Intel's Embedded and Communications Group (ECG) has been in India for the last eight years, steadily moving up the value chain. Today, it not only puts out global innovations, but also caters to the needs of the local market. Let's look at how...

Embedded systems are ubiquitous today. Look around, and you'll find several embedded systems in your environment: mobile phones, PDAs, MP3 players, video-game consoles, digital cameras, DVD players, GPS receivers, and so on. Even home appliances like smart washing machines and microwave ovens include embedded systems. The automobile and aviation industries are huge users of embedded systems. However, with a dynamic sector like this, you need to have an extra innovative bent of mind to keep up with the changing, ever-growing market needs.

Intel has been in the embedded space for over thirty years now. Its Embedded and Communications Group (ECG) offers embedded versions of mainstream Intel processors and chipsets, which are guaranteed for long-life cycles (typically five to seven years). The products and technologies developed by the group include processors based on the Intel core micro-architecture, Intel network processors, integrated chipsets, etc.

The group caters to various key market segments where embedded Intel Architecture (Embedded IA) products are widely adopted, such as security, retail, communications, industrial automation, medical imaging, the automobile industry, and so on--almost anything that requires automated control of a system.{quotes} The Indian team primarily focuses on three areas: platform enabling for the local Indian market, an Indian design house program, and an R&D centre for the worldwide embedded business.{/quotes}

Let's look at these in more detail, including how Intel ECG is building an ecosystem for the Indian players to engage with them in addressing the demands of the global market, in addition to its offerings for the Indian market.

Chalo India!

India has always been a favourite destination for R&D, design, test and validation, etc. Intel's embedded and communications research initiative in India started in 2000, with the inception of a local team working on software development for network processors. In 2003, Intel increased its focus on the local market, with the creation of a team to target the growing embedded and communications business in the country. Today, the unit not only caters to the global market, but also addresses the demands of the local market.

Commenting on the Indian market, Sanat Rao, marketing director (emerging markets), Embedded Markets Division, Intel Corporation, says, "The embedded market in India is growing rapidly. The Indian market has varying requirements in terms of form factor, modularity, availability, and so on. We focus on providing reference designs for various market segments, to address the local needs. Our reference designs [reduce] time-to-market for our customers, by making it easy to assemble a platform based on Intel embedded technology."

Today, embedded technology is widely used in India, in point-of-sale (POS) terminals, information kiosks, wired or wireless communications infrastructure, in-vehicle infotainment devices, ATMs, as well as industrial and medical equipment. In order to ensure a local flavour to their platform, Intel's Embedded group formed a 'Platform Enabling' team.

"The team members identify focus market segments in India, meet with customers to understand their requirements and pain points, and then develop and validate a reference design for that market segment. The innovations from this team are critical in tapping the rapidly-growing embedded and communications markets in India," avers Rao.

Empowering local players

{quotes}As Rao mentions, Intel has adopted a notable strategy for the embedded landscape in India. Having worked closely with local players, Intel is now enabling Indian partners to cater to the local and global market.{/quotes} Intel recently launched the Intel India Design House programme, targeted at Indian design services companies, with the objective of helping them develop embedded platforms based on Intel embedded architecture. Companies that enroll in this programme get early access to Intel roadmaps, reference platforms, product samples, training, and seminars. This helps them ramp up their expertise on Intel Embedded Architecture and thus builds an ecosystem for products based on Intel's embedded technologies. This not only helps Intel engage local players in designing products for the global market, but also ensures Intel's leadership in the market.

Owing to this, Indian design companies are an important element of the Indian embedded landscape, and have developed embedded hardware and software designs for overseas customers -- typically working on the latest market segments like in-vehicle infotainment, digital security and surveillance, and medical imaging. These firms also develop platforms on the latest technologies, such as Intel's Core2Duo processors and 965 chipset platforms.

Intel's tale for retail

Working with local players also helps in recognising the needs of the local market. In India, the retail segment is going through phenomenal growth. The adoption of IT in the organised retail segment (large shopping malls, for example) is trickling down to the unorganised sector, where small kirana shops are looking for a POS solution. Intel's Embedded platform team works with local partners to understand the market needs and develop solutions for this segment. They also conduct various pilot projects with partners, so as to develop a particular solution.