DigiTimes had an interview with Michael Rayfield, the general manager of NVIDIA's mobile business unit. The main focus of the interview is NVIDIA's upcoming mobile processor, the APX 2500.
Q: Nvidia has always focused on GPU technology. Why cut into the applications processor market?
A: We see a clear trend in the smartphone industry of devices becoming more like multimedia-rich handheld computers. In effect, this means that the applications processor market for smartphones has moved towards Nvidia's core strengths, making this an obvious direction for us to branch into.
According to data from Gartner, the applications processor market is expected to see double-digit annual growth all the way to 2012 to reach an estimated overall worth of US$6 billion.