APCUG Breakfast Keynote 2008

yellvillepotatocreekSoftware and s/w Development

Dec 2, 2013 (3 years and 4 months ago)

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APCUG Breakfast Keynote 2008


Scott Shutter, AMD Notebook Division

Simon Solotko, AMD Desktop Division


January 6, 2008

January 6, 2008

APCUG Keynote, CES Las Vegas

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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

January 6, 2008

APCUG Keynote, CES Las Vegas

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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

-
20.0
40.0
60.0
80.0
100.0
120.0
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Units (M)
Worldwide Consumer PC
Shipments, Historical and Forecast
Desktop
Notebook
January 6, 2008

APCUG Keynote, CES Las Vegas

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The Consumer PC World is Changing

Today notebook PCs deliver the multi
-
tasking performance

users 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

January 6, 2008

APCUG Keynote, CES Las Vegas

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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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January 6, 2008

APCUG Keynote, CES Las Vegas

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What does all this mean?

January 6, 2008

APCUG Keynote, CES Las Vegas

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New form factors

Emerging market
opportunities and

convergence
-

x86

Performance and
performance
-
per
-
watt

Notebook and

desktop PC mix
shift

Across all the

screens of your life

AMD Leading the Way

January 6, 2008

APCUG Keynote, CES Las Vegas

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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 PCs

that deliver a visual computing experience

January 6, 2008

APCUG Keynote, CES Las Vegas

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AMD Notebook Platform, “Puma”


Powerfully entertaining, power
-
efficient mobility

Better Experience

Exceptional visual computing with improved graphics
performance and a true high
-
definition entertainment
experience

Superior Technologies

Greater PC platform performance with superior processor,
wireless, and graphics technologies all optimized for
improved battery life

Greater Value

Smart 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

January 6, 2008

APCUG Keynote, CES Las Vegas

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ATI Radeon


HD Graphics

ATI Mobility Radeon™ HD Premium Graphics

ATI Avivo™ HD Technology

802.11g and n

HyperFlash

AMD Turion™ Ultra Mobile Processor

AMD Notebook Platform, “Puma”


January 6, 2008

APCUG Keynote, CES Las Vegas

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The Power of DirectX
®

10

Higher Precision

Better Lighting

Enhanced Effects

Smooth and Realistic Textures

January 6, 2008

APCUG Keynote, CES Las Vegas

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ATI Hybrid Graphics Technology

and ATI PowerXpress™ Technology

Both graphics cores

Enabled

iGP

Enabled

Discrete

Disabled

iGP

Disabled

Discrete

Enabled

Integrated

Graphics

Hybrid

Graphics

Discrete

Graphics

AMD 7
-
Series Chipset

Great Performance with

Extended Battery Life

Exceptional Performance

for 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

January 6, 2008

APCUG Keynote, CES Las Vegas

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AMD Notebook Platform Strategy

Component Optimization

2005


Ecosystem of low
-
power components

2008



Platform
-
level performance and
power optimization

Platform Optimization

Solution Specialization

Platform +
software,
hardware,
and/or
services

Accelerated Processing Unit

2009


Silicon level integration

Platform Integration

2006/2007


Platform
-
level integration of components

4

3

2

1

January 6, 2008

APCUG Keynote, CES Las Vegas

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Next Generation APU Technology

Platform 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

January 6, 2008

APCUG Keynote, CES Las Vegas

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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

16

* Pending JEDEC approval and release of DDR2
-
1066 specification.

January 6, 2008

APCUG Keynote, CES Las Vegas

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AMD Phenom™ Processor

Five Points of New Stars Core Design

17

The First

True Quad
-
Core

Desktop Processor

Integrated DDR2 Dual
Channel Memory Controller


DDR2
-
1066 Support*

Cool’n’Quiet™ 2.0

Technology

Shared L3 Cache

HyperTransport™ 3.0

* Pending JEDEC approval and release of DDR2
-
1066 specification.

January 6, 2008

APCUG Keynote, CES Las Vegas

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AMD Phenom™ Processors

Enthusiast Experience

AMD Phenom™ 9500 Black Edition


Quad GPU Scalability


ATI CrossFireX™ technology


AMD OverDrive™ Utility


Shared L3 Cache


Entertainment Experience

AMD Phenom 9000 and 8000 Series Processors


True quad & triple
-
core processors


HyperTransport™ 3.0 Technology


AMD LIVE!™ Explorer & Entertainment Suite


Innovative Design

Energy
-
Efficient AMD Phenom 9000 Series
Processors



AMD Phenom 65nm process, 65W TDP



Cool’n’Quiet™ 2.0 technology


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January 6, 2008

APCUG Keynote, CES Las Vegas

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AMD Phenom™ Processor Models

19

Series
Indicates major benefit steps
Increases with feature
enhancements within a family
AMD Phenom™
9500
Brand
AMD 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
(
D
ual
-
core family)
AMD
Athlon
™ 6000 Series
(Dual
-
core family)

January 6, 2008

APCUG Keynote, CES Las Vegas

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The AMD “Spider” Platform Advantage

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AMD

Spider

Competitive
Platform

True Quad
-
Core Processors

with shared L3 cache

P

O

HyperTransport™ technology 3.0

for up to 16GB/s of system bandwidth

P

O

First DirectX
®

10.1 graphics support

P

O

Scalable PCI Express
®

2.0

and ATI CrossFireX™ for more than 2 graphics boards

P

O

HD
-
DVD and Blu
-
ray

at native resolution with UVD and HDCP

P

O

AMD OverDrive™ utility

Tools for Advanced performance tuning

P

O

AMD Phenom
Processors
ATI Radeon HD
Graphics
AMD 790 Chipset
Technology
*AMD warranty does not cover damages caused by overclocking.

January 6, 2008

APCUG Keynote, CES Las Vegas

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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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January 6, 2008

APCUG Keynote, CES Las Vegas

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Birth of a New Category:

Accelerated Processing Unit (APU)

Chipset

Northbridge 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

January 6, 2008

APCUG Keynote, CES Las Vegas

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THANK YOU!

Time for QA