A New Chip For Laptops From AMD Takes On Intel
New York Times; New York, N.Y.; May 15, 2001; Chris Gaither;
Column Name: / Technology
Start Page: / C.13
ISSN: / 03624331
Subject Terms: / Product introduction
Microprocessors
Semiconductors
Dateline: / SAN FRANCISCO, May 14
Companies: / Advanced Micro Devices IncTicker:AMDDuns:04-863-4059Sic:334413Sic:334413Duns:04-863-4059
Abstract:
Advanced Micro, the second-largest maker of chips for desktop personal computers, behind Intel, said it would call its high-end mobile chip the Athlon 4. The new core technology is indeed the fourth version of the company's Athlon chip family, which competes with Intel's Pentium line. But there has never been an Athlon 2 or 3; previous generations were simply called the Athlon.
Advanced Micro will sell Athlon chips from 850 megahertz to one gigahertz, matching the so-called clock speed of Intel's products. The new product line will also include an updated version of Advanced Micro's lower-end chip, the Duron. With a top speed of 850 megahertz, the Duron will outpace Intel's fastest ''value chip,'' the 750 megahertz Celeron.
Copyright New York Times Company May 15, 2001
In an effort to re-establish a presence in laptop computers, Advanced Micro Devices Inc. introduced a new line of mobile microprocessors today, using a name that takes advantage of the branding strength of its biggest rival, the Intel Corporation.
Advanced Micro, the second-largest maker of chips for desktop personal computers, behind Intel, said it would call its high-end mobile chip the Athlon 4. The new core technology is indeed the fourth version of the company's Athlon chip family, which competes with Intel's Pentium line. But there has never been an Athlon 2 or 3; previous generations were simply called the Athlon.
The marketing decision gives Advanced Micro, based in Sunnyvale, Calif., a half-year edge over Intel's mobile offerings, at least in brand names. Intel is pushing heavily into the desktop market with its Pentium 4 line, but it does not expect to offer the Pentium 4 in laptops until next year.
''We'll have the Athlon 4, and they'll have the Pentium 3,'' said Patrick Moorhead, Advanced Micro's vice president for desktop and mobile strategic marketing.
Advanced Micro will sell Athlon chips from 850 megahertz to one gigahertz, matching the so-called clock speed of Intel's products. The new product line will also include an updated version of Advanced Micro's lower-end chip, the Duron. With a top speed of 850 megahertz, the Duron will outpace Intel's fastest ''value chip,'' the 750 megahertz Celeron.
Advanced Micro will not add a number to the Duron name. The Celeron has no number in its name.
Last weekend, the Compaq Computer Corporation began selling Presario 1200 laptops that feature Athlon 4 chips of one gigahertz. Advanced Micro will expand its new core technology into desktop computers and server systems later this year, Mr. Moorhead said, but has not yet selected a name.
Advanced Micro said the Athlon 4 would improve performance by as much as 15 percent compared with previous versions, potentially widening its speed edge over Intel. Many benchmarking tests have shown the Athlon to outperform the Pentium 3 and 4 at similar clock speeds. Advanced Micro's mobile technology, has, however, lagged those of Intel and the Transmeta Corporation in power consumption and battery life.
The new Athlon 4 and Duron family features a technology called PowerNow, which adjusts the processor speed for different applications. Advanced Micro said PowerNow would extend battery life 30 percent while reducing power consumption 20 percent. Intel also offers a power-saving technology, called SpeedStep, in its Pentium 3 line, but not in its mobile Celeron products.
Kevin Krewell, an analyst with MicroDesign Resources, a division of the Cahners In-Stat Group, called Advanced Micro's choice of the Athlon 4 name a ''lame copying strategy.'' But Mr. Krewell said the speed and power-saving features of the new chips make them attractive for high-performance laptops.
''In mobile, it puts them in the lead position over Intel,'' Mr. Krewell said.
Advanced Micro introduced the mobile chips at competitive prices, an indication that a price war may be brewing between Advanced Micro and Intel in mobile chips, similar to the one under way in desktop microprocessors. The one gigahertz Athlon will sell for $425, in contrast to $722 for a comparable Pentium 3. The 850 megahertz Duron will sell for $197, compared with $134 for the 750 megahertz Celeron.
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