By Ramdas S
Ion, Nvidia’s graphics-based platform for Intel’s Atom processor is finding takers in India. Many OEMs and systems builders have launched their PCs based on Ion-based motherboards.
While Acer is one such MNC OEM to launch Aspire One using Ion platform, Zenith too has launched its latest netbooks on it.
Systems builders like Connoisseur Electronics and Panache Systems have also launched their products based on Ion.
Connoisseur has launched netbooks based on Ion that are priced less than Rs 20,000. “The biggest complaint about netbooks is that you cannot run graphics and multimedia intensive applications. Ion powered netbooks offer great multimedia performance which is comparable with mainstream notebooks,” stated RP Harish Kumar, CEO, Connoisseur. Nvidia packages its own GeForce 9400M integrated graphics on its Ion platform for Atom.
Agreed Amit Rambhia, CEO, Panache Systems which has launched nettops on Ion, “We have designed models based on mini-ITX form factor, which reduces the foot print of the PC to less than a litre. We think that the graphics capability of Ion makes nettop a more attractive proposition for home users.”
The biggest issue facing Ion has been the significant price difference between Intel and Ion motherboards.
Nvidia has objected to Intel’s pricing model for Atom where a standalone processor (N270) is priced at $45, but if bought with Intel motherboard, it is available at $25. This means that while the bundle containing Atom and Intel motherboard is available at $65, Atom with Ion motherboard costs close to $115, making it almost 60 percent dearer.
However Rambhia believes that customers will be willing to pay this premium to get Ion’s graphics capabilities on their Atom-based PCs. He also expects prices of Ion motherboards to come down as volumes pick up.
Distributors are also hopeful about Ion motherboard sales picking up. “Earlier this year, we had imported around 150-200 Ion-based boards, but couldn’t sell them because of the Rs 2,500 price difference between Intel and Nvidia combos. However, with OEMs and leading system builders launching products on Ion, others will be encouraged to build nettops using the Nvidia platform,” said Abhishek Kejriwal, General Manager, Tirupati Enterprises.
With growing interest among channels, Nvidia is planning to get more aggressive with its channel marketing for Ion. Nishant Goyal, Sales Manager, Nvidia South East Asia said, “Ion is slowly but steadily gaining acceptance. Apart from OEMs such as Acer and Zenith launching models, we have close to 10-15 system builders who are shipping nettops based on Ion. We aim to conduct more channel training and marketing programs and plan to add more parnters to the list.” |