With an emphasis on multimedia processing capabilities, AMD announced a complete refresh of its desktop and notebook platforms based on Vision technology, which claims to offer long battery life and better graphics processing capability.
Processor specialist Advanced Micro Devices announced the
release of the company's latest 2010 Mainstream and Ultrathin notebook
platforms, along with a desktop platform. AMD's emphasis for
these platforms seems to be on improving the multimedia experience: The company
is claiming a Vision-based system with AMD discrete
graphics scored 50 percent better than a comparable Intel-based system with
Nvidia discrete graphics, which translates to 20 percent faster photo
processing in Photoshop Elements 8 and 37 percent faster DVD transfers.
The company said systems featuring these notebook and desktop platforms
with Vision technology from AMD would be
available beginning this week and through the end of the year from original
equipment manufacturers and PC manufacturers and vendors such as Acer,
Asus, Dell, HP, Lenovo, MSI and Toshiba.
The Mainstream Notebook CPUs come paired with GPUs including the ATI Radeon HD 4500
for DirectX 11 support, or Radeon 4200.
"With Vision Technology from AMD, we are
finally connecting how people use their PCs with the way people purchase them,"
said Nigel Dessau, senior vice president and chief marketing officer of AMD. "Today, after
little more than 200 days in market, our partners are introducing more
Vision-based PCs than ever before; a testament to both the competitiveness of AMD platform
technology and the simplified marketing approach."
As AMD and Intel
battle for market share, Intel continues to lead a graphics market that is
poised for significant growth in 2010, growing its share to 45.49 percent
during the first quarter-up from 43.5 percent the quarter before. Earlier
this month, Nvidia's mobile-specific GTX 480M chip, based on the company's new
Fermi GPU architecture,
was leaked online. The company's PolyMorph Engine, a scalable geometry
processing engine built from the ground up for DirectX 11 tessellation, also
includes high-speed 32x anti-aliasing smooth edges for improved visual
"In 2009, 96 million people worldwide bought PCs for entertainment
purposes. The AMD 2010
Mainstream Notebook Platform lets consumers enjoy their movies, music and games
in stunning color and clarity, seamlessly connect with friends on social
networks, and edit videos and photos," the company boasted. "The 2010 Ultrathin
Notebook Platform makes it possible for consumers to enjoy a full-featured PC
experience, including HD playback, in sleek and affordable notebooks that can deliver
up to eight hours of battery life."
As the market for high-performance and energy-efficient processing
platforms increases, companies such as Intel are also branching out
into markets such as smartphones and tablet computers. Last week, Intel
unveiled its newest
Atom processor-based platform, which the company said provides
lower power consumption and prepares Intel to target a range of
devices, including high-end smartphones, tablets and other mobile
products. The platform includes the Intel Atom Processor Z6xx Series
(formerly the Lincroft system-on-chip (SoC)), the Intel Platform
MP20 (formerly Langwell) and a dedicated Mixed Signal IC (MSIC),
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.