Google’s Tensor system on a chip, to be used to power the Pixel 6 smartphones, illustrates a fundamental business principle. The whole computing industry, and increasingly larger parts of the telecom and connectivity industries, are loosely-coupled systems. As in a standard value chain, participants can choose to work in more than one role within the value chain.
Sometimes that is done to grow revenues; sometimes to create more value; sometimes to reduce costs. But this is one more role for Google to take on. It is a supplier of applications, operating systems, platforms, devices and now its own processors.
Lower cost is probably not the main driver for the Tensor decision. Value is the bigger driver, almost certainly. By designing its own system on a chip, Google gains differentiation, particularly in the ability to leverage artificial intelligence.
“Google believes that generic processors like the Qualcomm Snapdragon chips that have previously powered the range aren’t custom enough for the level of sophistication behind Google’s AI efforts,” notes Chris Smith, software reviewer.
“Tensor was built for how people use their phones today and how people will use them in the future. As more and more features are powered by AI and ML it’s not simply about adding more computing resources, it’s about using that ML to unlock specific experiences for our Pixel users,” Google hardware chief Rick Osterloh said.
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