To: BillyG who wrote (25723 ) 11/26/1997 1:07:00 PM From: John Rieman Respond to of 50808
TriMedia..............................................ijumpstart.com Philips Looks Beyond the PC for TriMedia's Future: Digital TV and Videoconferencing Are Target Markets <Picture><Picture><Picture> LAS VEGAS-The emerging Digital TV market could give PC component suppliers another - and perhaps more lucrative - market for their products. That's the revised business strategy Philips Semiconductors has undertaken for its TriMedia processor. After spending more than three years and tens of millions of dollars developing the chip, the company has yet to secure design wins with PC companies largely because of the $50 price tag and competition from Intel Corp.'s [INTC] MMX instruction set. When asked why the company was looking outside the PC market, Cees Jan Koomen, Philips senior vice president and general manager told Multimedia Week. "Do you see Intel allowing it next to MMX? I don't think so." Philips came close to sourcing the chip to Apple Computer Inc. [AAPL], however the fledgling company decided to nix models the chip was slated for, according to Philips officials. In an effort to recover R&D costs, Philips is targeting the Digital TV and corporate videoconferencing markets. Executives are hopeful TriMedia's audio, video and graphics capabilities will attract companies building those products, and that the $50 price considered too expensive by PC makers will be acceptable for higher priced hardware. The company has secured a design win with sister company Philips Consumer Electronics Inc. "Philips will base its digital television on the TriMedia products," Koomen said. With Philips' Magnavox brand among the top four in U.S. TV sales annually, the vendor relationship will help the semiconductor company start carving out a market in digital TV. Luciane Marques, director of marketing for TriMedia, said the company is talking to the top five OEMs in the TV business. Philips wants to send a message to TV makers that TriMedia can help them arrest control of digital technology from PC makers by implementing streaming media and other PC-like functionality into the big black box. "They believe their box will take over the other box, " Marques said. Philips executives envision a DTV with a 133 MHz TriMedia (TM-1100) chip offloading some of the bandwidth requirements of Internet applications like Java and VRML. The company demonstrated several such applications at Comdex last week. The first Philips DTVs on the market late next year, presumably Philips/Magnavox sets, will use the TM-1100, but the company plans a more powerful version for the fourth quarter of 1999. Philips' goal of making TriMedia "the Pentium of the living room" is overly optimistic, but the company's decision totarget DTV makers is sound. Non-PC Videoconferencing But DTV isn't TriMedia's sole focus. High-end videocon-ferencing systems sold to businesses are another category on Philips' radar screen. With systems selling for $5,000-plus, the market might be one that can absorb the relatively high cost of TriMedia and bring Philips the economies of scale it needs to bring the price down. In the short term, this product category represents a larger revenue source than DTV. Polycom Inc. [PLCM] will incorporate the chip into its ViewStation, which sells for $6,000. Additionally, Philips is working with more than a dozen OEMs developing video telephony applications and expects to announce wins next year. Despite reaching out to manufacturers in non PC markets, Philips hasn't given up on moving TriMedia into the desktop. If the company can bring down its costs, it could turn some heads in the PC arena. To that end, Philips has added MPEG-2 and AC-3 decoding capability to TriMedia for DVD playback. Affiliate Philips Electronics mastering and duplication business unit is selling that version in a new family of PC add-in cards called the TriCodec line. (Philips Semiconductors, 408/991-2332; Polycom, 408/526-9000.)