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NVIDIA’s Future Not As Great At It Could Be

January 14, 2013

NVIDIA Tegra 4 - Josh Jambon @ CES 2013

NVIDIA Tegra 4 – Josh Jambon @ CES 2013

NVIDIA came to 2013’s Consumer Electronics Show to make a statement (check out their event online), and it did make some exciting ones, even if they weren’t all that secret. They introduced the Tegra 4 which is considered the ‘fastest mobile processor’ currently on the market; it was such a buzz that it was the most voted for product, in terms of popularity, during the show. Aside from the Tegra 4, NVIDIA also decided to get their foot into the portable gaming world with Project Shield.

This is all great news for NVIDIA, especially with all the buzz that they’re getting on the internet and on social media sites, specifically about their super fast and efficient Tegra processesor. Not only that, but analysts are already gushing about how Project Shield is gaming’s next disruptive technology.

And yet, I really can’t get excited about their stock, even with all this awesome hype… and it’s not like this is all just hype; they really have a remarkable piece of technology, making some real inroads with their 4th generation mobile processor as it is able to deliver over 3 times the performance of the Tegra 3 while consuming almost half the power.

The real issue that NVIDIA is facing is that they aren’t partnered with the right smartphone companies. I wouldn’t exactly say that being partnered with Toshiba, LG, Asus or Acer to be big achievements when it comes to the mobile market. Really, the only big company they are with is HTC.

The issue is that they are facing mobile chip giant QCOM who showed off its own set of processors at CES. The specs on these bad boys are amazing and the company has already signed with multiple mobile partners taking away from the potential market of the Tegra 4.

Not only is NVIDIA and the Tegra 4 facing stiff competition from QCOM, but adding insult to injury is the fact that two of the largest smartphone companies (Apple and Samsung), don’t see themselves using the Tegra 4 for their mobile devices.

Microsoft who is looking to become a player in the market with their new Windows 8 phones seems like they’ll be using QCOM’s Snapdragon processors for their phones which is no surprise as Qualcomm has been powering Window’s phones for quite a few years.

It’s a real shame as NVIDIA really is doing some amazing stuff, but it seems like they might want to start focusing on other areas in the industry and perhaps invest more time and energy into Project Shield which truly could have an impact on the gaming industry and allow them to again be a relevant company in the tech industry.

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