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Broadcom moves past LTE, 5G cellular to refocus in broadband

Posted: 13 Jan 2015 ?? ?Print Version ?Bookmark and Share

Keywords:Broadcom? LTE? 5G cellular? broadband? Qualcomm?

EE Times: So, that would be like an OTT set-top box?

McGregor: Think of it as a box that has a processor and all of the content comes in and you can run applications. It's interesting that all these guys are trying to figure out how to get the ecosystem of applications to critical mass. Roku TV is trying to do that, there's Android TV, and obviously big guys like Samsung and others. It would be interesting to see how they come together and how they play. Our view is agnostic and we support all of them.

Connected home at Broadcom's booth

No iPhone moment for IoT yet?

EE Times: One more thing. I was talking to ARM yesterday. We were saying that we haven't experienced the "iPhone moment" for IoT yet. What's your view on this?

McGregor: Well, let me give you a positive story and a negative story. The positive story is that IoT is the Holy Grail, and something companies are working on. The challenge of our industry is to create things that play better together. We're working on standards, and certainly companies themselves who are making multiple products are making sure they work together. Many customers I talk to are focused on the quality of the user experience. That's the positive side of the story.

The negative side of the story, if you go to my living room or probably your living room, you will find a pile of remote controls on the coffee table. My wife says, "It's so hard to just figure out how to do anything." She has to turn on one thing before another thing... "So, let's see, I want to go Amazon streaming. Do I do it on a set-top box or do I do it on a TV? Which one is it? Otherwise, I'd push the wrong button." ...and I am pessimistic about that coming together for a couple of reasons.

One is that the reason we don't have great universal controls is not because it's impossible to create one. But it's just because each vendor out here has unique features and unique values. And you have a choice on remote control, user interface or user experience. Creating the lowest common denominator that will work across every brand and mixture... that's not very interesting, because those are all the cool stuff.

EE Times: Do you believe any open standard groups will affect the ease of connectivity?

McGregor: I think they'll try. And over time, they'll definitely do it. I mean, we have solved the when we go to a rental car, and pretty much figure out how to drive it. But it's a little disorienting when you go to a new car. Braking, accelerator and ignition are generally obvious where they are. But when I go looking for a turn signal, windshield wiper or turn on lights, that's not always obvious where those are. This is an example of a highly standardised industry and it's been around for a long time. And they can't do it.

So...expecting that we are going to do it in an even more sophisticated set of devices may be something inherently difficult. When companies are trying to create their user experience, different from others, and if we try to force them together, they'd said, "Wait a minute. We'll lose our brand identity."

- Junko Yoshida
??EE Times

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