This is War: Nvidia Ion vs. Intel ULV

Spoonfed_09-24After meeting with several notebook manufacturers over the last few weeks, it seems pretty clear that there are two schools of thought when it comes to the post-netbook era. There are those forging ahead with souped-up minis powered by Nvidia’s Ion graphics processors, while others are content with shifting their focus to low-cost ultraportables powered by Intel’s Ultra-Low Voltage processors. Some companies, such as HP, are simultaneously pursuing both strategies. However, in the end there will likely be only one winner; at the moment, I’d say that ULV has the edge, and that Nvidia has the most to prove.

Nvidia certainly has a good story to tell with Ion. When paired with Intel’s low-powered Atom processor, the GeForce 9400M graphics chip supports full high-definition video playback, better gameplay, and even respectable video editing chops. What remains to be seen, however, is how much of a battery life hit Ion will cause. One partner, off the record, told me that he’s seeing about an hour less endurance with Ion versus Atom. Given that netbooks with six-cell batteries tend to last an average of 6 hours on a charge, getting 5 hours isn’t a deal-breaker. But this delta may make some buyers think twice—especially since some ULV machines last 8 hours on a charge.

The other obstacle for Ion is price. In its Mini 311, HP is the only company, thus far, that has been smart enough to offer a $399 model with Nvidia’s GPU running Windows XP Home (with 1GB of RAM and a 160GB hard drive). Given that most premium netbooks cost $399 without Ion, that’s a very aggressive price. Nvidia’s other partners, such as Lenovo and Samsung, are going higher end. The Ion-powered Lenovo IdeaPad S12 will have the same amount of memory and storage space as the starting configuration of the HP, but runs Windows 7 Starter Edition. The Samsung N510 will cost $599, but upgrades the OS to Windows 7 Premium while offering 2GB of RAM and a 250GB hard drive.

If ULV-powered ultraportables didn’t exist, Nvidia and its partners would have no problem convincing consumers to pay a premium over a traditional netbook. But they do exist, and they complicate matters. Take the 11.6-inch Acer Aspire 1410. It packs a single-core 1.4-GHz ULV processor, plus the same amount of memory and same size hard drive as the Samsung N510 for $449. That’s $150 less. If I were Lenovo, Samsung, or anyone else selling an Ion-based ultraportable, I would follow HP’s lead and roll out Ion with XP at a low starting price, and let consumers decide whether they want to pay more for Windows 7 and other features.

Assuming you do want to run Windows 7, the challenge for Ion will be to demonstrate that you get more oomph for your money with Ion versus ULV. A lot more.

Editor-in-chief Mark Spoonauer directs LAPTOP’s online and print editorial content and has been covering mobile and wireless technology for over a decade. Each week Mark’s SpoonFed column provides his insights and analysis of the biggest mobile trends and news. You can also follow him on twitter.

Mark Spoonauer
Mark Spoonauer
Responsible for the editorial vision for Laptop Mag and Tom's Guide, Mark Spoonauer has been Editor in Chief of LAPTOP since 2003 and has covered technology for nearly 15 years. Mark speaks at key tech industry events and makes regular media appearances on CNBC, Fox and CNN. Mark was previously reviews editor at Mobile Computing, and his work has appeared in Wired, Popular Science and Inc.
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  1. sal cangeloso Says:

    Great post Mark. I think a lot of interesting things are in the works and that Ion is really going to shake up the market.

    I do think it’s worth noting that the HP 311 is running Ion LE, which is the entry level version of the product. It’s not that different from the other version, but you lose DX10 support. This accounts for some of the price difference, plus Samsung typically comes in a bit more expensive than the competition.

  2. anon Says:

    It’s not only the Windows Tax; it’s the higher cost of the Ion, 2GB RAM, 250GB HDD, and Windows 7 all put together. I agree with offering netbooks with XP, but the lack of an internal CD drive could complicate uprading to Windows 7 later, thereby putting off some customers unless it comes with Windows 7 is pre-installed.

    I’d rather use Linux on them anyway, so the hardware takes precedence for me. In that regard, the Ion will still have to provide superb video capability (including Adobe Flash!) versus minimal battery drain to justify its higher price, AND Nvidia will need to release proper drivers for Linux the way Intel has been doing.

  3. dave Says:

    How are ULV’s and the ION even comprable? One is for high battery life, the other is for video and graphics.
    Thats not even apples to oranges, thats apples to garbage trucks. What was the point of this comparison?
    Its like saying: “You could buy this refridgerator, OR you could buy this diamond ring at a comparable price” They aren’t even in the same class of things.

  4. Mark Spoonauer Says:

    The point I’m trying to make is that consumers are going to be faced with ULV systems and Ion systems at or near the same price with the same size display. That’s not apples to garbage trucks. And as I said it remains to be seen how much battery life Ion systems offer. The platform’s ability to deliver the best of both worlds will depend on how much of an endurance hit it causes.

  5. PJ Smith Says:

    If this really is war, then NVIDIA took its cue from “The Art of War”:

    “The victorious strategist only seeks battle after the victory has been won…”

    Seriously though, I don’t quite understand what Intel is fighting for here. HP has proved that ION can hit the sweet-spot on price, game over… One thing I am curious about is whether or not even more value can be gained from shipping these netbooks with say: Ubuntu?

    I only have Macs in my stable right now… but I still like Windows and Linux.

    Hmm… Maybe the HP 311 will make a good hackintosh?

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