apcug breakfast keynote 2008 scott shutter, amd notebook division simon solotko, amd desktop...
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APCUG Breakfast Keynote 2008
Scott Shutter, AMD Notebook DivisionSimon Solotko, AMD Desktop Division
January 6, 2008
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APCUG Keynote Agenda
Consumer PC World is Changing
AMD Notebook Platform Advantage
Birth of a New Category
AMD Desktop Platform Advantage
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Key factors driving notebook adoption in consumer market• Convenience and increased
productivity
• Better performance and features
• Notebooks designed to serve new markets and usage models
The Consumer PC World is Changing
Source: IDC Worldwide Quarterly PC Tracker, 2Q07
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Worldwide Consumer PC Shipments, Historical and Forecast
Desktop Notebook
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The Consumer PC World is Changing
Today notebook PCs deliver the multi-tasking performanceusers want to fully enjoy the new world of movies, photos, games,
music, digital media, VOIP and TV.
Percentage of respondents stating that they “…want PCs that make it easy to look at photos, listen to music and play video.”*
*AMD Processor Brand Choice Full Report/Zanthos - May 2007
76% of US Respondents
83% of EMEA Respondents
97% of China Respondents
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The Performance PC Dynamic Today
Performance PC bifurcation• HTPC/Media Center: emphasis on form factor,
decibels, video
• Gaming: emphasis on high-performance and graphics, configurability
HDTVs drive other consumer purchases• The inevitable thirst for more HD
experiences follows…
• HD STB/DVR, HD gaming, HD-DVD/Blu-Ray, HD-capable HTPCs
Today’s Enthusiast Dilemma• What is the best path to DX10 next-generation gaming experiences?
• Weighing longevity and scalability of enthusiast platform purchases (cost vs. incremental performance gained vs. lifespan of enthusiast product)
• Best of both worlds: HD HTPC form factors with uncompromising gaming
• Gaming Nirvana: Big-Screen HDTV/DX10.1 Gaming with THX Surround Sound
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What does all this mean?
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New form factors
Emerging market opportunities and convergence - x86
Performance and performance-per-
watt
Notebook anddesktop PC mix
shift
Across all thescreens of your life
AMD Leading the Way
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A program driven by AMD and leading technology partners to better enable OEMs to design PCs that deliver the
ultimate Windows Vista™ experience.
The Better by Design Program
Better by Design helps buyers more easily identify PCsthat deliver a visual computing experience
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AMD Notebook Platform, “Puma”
Powerfully entertaining, power-efficient mobility
Better ExperienceExceptional visual computing with improved graphics performance and a true high-definition entertainment experience
Superior TechnologiesGreater PC platform performance with superior processor, wireless, and graphics technologies all optimized for improved battery life
Greater ValueSmart integrated designs that bring everything together to give notebook PC buyers more
The “Puma” notebook PC platform delivers powerfully entertaining, power-efficient mobility enabling a better visual experience based on superior technologies that deliver greater
value for today’s more mobile consumers — providing a compelling visual experience
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ATI Radeon™ HD GraphicsATI Mobility Radeon™ HD Premium Graphics
ATI Avivo™ HD Technology
802.11g and n
HyperFlash
AMD Turion™ Ultra Mobile Processor
AMD Notebook Platform, “Puma”
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The Power of DirectX® 10
Higher Precision Better Lighting Enhanced Effects
Smooth and Realistic Textures
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ATI Hybrid Graphics Technologyand ATI PowerXpress™ Technology
Both graphics coresEnabled
iGPEnabled
DiscreteDisabled
iGPDisabled
DiscreteEnabled
IntegratedGraphics
HybridGraphics
DiscreteGraphics
AMD 7-Series Chipset
Great Performance withExtended Battery Life
Exceptional Performancefor Demanding 3D Applications
ATI Mobility Radeon™ HD 3400 Series w/ATI Hybrid Graphics
Technology
ATI Mobility Radeon™ HD 3600 Series or higher
ATI PowerXpress™Dynamic switching between integrated and hybrid, or integrated and discrete
Performance
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AMD Notebook Platform Strategy
Component Optimization2005 – Ecosystem of low-power components
2008 – Platform-level performance and power optimization
Platform Optimization
Solution SpecializationPlatform + software, hardware, and/or services
Accelerated Processing Unit 2009 – Silicon level integration
Platform Integration2006/2007 – Platform-level integration of components
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Next Generation APU TechnologyPlatform Code Name “Shrike”
First APU Family: Codenamed “Swift”
(Accelerated Processing Unit)
Cache
PCIe
Memory Controller
AMD “STARS”CPU Cores
Full DirectX® GPU Core + UVD
• AMD “STARS” CPU Cores
• GPU Core based on existing high-end discrete
• Second 45nm product
• Current SOI design rules
• “Griffin”-based Northbridge highly leveraged
Optimized design using more existing IP for faster time to market in 2H09
APCUG Breakfast Keynote 2008
Simon Solotko, AMD Desktop Division
January 6, 2008
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HD Technology Leadership
HyperTransport™ technology 3.0 DDR2-1066 support*
AMD Phenom™ Processors AMD “Spider” Platform Innovation Firsts
Energy-Efficient Design
• 65nm process technology• Cool’n’Quiet™ technology 2.0
Scalable Platform Performance
• True quad-core design• Shared L3 cache
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* Pending JEDEC approval and release of DDR2-1066 specification.
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AMD Phenom™ ProcessorFive Points of New Stars Core Design
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The First True Quad-CoreDesktop Processor Integrated DDR2 Dual
Channel Memory Controller•DDR2-1066 Support*
Cool’n’Quiet™ 2.0Technology
Shared L3 Cache
HyperTransport™ 3.0
* Pending JEDEC approval and release of DDR2-1066 specification.
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AMD Phenom™ Processors
Enthusiast ExperienceAMD Phenom™ 9500 Black Edition–Quad GPU Scalability–ATI CrossFireX™ technology–AMD OverDrive™ Utility–Shared L3 Cache
Entertainment ExperienceAMD Phenom 9000 and 8000 Series Processors–True quad & triple-core processors–HyperTransport™ 3.0 Technology–AMD LIVE!™ Explorer & Entertainment Suite
Innovative DesignEnergy-Efficient AMD Phenom 9000 Series Processors
– AMD Phenom 65nm process, 65W TDP– Cool’n’Quiet™ 2.0 technology
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AMD Phenom™ Processor Models
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Series Indicates major benefit steps
Increases with feature enhancements within a family
AMD Phenom™ 9500
BrandAMD Phenom™ Processors
AMD Athlon™ Processors
AMD Sempron™ Processors
Series Indicates major benefit steps
Increases with feature enhancements within a family
AMD Phenom™ 9500
BrandAMD Phenom™ Processors
AMD Athlon™ Processors
AMD Sempron™ Processors
About AMD Processor Series and Model Numbers
Model Frequency TDP Total Dedicated L2 Cache
L3 Cache Bi-directional HyperTransport™ speed
AMD Phenom 9600 Black Edition
2.3GHz 95W 2MB 2MB 3600Mhz
AMD Phenom 9600 2.3GHz 95W 2MB 2MB 3600Mhz
AMD Phenom 9500 2.2GHz 95W 2MB 2MB 3600Mhz
AMD Phenom Processors Available Today
BRAND / MODEL SERIES
AMD Phenom™ FX-80 Series (FX Enthusiast family)
AMD Phenom™ 9000 Series (Quad-core family)
AMD Athlon™ 6000 Series (Dual-core family)
AMD Sempron™ LE-1300 (Single-core)
AMD Athlon 1000 Series (Single-core)
AMD Phenom 8000 Series (Triple-core family)
AMD Athlon™ x000 Series (Dual-core family)
AMD Athlon™ 6000 Series (Dual-core family)
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The AMD “Spider” Platform Advantage
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AMDSpider
Competitive Platform
True Quad-Core Processors with shared L3 cache HyperTransport™ technology 3.0for up to 16GB/s of system bandwidth First DirectX® 10.1 graphics support Scalable PCI Express® 2.0and ATI CrossFireX™ for more than 2 graphics boards HD-DVD and Blu-rayat native resolution with UVD and HDCP AMD OverDrive™ utilityTools for Advanced performance tuning
AMD Phenom Processors
ATI Radeon HD Graphics
AMD 790 Chipset Technology
*AMD warranty does not cover damages caused by overclocking.
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AMD Graphics Segmentation
ATI RV620 and RV635
ATI Radeon™ HD 3850 and 3870
ATI R680+ +
Mainstream
Low power
HD Multimedia features
Sub-$150 MSRP
Performance
Multi-GPU
Performance-per-watt
$150-$300 MSRP
Enthusiast
Tri and quad GPU
Performance leadership
$300> MSRP
Broad product family spans entry level to enthusiast class
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Birth of a New Category:Accelerated Processing Unit (APU)
ChipsetNorthbridge with
integrated graphics and Southbridge I/O
AMD 790FX Chipset
GPU Multiple homogenous GPU cores
ATI Radeon™ HD 3800 Series
APU Codenamed “Swift”Integration of CPU cores and various acceleration cores
CPU Multiple homogenous CPU cores
Dual-core AMD processors
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THANK YOU!
Time for QA