To use NVIDIA's graphics technology, you've typically had to buy gadgets using NVIDIA chips -- good for the company's bottom line, but not for influencing the industry as a whole. The firm is expanding its ambition today with plans to license some of that technology on a broader scale. Beginning with the Kepler architecture, other firms can use NVIDIA's GPU cores and graphics-related patents for their own processors and chipsets. The deal could affect a wide range of hardware, but it mostly pits NVIDIA against the likes of Imagination Technologies: a system-on-chip designer could integrate a Logan-based GPU instead of the PowerVR series, for example. While it will be some time before third-party silicon ships with NVIDIA inside, it's already clear that the company's in-house design is now just one part of a larger strategy.