AMD will not chase Intel making "needlessly powerful" CPUs
Subject: Editorial, General Tech, Graphics Cards, Processors | May 19, 2012 - 01:52 PM | Scott Michaud
Tagged: ultrabook, trinity, cloud computing, cloud, amd
Bloomberg Businessweek reports AMD CEO Rory Read claims that his company will produce chips which are suited for consumer needs and not to crunch larger and larger bundles of information. They also like eating Intel’s bacon -- the question: is it from a pig or a turkey?
Read believes there is “enough processing power on every laptop on the planet today”.
The argument revolves around the shift to the cloud, as usual. It is very alluring to shift focus from the instrument to the data itself. More enticing: discussing how the instruments change to suit that need; this is especially true if you develop instruments and yearn to shift anyway.
Don’t question the bacon…
AMD has been trusting that their processors will be good enough and their products will differentiate in other ways such as with graphics capabilities which they claim will be more important for cloud services. AMD hopes that their newer laptops will steal some bacon from Intel and their ultrabook initiative.
The main problem with the cloud is that it is mostly something that people feel that they want rather than actually do. They believe they want their content controlled by a company for them until it becomes inaccessible temporarily or permanently. They believe they want their information accessible in online services but then freak out about the privacy implications of it.
The public appeal of the cloud is that it lets you feel as though you can focus on the content rather than the medium. The problem is that you do not have fewer distractions from your content -- just different ones -- and they rear their head once or twice in isolation of each other. You experience a privacy concern here and an incompatibility or licensing issue there. For some problems and for some people it makes more sense to control your own data. It will continue to be important to serve that market.
And if crunching ends up being necessary for the future it looks like Intel will be a little lonely at the top.
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