AMD Steps It Up For Mobile With Two New Processors

Attempting to gain a more secure foothold in the mobile market, Advanced Micro Devices unveiled two new processors, including its first dual-core model, as well as plans for a validated whitebook program.

AMD is hoping the additions will help it better compete against Intel, which has developed a thriving mobile brand with its Centrino notebook platform and recently rolled out an aggressive channel program to spur sales of whitebooks.

Matt Mazzantini, AMD’s division marketing manager, mobile, said AMD is currently shipping in volume dual-core Turion 64 X2 processors in 1.6GHz, 1.8GHz and 2GHz speeds. At the same time, the Sempron value line, previously available only in a 32-bit option for desktops, has been upgraded to 64 bits.

Existing Turion single-core 64-bit CPUs will be positioned for thin and light form factors and eventually phased out this year, an AMD spokesman said.

In comparison, Intel’s current Core Duo processor is a 32-bit part. Merom, Intel’s next-generation processor, will be a 64-bit part and is expected to ship in August. That puts both chip makers in a position to capitalize on Vista, Microsoft’s Windows upgrade that is supposed to be delivered to OEMs in January 2007.

Mazzantini said AMD has begun working with original design manufacturer MSI to develop a validated whitebook for distributors and small OEMs. The chip maker is in negotiations to include “a couple of other ODMs” in the program, he said.

The validated platform will provide a fully configured whitebook that Mazzantini said will have undergone a “handful” of tests from AMD, including electrical, bus margin, stress and thermal testing to ensure quality.

AMD is already offering reference designs to make it easier for ODMs and OEMs to bring AMD-based notebooks to market. It is likely the chips will show up quickly in branded systems. Mazzantini said AMD expects the first notebooks using the new chips to ship early next month.

In the system builder channel, however, several AMD partners expressed indifference about AMD’s latest mobile moves. They noted AMD’s channel efforts are paltry vs. the resources Intel is throwing at whitebooks, which both companies believe currently represents about 10 percent of the notebook market.

Joe Toste, vice president of marketing at Equus Computer Systems, a system builder in Minneapolis, called AMD’s validated whitebook effort “window dressing” compared to Intel’s offering, which now includes standardized parts for whitebooks, validated systems and other incentives.

“AMD rocks for desktops and servers but they have a long way to go in mobile,” he said.

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