Most of the consumers are unaware of ARM or never even heard of ARM. You won't see ARM any of ad campaigns in magazines or on TV. There are no stickers or banners proclaiming ‘ARM Inside!’ The company employs less than 1,800 people, and at $3 billion, its market capitalization is a mere fraction of Intel's. But make no mistake that ARM and Intel are on a collision course for future. Intially what happens next could determine the shape of the computing industry for years to come. It won't be easy for Intel being the reigning king of PCs and server CPUs, but in the world of mobile devices, that title goes to an unlikely rival to a small, unassuming company called ARM Holdings, based in Cambridge, England ‘The next digital frontier’ that stakes higher in the market for electronic devices.