Beijing time on March 6 news, according to foreign media reports, in 1993, Huang Renxun founded Nvidia, wanted to 3D graphics technology from the silicon map super computer to PC. The company has beaten countless competitors at the speed of launching a new 3D graphics chip every six months.
Eighteen years later, Nvidia is still one of the most innovative companies in Silicon Valley. It is also the last independent graphics chip maker to compete with microprocessor vendors Intel and AMD.
For a long time, analysts expect Nvidia to be squeezed out of the PC market because its competitors have created combo chips that can integrate graphics and microprocessors onto a single silicon chip. They criticized Nvidia for failing to create its own microprocessor. However, Huang Renxun has his own way of winning. As early as 2001, when he introduced the GeForce 3 chip, he added programmability to the graphics chip, making it capable of handling non-graphical computing tasks, thus impacting Intel's dominance at the outset. Programmability allows Nvidia's graphics chips to advance into everything from video servers to supercomputers.
Now, Nvidia is preparing to take the Tegra and Tegra 2 mobile processors as pioneers to enter the field of mobile computing. The Tegra 2 has appeared on the Motorola Xoom tablet and the Motorola Atrix smartphone, both of which are among the best Android devices that challenge Apple's dominance. At the Consumer Electronics Show, Nvidia announced the "Project Denver", which studies high-end microprocessors based on the ARM architecture. The microprocessor will be able to run the Microsoft Windows operating system. This is another major strategic move by Huang Renxun.
Recently, Nvidia head Huang Renxun received an interview with a group of reporters. The following is an excerpt of their dialogue for readers:
Q: Tell us about your strategy.
A: If you review the development process of Nvidia, you will find that Nvidia 1.0 is PC graphics; Nvidia 2.0 is a programmable graphics processor that can extend our market from PCs to various computing devices. ; NVIDIA 3.0 is a parallel processor with multiple functions. One of these functions is visual computing. The second is energy-efficient computing. It contains two factors, one is mobile technology and the other is cloud technology. In the future, personal computers are personal computers—not PCs; the personal computers most people want will be mobile devices.
Inside the company, we often say that we are building Nvidia 3.0 from three aspects: parallelism, mobile, and ARM. Over the years, many reporters have asked me what our CPU strategy is and I always answer it as ARM. Although it sounds like a joke, it is indeed a fact. I also say within the company that our CPU strategy is ARM. I believe that ARM has a crucial role for CPU.
Q: Is ARM architecture really important?
A: The current number of mobile phones is very large. It is not a million-level but a multi-billion level. This makes the ARM architecture the most valuable chip processing architecture in the world.
At the Consumer Electronics Show, the first thing we announced was that we had smartphones and tablets equipped with Tegra mobile processors. We need a really good operating system to release the full power of the Tegra chip. In the end, we ushered in Google Android 3.0. It has all the advantages of modern operating systems, with video hardware acceleration, graphics hardware acceleration and a variety of API interfaces. This is a very good operating system. We are honored to work with Google to bring it to market.
The second thing we announced was the Denver plan. We have hundreds of engineers working on CPUs. It has been around three and a half years. Our strategic goal of launching the Denver plan is to extend ARM architecture chips beyond the mobile computing space. For example, we are working with ARM to develop a next-generation 64-bit processor so that all computing devices can use the chip processing architecture. We may use ARM processors in PCs, because PCs are still powerful devices that can handle things that many mobile devices can't handle. We will enter the PC, but will still retain the energy-saving features of ARM processors. The new PCs we build will have lower power consumption and the same (or higher) performance than current PCs. This is our vision of the Denver plan.
The third thing was announced by Microsoft, that is, the next generation of Windows will take the ARM architecture. Until now, people finally understand that our CPU strategy is really ARM, and we have brought ARM in mobile devices to supercomputers. ARM is now the only CPU in the world that penetrates deeply into mobile devices, PCs, servers, and supercomputers. Therefore, our strategy for Nvidia 3.0 is very clear, and people also understand what we have to do - we are trying to build a modern computing technology company. We hope that in the next three to four years, we can make the mobile market performance become 100 times the performance of today's PC. This is our Nvidia 3.0 strategy.
Q: Why did you give up the Intel x86 architecture?
A: We have considered the x86 architecture for a long time. There are two reasons why I decided not to do the x86 architecture: First, as I said before, it is a wrong chip processing architecture. Second, the world will not wait for us to create another x86 architecture, nor will we employ a group of the world's best engineers to do what others have been doing as early as 25 years ago. This is not logical. And, I don't want to waste my employees' time. Think about how much effort you have made to find these talented talents and persuade them to work for Nvidia, but let them do what others have already done. This is a huge waste of talent. Therefore, we must find a new architecture that will allow us to truly contribute.
Q: I remember that in the 1990s, there were about 60 competitors in the graphics chip field. How did you win?
A: You will encounter many competitors for anything worth doing. The key question is whether we can join our own unique thinking. If the graphics are important, if visual computing is important, then we can add our own unique thinking. If it is important to build a high-performance technology device, then we can add our own unique thinking.
Q: Do you think consumers will care about the chip?
A: Consumers will not care at all. Anyone picking up an iPhone will not be curious to think whether it is carrying an x86 architecture or an ARM architecture chip. It just knows that it is a smart phone. This is a very frustrating place.
Q: How do you think of Qualcomm?
A: Qualcomm is our competitor. It was originally a mobile company and later developed into the computing field. In my opinion, the advantages of Qualcomm are in mobile, and our strengths are in computing. The more advanced computers or tablets or smartphones, the more obvious our advantages.
Q: What operating system will you prioritize?
A: The first is Windows, followed by Android.
Q: What is your relationship with Nokia?
A: Nokia's door has been closed to us because we have never supported the Saipan operating system. Now that Nokia and Microsoft have formed alliances, then we have a chance. This is a very happy thing.
Q: Will there be a market for game consoles?
A: I think that there will still be markets for special equipment, but this market will not be as big as it used to be.
Q: Why did Intel miss out on mobile computing?
A: When you stand in different positions, you see different angles in this world. When you are surrounded by the joy of success, it is difficult for you to see the world around you. This is not Intel's fault. Imagine if I opened a Chinese restaurant and the result was a long queue of customers. Well, I would think that everyone in the world likes Chinese food and I will continue to run Chinese restaurants. We believe that the future will belong to mobile computing devices because we use extrapolation. Let's first look inside the mobile device and then reason out.
Eighteen years later, Nvidia is still one of the most innovative companies in Silicon Valley. It is also the last independent graphics chip maker to compete with microprocessor vendors Intel and AMD.
For a long time, analysts expect Nvidia to be squeezed out of the PC market because its competitors have created combo chips that can integrate graphics and microprocessors onto a single silicon chip. They criticized Nvidia for failing to create its own microprocessor. However, Huang Renxun has his own way of winning. As early as 2001, when he introduced the GeForce 3 chip, he added programmability to the graphics chip, making it capable of handling non-graphical computing tasks, thus impacting Intel's dominance at the outset. Programmability allows Nvidia's graphics chips to advance into everything from video servers to supercomputers.
Now, Nvidia is preparing to take the Tegra and Tegra 2 mobile processors as pioneers to enter the field of mobile computing. The Tegra 2 has appeared on the Motorola Xoom tablet and the Motorola Atrix smartphone, both of which are among the best Android devices that challenge Apple's dominance. At the Consumer Electronics Show, Nvidia announced the "Project Denver", which studies high-end microprocessors based on the ARM architecture. The microprocessor will be able to run the Microsoft Windows operating system. This is another major strategic move by Huang Renxun.
Recently, Nvidia head Huang Renxun received an interview with a group of reporters. The following is an excerpt of their dialogue for readers:
Q: Tell us about your strategy.
A: If you review the development process of Nvidia, you will find that Nvidia 1.0 is PC graphics; Nvidia 2.0 is a programmable graphics processor that can extend our market from PCs to various computing devices. ; NVIDIA 3.0 is a parallel processor with multiple functions. One of these functions is visual computing. The second is energy-efficient computing. It contains two factors, one is mobile technology and the other is cloud technology. In the future, personal computers are personal computers—not PCs; the personal computers most people want will be mobile devices.
Inside the company, we often say that we are building Nvidia 3.0 from three aspects: parallelism, mobile, and ARM. Over the years, many reporters have asked me what our CPU strategy is and I always answer it as ARM. Although it sounds like a joke, it is indeed a fact. I also say within the company that our CPU strategy is ARM. I believe that ARM has a crucial role for CPU.
Q: Is ARM architecture really important?
A: The current number of mobile phones is very large. It is not a million-level but a multi-billion level. This makes the ARM architecture the most valuable chip processing architecture in the world.
At the Consumer Electronics Show, the first thing we announced was that we had smartphones and tablets equipped with Tegra mobile processors. We need a really good operating system to release the full power of the Tegra chip. In the end, we ushered in Google Android 3.0. It has all the advantages of modern operating systems, with video hardware acceleration, graphics hardware acceleration and a variety of API interfaces. This is a very good operating system. We are honored to work with Google to bring it to market.
The second thing we announced was the Denver plan. We have hundreds of engineers working on CPUs. It has been around three and a half years. Our strategic goal of launching the Denver plan is to extend ARM architecture chips beyond the mobile computing space. For example, we are working with ARM to develop a next-generation 64-bit processor so that all computing devices can use the chip processing architecture. We may use ARM processors in PCs, because PCs are still powerful devices that can handle things that many mobile devices can't handle. We will enter the PC, but will still retain the energy-saving features of ARM processors. The new PCs we build will have lower power consumption and the same (or higher) performance than current PCs. This is our vision of the Denver plan.
The third thing was announced by Microsoft, that is, the next generation of Windows will take the ARM architecture. Until now, people finally understand that our CPU strategy is really ARM, and we have brought ARM in mobile devices to supercomputers. ARM is now the only CPU in the world that penetrates deeply into mobile devices, PCs, servers, and supercomputers. Therefore, our strategy for Nvidia 3.0 is very clear, and people also understand what we have to do - we are trying to build a modern computing technology company. We hope that in the next three to four years, we can make the mobile market performance become 100 times the performance of today's PC. This is our Nvidia 3.0 strategy.
Q: Why did you give up the Intel x86 architecture?
A: We have considered the x86 architecture for a long time. There are two reasons why I decided not to do the x86 architecture: First, as I said before, it is a wrong chip processing architecture. Second, the world will not wait for us to create another x86 architecture, nor will we employ a group of the world's best engineers to do what others have been doing as early as 25 years ago. This is not logical. And, I don't want to waste my employees' time. Think about how much effort you have made to find these talented talents and persuade them to work for Nvidia, but let them do what others have already done. This is a huge waste of talent. Therefore, we must find a new architecture that will allow us to truly contribute.
Q: I remember that in the 1990s, there were about 60 competitors in the graphics chip field. How did you win?
A: You will encounter many competitors for anything worth doing. The key question is whether we can join our own unique thinking. If the graphics are important, if visual computing is important, then we can add our own unique thinking. If it is important to build a high-performance technology device, then we can add our own unique thinking.
Q: Do you think consumers will care about the chip?
A: Consumers will not care at all. Anyone picking up an iPhone will not be curious to think whether it is carrying an x86 architecture or an ARM architecture chip. It just knows that it is a smart phone. This is a very frustrating place.
Q: How do you think of Qualcomm?
A: Qualcomm is our competitor. It was originally a mobile company and later developed into the computing field. In my opinion, the advantages of Qualcomm are in mobile, and our strengths are in computing. The more advanced computers or tablets or smartphones, the more obvious our advantages.
Q: What operating system will you prioritize?
A: The first is Windows, followed by Android.
Q: What is your relationship with Nokia?
A: Nokia's door has been closed to us because we have never supported the Saipan operating system. Now that Nokia and Microsoft have formed alliances, then we have a chance. This is a very happy thing.
Q: Will there be a market for game consoles?
A: I think that there will still be markets for special equipment, but this market will not be as big as it used to be.
Q: Why did Intel miss out on mobile computing?
A: When you stand in different positions, you see different angles in this world. When you are surrounded by the joy of success, it is difficult for you to see the world around you. This is not Intel's fault. Imagine if I opened a Chinese restaurant and the result was a long queue of customers. Well, I would think that everyone in the world likes Chinese food and I will continue to run Chinese restaurants. We believe that the future will belong to mobile computing devices because we use extrapolation. Let's first look inside the mobile device and then reason out.
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