Feeds

AMD K7 strategy is a tightrope walk

Keeping gamesters and big businesses happy simultaneously is tough

  • alert
  • submit to reddit

Boost IT visibility and business value

Analysis We now know how AMD will position its Athlon into the high end market but at the same time it will build this push on its loyal consumer base. It is a fact that AMD's success has traditionally been in the entry level end of the market, and they even managed to break Intel's stranglehold on the retail market in the US earlier this year. But in pushing into the corporate marketplace, AMD has to be very careful it does not antagonise the very people who have backed it in the recent past. For example, one senior AMD person said earlier this week: "We don't need those people any more." Tut tut. Those include the games and hardware sites that now proliferate on the WWW. It is interesting that AMD feels the letter "K" is associated in the minds of corporate buyers with the games and enthusiasts market, and that positioning Athlon as the Ultra, the Select or whatever, will help IT buyers to make the switch from Intel Inside to AMD Inside. AMD has to perform this magic act if its high end Athlon strategy is to succeed, but a mere change of name may not be enough to sway those influential people. They may be swayed by the undoubted performance benefits of the Athlon over existing Pentium IIIs. (See for example, the latest issue of c't magazine, where Andreas Stiller, the technical editor, describes the Athlon as the Pentium III Killer, all dressed up in Superman garb). But big business also wants to make sure that any company it is buying from is financially stable -- and there are big question marks over that, as we have already pointed out this week. We know for a fact that UK companies Mesh, and Evesham are gonna go the K7 route. But because of a tricky situation, we don't know whether Dell and Gateway have been forced to retract and take the Intel shilling. Dan Technology, we are told, will not release an Athlon K7 box. As we reported here last June, AMD will intro notebook K7s next year. And the notebook market is going very well for AMD -- it has captured a large amount of orders during the course of this year. AMD needs all the help it can get. It costs a hell of a lot of money to install copper machines in a huge clean room like AMD's in Fab 30. We don't know how many machines are in there, because we weren't allowed into the clean room... We also talked to a whole raft of journalists each of which had signed the non disclosure agreement, each of whom, severally, seemed interested in telling us more about AMD. We said: "No, we don't want to know". So it goes... ®

The Power of One Brief: Top reasons to choose HP BladeSystem

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.