Google May Be Designing Chips In Threat To Intel

[avtek21]

Google Inc. (GOOG) is considering designing its own server processors using technology from ARM Holdings Plc (ARM), said a person with knowledge of the matter, a move that could threaten Intel Corp. (INTC) ’s market dominance.

By using its own designs, Google could better manage the interactions between hardware and software, said the person, who asked not to be identified because the matter is private. Google, among the largest buyers of server processors, has made no decision and plans could change, said the person.

“We are actively engaged in designing the world’s best infrastructure,” said Liz Markman, a spokeswoman for Google. “This includes both hardware design (at all levels) and software design.” Markman declined to say whether the company may develop its own chips.

http://mobile.businessweek.com/news...ull-designing-server-chips-in-threat-to-intel

Can Google do this alone or design with companies like HP or AMD?

 

[AnandThenMan]

Google has the money, but I question whether they will be able to bring in the people needed to do this.

 

[ShintaiDK]

Google has the money, but I question whether they will be able to bring in the people needed to do this.

The question is the business case and ROI. Thats the first stopper.

And the "source" is 1 anonymous person. The classic resurrect of a rumour. Last time with Google was in summer.

 

[ShintaiDK]

http://www.arm.com/products/processors/licensees.php

No license listed for Google.

 

[Arkaign]

Even with the money in hand, it's stupidly hard to just start a venture like that. The amount of talent and infrastructure you'd need to gather would be immense. It would be something like going from just a pile of cash to saying "I want to have something on the level of Toyota's global industries overnight".

 

[AnandThenMan]

That comparison is a little steep. More like maybe starting Tesla Motors, along those lines.

 

[Vesku]

If Google was serious about this they'd be best off buying Imagination Technologies, full processor (MIPS) + GPU (PowerVR) stack without the hassle of being merely a license holder.

 

[Arkaign]

That comparison is a little steep. More like maybe starting Tesla Motors, along those lines.

I'd have to imagine the obstacles in making a mechanical object such as a car would be laughable compared to creating new processor technology in the x86 space on a level playing field with Intel. After all, there are many car makers which are basically a guy and his friends and a set of good machine tools

A lot of the problems would arise just in getting the process technology and talent together to do such a thing.

The easiest path would be to buy someone with some of those ingredients already existing, but it would still be inferior unless they REALLY poured the money in and got all the right people in place (ex-Intel insiders from very high levels).

 

[Harpocrates]

I don't know how open Apple and Intel would be to selling their Imagination shares.

 

[pablo87]

Mantle and my 6mhz 286 running assembler language written Lotus 123 on DOS say hi - the integration benefits are significant, if not game changing. And if it has game changing potential for Google, it has for its competition - only the Paranoid survive..oh wait.

Besides, you have to wonder how much of Intel's overhead Google is paying for - robbing server to pay smartphones? Somebody is paying for cross subsidies, meetcomps, marketing dollars and fabs scrapped prematurely.

 

[Headfoot]

If Google was serious about this they'd be best off buying Imagination Technologies, full processor (MIPS) + GPU (PowerVR) stack without the hassle of being merely a license holder.

Why?
So they can have nice GPUs on their thousands of display-less server boxes controlled via SSH?

Also Pablo, how'd you get Mantle running on your 286 ^_^

 

[Homeles]

If Google were to do this, it would be a very long term play. They'd have to pour enormous resources into it and it would take years to break even.

On the other hand... now that I think about how high the margins are on the chips they purchase, it could be worth it. But I think Intel would be more interested in lowering the price in order to keep them as a customer.

http://www.arm.com/products/processors/licensees.php

No license listed for Google.

Key word there: "Selection of public licensees." I'd imagine Google would be request their licensee status private.

 

[Exophase]

http://www.arm.com/products/processors/licensees.php

No license listed for Google.

That's a selection of licensees, not a comprehensive list. I can think of several examples missing, including some rather prominent ones like Qualcomm who has licensed Cortex-A5, A7, and A53.

 

[Homeles]

That's a selection of licensees, not a comprehensive list. I can think of several examples missing, including some rather prominent ones like Qualcomm who has licensed Cortex-A5, A7, and A53.

Public licensees, at that.

 

[jpiniero]

Google is actually a very big customer of Intel's. It would be a huge blow to Intel if Google started developing their own ARM processors for their servers.

 

[nurturedhate]

Could be a negotiating tactic, give us another 2% off or we'll design our own. They certainly have the gall and money to threaten. Could also be one of those "one day" ideas

 

[Arkaign]

Could be a negotiating tactic, give us another 2% off or we'll design our own. They certainly have the gall and money to threaten. Could also be one of those "one day" ideas

It is certainly interesting as a 'one day' idea.

As process tech starts to slide towards a silicon limit, assuming the next jumping off point isn't easily monetizable, then it might get stagnant enough to where making your own procs not only would be somewhat competitive, but also not extremely cost prohibitive.

 

[Pinecallado]

Wouldn't it be nice if google made a x86 cpu with the power of a intel cpu but less than the price of a amd cpu?

 

[scannall]

Wouldn't it be nice if google made a x86 cpu with the power of a intel cpu but less than the price of a amd cpu?

Except that there is no way in Hell Intel would give them an x86 license.

 

[Shivansps]

and black magic does not exist either.

 

[OCGuy]

Wouldn't it be nice if google made a x86 cpu with the power of a intel cpu but less than the price of a amd cpu?

Wouldn't it be nice to buy the world a puppy?

What do you imagine would happen to AMD in your scenario?

 

[Vesku]

Why?
So they can have nice GPUs on their thousands of display-less server boxes controlled via SSH?

Also Pablo, how'd you get Mantle running on your 286 ^_^

GPU compute for visual projects? Drones, robots etc?

 

[Virgorising]

I agree with the U Mus B Kidding posts above in this complex and daunting ambition.

Tho it is VERY Google in their current incarnation.

Google's eyes got way bigger than their tummy long ago. That is when, with the hubris of a bank robber convinced he doesn't have to wear a a mask, they started invading privacy with alacrity.

Intel is definitely not shaking in their boots.

 

[CTho9305]

https://www.google.com/search?q=agnilux

 

[Virgorising]

and black magic does not exist either.

Wut, U don believe SANTANA?:whiste:

We saw him performing in PBS special recently.....pretty amazing. The whole band! This Black Magic Woman.....I totally bought it.()