Imagination at CES 2015: press coverage round-up

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CES 2015 was a great way to kick off the new year in style. This time around the focus was placed on refining and improving the user experience rather than innovating; there were also several exciting announcements for IoT, wearables and automotive that highlighted important trends for the next 12 months.

For more information on some of the most exciting products that were launched during CES 2015, you can read our press release here.

I spent most of my time at our booth situated at the upper level of South Hall 4, welcoming journalists and analysts and introducing them to our exciting demos. For those of you who were not able to attend, here is a summary of what we had on display and how it was received.

Imagination at CES 2015 - booth (1)A panoramic view of our CES booth

Brandon Lewis, assistant managing editor for Embedded Computing Design, was very impressed by our MIPS M5150 MCU running two operating systems simultaneously. He writes:

I usually think of Imagination Technologies as primarily a big player in graphics, but a team of Imagination reps showed how through mergers, acquisitions, and a lot of innovation they’ve become much, much more. But perhaps one of the most surprising finds at the Imagination exhibit was how hardware virtualization translated into hypervisor development. Alexandru Voica showed me a demo of how the FEXEROX OX multi-OS platform developed by SELTECH Corp. securely executed an RTOS and Linux-based OS simultaneously on an Imagination MCU, enabling the pictured motor to continue running even when the Linux OS was rebooted.

You can read the full article here.

Scott Wasson from The Tech Report also dropped by and was very interested to see our Creator CI20 microcomputer running OpenArena (a Quake III Arena mod) at 1080p while consuming less than 2.5W.

The always friendly Bill Wong from Electronic Design shot a few videos of our IoT demos, including a Sensium Vitals medical patch from Toumaz securely uploading healthcare data to the Internet using our FlowCloud platform.

A new framework for computational photography using GPU compute

The past week also saw the release of our PowerVR imaging framework for Android (covered by Gary Smith from Android Authority here) and a strategic partnership with Luxoft (read the press release here). The company’s Pixerra software video processing algorithms will enable OEMs to build better computational photography applications by utilizing OpenCL on PowerVR Rogue GPUs. The announcement was also covered by Electronics Weekly here and here.

I also met with the editors from and gave them an overview of our PowerVR graphics and ray tracing demos (video here) and showed the benefits of virtualization for MIPS CPUs in the context of wearable devices (video here). You can also read more about hybrid rendering using our PowerVR ray tracing technologies in this article from GPU Pro 6.

Nate Adcock from iPhoneLife Magazine got a tour of our entire booth and covered most of the devices on display in this article; he writes:

One key vendor we make sure to lock in on every year is the Imagination Technologies meeting rooms in South Hall at CES 2015 (way back in the corner). These guys are one of a select number of innovators that design the low-power, system on chip (SoC) technology needed to run our smart homes, smart cars, and smart mobile devices.

Every year I am awed at CES by the innovation on display, and every year I am yet even more amazed after leaving the Imagination Tech demo itself. It is among the top attractions at the show in my opinion.

from RCR Wireless was also at our booth to look at our latest demos; you can find a few videos he shot inside our booth here.

Meridian Audio and Imagination announce MQA support for Caskeid

Another important announcement at CES 2015 came from Meridian Audio; the company announced that Caskeid will be the wireless streaming technology of choice for MQA, its new high-quality audio format. You can read more about this announcement inside the (web) pages of TechHive, Expert Reviews, What Hi-Fi? or Twice.

Imagination at CES 2015 - booth (2)Our connected home wall featuring multiple Pure Jongo wireless speakers

Speaking of What Hi-Fi?, both Tony King-Smith (EVP of Marketing) and Sir Hossein Yassaie (CEO) were on the Stuff Stage talking about Caskeid, Pure and Imagination Technologies; you can find both interviews embedded below.

We will continue to keep track of our CES 2015 press coverage via the official Imagination Storify account. If you want to see these demos (and many others more), come to our booth at MWC 2015; we will be exhibiting in Hall 6 on booth 6E30. Make sure you also follow us on Twitter (@ImaginationTech) for the latest news and announcements from Imagination.

Alex Voica

Alex Voica

Before deciding to pursue his dream of working in technology marketing, Alexandru held various engineering roles at leading semiconductor companies in Europe. His background also includes research in computer graphics and VR at the School of Advanced Studies Sant'Anna in Pisa. You can follow him on Twitter @alexvoica.

7 thoughts on “Imagination at CES 2015: press coverage round-up”

  1. Hi Alex, fantastic article as usual. When do you think are you going to show any prototypes of PowerVR Series 7?
    Also another question. Most of the smartphones that use Rogue GPUs at moment have 4 cluster configuration. Do you think it will be possible seeing a 6 (or even 8) clusters in the future phones?

    • It takes about 12-18 months (or faster for lead licensees) between IP being released to customers and silicon being produced. I’d expect Series7 to arrive in products/SoCs sometime this year.
      You typically need to add more clusters when you have higher pixel rates (higher resolutions) or when you require more GFLOPS to throw at complex shaders; there is a trend for certain larger screen smartphones (i.e. phablets) today to move from Full HD to QHD resolutions.
      For such high resolution displays, a higher number of clusters (or a higher clocked GPU) would be advisable; however, there are trade-offs to consider – for example, I’ve read that Huawei’s CEO has stated that QHD screens can be quite power hungry.
      Ultimately, we work with our partners and help them make the best possible and most informed decisions based on the markets that they want to address.

  2. Alex,
    Thanks for the CEs overview.
    One thing I am confused about in the Hexus video. Around 1 min you introduce a tessellation demo, which is shown on a large screen, apparently getting it’s video out from a phone (that looks like a very familiar phone).
    As per your narrative, hardware tessellation is only available in Series7, with the conclusion that the demo is showing series7 in operation. Is this demo showing series 7 operating in a phone format, i.e. do you have series7 silicon operating at full speed ?

    • Hi,
      PowerVR Series7 GPUs support dedicated hardware that handles tessellation in fixed function logic. Previous Rogue GPUs can implement similar functionality in software by employing different shading techniques; this demo also represents the typical trade-off between having dedicated hardware (better performance/power but slight increase in area) vs. relying on software-only methods (reduced performance/area but slight increase in power).
      What we are showing here is that developers can use these software techniques today and achieve very good (and stable) performance on current generation hardware. Series7 will deliver even better performance efficiency when implemented in silicon for these types of techniques.
      Hopefully this clears up the confusion but please let me know if you want me to go into more detail or if you have any other questions.


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