ARM might be in for more of a fight than we had thought if they want to keep their market share for the next generation of cellphones, assuming of course that they are sold in North America.  The Register posted about research recently done contrasting performance and power efficiency between several phone CPUs; the Lenovo K900 with a 2.0GHz Atom Z2580, a a Samsung Nexus 10 with a dual core 1.7GHz Cortex-A15, a Galaxy S4 phone running a "big.LITTLE" Exynos Octa with paired quad-core Cortex-A15 and Cortex A7 and even a Asus Nexus 7 with an Nvidia Tegra 3.  Those phones give a good representation of current generation technology and it seems that while the performance for the top phones was very similar, Intel's new ATOM did it with 2/3 the amperage, specifically an average of 0.85A  as opposed to the 1.38A of the second lowest competitor.  ATOM seems to have finally found a market segment it can do very well in as long as the price is right.

"The industry analysts at ABI Research pitted a Lenovo smartphone based on Intel's Atom-based Clover Trail+ platform against a quartet of ARM-based systems, and Chipzilla's system not only kept pace with the best of them, but did so using less power."

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