Chip Company Unveils Open Source PC Design

Call it the Tom Sawyer approach to selling CPUs.

VIA Technologies, the self-proclaimed No. 3 maker of Intel-compatible processors, has unveiled a new "reference design" for ultra-portable computers based on the company's own low-power chips.

Making a reference design is common fare in the high-tech industry. Chipmakers like Intel have been doing it for years as a way of proving the technical viability of a product concept. What sets VIA's approach apart is that the company is posting the computer-aided design (CAD) files for its OpenBook PC under a Creative Commons license. Anyone with design skills and a burning desire to get into the PC business can download the files, modify the design and go into business selling ultra portables.

Taiwan-based VIA will even help aspiring Michael Dells find Asian manufacturers to do the hard work of turning those CAD files into real, plastic-and-silicon products.

VIA's design is on the commercial end of a growing spectrum of "open source" hardware. On the other, more noncommercial end are hackable hardware kits like the Arduino platform, which was used by many exhibitors at the recent Maker Faire in San Mateo, California. Open source aficionados were also buzzing last week about the release of the OGD1, a development kit that could be used to create open-source graphics cards.

If VIA's idea takes off, it could help add more juice to the already-humming market for ultra portables. That market, which had long foundered on the impractical aspirations of a tiny minority of mobility-obsessed hardware geeks, took off in earnest last year with the success of the Eee PC, Asus' $400, Linux-based ultra portable.

For industrial designer Scott Summit, VIA's move is part of a gradual shift toward more highly-customized manufacturing, in which small companies and even individuals are able to design and build their own products, thanks to the decreasing costs of fabrication.

"The idea of open source manufacture is taking shape, and we're going to see more of it because the barriers (to highly customized production) are really starting to evaporate," says Summit.

VIA's design calls for a 2.2-pound PC with an 8.9-inch screen, a webcam, up to 2GB of RAM, an 80GB or larger hard drive, and built-in Wi-Fi and Bluetooth (or, optionally, WiMax or 3G cellular data). It's not wanting for ports, either, with an Ethernet jack, three USB ports and an SD card slot.

The design is aimed at smaller design-manufacturers and upstart PC companies rather than big PC manufacturers like HP or Dell, who create their own designs (like HP's new MiniNote) from scratch.

"When we look at reference designs, they're helpful, they're insightful, they give us an optimal layout from an engineering perspective -- but they don't target what we're aiming for," says Stacy Wolff, a notebook design director for HP.

VIA's hope is that its design will encourage new designers to make ultra portables that are a little less ugly than the usual fare. It's a bet that the PC market will soon follow in the footsteps of the cellphone market, where what's under the hood is less important than how it looks.

"It's not really about the components inside at all," says VIA vice president Richard Brown. "It's personal jewelry."

Almost makes the idea of starting your own computer brand sound a little sexy, doesn't it? And for the chipmaker, it's not far from the notion that if you want to get a fence painted, start painting it yourself and try to make it look fun.