APCUG Breakfast Keynote 2008
Scott Shutter, AMD Notebook Division
Simon Solotko, AMD Desktop Division
January 6, 2008
January 6, 2008APCUG Keynote, CES Las Vegas222
APCUG Keynote Agenda
Consumer PC World is Changing
AMD Notebook Platform Ad...
January 6, 2008APCUG Keynote, CES Las Vegas33
Key factors driving notebook
adoption in consumer market
• Convenience and i...
January 6, 2008APCUG Keynote, CES Las Vegas44
The Consumer PC World is Changing
Today notebook PCs deliver the multi-taski...
January 6, 2008APCUG Keynote, CES Las Vegas5
The Performance PC Dynamic Today
Performance PC bifurcation
• HTPC/Media Cent...
January 6, 2008APCUG Keynote, CES Las Vegas6
What does all this mean?
January 6, 2008APCUG Keynote, CES Las Vegas7 7
New form factors
Emerging market
opportunities and
convergence - x86
Perfor...
January 6, 2008APCUG Keynote, CES Las Vegas888
A program driven by AMD and leading technology partners
to better enable OE...
January 6, 2008APCUG Keynote, CES Las Vegas99
AMD Notebook Platform, “Puma”
Powerfully entertaining, power-efficient mobil...
January 6, 2008APCUG Keynote, CES Las Vegas10
10
ATI Radeon™ HD Graphics
ATI Mobility Radeon™ HD Premium Graphics
ATI Aviv...
January 6, 2008APCUG Keynote, CES Las Vegas11
The Power of DirectX®
10
Higher Precision Better Lighting Enhanced Effects
S...
January 6, 2008APCUG Keynote, CES Las Vegas1212
ATI Hybrid Graphics Technology
and ATI PowerXpress™ Technology
Both graphi...
January 6, 2008APCUG Keynote, CES Las Vegas1313
AMD Notebook Platform Strategy
Component Optimization
2005 – Ecosystem of ...
January 6, 2008APCUG Keynote, CES Las Vegas1414
Next Generation APU Technology
Platform Code Name “Shrike”
First APU Famil...
APCUG Breakfast Keynote 2008
Simon Solotko, AMD Desktop Division
January 6, 2008
January 6, 2008APCUG Keynote, CES Las Vegas16
HD Technology Leadership
 HyperTransport™ technology 3.0
 DDR2-1066 suppor...
January 6, 2008APCUG Keynote, CES Las Vegas17
AMD Phenom™ Processor
Five Points of New Stars Core Design
17
The First
True...
January 6, 2008APCUG Keynote, CES Las Vegas18
AMD Phenom™ Processors
Enthusiast Experience
AMD Phenom™ 9500 Black Edition
...
January 6, 2008APCUG Keynote, CES Las Vegas19
AMD Phenom™ Processor Models
19
Series
Indicates major benefit steps
Increas...
January 6, 2008APCUG Keynote, CES Las Vegas20
The AMD “Spider” Platform Advantage
20
AMD
Spider
Competitive
Platform
True ...
January 6, 2008APCUG Keynote, CES Las Vegas22
AMD Graphics Segmentation
ATI RV620 and
RV635
ATI Radeon™ HD
3850 and 3870
A...
January 6, 2008APCUG Keynote, CES Las Vegas2323
Birth of a New Category:
Accelerated Processing Unit (APU)
Chipset
Northbr...
January 6, 2008APCUG Keynote, CES Las Vegas24
THANK YOU!
Time for QA
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  • Market Trends in our Core markets.
    OEMs see the value of their brands
    Leadership: Be distinctive and credibility
    At the foundation: innovation and integration
    Performance
    Visual
    Digital Convergence
  • Desktop and Notebook PCs designed to perform better with superior technologies like AMD64 dual-core processors, ATI Radeon and NVIDIA GeForce graphics, and wireless solutions from Airgo, Atheros and Broadcom to deliver greater value!
  • The AMD Spider platform represents numerous firsts for AMD.
    AMD Spider represents true innovation. AMD technology, once again, leads the market.
    AMD Phenom FX Processors
    The most advanced, true quad- core PC processor in the Galaxy
    AMD Phenom™ FX processors are elite processors that allow you to tune performance with clock multiplier control
    Distribute tasks over high bandwidth HT 3.0 and PCI Express® 2.0 channels for turbocharged performance at extreme resolutions
    AMD 790FX Series Chipsets & CrossFireX Technology
    Ultra-fast HyperTransport™ 3.0 connectivity for extreme bandwidth and 1080P high definition video playback
    PCI Express® 2.0 lanes featuring 5.2GB/s of total graphics bandwidth
    Redefine scalability with 42 PCI Express® 2.0 lanes and quad graphics support.
    ATI Radeon™ HD Graphics
    The Ultimate Visual Experience™ in 3D games
    Get the awesome performance, stunning visual effects, and dynamic interactivity you demand for DirectX® 10.1 games and more
    Dive into your alternate reality with built-in HDMI and 5.1 surround audio
  • In addition to a new product and new product name in the market, which AMD Phenom we will also have a new model number system. The model numbers will indicate major benefit steps including number of cores, cache and sometimes frequency.
    The higher the series number the increase in performance, features or both.
    For launch and shortly after we will have a variety of quad core products – all in the 9000 series.
  • Spell out APU in title
    Build so green fades in
    Enlarge box/tiles
  • Transcript of "Ces08"

    1. 1. APCUG Breakfast Keynote 2008 Scott Shutter, AMD Notebook Division Simon Solotko, AMD Desktop Division January 6, 2008
    2. 2. January 6, 2008APCUG Keynote, CES Las Vegas222 APCUG Keynote Agenda Consumer PC World is Changing AMD Notebook Platform Advantage Birth of a New Category AMD Desktop Platform Advantage
    3. 3. January 6, 2008APCUG Keynote, CES Las Vegas33 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
    4. 4. January 6, 2008APCUG Keynote, CES Las Vegas44 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
    5. 5. January 6, 2008APCUG Keynote, CES Las Vegas5 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 5
    6. 6. January 6, 2008APCUG Keynote, CES Las Vegas6 What does all this mean?
    7. 7. January 6, 2008APCUG Keynote, CES Las Vegas7 7 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
    8. 8. January 6, 2008APCUG Keynote, CES Las Vegas888 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
    9. 9. January 6, 2008APCUG Keynote, CES Las Vegas99 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
    10. 10. January 6, 2008APCUG Keynote, CES Las Vegas10 10 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”
    11. 11. January 6, 2008APCUG Keynote, CES Las Vegas11 The Power of DirectX® 10 Higher Precision Better Lighting Enhanced Effects Smooth and Realistic Textures
    12. 12. January 6, 2008APCUG Keynote, CES Las Vegas1212 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
    13. 13. January 6, 2008APCUG Keynote, CES Las Vegas1313 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
    14. 14. January 6, 2008APCUG Keynote, CES Las Vegas1414 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
    15. 15. APCUG Breakfast Keynote 2008 Simon Solotko, AMD Desktop Division January 6, 2008
    16. 16. January 6, 2008APCUG Keynote, CES Las Vegas16 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.
    17. 17. January 6, 2008APCUG Keynote, CES Las Vegas17 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.
    18. 18. January 6, 2008APCUG Keynote, CES Las Vegas18 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 18
    19. 19. January 6, 2008APCUG Keynote, CES Las Vegas19 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 AMD Athlon™ 6000 Series (Dual-core family)
    20. 20. January 6, 2008APCUG Keynote, CES Las Vegas20 The AMD “Spider” Platform Advantage 20 AMD Spider Competitive Platform True Quad-Core Processors with shared L3 cache   HyperTransport™ technology 3.0 for up to 16GB/s of system bandwidth   First DirectX® 10.1 graphics support   Scalable PCI Express® 2.0 and ATI CrossFireX™ for more than 2 graphics boards   HD-DVD and Blu-ray at native resolution with UVD and HDCP   AMD OverDrive™ utility Tools for Advanced performance tuning   AMD Phenom Processors ATI Radeon HD Graphics AMD 790 Chipset Technology *AMD warranty does not cover damages caused by overclocking.
    21. 21. January 6, 2008APCUG Keynote, CES Las Vegas22 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 22
    22. 22. January 6, 2008APCUG Keynote, CES Las Vegas2323 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
    23. 23. January 6, 2008APCUG Keynote, CES Las Vegas24 THANK YOU! Time for QA

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