For all the low-key trappings, it is hard to overstate ARM's reach. Its power-efficient microprocessors now account for 10pc of the world's silicon in revenue terms, and 28pc of chips in existence.
"We might be accounting for 10pc of the world's silicon, but what about the other 90pc? There is no structural reason why we shouldn't be in the same proportion overall as we are in mobile phones, eventually," East says.
"Obviously, we have competition but we think we can continue to grind up our share – certainly to north of 50pc – of a market which in itself is going to grow by 50pc over the next five years."
"I came away from CES quite relieved that, at this stage anyway, the number of design wins Intel was taking were few. It doesn't worry us a lot because at the same time as they make improvements in power efficiency, so do we. We're moving the goalposts."