 So we are at the ArmTechCon and who are you? I'm James McNiven. I'm the general manager of the CPU group at Arm. So what do you do every day? Every day. So I'm responsible for running the CPU team, which basically means the engineering, the marketing and the operations, the delivery of our CPUs that we have out there for our partners. So that means Arm, Cortex, A, everything? Cortex A, Cortex R, Cortex M and our secure cores as well. That's right. So here at the show you announced the A35. Yeah, we did. Cortex A35, our most efficient Cortex A processor. And we talk about how it's both 64 and 32 bit Arm V8A and aimed really at the next billion smartphone users, we say. So entry level smartphones and it's going to be the next lot of designs built on top of the Cortex A7, the success of the A7 and A5 that we've seen out in the market today. So how long have you been doing this job? Actually, this job I've been doing for about four months now. I've been at Arm for 15 years, been in a whole variety of roles from software, through hardware, through engineering management and more. So usually with Arm CPU, right, it takes a bunch of years for stuff to come out and then come, like, be announced and then after it gets announced, it takes shorter and shorter time, it's getting faster and faster. Right, absolutely right. I mean, Cortex A35 is a good example. We're releasing it, we're talking about it today and we expect to see it in devices before the end of next year. So in just about one year's time, we'll be seeing that out there in the market. That's faster than previous year, right? Every year gets faster and every year people need to go faster and faster to get that out to the market as quickly as we can. So Arm, how do you prioritize? What's important to do? Do you sit down and there's a round table with all the guys sitting around? Or how does it work? There's a whole load of ways we do it. One of the important things, of course, is we have what we think is the right thing to do but we also talk to our partners. We talk to them to see what they need, what the handset manufacturers need, the guys who create servers, etc. And through all of that, we try and do the right thing. And how do you get all that technology made? I mean, you basically design it, right? It's a lot of engineering, right? A lot of great engineering. At least that's what we try and do. So we have hundreds of thousands of engineers actually now in Arm who work on everything from hardware through to software and more. So there's some projects in the Cambridge and some projects elsewhere and you have to coordinate? Yeah, we have multiple sites. So we may have CPU engineering going on in Cambridge, in Austin, in Sofia and more. And then other teams also have different sites. Hopefully, as much as we can, we try and put a project in one place but we have to spend a lot of time trying to talk and communicate well across those teams. So last year was 12 billion processors, right? Yeah, 12 billion processors. And this year it's going to be interesting to see how many. But most of them are actually Cortex-M? No, a lot of Cortex-M. But we have a huge amount of Cortex-A and Cortex-R. Actually Cortex-R is hard disks in cars in other storage devices. There's a lot of these other types of processors that aren't talked about. So that 12 billion is made up of a lot of different types of processors because different processors are good at doing different things. And the whole strategy, which is what you work on, right? You do the strategy? Well, strategy and execution. And execution. One of the great things about coming to TechCon is also talking to other partners and updating them on what we're doing, hearing what they're doing and also working out where we're going from here. So the strategy is based on what's called what the market needs? Well, it's both what the market needs and telling us and also where we try and predict where things will go as well. And that's also important. So we're trying to create technology that will be used sometimes over five years away from now. So sometimes we also have to just do a lot of research ourselves as to what we think is the right thing to do. And you can also see some of that hopefully around here. We've been betting on things such as embeds and other technologies for several years before they make it here. I mean, ARM V8M was one of the other things we announced this week. So putting extra security into the microcontroller market, the deeply embedded devices. And we've been researching that for many years now before, of course, we talk about it today. And we are not launching any products based on it today and that will come in the future. But, you know, that's an incredible amount of work that's been taken many years to come to fruition. And it's really important kind of like a role for ARM to get this right. Because if you don't get it right, then the world has an issue, right? I mean, the security has to work in IoT, right? Yeah, absolutely. And it's not just us as well. I mean, our business model involves our partnership. So our partnership also has to build this in and use it in the right way as well. So that ultimately developers and end users get the right solution. It's not just us. It's a team sport. So how does execution, how does that work? How do you make sure things actually get done? So, well, a lot of planning, a lot of hopefully experience as well. You know, we've been doing a lot of this for a long time. So to a certain extent, you know, there's also experience comes into play. But, you know, sometimes things go wrong. But generally on the whole, it's a lot of hard work by a lot of people around the company and also by the partners as well, which is, you know, what this show is also about. Do you identify your superstar engineers and they kind of like get super efficient at getting things done? And then, like, they have a team that helped them and stuff like that? Well, to a certain extent, you know, right, they're all superstars, right? They all play their part in delivering a product. You know, that could be hundreds of man years of effort and, you know, it takes a whole team to deliver that sort of thing. And it's also based on what technology allows. I mean, what's available with the nodes, with the heat, with all that stuff? Yeah, I mean, you know, that whole, you know, energy efficiency is critical for us. And, you know, if you have a phone, you know, there's only a certain amount of power draw and, of course, the thermals that really, you know, can be accommodated. And so we do try and, with CPUs, GPUs, et cetera, we do try and target a particular process, although our partners will build on different processes as well. Oh, yeah, there's definitely, you know, ones we try and target and we can optimize the micro architecture for that process. So you're based in Cambridge, right? I am based in Cambridge, although I'm often elsewhere like today, right, so, yeah. But I'm imagining, what's the atmosphere in the offices when you just sit down and you sit, oh man, we just sold four billion of those or something. I mean, is it what, like, everybody is happy or what? Well, I'd say the main thing, what we always love is just to see these sort of end results, you know? I mean, you know, we talk to the teams and the teams see different devices out there, different everything from toys to cars, right, using some of our technology and our partners' technology. And that's what we love to see. I mean, that's what it's all about at the end of the day, trying to create new stuff and seeing it used in new stuff as well. And there's more and more that needs to be done now. Like, there's going to be even more innovation happening, right? Well, I hope so. I mean, certainly that's what drives us, right? I mean, you know, 12 billion CPUs last year used in ways that we never imagined. And of course we've got to hope that that continues, definitely.