Last month saw the official launch of two new SoCs from Actions Semiconductor that solidify Imagination’s GPU market leadership in China. One of China’s leading fabless semiconductor companies, Actions Semiconductor is the latest PowerVR GPU licensee to re-affirm their commitment to building comprehensive multimedia and mobile internet SoC solutions for portable consumer electronics.

Actions Semiconductor OWL AT<7021 ATM7039

Both OWL chipsets (ATM7021 and ATM7039) predominantly target the affordable phablet/tablet market which is set to grow by 27.8 percent year-on-year in 2013 and exceed PC annual shipments by the end of 2015.

An impressive launch with two exciting keynotes

An audience of over 300 attendees had the chance to experience a unique launch event, where Zhenyu Zhou, CEO of Actions Semiconductor, and Tony King-Smith, EVP of marketing for Imagination, delivered two keynotes positioning these two new chipsets in the global tablet market and talking about the growing importance of GPUs in today’s SoCs. Because GPUs are inherently parallel compute engines, graphics processors can easily scale in performance using appropriate APIs such as OpenGL ES, OpenCL, RenderScript or FilterScript. This allows developers to unlock the enormous processing potential of both OpenGL ES graphics and GPU compute delivered by the PowerVR SGX family. All of this has been made possible thanks to the important leaps in GPU performance that have been made over the last five years; even at the mid-range and entry-level, GPUs continue to scale at performance increases of more than 2x per year, driven by the constant requirements for more processing power from consumer and developers alike.

Actions Semi ATM7039 launch_1Actions Semi ATM7039 launch_2
Actions Semi ATM7039 launch_3Actions Semi ATM7039 launch_4

By switching to PowerVR, Actions are making the GPU a serious priority and a key feature of their entire OWL ATM702x/703x family. This allows them to differentiate their offering and stand out in an increasingly competitive and crowded market. Having access to our mature PowerVR Insider ecosystem of developers is one of the key competitive advantage for Actions. The PowerVR GPU inside ATM7021 and ATM7039 automatically leads to a broad range of applications which are supported across these members of the OWL family, a determining factor for the success of these OWL chips. Furthermore, our PowerVR SGX family is widely recognized as the leader in low power, high performance OpenGL ES 2.0 graphics; by integrating our Series5 and Series5XT products, Actions get instant brand recognition with consumers, OEMs, ODMs and operators worldwide, opening the door for more design wins and expanding their business opportunities globally.

Enter the second generation OWL family from Actions

The ATM7021 was unveiled last month and belongs to the second generation OWL chipset family. It is a dual-core product which supports the Android 4.2.2 Jelly Bean operating system and features a powerful, world-class PowerVR SGX540 GPU from Imagination. With a built-in 1080p video encode and decode engine and 1080p HDMI TX integration, ATM7021 offers low power, advanced multimedia capabilities at a very attractive price point for affordable tablets.

Actions ATM7021 PowerVR SGX540

Its beefier sibling, ATM7039 is a high performance, quad-core solution for Android tablets. ATM7039 brings new advanced multimedia features thanks to a high performance PowerVR SGX544MP GPU coupled with a market-leading 64-bit DDR3 memory interface which offers unrivalled performance in graphics-demanding applications (games, 3D navigation and UIs, augmented reality, etc.). ATM7039 supports high-res displays that go up to 2048 x 1536 pixels in resolution and includes a dedicated video decoder for the latest high-def H.265 (HEVC) standard.

Actions ATM7039 PowerVR SGX544MP

Both chipsets feature a ground-breaking LPD architecture designed to reduce power consumption through innovative features such as an intelligent brightness control for tablet displays.

For more news and announcements from our ecosystem and silicon partners, follow Imagination (@ImaginationPR and @PowerVRInsider) on Twitter and keep coming back to our blog.

About the author: Alex Voica

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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.

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