AMD Tries to Close Gap in Chip Power Usage With Intel
By
DON CLARK
Advanced Micro Devices Inc. may have at least temporarily thrown off a big burden in its struggle with
Intel Corp., a longtime gap in power consumption between AMD chips and those of its larger rival.
AMD on Tuesday is unveiling its second product line that combines two once-separate classes of chip technology, this time targeting notebook PCs at mainstream price points. The new chips include graphics circuitrygood for chores like playing games and high-definition-moviesalong with the microprocessor circuitry AMD has long offered for handling other computing chores.
Besides boosting performance, AMD says laptops using its new A-Series chips can run 3.5 hours more on a single charge than those using its prior technology.
"I think we're really going to surprise the industry with how much we've improved the battery life," Rick Bergman, senior vice president and general manager of AMD's products group.
AMD says the maximum battery life using the new chips now stands at up to 10.5 hoursmeasured when a computer is switched on but idleand said they top comparable Intel products.
AnandTech, a website that tests high-tech products, also found that the new AMD chips beat or matched Intel chips in some power-consumption tests that simulate typical usage, though Intel came out ahead in some tests, said Jarred Walton, a senior mobile editor for the site.
AMD still faces an uphill effort. The Sunnyvale, Calif., firm's chips accounted for just 13.2% of world-wide shipments of chips for portable PCs in the first quarter, compared with 86.5% for Intel, according to market tracker Mercury Research.
The AMD chips emulate power-saving techniques already adopted by Intel, and are the first by AMD to adopt a comparable production process after delays by manufacturing partner Globalfoundries. Some analysts believe Intel could regain a power-consumption edge next year with its next manufacturing process, which exploits a major shift in transistor design. AMD also has reported no progress in finding a permanent chief executive to succeed Dirk Meyer, who was forced out in January; that process was expected to take four to six months.
Both Intel and AMD, moreover, have yet to match the power-sipping chip designs of
ARM Holdings PLC to play a major role in the fast-moving market for tablet-style computers. Still, AMD's new chips provide some evidence that its 2006 purchase of graphics specialist ATI Technologies is paying dividends.
AMD estimates say the A-Series chips, part of an effort it calls Fusion, will be used in more than 150 notebook PCs being designed by computer makers.
Hewlett-Packard Co., for example, on Tuesday is expected to announce 11 portables with the technology, at starting prices ranging from $449 to $699.
"You are finally starting to see the benefits from the acquisition of years ago coming together," says Phil McKinney, vice president and chief technology officer for H-P's personal systems group. AMD has "a potential to carve out an interesting segment for themselves."
Intel earlier this year introduced its second-generation Core chip lineknown by the code-name Sandy Bridgethat also built in graphics technology. "It's easy to make theoretical battery life claims," an Intel spokesman said in response to AMD's announcement. He added there are a "multitude" of laptops using the new Core technology that "deliver both great total performance and great battery life."
Nathan Brookwood, an analyst at the market-research firm Insight 64, said the two companies are likely to be able to point to different kinds of computing jobs where their chips are the fastest. Since AMD's performance on graphics is stronger, he said, the company needs to get developers to create programs that exploit those features.
So AMD this week is hosting an event for software developers in Bellevue, Wash., whose speakers are expected to include developers from
Microsoft Corp. and ARM.