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Anand Chandrasekher  (Source: itnews)
Chandrasekher's comments come back to bite him in the butt

It looks as though comments made by Anand Chandrasekher, SVP and CMO at Qualcomm, have really come back to bite him, as he has been reassigned within the company.
 
According to a statement provided to CNET, "Anand Chandrasekher, is moving to a new role leading our exploration of certain enterprise related initiatives. Anand will continue to report to Steve Mollenkopf, COO and President of Qualcomm. This will be effective immediately.”
 
The ruckus all started earlier this month when Chandrasekher was rather blunt in his assessment of Apple’s new 64-bit A7 processor that powers the iPhone 5S along with the upcoming iPad Air and iPad mini with Retina Display.
 
Chandrasekher commented, "I know there's a lot of noise because Apple did [64-bit] on their A7. I think they are doing a marketing gimmick. There's zero benefit a consumer gets from that.”
 
He went on to add, "Predominantly... you need it for memory addressability beyond 4GB. That's it. You don't really need it for performance, and the kinds of applications that 64-bit get used in mostly are large, server-class applications."
 
It didn’t take long for the comments to stir up a bit of controversy in the tech community, and a Qualcomm spokesman later attempted to distance the company from the statements regarding the relevance of 64-bit processors in mobile devices:
 
The comments made by Anand Chandrasekher, Qualcomm CMO, about 64-bit computing were inaccurate. The mobile hardware and software ecosystem is already moving in the direction of 64-bit; and, the evolution to 64-bit brings desktop class capabilities and user experiences to mobile, as well as enabling mobile processors and software to run new classes of computing devices.
 
It is unknown what role Chandrasekher currently holds at Qualcomm, but CNET reports that he has been booted from the company’s leadership page.

Source: CNET



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Just wow...
By Hammer1024 on 10/25/2013 1:48:21 PM , Rating: -1
So once again, a tech guy, saying the truth, is hammered by marketing S#@t-brains.

64-bit adressing is just that, MEMORY ADDRESSING BEYOND 4GB!

So your POS system needs more than 4GB in a hand held device?! Expensive trash...




RE: Just wow...
By Flunk on 10/25/2013 1:55:37 PM , Rating: 2
Get used to it, this is how it works in the real world. If you know what you're talking about you need to run everything through the idiots in marketing before you say it to your customers.


RE: Just wow...
By stm1185 on 10/25/2013 1:55:45 PM , Rating: 5
The lesson here is you don't knock a marketing gimmick your own company will use in the near future.


RE: Just wow...
By retrospooty on 10/25/2013 2:28:26 PM , Rating: 2
Yup... You cant argue with marketing. If there is anything that recent tech successes have shown is that the real money is made by convincing the dull masses that they are getting something truly special. Whether its the truth or not is irrelevant.


RE: Just wow...
By michael2k on 10/25/2013 3:47:27 PM , Rating: 2
The problem here is that he was the Chief Marketing Officer.

So essentially he displayed his own incompetence by knocking the exact marketing gimmick his own company was going to use in the near future.


RE: Just wow...
By Solandri on 10/25/2013 7:15:12 PM , Rating: 2
In a roundabout, twisted way, that makes perfect sense. Chief Marketing Officer loses his position for speaking the truth instead of what would sell best.


RE: Just wow...
By Monkey's Uncle on 10/26/2013 7:00:03 PM , Rating: 2
The thing is the last thing a CMO should be doing is badmouthing the tech his own company has invested hundreds of millions of dollars implementing.

A particularly dumb move since his job is to make the tech look positive.

To be honest I am really surprise that Qualcomm didn't turf him outright.


RE: Just wow...
By Dr. Kenneth Noisewater on 10/25/2013 2:27:15 PM , Rating: 4
Uh, not so much.

Apple is futureproofing and preparing the platform to make a smooth migration to 64bit.

Also, they've decided that the optimizations that are in the newer 64 bit ARM platform are not worth implementing on a 32 bit chip.

Apple's doing the smart thing here.


RE: Just wow...
By chripuck on 10/28/2013 2:31:23 PM , Rating: 2
Nobody is arguing that it isn't smart or that it will provide tangible benefits on day. The contentious point is that by the time that comes, the 5S will be obsolete and most likely not even be on the shelves anymore ergo selling it on that point is marketing hype pure and simple.


RE: Just wow...
By Dr. Kenneth Noisewater on 10/29/2013 10:17:33 AM , Rating: 2
They've added ARMv8 optimizations as they've implemented A64, and that results in performance improvements:

http://www.anandtech.com/show/7335/the-iphone-5s-r...

Apple could have, in theory, implemented ARMv8/A32, but why do all that work on a part nobody cares about? It's not like they'd have dropped the end-user price any, and they wouldn't have saved one penny.. In fact, it'd have cost them more in engineering, testing, managing SKUs, etc.


RE: Just wow...
By DuckieHo on 10/25/2013 2:32:28 PM , Rating: 2
...except the ARM 64-bit ISA is also cleaner....


RE: Just wow...
By Argon18 on 10/25/13, Rating: 0
RE: Just wow...
By inighthawki on 10/25/2013 3:47:44 PM , Rating: 3
Amazing how many people still think the only advantage to 64-bit is address space.


RE: Just wow...
By TakinYourPoints on 10/25/2013 4:51:53 PM , Rating: 5
DT isn't where you generally find people who are technically knowledgeable


RE: Just wow...
By retrospooty on 10/25/2013 10:43:24 PM , Rating: 2
In all fairness the collective IQ goes up when you log off :P


RE: Just wow...
By TakinYourPoints on 10/26/2013 1:56:52 AM , Rating: 1
Haha, look who's feelings are hurt


RE: Just wow...
By inighthawki on 10/26/2013 3:13:32 AM , Rating: 1
Yeah I don't know what he's talking about. You seem to be the only other person here who is smart enough to acknowledge that 64-bit computing is useful for more than just "having more than 4GB of RAM"


RE: Just wow...
By retrospooty on 10/26/2013 9:47:33 AM , Rating: 1
I was just joking with him relating to other things, not making a comment on 64bit specifically.

I think 64bit is a smart move. Better to have it in ahead of when its needed than afterward. Not alot of benefit yet, as most things on a phone are specifically designed to be small and efficient, but it will come, and if the ecosystem is already ready and standardized it can only be good. It's an all plus and no minus move, just that the plus inst that apparent yet.


RE: Just wow...
By SteelRing on 10/25/2013 4:24:19 PM , Rating: 2
Well I don't see why he isn't saying the truth, and being punished for it is a bit excessive I think.

Sure there may be a need for addressing the future possibility of devices with 4+GB RAM, and there may be legitimate applications developed that require addressing that much RAM (holographic 3D Angry Birds anyone?) but it certainly does not mean you need it right now and he's trying to downplay Apple's move in this regard, thus (hopefully) help his company. And he got punished for it? nice.....

The fact remains we will not see those kinds of advanced apps and devices requiring 64-bit until at least a decade from now. and if anyone want to develop a RAM-gobbling apps, i'd say suck it, learn more programming and make your apps with less memory footprint, it's doable if you're not lazy.


RE: Just wow...
By TakinYourPoints on 10/25/2013 4:50:14 PM , Rating: 2
Memory addressing isn't the only reason for 64-bit. There are still demonstrable benefits even though it has just 1GB of system memory.

http://images.anandtech.com/graphs/graph7335/58183...
http://images.anandtech.com/graphs/graph7335/58182...

It isn't a doubling in performance, but gaining a ~40%-60% increase in performance simply by moving an app from 32-bit to 64-bit isn't what you'd call useless either. Several music and video creation apps on iOS have already dramatically improved performance on the same hardware by switching over. It will benefit all hardware moving forward even before they hit over 4GB of system memory.


RE: Just wow...
By UpSpin on 10/25/2013 5:10:00 PM , Rating: 2
While you're right, the big problem remains, 64bit is mostly memory related. Of course, 64bit nubmers will be calculated faster on a 64bit processor than on a 32bit processor. So specific programs, compiled for 64bit systems, benefit from it.
But don't forget, that a 64bit number is also twice as large as a 32bit number. So 64bit programs (if they take advantage of 64bit) tend to consume more RAM than 32bit programs. Thus multitasking will become worse, if the amount of RAM remained unchanged.

So what the CMO said, was wrong. What Apple did was the right step. And there's no need to have 4GB RAM to benefit from 64bit. But not increasing RAM was a poor decision.

PS: Take the numbers on Anandtech with a grain of salt. We don't have the source code and thus don't know if Apple hasn't optimized the 64bit code outside of just switching to 64bit mode.


RE: Just wow...
By coburn_c on 10/25/2013 5:16:32 PM , Rating: 2
Those performance numbers are garbage. This will hamper performance in a number of ways. The least of which not being the laziness granted in the way of memory optimization nad file system bloat.


RE: Just wow...
By TakinYourPoints on 10/25/2013 7:01:23 PM , Rating: 2
That is a terrible argument for two reasons, one is that there have already been performance improvements in actual applications running on the same hardware just by moving over from a 32-bit version to 64. The other is that the "laziness" afforded by more capable hardware is an awful excuse for... anything really.

Would you rather things stopped improving so that developers have to work harder at optimizing software towards an inferior result? That makes no sense.


RE: Just wow...
By coburn_c on 10/25/2013 7:12:03 PM , Rating: 2
A 40-60% increase claim is garbage.

Also that depends on what you definition of improving is. Bloated, unoptimized fart apps with more animation than substance is not an improvement to me. What app are you running on your phone that needs over 2 gigs of memory space.

And that is the only reason for moving to 64 bit hardware. There are better ways of gaining performance, PAE for greater than 4GB total memory addresses, no current 64 bit software, and no other features that require 64 bit architecture.


RE: Just wow...
By TakinYourPoints on 10/25/2013 7:27:45 PM , Rating: 2
Excellent strawman there. "Fart apps" are like the Godwin's Law for mobile.

Again, music and video editing apps are what have seen the most improvement so far. Real-time processing that used to add chop are smoother after the transition. The same has happened with recompiled apps like web and media browsers. Again, these aren't hypotheticals, these are happening right now.

Another positive side effect is that it allows for greater performance in a more efficient package with greater battery life. An A7 with half the system RAM, half the clock speed, and half the battery size is faster with longer battery life than a GN3. Won't it be great when that level of efficiency and performance scales up and is available in larger devices? A 6" phablet with that level of power and efficiency would be an absolute powerhouse.


RE: Just wow...
By inighthawki on 10/26/2013 3:28:10 AM , Rating: 2
I see you have clearly never done any work at all in a kernel, any low level development, or many performance critical applications such as game engines where 64-bit operations are extremely common, and you will see a noticeable improvement when properly programmed.

There are tons of uses for 64-bit programming:
-Virtual address space ranges
-IO (seek offsets have been 64-bit values since forever ago)
-Time related functionality (64-bit performance counters)
-Unique identifiers (Many counters can roll over too easily on 32-bit)
-If the hardware doesn't already contain 128-bit SIMD functionality (which according to you, why would they?) you already also gain the ability to read (and write) twice as much memory over the bus at a time - simple operations like memcpy will see an immediate improvement (not 2x, but a big leap forward)
-64 bit registers make atomic operations on 64-bit data values actually possible, which reduces the necessity to perform multiple expensive interlocked operations and lock contention.

The list goes on. I don't know why you don't acknowledge these scenarios unless you simply do not know they exist.


RE: Just wow...
By Monkey's Uncle on 10/26/2013 7:11:37 PM , Rating: 2
Well, there is a simple cure for you.

Keep your current smartphone (if you have one) and never upgrade it.

Apple has let the genie out of the bottle by implementing their A7. To compete and move forward, everybody else is doing the same. So like it or lump it - 64-bit is coming. So stick your head in the sand and hope you never have to buy a 64-bit device or you can stay on the bleeding edge. The choice is yours.

Just remember though:
When you stick your head in the sand - your ass is sticking up in the air.


RE: Just wow...
By chripuck on 10/28/2013 2:39:36 PM , Rating: 2
Oh heaven's man, nobody is saying 64 bit has no benefit. The only point of contention is selling it as a marketable feature. I have the 5S and it's super smooth, but I can't say that there's a noticeable difference from my 5 with both on iOS 7.

I don't have the extensive knowledge of low level programming required to make an extensive argument for or against 64 bit, but I do know the single largest benefit is addressing larger amounts of RAM and simplifying larger mathematical operations. I would posit that only a small fraction of iOS users utilize Apps that benefit from these improvements.

I agree that it's a step in the right direction. But I think it's silly to paint Apple as being so innovative when it was the next natural evolution of mobile processors. Everybody and their brother (in the tech community) knew it was coming and while Apple beat everyone's expectations by 6 months to a year, it's not a game changer so lets' stop acting like it is.


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