Having just announced three new additions to our mobility lineup today, it
seems like a perfect opportunity to talk a little bit about the state of the
Client (aka PC) market. It’s no secret it has been a tough couple of years for
the PC and it’s a daily topic here at AMD. Regardless of the hype, when you take
a closer look it’s clear that the PC industry isn’t going away, it’s evolving.
And the research supports this: forecasts from major industry analyst firms for
traditional notebook and desktop form factor sales are expected to decline,
while new form factors like small form-factor touch notebooks, tablets, hybrid
and convertible devices, and ultrathins showing anticipated growth.
So, what’s driven this change and what does it mean for AMD?
AMD’s APU and SoC strategies, plus HSA compatibility all combine
to provide the best present-day user experience and enable the future of
computing
For one, over the past decade or so, we’ve moved from a single device,
productivity-focused, more x86 processing-is-better market, to one of people
carrying multiple devices of different shapes and sizes where mobility and
entertainment-oriented workloads reign supreme. Add to this a number of trends
and user experiences, including touch technology, the always-on/always-connected
lifestyle, social media and casual gaming, on-the-go content capture /creation
/manipulation and sharing and you get a very different (evolved) Client market
place.
In this new market, the processor architecture of decades-past alone just
doesn’t cut it - while it may date me a little, to paraphrase the infamous words
of one of my favorite Sci-Fi series of all time, “ [x86 alone] can’t do it,
Captain! [It doesn’t] have the [processing] power!” And AMD is uniquely
positioned to deliver exactly this across a variety of form factors.
Announced today, the Acer Aspire V5/V4-122 features
an AMD A6 “Temash” APU and is the perfect mix of portability, gaming ability,
battery life, performance, and value in a slim, light form factor with touch
screen.
AMD predicted this shift when we had the vision to reinvent the processor –
combining the parallel compute capabilities of the GPU and serial processing of
the CPU onto a single chip – taking the first step toward enabling the
experiences we’re seeing rise in popularity today and making the creation of the
industry's first Accelerated Processing Unit (APU) possible. These new user
experiences are exactly what our APUs are conceptualized around - interactive,
energy efficient, graphics-intensive, and visual – and they need the seamless
integration of the combined processing power of CPU and GPU that only AMD can
deliver thanks to our extensive IP in both areas. Sure, our competition has
APUs, and you’ll also notice that a larger percentage of their die is
increasingly being dedicated to the GPU. But, they cannot deliver an equivalent
level of experience. That is our edge. That's the AMD APU Advantage.
And, with our new mobility platforms and executing to our roadmaps, we’re
perfectly poised to win in what we’re calling the convergence era of computing
with power-sipping APUs that deliver a responsive, visually stunning and
leading-class experience across a variety of form factors – from performance and
media tablets, to hybrid and convertible devices, to entry-level small
form-factor touch and premium ultrathin notebooks. Add to that our involvement
with the Heterogeneous Systems Architecture (HSA) Foundation, where members are
collectively working to build a standards-based heterogeneous compute ecosystem
to create the next foundation in general purpose computing, as well as our
expanded focus on the embedded and Semi-Custom markets that focuses on
integrating AMD processors into devices like: gaming consoles, set-top boxes,
smart TVs, and servers, and you’ll soon see a world powered by AMD APUs. And
that’s a world I can’t wait to see.
Gabe Gravning is the Director of Client Marketing at AMD.
His postings are his own opinions and may not represent AMD’s
positions, strategies or opinions. Links to third party sites, and references to
third party trademarks, are provided for convenience and illustrative purposes
only. Unless explicitly stated, AMD is not responsible for the contents of such
links, and no third party endorsement of AMD or any of its products is
implied.
View the original article here
Friday, June 7, 2013
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