Getting the ball rolling
AMD formally launched its long-awaited mainstream notebook Fusion chip range today - the S-series APUs, formerly known as Llano. As Tarinder concluded in his excellent review, the technology is at least competitive with the equivalent Intel chips and, as expected, the graphics performance is in some cases well ahead.
But getting the technology right is just the first part of the challenge, now AMD has to get OEMs to build systems based on the chips, get retailers to stock them and get end-users to buy them. Unlike its much bigger rival, AMD doesn't have almost limitless funds to spend on marketing, so it's going to have to pick its fights carefully.
Fortunately it has a traditional ally in HP, which has always made AMD systems and has an interest in ensuring Intel doesn't have everything its own way. In keeping with tradition HP announced today that 11 of its notebook models will come with A-series chips as an alternative.
The HP ProBook b-series and s-series will offer Llano options from 27 June and the Pavilion dv-series and g-series will introduce the chips sometime in July. AMD reckons the A-series chips are already scheduled to appear in over 150 notebooks and desktops.
"HP and AMD's relationship continues to evolve as we collaboratively make strides to benefit customers through outstanding technology innovation and improved performance," said Leslie Sobon, corporate vice president, Worldwide Marketing at AMD. "AMD Fusion APUs offer the perfect mix of power, performance and brilliant graphics to enable the next generation of digital experiences, while VISION Technology from AMD simplifies the PC purchasing experience."
The game really starts now for Sobon and her team. There doesn't seem to be any technological or financial reason not to consider a Llano notebook over an Intel one. But the systems need to be available and the market needs to be educated, and that won't happen overnight.
