 transmitted over the air to the device. This flexibility can eliminate the requirement for carriers to purchase new handsets every time they add a new air inter- face. For carriers that subsidize customer devices, this is a major cost saving. The capability to support fewer handsets also simplifies customer support for com- plex smartphones and tablet computers. The smaller size of SDMs also saves money by supporting multiple air interfaces without increasing the size of the device. Moreover, SDMs perform the complex functions needed to decode signals better than hardware- based modems, which are not as complex or flexible. Innovation in SDRs for Devices In January 2003, entrepreneurs who had experience designing chips for the telecommunications industry established a new chip company called Icera, Inc. They were able to raise the money they needed from venture capitalists who had profitted from the cofounders' earlier successes with startups. Simon Knowles, vice president of Strategy and DXP Technology and one of Icera's founders, stated that their thinking at the time was, "if we start now, we'll be ready the next time the industry is ready to buy." The economic downturn of the early 2000s had dried up money sources for would-be competitors who had tried and failed to develop Software-Defined Radios. Thus, Icera, which was purchased by NVIDIA Corporation in 2011, was able to develop its chips and software before there was competition. Using mul- tipurpose processors rather than more costly chips allowed it to keep the price of each chip at less than $5. NVIDIA has a twofold strategy of marketing to mobile carriers as well as selling directly to device manufacturers who install the SDRs in their data sticks (USB modems) and other devices. Although mobile carriers don't buy directly from chip developers, before they purchase new equipment, they test it on their net- work. For this reason, manufacturers don't buy components for equipment until the carriers qualify them as compatible with their networks. NVIDIA is