Taking on Intel
Historically ARM has preferred to keep a low profile, leaving it to companies like Qualcomm, Texas Instruments and NVIDIA - who use its technology in some of their products - to make a big noise. This anonymity is going to be increasingly hard to maintain, however, as Intel moves more and more into the smart device space.
Intel caused a stir last week when it compared the performance of the Atom processor to ARM based CPUs, but eventually retracted its bombastic stance, for now. Conversely it wouldn't be surprising to see processors based on ARM designs appearing in MIDs or even netbooks soon.