As a German company defends the "Smartbook" trademark, its actions underscore what happens when companies gratuitously heap new category monikers on top of existing--and perfectly adequate--naming schemes.
Smartbook's Heaven Puro is, in fact, a Netbook.
(Credit: Smartbook)Question: what do Netbooks and smartbooks have in common? Besides looking pretty much the same to consumers (small, lightweight clamshell laptops), both terms have been the object of legal wrangling by companies claiming trademark infringement.
First, the term Netbook came under attack from Psion Teklogix. That dispute with Intel was settled in June. Now Germany-based Smartbook is claiming that Qualcomm's use of the term smartbook infringes on the eponymous company's trademark. "Smartbook AG sets a high value on its protected trademarks, which are being used as company symbols and product marks for years," the company said in a statement sent to CNET.
The San Diego, Calif.-based cell phone chip giant had this to say in response: "Qualcomm is surprised by the claims being made by Smartbook AG...given that Qualcomm does not claim, and has never claimed, to own the term 'smartbook,' which it believes is a descriptive and generic term. The term is used by a number of companies, consumers, and industry commentators to describe a class of devices that combine attributes of smartphones and Netbooks that will be enabled by various technology companies, including Qualcomm."
Qualcomm has been promoting smartbooks for months on its Web site, and Freescale Semiconductor has been doing the same, though on a smaller scale. Both companies make, in effect, the silicon engines that power these devices.
And Qualcomm is now starting to crank up its promotion of the smartbook, as Lenovo prepares to roll out one of the first smartbooks at the Consumer Electronics Show in January.
So the question arises: why call them smartbooks at all? Qualcomm believes that the devices it is promoting are different enough--as described above--from Netbooks that the moniker is warranted. But the reality is that by the time smartbooks hit the market in force (if they indeed do), there will be little really to set them apart from Netbooks.
For proof, look no further than the local Verizon or AT&T store. Verizon now carries Windows-Intel-based Netbooks from Hewlett-Packard with 3G modems built in. The sales pitch: connect to the Internet anywhere at 3G speeds--similar to what Qualcomm is preaching for smartbooks. Yes, smartbooks will have a different operating system (Android/Linux), but to consumers, this won't mean that they are different. At a Verizon store, it's just another Netbook.
And the Smartbook case is a microcosm of this whole problem. The German company offers a line of laptops that, in the United States, are called Netbooks. The systems promoted on its Web site offer the usual fare of Intel Atom processors and Windows software--except that the company calls them Smartbooks.
Confused? Well, the confusion may go away on its own when everyone just keeps it simple, calling a spade a spade: a Netbook is a Netbook is a Netbook.
The "smartbook" aspires to put the smartphone into the laptop. Will it be able to elevate an Apple iPhone or Motorola Droid-like experience to a larger device, or is it just more marketing mumbo-jumbo?
Two companies are hoping that the smartbook will turn out to be more than just another quickly-forgotten device sales pitch. Qualcomm and Freescale, which are both supplying key silicon technology for the devices, are pushing to make smartbooks different enough from laptops--and Netbooks--that consumers will take notice.
Qualcomm CEO Paul Jacobs holds the Lenovo smartbook, which will appear at CES in January.
(Credit: Qualcomm)The first tangible evidence of smartbooks to come will be seen at the Consumer Electronics Show in January, where Lenovo, among others, is expected to show, if not roll out, smartbook designs.
One pesky question won't go away, however. Why go out of the way to call it a smartbook? Doesn't Netbook suffice? (And it can potentially be very confusing for consumers since both terms have "book" in them.) On one level, the nomenclature choice is simply to counter the Microsoft-Intel Netbook juggernaut: Another Netbook among dozens already on the market won't draw much attention.
But at a deeper level, the two companies are trying to make the smartbook substantively different from a Netbook. Qualcomm sees it, in essence, as a large smartphone, which leaves the outdated Windows desktop experience in the dust. "A Netbook in our view is just a cheap laptop that runs Windows. We see the smartbook cannibalizing the Netbook. ... Read more
ARM on Tuesday announced the launch an alliance of 35 tech companies to support development of Android-based products using its widely used chips.
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ARM-based chips power the world's most popular smartphones, including--in the U.S.--the Apple iPhone, Blackberry Storm, Palm Pre, and Motorola Droid.
The Solution Center for Android alliance will serve as a resource for designers and developers of ARM technology-based products running on the Android operating system, which is the software on the popular Motorola Droid smartphone and Acer Liquid.
In addition to smartphones, Android powers digital picture frames and smartbooks--what the Windows-Intel camp prefers to call Netbooks. ARM-based smartbooks packing processors from Qualcomm, Freescale Semiconductor, and Texas Instruments should begin to emerge in force at the Consumer Electronics Show in January, where Lenovo, among others, will debut its first-ever smartbook design. The Lenovo smartbook is expected to be sold by AT&T.
"Developers require assurance that the components they are using are up to the task," ARM said in a statement. "Android was written for the ARM architecture and Android 2.0 was launched on high-performance (ARM) Cortex-A processor designs."
ARM says the launch of popular products is putting new pressure on the ecosystem that supports ARM. "As we have seen through the recent launches of handsets such as Motorola's Droid and Acer's Liquid, the Android platform represents a fundamental change in the open source ecosystem," Kevin Smith, VP of segment marketing at ARM, said in a statement.
Smith says that ARM now needs to ensure that development solutions are world-class. "ARM is in a position to foster an innovative ecosystem to ensure that device manufacturers have the best development solutions at their disposal," he said.
Analysts agree. "Consumer adoption of smartbooks, smartphones and other 'always on' connected devices is forecast to increase significantly in the next few years," Jeff Orr, a senior analyst at ABI Research, said in a statement provided by ARM. "Manufacturers of these devices need a support structure that enables them to develop cutting-edge devices quickly and affordably."
ARM said that in addition to the support of major device makers, silicon partners and solution providers, the Solution Center for Android comprises more than 35 members of the ARM community, including Texas Instruments, Mentor Graphics, and Archos.
Updated at 9:30 a.m. PST: Clarifying that "Netbook" is the name that the Windows-Intel camp gives to the small laptops and "smartbook" is the moniker applied by the ARM camp of device makers.
Consumers won't see a "Qualcomm Inside" sticker on new Windows Mobile phones, but the chip supplier is playing a big role in powering the first crop of phones based on Microsoft's new operating system.
Microsoft announced on Tuesday the first phones to carry the Windows Phone brand and run the Windows Mobile 6.5 operating system--which offers Adobe Flash support, an upgraded browser, and menus that can be navigated with a finger. AT&T has already announced smartphones, with dozens more expected to be rolled out by the end of the year.
HTC HD2 packs a 1GHZ Qualcomm processor
The Tilt 2 and Pure both use Qualcomm MSM7000 series processors, as do a number of other new Windows Mobile phones. These chips typically run at 528GHz--a fairly common speed grade for mobile phones.
Toshiba TG01
But it's at the high end where things get interesting. The Apple iPhone-like HTC HD2 and Acer neoTouch use Qualcomm's latest-and-greatest processor, the 1GHz Snapdragon, also known as the QSD8250.
The HTC HD2, for example, packs 512 MB of ROM memory, 448 MB of RAM, claims video playback battery life of up to 8 hours, and a uses a relatively large 4.3-inch diagonal screen (specifications here.)
And Toshiba has been shipping a Windows phone since June that also uses the Snapdragon processor. Only 9.9 millimeters thick, it integrates a 4.1-inch WVGA 800x480 384k pixel resistive touchscreen and comes with support for 3G HSPA, Wi-Fi, GPS, and assisted-GPS.
Snapdragon itself supports high-definition (720p) video decode and cameras ranging up to 12 megapixels.
Qualcomm won't stop at 1GHz: the San Diego-based company has demonstrated Netbooks running a 1.3GHz Snapdragon processor and will eventually push the chip to 1.5GHz. Future Qualcomm chips will be dual-core and support 1080p (laptop-class) high-definition video.
But there is still plenty of chip competition in the smartphone market. Though Qualcomm's presence is unmistakable in this first crop of Windows Mobile 6.5 phones, it competes with Texas Instruments in the broader cell phone and smartphone markets. "Qualcomm is a newcomer on the block in terms of applications processors," said Jim McGregor, chief technology strategist at market researcher In-Stat, adding that TI's OMAP processor is the most widely-used processor.
A standalone applications processor is roughly analogous to the main Intel or Advanced Micro Devices processor in a PC: it is basically the brains of a smartphone.
An Eee PC Netbook based on a Qualcomm processor that runs Google's Android operating system looks promising as an alternative to the millions of Netbooks out there tethered to Intel Atom processors and Microsoft Windows.
An Asus Qualcomm-based smart-book is a promising alternative to Windows-Intel Netbooks
(Credit: Asus)Asus was showing a Netbook at the Computex conference in Taipei running the Android OS on top of Qualcomm's Snapdragon processor, according to this TweakTown video.
When Asus plans to ship a Netbook based on Qualcomm's Snapdragon processor isn't clear and Asus is not disclosing its plans (later this year?), but it becomes even less clear when you add Google's Android operating system to the mix. Michael Rayfield, an Nvidia executive, doesn't expect Android Netbooks to appear commercially until next year.
What is clear, however, is that these Netbooks are different from the Windows-Intel variety. Qualcomm is calling them "smartbooks" rather than Netbooks to draw attention to the fact that they will operate more like smartphones: standard 3G connectivity, always-on, and all-day battery life.
And what makes this Asus demonstration at Computex interesting is that all Asus Netbooks to date have run on Intel processors. Obviously, Asus thinks the Snapdragon technology is different enough to warrant a separate design.
Other specification for the Netbook include a 10-inch screen, a built-in Webcam, and a universal 3G radio that supports UMTS and CDMA networks on all frequencies used globally, according to an IDG News report.
Qualcomm said Sunday that it is adding new Snapdragon silicon to its series of chips for Netbooks and other small devices while it showcases devices at the Computex conference in Taipei.
Snapdragon-powered devices will come in various designs
(Credit: Qualcomm)The San Diego-based company announced that it is expanding the Snapdragon chip platform with a next-generation chipset that uses the 45-nanometer process technology to provide faster processing, significant battery life improvements, and other enhancements.
The chips are targeted at smartphones and so-called smartbooks. The latter is a category of small devices that, in some cases, will be similar in appearance to Netbooks but will emphasize 3G connectivity and be sold through telecommunications companies. Netbooks are small laptops typically powered by Intel's Atom processor.
The new Snapdragon QSD8650A chipset, scheduled for sampling before the end of 2009, runs a 1.3 GHz processor, achieving 30 percent higher performance as well as enhanced multimedia and 2D/3D graphics, Qualcomm said. Current Snapdragon silicon runs at 1GHz. The chip uses a manufacturing process based on the same 45-nanometer geometries that Intel currently uses for its processors.
"Utilizing 45nm technology also allows power consumption improvements such as up to 30 percent lower dynamic power (over) previous-generation Snapdragon products and an unmatched standby power of less than 10 millwatts," Qualcomm said.
Qualcomm also said that the company's device manufacturing partners will be showcasing devices powered by Snapdragon chipsets. The company will hold a press conference to highlight these new devices and discuss its smartbook strategy on Monday at Computex.
Demonstrations of Snapdragon-based devices will include Asus, Compal, Foxconn, High Tech Computer (HTC), Inventec, Toshiba, and Wistron.
"We feel the Snapdragon platform from Qualcomm holds great promise, and look forward to collaborating on groundbreaking new consumer products that redefine what is possible on a mobile device," Peter Chou, chief executive officer of HTC, said in a statement.
"Thanks to the unprecedented performance of Qualcomm's Snapdragon chipsets, we look forward to delivering a new type of user experience to the market," Alan Tsai, the senior vice president of Business Group 2 of Quanta Computer, said in a statement.
CARLSBAD, Calif.--Qualcomm and Freescale Semiconductor are ready to begin pushing a category of devices that they say are cheaper, lighter, and more connected than Intel-based Netbooks.
And just to make sure that the difference is crystal clear, both companies are calling the category "smartbooks."
"We are relabling with the term 'smartbook.' We are joining others in using this term," said Glen Burchers, director of global consumer segment marketing at Freescale, in a phone interview Thursday. "The manufacturers that are using ARM-based devices are cooperating in using this terminology," according to Burchers.
"The smartbook is the smartphone experience on a larger form factor," according to Luis Pineda, vice president of marketing at Qualcomm's CDMA technologies division, speaking during a teleconference on Thursday.
So, what makes a smartbook different from the Netbooks being sold by companies like Dell and Hewlett-Packard? Netbooks use an Intel Atom processor and, typically, Microsoft's Windows XP operating system. Smartbooks will use processors based on an ARM design and the Linux operating system. And 3G connectivity will be standard--like a typical smartphone.
ARM chips offer better power efficiency than Atom processors and ARM-based devices come with virtually no cost overhead for the operating system. "The primary distinction between them (smartbooks) and the existing crop of Netbooks will be longer battery life--eight-hour battery life--slimmer form factor, and lower price point," said Burchers.
One Snapdragon-based prototype uses a tablet motif. Both Qualcomm and Freescale say that the term smartbook will encompass multiple designs. 3G connectivity--the standard for smartphones--is key.
(Credit: Qualcomm)Other distinguishing features are "instant-on" and "persistent connectivity," according to Burchers. "The idea is that the device is intelligent enough to go fetch your emails and your messages automatically. And this is what you'd expect from a smartphone," he said, trying to emphasize that the device would operate in some ways more like a smartphone than a Netbook.
Qualcomm, for its part, has a Web site dedicated to smartbook prototypes and concept devices and lists standard features such as 3G mobile broadband, Bluetooth, Wi-Fi, GPS, and HD video. Qualcomm hosted a dinner at the The Wall Street Journal's "D7: All Things Digital" conference, where company executives discussed the smartbook strategy.
Qualcomm's smartbooks will be powered by its Snapdragon processor, while Freescale's chips use an uncatchy "i.MX515" moniker. Both companies license the basic chip design from U.K.-based ARM. In Qualcomm's case, it has an ARM architecture license which allows the San Diego, Calif.-based company to do major modifications to the basic chip design.
Another Qualcomm prototype is a classic clamshell design. Some Freescale-based devices will also be clamshell designs.
(Credit: Qualcomm)The first smartbook devices are appearing from so-called original design manufacturers or ODMs, which typically don't market under their brand name but supply devices to large PC makers which then slap on their brand. Wistron and Pegatron, both ODMs, will be showing Freescale-based 10-inch clamshell devices at the Computex conference, Burchers said. Computex starts next week in Taipei.
"These are the first near production-ready devices that we expect to find a home at OEMs (brand-name device makers) before Christmas time this year. We should definitely be able to hit the $199 retail price," according to Burchers.
Nvidia--while not tying itself to the smartbook nomenclature--is also expected to show devices based on its ARM-based Tegra processor at Computex. Nvidia has been touting a $99 "HD mobile Internet device" that telecommunications companies would offer with subscription plans--the route that devices based on Qualcomm and Freescale chips are also expected to take.
Netbooks, by contrast, are typically priced between $300 and $500.
One the challenges facing all ARM-based device makers is the lack of a Windows operating system--a problem that XP- and future Windows 7-based Netbooks don't have. Freescale and others are looking to Google's Android OS, due commercially in devices next year, to counter the marquee draw that Windows has.
"The potential that Google has--this has got everybody's attention," Burchers said. "One thing that's driving that is the Google brand. The second thing is that finally there's one-stop shopping for an operating system that is an alternative to Windows. Linux (generically) is an alternative to Windows but it is fragmented. There are too many derivatives," according to Burchers.
Until the potential of Android in smartbooks is realized, the lack of a Windows operating system will always pose a problem for some consumers, especially in laptop-like clamshell designs.
"The biggest inhibiting factor is that it doesn't have any legacy (established PC) operating system compatibility because Microsoft is unlikely to provide native support for it near-term," said Ashok Kumar, an analyst at investment bank Collins Stewart. "For the mainstream market, unless they get Microsoft compatibility it's going to be a long road," Kumar added.
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