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For long, Sunnyvale, California (US)-based Advanced Micro Devices or AMD continues to be a distant second in terms of processor business. Though a normal PC or laptop buyer doesn’t care much about what’s inside the CPU, discerning users take a look at the performance of the processor as it determines the computing power.
In a bid to increase its share in the processor market, AMD has launched Ryzen PRO desktop processors targeting enterprises. AMD showcased three products launched by three PC vendors with the latest processor in the Ryzen series.
HP, Dell and Lenovo will ship the products with the new processor globally in the next few weeks. While Dell came out with Optiplex 5055 desktop PC, HP showcased EliteDesk705 PC and Lenovo ThinkCentreM715 at the unveiling recently.
Jim Anderson, Senior Vice-President and General Manager (Computing and Graphics Group) of AMD, said the business-PC users expect more processing power as they go for more demanding applications.
For the geeks, the Ryzen PRO processor comprises 8-core, 16-threat CPU targeted at commercial-grade PCs. It offers chip-level security, provided hardware-based cryptographic and security technologies to help protect against threats.
AMD claims Ryzen PRO processor will provide up to 52 per cent improvement in computing capability over the previous generation processors.
India plansThough AMD’s processors are well known in a layer of PC users, it’s mindshare in other segments is relatively less. The company admits this and is in the process of increasing its visibility in countries like India, backed by new releases.
“We have stepped up our marketing initiatives globally and in India much more than in the past. We will continue to do this on AMD overall and about specific products,” Jim said. The firm hit headlines last year as it tied up with Baahubali director Rajamouli to offer VR (virtual reality) experience. The technology used under the tie-up includes a VR capture camera and AMD’s GPU-accelerated video stitching software.
The first world-wide exclusive HP-AMD store was launched in June at Gurgaon. It is in the process of launching additional experience stores this year across the country with other OEMs (original equipment manufacturers), including Acer and Lenovo.
The stores will offer consumers a range of AMD powered products under one roof. The firm has over 1,300 employees at its Bengaluru and Hyderabad centres.
(The writer was in New York at the invitation of AMD)
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