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rick merritt
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Re: AMD ARM vs. Intel Atom
rick merritt   9/12/2013 7:00:51 PM
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@Jay: Good points on how AMD's Hierofalcon is ahead of Intel's Rangeley in some ways --and needs to be since it will have to compete with a Rageley 2 late next year.

And agreed, as long as the core roughly meets the perf/watt needs and more importnatly is the ISA the OEM/user sw is written for, it's fine. Much of the differentiation is increasingly in SoC peripherals.

Oh, Oh. Isn't that what we used to say about PCs?

junko.yoshida
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Re: AMD ARM vs. Intel Atom
junko.yoshida   9/12/2013 3:27:52 PM
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@Tarra, thank you. Those are indeed good guesses and sound analysis.

TarraTarra!
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CEO
Re: AMD ARM vs. Intel Atom
TarraTarra!   9/12/2013 3:17:31 PM
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@Junko, That is the multi-million dollar question. Probably the development cost of a new x86 internal core did not result in an advantage in terms of performance/cost/power of an off the shelf ARM core. I am sure the AMD brass did their homework before making the switch.

This does validate what the ARM camp has been claiming in terms of architectural simplicity of ARMv8 architecture and its inherent advantage in building low power processors.

My guess is that AMD's plan is the following:

- Continue to push x86 based processors at the high end of the performance arena in the server and enterprise

- Push ARM based SoCs into markets where AMD has not had much success to begin with - this includes the embedded market as validated by the hiero-falcon announcement and low power servers using the freedom-fabric.

- Integrate their ARM and ATI graphics technology to gain a foothold in the lucrative mobile and eventually ultra-mobile segments.

 

Reasonable thinking in my mind as x86 has not had success in the lower two arenas inspite of Intel trying for so long.

junko.yoshida
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Re: AMD ARM vs. Intel Atom
junko.yoshida   9/12/2013 11:56:20 AM
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@Tarra, yes, in theory, AMD giving up on "all the advantage of the established ecosystem around x86" does seem to indicate that they must have found something more compelling in ARM. The question is "what"?

aff8899
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Freescale
aff8899   9/12/2013 10:57:20 AM
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I often ended up with Freescale even though there were better parts around simply because You could whip out a credit card and order dev kits or samples. On a tech note, not sure what AMD gains by going ARM. probably marketing and SW Eco system reasons. The x86 ISA decode penalty is a non issue these days. If AMD can move these parts through commodity channels and make their availability ubiquitous, they have a good chance of a 10 -20% market share. moncler jackets But execution s everything and that seems a big ask for AMD these days. Would also help if they went open with their freedom interconnect. 

jaybus0
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Re: AMD ARM vs. Intel Atom
jaybus0   9/12/2013 8:33:49 AM
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I wonder if choice of processor cores will be any more important than choice of other components on the SoC. Rangeley does not have the 10G Ethernet backplane interface. On the other hand, Rangeley does have hardware encryption capable of 10Gbps throughput, 5 Gbps in the 15W part. Rangley also has VT-x and no mention was made of hardware virtualization features of the AMD chip's cores. These things could be more important than the processor core, paticularly for software-defined networking.

goafrit
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Re: AMD ARM vs. Intel Atom
goafrit   9/12/2013 8:20:45 AM
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@Rick, if that is the case, who controls the other 80% plus market share?

goafrit
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Re: AMD ARM vs. Intel Atom
goafrit   9/12/2013 8:19:57 AM
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>> There are also the existing PPC and MIPS players in this crowded market, do you think ARM or x86 will gain market share there?

AMD using ARM has a real opportunity with the business model of ARM. The challenge they have though is that anyone can do the same. There is no differentiation in this since ARM is open to the world!

goafrit
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Re: AMD ARM vs. Intel Atom
goafrit   9/12/2013 7:22:51 AM
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Sometimes I do forget that we still have AMD. This company is truly trying. My problem has been that AMD has good technology but poor marketing unit. They make nice products but they have a very bad branding strategy.

sw guy
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Re: AMD ARM vs. Intel Atom
sw guy   9/12/2013 6:44:04 AM
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Sorry, I have no link, but I remember reading a declaration from some AMD guy telling it costs less to developp a SoC with an ARM CPU than with an AMD-tuned x86 one.

Strange, but plausible, assuming AMD spent time to get as most as possible performance once given architecture, which is a different goal than the 'just enough'  rule who drives most SoC definitions.

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