UpFront: Ground-breaking Product, With a View
Twelve journalists pack into a tiny glass room with the most captivating views of Oslo – the land of the midnight sun. Situated at the top of Holmenkollen, an Olympic ski jump, the room showcases 360° views of Oslo’s hilly countryside, lively downtown and Pipervika, the Norwegian capital’s principal harbor.
Svenn-Tore Larsen, CEO of Nordic Semiconductor, steps up to introduce their latest breakthrough, integrated 2.4 GHz RF and ARM Cortex M0 SoCs. It may sound like just another series of products, but the enhancements deliver up to 50 percent lower power consumption, RF link budget improvements of up to 9.5dB, and over 10 times more processing power compared to previous generations of ULP wireless ICs.
Larsen claims they will see major growth in the consumer wireless space by 2015, and I believe him.
Nordic’s strong ties with Bluetooth low energy, taking a comfortable seat on the Bluetooth Special Interest Group’s Board of Directors about a year ago along with Apple, definitely can’t hurt. Nor will Nordic’s relationship with ANT, a 2.4GHz practical wireless networking protocol and embedded system solution specifically designed for wireless sensor networks. In fact, Nordic was the first company to make chips customized for the ANT protocol.
So what sets Nordic apart from its large competitors, like Qualcomm and Broadcom? For me, it’s their refined demeanor, pure intelligence of the technology and the wonderful people behind the product. In reality, it’s their drive to succeed and their product design wins. They’re doing wonders in a few key markets, including sports and fitness, and gear for healthcare. Plus, with Nordic’s new nRF51 family, they are the first to design integrated 2.4 GHz RF and ARM Cortex M0 SoCs for the Internet of Things.
Nordic Semiconductor is optimistic, as they should be – let’s just hope their views never change.
July 26, 2012