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AMD launches a new website to educate the consumer on the evils of Intel

AMD is enjoying the fact the European Commission charged Intel for anticompetitive measures. The company enjoys the fact so much it has launched a new pseudo-advertising campaign website providing updates on the case. The new AMD website, breakfree.amd.com, provides all the information you would ever need to know on the allegations. Additionally, the site provides information on antitrust, competition and procurement.

Of course, since it is an AMD site the information is going to favor AMD. There is no mention of the official response from Intel regarding the subject matter. All the industry quotes cited by AMD reflect negatively on Intel. Not that I am trying to defend Intel or anything, but only the European Commission has charged Intel. Nothing has been proven and until there is an official ruling on the issue, I reserve my opinion on Intel’s tactics.

At the end of the day, a corporation’s primary goals are to make money. I highly doubt AMD intends to educate buyers about a competitive marketplace. However, since it is the only direct Intel competitor, it wants a bigger slice of pie. The company enjoyed major growth with the launch of Opteron and Athlon 64. The company also struck a major deal with Dell – a once Intel only house.

Sadly, like every other company, with growth and a performance-leading product, they get arrogant. The once great Intel lost the battle to 1.0 GHz to AMD’s Athlon and moved towards the clock-happy Netburst architecture. While the Netburst architecture, in its later days, had no troubles beating out the Athlon XP, the Athlon 64 and Opteron was a tougher sell.

AMD was in the lead for quite a bit, through the end of Northwood and the lifetime of Prescott, Smithfield and Presler. This is where the arrogance sets in. AMD’s fabrication processes, processors and competition was a bit lackluster. The K8 architecture remains around, after launching over three years ago. AMD is barely pushing out 65nm products and continues to hock new 90nm products. Not much has really changed from the AMD lineup except the move to dual-core.

Intel saw the mistakes of its clock-happy era and arrogance and released Conroe. The company is also on a fast track plan of shrinking fabrication processes every other year and launching completely new architectures in-between. AMD could learn a thing or two from Intel’s stringent roadmap.

I will give AMD the benefit of the doubt though. They might have a killer next-generation product, but from the early testing I have performed on Barcelona, there is no light at the end of the tunnel -- with the K10 generation at least. However, AMD isn’t planning to issue DVT samples of Barcelona to partners until later this month. Who knows, maybe they somehow gained an extra 10% in clock-for-clock performance since then.

There is still light at the end of the tunnel in the long-run. AMD’s recent Technology Analyst day revealed interesting details of the company’s modular Fusion architecture. Maybe Fusion is just what AMD needs to swing the pendulum back into its favor. Either way, AMD has a tough road ahead.

The late launch of its quad-core processors, nearly a year after Intel, and the new Phenom branding will keep the marketing team busy. There’s a lot the company needs to do, but “breaking free” is the least of its problems.


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RE: wow
By MonkeyPaw on 8/13/2007 3:01:53 PM , Rating: 2
quote:
A few years of decent products will not guarantee an overnight success. Take a look at the auto industry, Toyota didn't overtake GM overnight. It took decades of improvement and GM screw ups before consumers lost trust in the brand.


How is it that we always get into car analogies when comparing Intel and AMD? They are really on 2 different planes. First of all, people buy cars based on looks and features. Early generation Toyotas were reliable and efficient, but they were also pretty cheap looking. It wasn't until the late 90s that Japanese auto makers seemed to "get" what Americans wanted in a car, and that includes style. I think it was beyond their comprehension that Americans want big (relative to other nations), powerful cars and trucks as opposed to a tiny, spartan cars with efficient, gutless engines. Notice what Japanese car makers sell now? Fast sedans and full-size pickups with real engines. Japanese cars don't really have better fuel economy than American cars anymore either. Oh, and did anyone else see that Buick is tied with Lexus for overall quality? Honestly, I think the tables have turned in the auto industry because the Japanese are just doing a better job at giving Americans what they want in a car. I haven't been that enthusiastic about the looks of most of the vehicles the Big 3 sends out these days.

Now take CPUs. MOST buyers don't buy a computer based on CPU, they buy based on cost and maybe even looks. I'm sure the size of the HDD and total system RAM are bigger factors than which CPU is inside. CPU models are so horribly confusing now that most consumers would be clueless on what to buy anyway. If brand recognition is what people use, then consumers are probably very confused on why "Pentium" is now a budget model and this new-fangled Core 2 is somehow better. No, consumers look at prices, and they look at things that are quantifiably easy to compare (RAM, DVD drives, HDD capacity, Montior sizes). They might even go with the prettier case sticker or the "cooler looking" case from OEM A instead of OEM B.

But really, people buy the best they can with their budget, and that's probably going to be a mid-range purchase. The mid-range has always been competative, and all other things being equal, AMD typically provides a cheaper overall system cost in the mid-sector). AMD has been giving OEMs what they want, which allows them to give


RE: wow
By MonkeyPaw on 8/13/2007 3:03:06 PM , Rating: 2
...the customers what they want--affordable, stable PCs.

(hit submit too soon!>


"There's no chance that the iPhone is going to get any significant market share. No chance." -- Microsoft CEO Steve Ballmer

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