Feeds

AMD licenses ATI phone GPU tech

Own products to focus on audio, video?

Build a business case: developing custom apps

AMD today said it will license its graphics technology for handheld devices, signing up STMicroelectronics as one of its first customers. The move comes a day after it launched new media processors aimed at... er... handhelds.

But maybe these apparently contradictory moves with prove complementary. AMD's launch yesterday centred on the Imageon 2298, 2294 and 2192 chips. All three focus on sound and video rather than 3D graphics, with AMD's pitch for the parts centring on how they can be used in phones not only to deliver high-quality video and audio playback, but also to handle tasks like noise-cancellation and call enhancement, output to TV and video transcoding.

Clearly AMD believes these media features are more appealing to mobile phone makers than 3D graphics acceleration, which is one of the functions rival graphics chip maker Nvidia is keen to push. That said, AMD does offer a phone graphics part that does 3D graphics: the Imageon 2300.

Graphics processing technology of the kind found in the 2300 will now be offered up to other chip makers. STMicro's deal, for example, sees the European semiconductor firm licensing AMD's 2D, 3D and vector graphics core engines and the software that allows them to be used with the OpenGL ES 2.0 and OpenVG 1.0 APIs. STMicro will incorporate the technology into its Nomadik chip family.

The move allows AMD to take advantage of demand for 3D graphics in phones while avoiding the risks involved in designing and producing chips to meet that demand. Let others like STMicro take a chance. If demand reaches a certain point, AMD will surely whip out a phone-centric GPU of its own.

Build a business case: developing custom apps

More from The Register

next story
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
Just in case? Unverified 'supersize me' iPhone 6 pics in sneak leak peek
Is bigger necessarily better for the fruity firm's flagship phone?
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
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.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.