The next challenge to Nvidia. Bloomberg Boot Camp, a report on today's technology. The world's biggest maker of computer graphics chips has been going head to head with rival ATI. But Intel looms on the horizon. The maker of processors which run most of the world's computers is planning to add new capabilities... to its chipsets... built in high end sound, wireless networking... .and video. About the threat, Nvidia chief executive Jen Hsun Huang says...

"Well Intel's a great company and they build great products. We need to make sure that we continue to focus on things that we do best. And that is to build great GPUs. And to the extent that the consumers experience and are delighted by the type of experiences enabled by our GPUs, I think that we're going to continue to see rapid growth in the marketplace."

One of the areas where Nvidia is looking for growth is in notebook computers... .even though the company has built its name building higher end graphics processors aimed at computer game players using desktops...

"I think notebook computers are becoming much more capable. If you take a look at the falling prices of TFTs or LCD panels, you take a look at the falling prices of components associates with laptops, it has really driven the adoption of laptops. The early adaptors of laptops were using it to bring their work home, but those early adaptors are starting to find that the laptop is becoming their primary form of computing and their primary platform for computing."

And Nvida and its rivals are bringing higher end graphics performance to mobile PCs. Bloomberg Boot Camp, I'm Fred Fishkin.