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.

The Road to Acquisition
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  • osalcido - Sunday, May 13, 2007 - link

    Like they price gouged when X2s were introduced?
    If so, I hope Intel kills them off. If I'm gonna get gouged I'd rather it be by a monopoly so maybe the government will do something about it
    Reply
  • Spoelie - Sunday, May 13, 2007 - link

    there was really no price gouging as far as I know. AMD was capacity constrained, they were selling every possible cpu they could make at those prices, and even had backorders. I remember that around the summer of 2005, they had sold out their capacity for at least the next 6 months.

    It would be absolutely economically INSANE to lower prices under those conditions. If you sell every single cpu you can make, you're not gonna lower prices to increase demand..

    But well yeah, around feb 2006 came the news of core 2 ;)
    Reply
  • Kougar - Sunday, May 13, 2007 - link

    I'm not sure, but whatever image protection you are using to protect direct image linking seems to now be breaking ALL images in Opera. I have had problems in the past regarding Anandtech review/article images, but chalked it up to a browser setting I could not pin down.

    So far it still only happens with Anandtech images, and after a full reinstall of Opera 9.20 I still can't see any images or any image placeholders in this article. I did not know there was even any images until I got to page 7 where the captions were left hanging in midpage. I really hate having to switch to IE7 to read articles, so if this can be easily fixed I'd very much appreciate it. Thanks.

    If it helps any, if I am looking for it I can sometimes spot an image start to load, before it is near instantly removed from the page and the text reshuffled to fill the empty void.
    Reply
  • bigbrent88 - Sunday, May 13, 2007 - link

    I know this may be a simple way to look at AMD's Fusion and future chips based on that idea, but isn't this close to what the Cell already is. Imagine you could remake the cell with a current C2D(using current power leader) and include more, better SPE's with something like HT in AM2 and all of this is on a smaller die than you could do now. Would that not be the basic first step they are going to take? Many have said the Cell is ahead of its time and I also agree that some design elements are inhibiting its overall power, but the success of Folding shows what the Cells processing can do in these types of environments and thats what AMD is looking at in the near term.

    I just can't wait to drop my x2 3800 and get a good upgrade to go along with that new DX10 card sometime in the next year. Bring it AMD!
    Reply
  • noxipoo - Friday, May 11, 2007 - link

    get everything in focus for christ sakes. Reply
  • plonk420 - Friday, May 11, 2007 - link

    it's interesting how many commercial programs aren't multithreaded. take a look at this year's Breakpoint demos/intros, and just about ALL the top 3 or 5 (or more) take advantage of 2 cores (i don't have more than 2 to know if they would make use of the extra ones or not). check out the Breakpoint 2007 entries at pouet.net and fire something up with a Task Manager open on a second monitor and see for yourself ;) Reply
  • OcHungry - Friday, May 11, 2007 - link

    From the tone of your article I have no doubt AMD is about to put Intel where it belongs, in the so so technology arena with lots of marketing maneuvering to sell inferior products. I like the Jetliner graph where the air bus is taking off at a steep angle and the other small jet is going horizontal w/a little inclination. That says it all, and how the 2 (Intel and AMD) are perceived in the technology world.
    It’s like this: Intel refines the same old, but AMD is into innovation and new things. Good for AMD, it’s about time. The heteroggenenous architecture, the fusion, and Torenza, are where computing technology should be heading, and AMD is taking the lead, as always. I live in Austin, TX, and have a few friends working @ AMD and tell me: buy AMD shares as much as you can, because good things are about to explode and neither Intel, nor Nvidia can catch up to it, ever.
    Reply
  • sandpa - Friday, May 11, 2007 - link

    actually they are asking everybody to buy AMD shares so that they can sell off their worthless AMD stock for a better price :) dont listen to them ... they are not your friends. No one will be able to catch up with AMD "ever" ??? yeah keep dreaming fanboi! Reply
  • OcHungry - Friday, May 11, 2007 - link

    Yeah right. Tell that to Fidelity who bought more of AMD shares lately (13% total).
    And I guess the rise in price yesterday and today were meaningless?
    Intel marketing thugs are at work, no change there.
    http://www.theinquirer.net/default.aspx?article=39...">http://www.theinquirer.net/default.aspx?article=39...
    Reply
  • yyrkoon - Friday, May 11, 2007 - link

    quote:

    AMD drew the parallel to the 287/387 floating point coprocessor socket that was present on 286/386 motherboards. Only around 2 - 3% of 286 owners bought a 287 FPU, while around 10 - 20% of 386 owners bought a 387 FPU; when the 486 was designed it simply made sense to integrate the functionality of the FPU into all models because the demand from users and developers was there. Torrenza would allow the same sort of migration to occur from external socket to eventual die integration if it makes sense, for any sort of processor.


    This is exactly what I was thinking while reading, then I ran into the above paragraph, and my suspicions were 'reinforced'. However, if this is the case, I can not help but wonder what will happen to nVidia. Will nVidia end up like 3dfx ? I guess only time will tell. There is a potential problem I am seeing here however, if we do finally get integrated graphics on the CPU die, what next ? Audio ? After a while this could be a problem for the consumer base, and may ressemble something along the lines of how a lot of Linux users view Microsoft, wit htheir 'Monopoly'. In the end, 'we' lose flexability, and possibly the freedom to choose what software that will actually run on our hardware. This is not to say, I buy into this beleif 100%, but it is a distinct possibility.

    quote:

    For a while we had lost confidence in AMD, like many of you had as well, and although AMD's position in the market hasn't changed we are more confident now that it can actually bounce back from this. Intel seemed to have the perfect roadmap with Conroe, Penryn and Nehalem all lined up back to back, and we saw little room for AMD to compete. Now, coming away from these meetings, we do believe that AMD may have a fighting chance. Over the coming months you'll begin to see why; it won't be an easy battle, but it will be one that will be fought with more than just price.


    Apparently Intel suspects something is going on as well. One look at the current prices of the E6600 C2D should confirm this, as its currently half the price of what it was a month ago. Unless, there is something else I am missing, but the Extreme CPUs still seem to be hovering around ~$1000 usd.

    I am very pleased to hear that AMD is continuing support for Socket AM2. It was my previous belief, that they were going to phase this socket out, for a newer socket, and if this was the case a few months ago, I am glad that they listen, and learn. Releasing products that underperform the competition is one thing, but alienating your user base is another . . . That being said, I really do hope that Barcelona/K10/whatever the hell the official name is, will give Intel some very tight competition (at least).

    I can completely understand why AMD is being tight lipped, I have suspected the reasons why for some time now, and personally, I believe it to be in their best interrest to remain doing so. And yes, it may reflect badly on AMD at this point in time, but what would you preffer ? Intel learning your secretes, and thus rendering them moot, or a few 'whinners', such as ourselves, not knowing what is going on ? They are doing the right thing by them, and that is all that matters. No one, including Intel 'fanboys' want AMD to go under, they may think so, until it really does happen, then they are locked into whatever Intel deems nessisary, which is bad for everyone.

    Now, if AMD could come up with something similar to vPro/AMT, or perhaps AMD/Intel could make a remote administration (BIOS, or similr level) 'Standard', I think I would be happy, for at least a little while . . .
    Reply

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