Shaking Up the Market

 
 
By John G. Spooner  |  Posted 2006-07-24 Print this article Print
 
 
 
 
 
 
 


But such moves would only set the stage for new products the company hopes will shake up the market. During 2008 and beyond, the combination of AMD and ATI combined with the increasing chip transistor budgets made possible by more advanced manufacturing technologies will allow for all-new products, such as integrated processors, said Dirk Meyer, AMDs president, during July 24 conference call with analysts.
"As we look toward ever finer manufacturing geometries, we see the opportunities to integrate CPU [central processing unit] and GPU [graphics processor unit] cores together on a single die to serve some segments," Meyer said.
"In the long term, we see the opportunity to leverage both [CPU and graphics] technologies on a per-application basis." Click here to read about how AMD aims to help businesses build less-boring PCs. The results are likely to be multicore chips that offer one or more processor cores with built-in graphics processing and an integrated memory controller. AMD could market such as along with an in-house, ATI-designed chip set offering lower prices to PC makers, while guaranteeing reliability and stability that business PC buyers demand, McCarron said. "The cost question is one of the pieces to it. The net of it is in a number of different segments that AMD and ATI, for that matter, participate in would be benefited by some cost reductions and better integration," he said. Indeed, AMD typically works to win extra business from PC makers that already use its chips. The chip maker might use its new chip set and graphics business or even its integrated chips to win more business from companies such as Dell, which recently announced plans to offer and Opteron processor-based server. AMD is set to launch its new Opteron. Click here to read more. "Dell, particularly, has a commercial emphasis. Thus Dell has a lot of those customers that AMD doesnt have," Kay said. "Itd be easy for Dell, looking for an excuse to pick up AMD, to be able to talk it up as a stable platform strategy. Thatd be helpful if Dell is trying to make a decision on how far to commit to AMD." Later, AMD may take integration even farther by creating hybrid processors or processor cores that combine the capabilities of a traditional CPU and a traditional graphics processor, Meyer said. Meyer offered no details on the plan. However, "I could see some sort of blending happening between the CPU [central processing unit] and the GPU [graphics processing unit]," McCarron said. On a multicore chip, "nothing prevents one of those cores from being a graphics processor or a physics engine—or both—or having a graphics controller in there as well," he said. "What Id suspect would happen is that some graphics functionality would be integrated, but some external graphics may be also be present. Partition the graphics between the processor and the external in such as way as to reduce the cost of the joint platform." Breakthrough technology could continue to aid the company, whose goal is to serve at least one-third of the PC processor market in the future. "Mobility and commercial are [the] most immediate areas for growth" for the combined AMD-ATI entity, Hector Ruiz, AMDs CEO, said during a conference call with analysts. "For us to be able to [grow in those areas], the one thing our customers were insisting on is we had to play a bigger role in the ecosystem of those products," he said. "Therefore, ATI is a perfect match to the needs for which customers have been asking us for some time." Check out eWEEK.coms for the latest news in desktop and notebook computing.


 
 
 
 
John G. Spooner John G. Spooner, a senior writer for eWeek, chronicles the PC industry, in addition to covering semiconductors and, on occasion, automotive technology. Prior to joining eWeek in 2005, Mr. Spooner spent more than four years as a staff writer for CNET News.com, where he covered computer hardware. He has also worked as a staff writer for ZDNET News.
 
 
 
 
 
 
 

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