- Apr 4, 2024
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So the recent news/rumours have got me thinking a lot about what AMD's been doing, and the announcement particularly of UDNA (which I still insist they should call URA-NUS) has changed my opinion of their strategy a lot. Or rather opened my eyes on it.
I think it's worth recapping what they've been doing to understand what is really going on over at the Red Factory.
Or rather 6 years. It's 2018 all over again. Nobody outside of medical labs ever heard of a "chronovirus". Maybe only Red Alert 2 Yuri's Revenge modders.
Nvidia has the public support, streamer support, dev support, docs support, 3rd party support, their dies are bigger, their street cred is through the roof. Enterprise and consumer all agree that there are two choices: CUDA, and more CUDA that costs more. Worse, Nvidia is about to break open a new Money River with Volta, and soon enough with Turing. Their new Tensor cores open a lot of ways towards accelerated compute and particularly AI. They know the money's about to burst open, it's just about pushing the new generation out, and getting it to work from top enterprise all the way to the lowest tier compute. Get the software stack identical all across the spectrum.
What does AMD have to counter that?
Vega.
Vega...an uninspired, far from revolutionary design that was touted as highly impressive and Very Very Powerful, but really fell short most everywhere. It was pretty great compute. It was pretty decent gaming.
But you don't bust a fortress with a "pretty good" battering ram. You especially don't when you are not only not winning on raw power, but you're losing everywhere else too.
Around the same time, Intel is starting to sink in the quicksand called Zen, but it hasn't had any dramatic effects yet. AMD's starting to rake in serious money thanks to it though.
From AMD's seat, there is a lot of doors that are opening all at the same time thanks to Zen 2. But they can't just take over Nvidia's compute empire or gaming empire yet. They are holding on very well, all the big consoles are theirs and Valve is interested in making their own with AMD hardware.
But holding on isn't winning. They need a strategy to break all the aforementioned points:
- They need a stronger GPU than Nvidia
- They need far better software support than they have
- They need an enterprise/3rd party oriented compute stack they can support
- They need all the little side things that matter (encoders, Matrix cores, soon enough upscaling, raytracing, etc etc, where Nvidia has been extending their advantage over them)
The work is large, but they took roughly 6 years of slow pace since the first GPU generation after Bulldozer came out. 2012-2018 was the long diet and now it's about growing again.
Your most recognisable product is the RX 580, theirs is the 1080 Ti.
Your most meme product is the Radeon VII, theirs is the 2080 Ti.
It's RTG, a bit of extra money, Vega, GCN, and your big old courage versus Emperor Huang's Computic Empire.
Your odds aren't too great. So how to widen them?
You have two choices after all in this kind of race. Go big, or go home. Just holding on means that you get gapped further and further as the revenue keeps being the same or better on the other side.
So how do you gain more money than the other side while having a worse product?
Think about it and I'll give the solution at the end. Don't cheat now.
I think it's worth recapping what they've been doing to understand what is really going on over at the Red Factory.
Or rather 6 years. It's 2018 all over again. Nobody outside of medical labs ever heard of a "chronovirus". Maybe only Red Alert 2 Yuri's Revenge modders.
Look on my GeForce, ye chipmakers, and despair
Nvidia has been dominating the GPU space for a long time. In 2018, they have the hardware performance, obviously. But they also have the software. The high quality encoders for streamers and live video recording. The support for 3rd party software, both libraries and documentation, and experienced developers. All Photoshop acceleration runs on Nvidia, some on OpenCL. They have CUDA, and it keeps getting more entrenched. Almost all server side compute uses CUDA. A machine learning dev, compute dev, maths/physics simulation dev, is basically a CUDA dev. Nvidia has the best documentation, highest userbase by far, and an extremely large array of 3rd party libraries that sit on CUDA. When Adobe, Davinci Resolve or any GPU accelerated software gets a new feature out, it's accelerated on CUDA first.Nvidia has the public support, streamer support, dev support, docs support, 3rd party support, their dies are bigger, their street cred is through the roof. Enterprise and consumer all agree that there are two choices: CUDA, and more CUDA that costs more. Worse, Nvidia is about to break open a new Money River with Volta, and soon enough with Turing. Their new Tensor cores open a lot of ways towards accelerated compute and particularly AI. They know the money's about to burst open, it's just about pushing the new generation out, and getting it to work from top enterprise all the way to the lowest tier compute. Get the software stack identical all across the spectrum.
What does AMD have to counter that?
Vega.
Vega...an uninspired, far from revolutionary design that was touted as highly impressive and Very Very Powerful, but really fell short most everywhere. It was pretty great compute. It was pretty decent gaming.
But you don't bust a fortress with a "pretty good" battering ram. You especially don't when you are not only not winning on raw power, but you're losing everywhere else too.
Around the same time, Intel is starting to sink in the quicksand called Zen, but it hasn't had any dramatic effects yet. AMD's starting to rake in serious money thanks to it though.
From AMD's seat, there is a lot of doors that are opening all at the same time thanks to Zen 2. But they can't just take over Nvidia's compute empire or gaming empire yet. They are holding on very well, all the big consoles are theirs and Valve is interested in making their own with AMD hardware.
But holding on isn't winning. They need a strategy to break all the aforementioned points:
- They need a stronger GPU than Nvidia
- They need far better software support than they have
- They need an enterprise/3rd party oriented compute stack they can support
- They need all the little side things that matter (encoders, Matrix cores, soon enough upscaling, raytracing, etc etc, where Nvidia has been extending their advantage over them)
The work is large, but they took roughly 6 years of slow pace since the first GPU generation after Bulldozer came out. 2012-2018 was the long diet and now it's about growing again.
But How?
How do you catch up to 6 years of delay? Even if you effectively kept yourself in the race somewhat, and it's more like 3 years here, 2 years here, 4 years here, the general quality of everything is clearly below. Catching up on a budget that will be always tighter than the very well established competition is not going to be any kind of easy. Maybe not even possible at all. As for pilfering money from the now successful CPU division, after you were basically sacrificed for years (Polaris anyone?) to fund them out of Bulldozer, sure, you can. But just a little bit. The brass isn't going to sacrifice a highly successful EPYC server lineup to fund R&D on a Vega 72. You can expect some support from the CPU division, but not any more than the bare minimum.Your most recognisable product is the RX 580, theirs is the 1080 Ti.
Your most meme product is the Radeon VII, theirs is the 2080 Ti.
It's RTG, a bit of extra money, Vega, GCN, and your big old courage versus Emperor Huang's Computic Empire.
Your odds aren't too great. So how to widen them?
You have two choices after all in this kind of race. Go big, or go home. Just holding on means that you get gapped further and further as the revenue keeps being the same or better on the other side.
So how do you gain more money than the other side while having a worse product?
Think about it and I'll give the solution at the end. Don't cheat now.