, gets access to Cirrus's patents covering cutting-edge technology, including a graphics standard known as Talisman and state-of-the-art audio technology, pointed out Peter Glaskowsky, a senior analyst at MicroDesign Resources.