AMD runs out of magic rabbits and embraces 'Raiden time'

Beware the slideware

By Ashlee Vance in Sunnyvale • Get more from this author

Posted in Servers, 2nd June 2006 08:50 GMT

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AMD, er, won't be producing any software or special hardware other than its existing chips to make the "client cycle" dream occur, but that hasn't stopped it from branding its encouragement effort. You see, Raiden is really just AMD's way of saying, "We like your moxie, HP and Wyse. Please go find us markets where Intel doesn't hold the dominant position. Thanks."

You're invited to check out the slides (in PDF) describing these code-names here. Good luck.

We think it's a pretty big mistake for AMD to start heading in this brain-washing direction. It seems doubtful that it can win the marketing war against Intel, despite recent signs to the contrary.

AMD has more success when it points out the high energy pull of FB-DIMMs, Intel's still obvious need to redesign its server chips yet again with an integrated memory controller, the continuing performance per watt gains of AMD64 over Intel's goods and the general openness of its architecture.

AMD does even better when it points to recent sales and the astonishing ways it can trounce Intel in four-way and above systems.

To be fair, AMD executives spent quite a lot of time highlighting these points during the "technology day" event.

But whether it's the code-name fluff or the gains AMD enjoys here and there, we're still left with a fanfare vacuum. AMD has run out of fantastic rabbits that it can pull out of a hat and then catapult at Intel.

This isn't AMD's fault per se. It certainly made the most of its right decisions and performance lead over the past two years.

Still, we'll miss the times when speeds and feeds dominated AMD's talks. It's Raiden time now. ®