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HD video chip company sticks to its guns

Posted: 16 Jan 2013 ?? ?Print Version ?Bookmark and Share

Keywords:HD video? smartphones? design sockets?

More importantly, the point of these tiny cameras going wireless is that users can now use a smartphone as viewfinder and monitor. "You can't see what you are recording unless you have a display," said Day. In other words, consumers can now do wireless preview, playback and upload of still and videos to a smartphone (or to the Internet)-all via WiFi.

In the end, keeping Ambarella-which went public last October-healthy today is a camera business that exploits the proliferation of smartphones. How cool is that?

Ambarella announced at the CES a new camera system-on-chip, called A9, featuring support for the new 4K ultra HD video standard, advanced fast-action video features and full wireless connectivity.

In addition to 4K video resolution at 30 frames per second, the A9 supports high frame-rate video for capturing fast-action sports with 1080p video at 120 frames per second or 720p video at 240 frames per second. Higher frame rates enabled in the A9 SoC would be perfect for capturing fast action and playing back in smooth slow motion (i.e. Think Asian customers who want to review their golf swing).

Ambarella takes pride in the solid video coding and image processing technology the company's team has developed over the years.

With renowned engineering executives like Ambarella's CTO, Les Kohn, who was a fellow at Sun developing Sun's UltraSPARC, and Ambarella's executive vice president Didier LeGall, co-founder and CTO of C-Cube, "We know how to do rocket-science stuff when it comes to microcode, algorithms and computational optimisations," said Day. He added, "Our claim-to-fame is that our chips are extremely low power."

Ambarella also represents a new generation of Silicon Valley companies who learned to leverage the power of both Asian and Silicon Valley expertise.

While Ambarella's US team focused on core architecture of the video chip and its algorithms, Ambarella's Taiwan team is responsible for system-level software for SDK. Ambarella's Chinese team in Shanghai is focused on the development of Linux and Android-based IP cameras, while its Shenzhen team is responsible for dealing with local developers and local OEMs/ODMs.

- Junko Yoshida
??EE Times

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