A quiet AMD isn't a good AMD, but unfortunately it's the AMD we've been left with ever since Intel started becoming more competitive. In fact, the more Intel changed for the better, the more it seemed AMD changed for the worse. Intel started bringing out better product, talking more about its plans for the future, and made a whole lot of sense in just about everything it was doing and saying. Meanwhile, AMD just seemed to freeze up; we got no disclosures of upcoming products, no indication of direction, and very little sign of the hungry, competitive AMD that took Intel on and actually won a bout.
Enough complaining, poking, and prodding eventually got us a disclosure of AMD's Barcelona architecture last year. While we appreciated the depth with which AMD gave us information on Barcelona, the product itself was over a year away when we first heard about it. With no relief in sight for AMD other than a vicious price war, we began to worry not about Barcelona, but about what would come next. Would Barcelona have to tide us over for another three years until its replacement? How will AMD compete in the mobile and ultra-mobile spaces? And how does the ATI acquisition fit into AMD's long-term microprocessor design philosophy? In fact, what is AMD's long term microprocessor design philosophy?
You see, we have had all of these questions answered by Intel without ever having to ask them. Once or twice a year, Intel gathers a few thousand of its closest friends in California at the Intel Developer Forum and lays out its future plans. We needed the same from AMD, and we weren't getting it.
When Intel was losing the product battle late in the Pentium 4's lifespan, it responded by being even more open about what it had coming down the pipeline. When everyone doubted what Intel's next-generation micro-architecture would do, Intel released performance numbers months before any actual product launch. AMD's strategy of remaining guarded and silent while it lost market share, confidence, and sales simply wasn't working. Luckily, there were a handful of individuals within AMD that saw the strength and benefit of what Intel was doing.
A former ATI employee by the name of Jon Carvill was a particularly staunch advocate of a more open AMD. He fought to bring us the sort of detail on Barcelona that we wanted, and he was largely responsible for giving us access to the individuals and information that made our article on AMD's Barcelona architecture possible. Carvill got it, and he waged a one-man war within AMD to make sure that others within the company did as well.
We thanked him dearly for helping us get the information we needed to be able to tell you all about Barcelona, but we wanted more, and he wanted to give more. He convinced the CTOs within AMD to come together and break the silence, he put them in the same room with us, and he told them to tell us just about everything. We learned about multiple new AMD architectures, new chipsets, new directions, and nearly everything we had hoped to hear about the company.
Going into these meetings, in a secluded location away from AMD's campus, we honestly had low expectations. We were quite down on AMD and its ability to compete, and while AMD's situation in the market hasn't changed, by finally talking to the key folks within the company we at least have a better idea of how it plans to compete.
Over the coming weeks and months we will be able to share this information with you; today we start with a better understanding of the ATI acquisition and its impact on AMD's future CPU direction. We will look at where AMD plans on taking its x86 processors and what it plans to do about the ultra mobile PC market. And of course, we will talk about Barcelona; while AMD has yet to let us benchmark its upcoming processors, we can feel that our time alone with the CPU is nearing. We've got some additional details on Barcelona and its platform that we weren't aware of when we first covered the architecture.
Enough complaining, poking, and prodding eventually got us a disclosure of AMD's Barcelona architecture last year. While we appreciated the depth with which AMD gave us information on Barcelona, the product itself was over a year away when we first heard about it. With no relief in sight for AMD other than a vicious price war, we began to worry not about Barcelona, but about what would come next. Would Barcelona have to tide us over for another three years until its replacement? How will AMD compete in the mobile and ultra-mobile spaces? And how does the ATI acquisition fit into AMD's long-term microprocessor design philosophy? In fact, what is AMD's long term microprocessor design philosophy?
You see, we have had all of these questions answered by Intel without ever having to ask them. Once or twice a year, Intel gathers a few thousand of its closest friends in California at the Intel Developer Forum and lays out its future plans. We needed the same from AMD, and we weren't getting it.
When Intel was losing the product battle late in the Pentium 4's lifespan, it responded by being even more open about what it had coming down the pipeline. When everyone doubted what Intel's next-generation micro-architecture would do, Intel released performance numbers months before any actual product launch. AMD's strategy of remaining guarded and silent while it lost market share, confidence, and sales simply wasn't working. Luckily, there were a handful of individuals within AMD that saw the strength and benefit of what Intel was doing.
A former ATI employee by the name of Jon Carvill was a particularly staunch advocate of a more open AMD. He fought to bring us the sort of detail on Barcelona that we wanted, and he was largely responsible for giving us access to the individuals and information that made our article on AMD's Barcelona architecture possible. Carvill got it, and he waged a one-man war within AMD to make sure that others within the company did as well.
We thanked him dearly for helping us get the information we needed to be able to tell you all about Barcelona, but we wanted more, and he wanted to give more. He convinced the CTOs within AMD to come together and break the silence, he put them in the same room with us, and he told them to tell us just about everything. We learned about multiple new AMD architectures, new chipsets, new directions, and nearly everything we had hoped to hear about the company.
Going into these meetings, in a secluded location away from AMD's campus, we honestly had low expectations. We were quite down on AMD and its ability to compete, and while AMD's situation in the market hasn't changed, by finally talking to the key folks within the company we at least have a better idea of how it plans to compete.
Over the coming weeks and months we will be able to share this information with you; today we start with a better understanding of the ATI acquisition and its impact on AMD's future CPU direction. We will look at where AMD plans on taking its x86 processors and what it plans to do about the ultra mobile PC market. And of course, we will talk about Barcelona; while AMD has yet to let us benchmark its upcoming processors, we can feel that our time alone with the CPU is nearing. We've got some additional details on Barcelona and its platform that we weren't aware of when we first covered the architecture.
Facebook
Twitter
RSS
55 Comments
View All Comments
tygrus - Saturday, May 12, 2007 - link
See latest low-power Athlon64 <10w idle. Can further reduce max power consumption (from 30-60w) if you limit the clock speed to about 1GHz and drop the voltage (<15w).TA152H - Sunday, May 13, 2007 - link
Tygrus,Idle isn't so important to me, getting to less than 1 watt idle isn't particularly hard if you go into sleep mode. You can't build a fanless, noiseless system based on idle performance. I was looking at Intel's ULV stuff too, but it's just not there either. It's kind of disappointing, because most people would be perfectly happy with a 1 GHz K6-III using 8 watts or less as it would on modern processes, and nothing like it is available. VIA's stuff sucks and I don't think is very efficient, even though they are targetting this market. My main machine I just upgraded to a Coppermine 600 on a weird Intel VC820 board. It's perfectly capable of doing just about everything I do, except for compiles (even a Core 2 is too slow for that, Microsoft seriously needs to work on parallelizing their compilers, or if they have recently, I need to buy it :P).
It's an enormous waste of electricity to sell these processors when the vast majority of people don't need them. To Microsoft's credit, they are always up to the challenge of releasing bloated software that requires more memory and processing power but is functionally the same, but at some point even their talent for this might run out.
While I was writing the first reply, I was lamenting about how lousy the current processors are in this respect, but then I read that at least AMD had a clue and said the Athlon design could not address this space and they had to go with something different. Maybe they'll bring the K6-III back, fix it's decoding/memory problems, and have a real winner. In terms of power/performance, there is just no beating it, these superpipelined processors are inherently poor at power use, and clearly have a performance bias. Why VIA went this way is a big mystery to me.
chucky2 - Friday, May 11, 2007 - link
If this article has accomplished one thing, it would be that we finally have confirmation that AM2+ CPU's will work in AM2 motherboards. Up to this point it's been people reporting on "sources" and stuff like that, nothing direct from AMD.Anand's report is more than good enough for me, I can finally rest easy that the PC I just built my cousin will have an upgrade path for at least another year down the road (if not two).
Thanks Anand and AMD! (and screw you Intel for you rediculously short upgrade paths!)
Chuck
AdamK47 - Friday, May 11, 2007 - link
Well played, Anand. Well played.Kiijibari - Friday, May 11, 2007 - link
I would have looked at my watch, while cinebench was running on the 4x4 system to get a rough estimate :)Not a correct result, but better than nothing.
Or was the system so fast, that cinebench was done after a few ns ^^ ? :)
Apart from that, nice article, thanks :)
cheers
Kiijibari
Anand Lal Shimpi - Friday, May 11, 2007 - link
I counted seconds in my head, out of fairness to AMD I didn't report the number I calculated :)Take care,
Anand
Sunrise089 - Friday, May 11, 2007 - link
Didn't you guys notice the huge disconnect between the excitement evident in Anand's text and the fairly small ammount of new info? I think it should be obvious that AMD revlealed a lot more, but they have put various NDA dates on when the info can be released. So I would say they did open up a lot, but that we will only see the new info become available as we get closer to Barcelona.Anand Lal Shimpi - Friday, May 11, 2007 - link
I think you have to shift your expectations a bit; going into this thing I wanted to see Barcelona performance, I wanted the equivalent of what Intel did with Penryn and Nehalem. I didn't get that, but what I did get was a much clearer understanding of AMD's direction for the future. The section on Fusion is of particular importance to the future of the company, it just so happens that AMD's strategy is in line with Intel's, lending credibility to what it is doing.Then there were a handful of Barcelona tidbits that I needed to stick in some sort of an article, so this one just seemed the best venue to do so. More information is coming though, stay tuned for next week. No benchmarks yet unfortunately :(
Take care,
Anand
Stablecannon - Friday, May 11, 2007 - link
Wonderful. So basically this article was an AMD morale booster.
"Hey this Phil Hester, just wanted to say don't lose faith in us, even though we don;t have anything to show you really...that's because it's a secret. Yeah, that's it. We actually have a 16 core chip running at 3.8 that'll cream Intel. What's that? You want to see it? LOL."
TA152H - Friday, May 11, 2007 - link
First of all, I read the part about AMD becoming much more forthcoming with information, and then saw essentially nothing new in the article. Pretty much all of this stuff is known, and the important stuff you still don't know. So, how are they so much more open again? I didn't see it.Actually, I would have been disappointed if they were. I mean, you can scream about how they're not giving you what YOU want, but it's all about what they want. I don't buy them giving information out too early for Intel, you can be pretty sure there are plenty of companies designing products around AMD's new chip and you can be pretty sure at least one person has "slipped" and told Intel something. It's more likely it's not to AMD's benefit to have people knowing it's so much better than what's out now. How do they move product they are making today when people are waiting for their next great product? It's just common sense, they don't care if people whine about lack of visibility, too much is worse than too little. They have given out some numbers, and they are very high, so I doubt they're too concerned about performance. I think they're more concerned about selling stuff they have out today, which they aren't doing a great job of. What would happen if they showed a great product right around the corner? Q1 would look like a success compared to what they'd endure.
When you talk about Phil Hester you have to realize this guy referred the 8088 an eight-bit architecture (so he was not referring to the data bus). After that, I don't know what to think about what he says.
Next, the reason the 287 didn't sell was because it seriously sucked! It was worse than the 8087 because it didn't even run synchronously with the processor. Considering the 286 was way more powerful than the 8086/8088, there was a perfectly good reason why no one wanted a math coprocessor that was expensive, generally ran at 2/3 CPU speed (unless a seperate crystal was put in for it, which was done with later 286 machines), and actually had less performance than the 8087. The 387 was much more powerful and totally redesigned.
Also keep in mind the 486 was later made in an incarnation called the 486SX, that had either a disabled or no math coprocessor on it.
Saying the Cell is before it's time is implying it's fundamentally a useful product, but other things around it have to catch up. That's wrong and misleading. It's a niche product and it's a bear to program and is terrible in most things besides what it was designed for. Time won't change it, unless they change the Cell. The way it is now, it'll never be anything more than a niche product, nor was it designed to be more than that.
For their < 1 watt processors, it might be interesting to see if they bother with a decoupled architecture. My guess is they'll just run x86 instructions natively, without wasting so much silicon on the decoders.
With regards to AMD's next processor taking so long, I think it's even worse when one considers the K8 isn't really a K8 at all, it's more like a K7+. It's very similar to the K7, and is far less of a jump than the Prescott was from the Northwood. It's more like the Pentium MMX was to the Pentium (I'm not talking about the MMX instructions, there was a lot more changes than that).
The remarks about AMD coming back from this stronger than ever are absurd and ridiculous. They can come back, and they certainly have a good product in the wings, but it's got nothing to do with losing $611 million. It weakened the company, plain and simple, although not irrevocably. They had to slow down their investment and conversion, which isn't good. They had to sell $2 Billion in debts at very disadvantageous terms. Both of these are injuries that will have longer term ramifications for the company. So, yes, they aren't dead, but saying this will make them stronger in the long run is plain wrong and equally weird.