Feeds

AMD to Intel: 'Thanks for the marketing boost'

Summertime showdown looms

Build a business case: developing custom apps

When Intel unveiled its new line of 2nd Generation Intel Core processors (née Sandy Bridge) at the Consumer Electronics Show earlier this month, Chipzilla's prime rival AMD felt a level of happiness akin to that of a certain tasty bivalve.

"We were pleasantly surprised at CES," the general manager of AMD's product group Rick Bergman told analysts and reporters during a conference call after his company announced its latest financial results.

"Prior to CES there were claims of discrete-level graphics performance and that type of capability. Obviously, as the details were unrolled and real benchmarks were run on real applications, [Intel's new chip line] fell well short of what we would offer in discrete graphics capabilities."

Bergman also thanked Intel for emphasizing their new chips' graphics and video capabilities. "The market is telling us – and even our competitor was stating – how important graphics and video is now for consumers," he said.

Echoing what an Intel spokesman told The Reg at CES about a "phenomenal experience" being the key to consumer success, Bergman continued: "That's really what all of us consumers care about, that video or graphics display. So we're not wavering from that message – that is, when you buy a new notebook or desktop, that should be top priority on your list: your experience."

From Bergman's point of view, it seems, Intel is doing some of AMD's marketing for them. "We're thrilled about the increased attention towards the GPU and video capabilities of PCs," he said. "Because at the end of the day, AMD wins whether it's a Fusion processor or a discrete GPU."

Bergman and his boss, chief financial officer and interim chief executive Thomas Seifert, were both bullish – to use Seifert's term – on AMD's upcoming Fusion processor for desktops and performance notebooks, Llano.

"As we look forward with Llano," Bergman said, "we're real excited, because our value proposition will really shine through. We'll show the world what GPU performance and capabilities mean with Llano, and it will be much higher performance than what you're seeing out there from our competition in that area."

Seifert agreed. "I think you can...hear the excitement we feel for [Llano] and the momentum we have generated. So we feel confident to gain significant market share in this segment with this platform."

To Seifert as well, it's all about "experience", not feeds and speeds. "We are moving into an environment where people do not buy processor frequency anymore, but look at what capability the products deliver. I think we have demonstrated now with our launch of the Brazos platform at CES what kind of a experience we can deliver in this form factor – and we are really looking forward to the Llano launch in summer."

As GPUs migrate onto the same silicon alongside CPU cores, the sharp dividing line between the two begins to blur – but the GPU brings with it the harsh compeition that has always characterized the graphics arena.

"I've been in the GPU business for a long time," Bergman said, "and there's always a tough, competitive market."

However, like his boss, Bergman is confident. "I don't think anybody is better positioned than we are in the GPU market," he said. ®

Build a business case: developing custom apps

More from The Register

next story
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
You didn't get the MeMO? Asus Pad 7 Android tab is ... not bad
Really, er, stands out among cheapie 7-inchers
Apple winks at parents: C'mon, get your kid a tweaked Macbook Pro
Cheapest models given new processors, more RAM
4K video on terrestrial TV? Not if the WRC shares frequencies to mobiles
Have your say with Ofcom now, before Freeview becomes Feeview
Leaked Windows Phone 8.1 Update specs tease details of Nokia's next mobes
New screen sizes, dual SIMs, voice over LTE, and more
Microsoft stands on shore as tablet-laden boat sails away
Brit buyers still not falling for Windows' charms
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.
Backing up Big Data
Solving backup challenges and “protect everything from everywhere,” as we move into the era of big data management and the adoption of BYOD.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.