The drive by UK low power chip designer ARM to actively assist any company with which it shares a common interest shows no sign of abating.
Last week we saw its president visit GlobalFoundries and express approval of there being a broader choice of foundry for its partners. Today marks ARM's most robust gesture yet to promote Android - the operating system likely to run an increasing proportion of the devices that use ARM's technology.
That gesture comes in the form of the Android Solution Center - a web portal for Android developers funded and hosted by ARM.
We spoke to Rob Coombs, the director of mobile solutions at ARM, to find out why ARM thought it necessary to make such a move. "There's so much momentum behind Android and our ecosystem is developing optimised solutions," said Coombs. "We thought, why not reach out to that community and put it all in one place."
But surely it is already well catered for at places like android.com and the Open Handset Alliance (OHA). Coombs insisted that there is room for even more assistance than is currently being offered by the OHA and ARM wants to include developers that aren't members of the OHA too.
"This is a portal where we can bring together the collective community efforts," said Coombs. "We're there to act as the catalyst and the host."
Only time will reveal to what extent another online resource for Android developers is necessary, but this move certainly adds to the already considerable momentum behind Google's mobile OS. With all smartphones currently being developed using ARM's instruction set, such an overt endorsement could well ensure the increasing majority of them will run Android.