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.
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