Intel and Google have teamed up to optimize Android for Intel Atom processors, while Samsung, DoCoMo and some other Japanese giants are reportedly considering a smartphone chip partnership of their own.
Intel on Tuesday announced that future versions of Android will now support Intel architecture out of the box.
Android handset makers were previously responsible for getting the OS to work on Atom chipsets.
For Intel, it represents a chance to gain a foothold in a market currently dominated by chipsets using ARM-based architecture.
Separately, South Korea's Samsung and Japan's NTT DoCoMo, Fujitsu, NEC and Panasonic are discussing setting up a Japanese joint venture to develop LTE chips for handsets, sources told Mainichi Daily News.
The tie-up is an attempt to reducing development costs using their joint technology assets, and to challenge Qualcomm's wireless chipset dominance, the sources said.
DoCoMo could take a major stake in the joint venture. The chips would be tailored to specific market requirements.