Jaguar Hits the Embedded Space
It has long been known that AMD has simply not had a lot of luck going head to head against Intel in the processor market. Some years back they worked on differentiating themselves, and in so doing have been able to stay afloat through hard times. The acquisitions that AMD has made in the past decade are starting to make a difference in the company, especially now that the PC market that they have relied upon for revenue and growth opportunities is suddenly contracting. This of course puts a cramp in AMD’s style, but with better than expected results in their previous quarter, things are not nearly as dim as some would expect.
Q1 was still pretty harsh for AMD, but they maintained their marketshare in both processors and graphics chips. One area that looks to get a boost is that of embedded processors. AMD has offered embedded processors for some time, but with the way the market is heading they look to really ramp up their offerings to fit in a variety of applications and SKUs. The last generation of G-series processors were based upon the Bobcat/Brazos platform. This two chip design (APU and media hub) came in a variety of wattages with good performance from both the CPU and GPU portion. While the setup looked pretty good on paper, it was not widely implemented because of the added complexity of a two chip design plus thermal concerns vs. performance.
AMD looks to address these problems with one of their first, true SOC designs. The latest G-series SOC’s are based upon the brand new Jaguar core from AMD. Jaguar is the successor to the successful Bobcat core which is a low power, dual core processor with integrated DX11/VLIW5 based graphics. Jaguar improves performance vs. Bobcat in CPU operations between 6% to 13% when clocked identically, but because it is manufactured on a smaller process node it is able to do so without using as much power. Jaguar can come in both dual core and quad core packages. The graphics portion is based on the latest GCN architecture.
AMD Gives a Glimpse of the Near Future
AMD has released an updated roadmap for these next two years, and the information contained within is quite revealing of where AMD is going and how they are shifting their lineup to be less dependent on a single manufacturer. The Financial Analyst Day has brought a few surprises of where AMD is headed, and how they will get there. Rory Read and Mark Papermaster have brought a new level of energy to the company that seemingly has been either absent or muted. Sometimes a new set of eyes on a problem, or in this case the attitudes and culture of a company, can bring about significant changes for the positive. From what we have seen so far from Rory and company is a new energy and direction for AMD. While AMD is still sticking to their roots, they are looking to further expand upon their expertise in some areas, all the while being flexible enough to license products from other companies that are far enough away from AMD's core competence that it pays to license rather than force engineers to re-invent the wheel.
The roadmaps cover graphics, desktop, mobile, and server products through 2013.
This first slide is a snapshot of the current and upcoming APU lineup. Southern Islands is the codename for the recently released HD 7000 series of desktop parts. This will cover products from the 7700 level on up to the top end 7990. Of great interest are the Brazos 2.0 and Hondo chips. AMD had cancelled the "Krishna" series of chips which would have been based on Bobcat cores up to 4 on 28 nm. Details are still pending, but it seems Brazos 2.0 will still be 40 nm parts but much more refined so they can be clocked higher and still pull less power. Hondo looks to be the basic Brazos core, but for Ultra Low Power (lower clocks, possibly disabled units, etc.) which would presumably scale to 5 watts and possibly lower.