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AMD launches industry's fastest chip

August 9, 1999
Web posted at: 2:53 p.m. EDT (1853 GMT)

by James Niccolai


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(IDG) -- Advanced Micro Devices saved a surprise for the launch of its Athlon processor -- a 650MHz version that AMD claims is the fastest x86-type processor on the market.

Athlon, formerly known as the K7, is being hawked by AMD as a "seventh-generation" processor, thanks to a handful of architectural improvements aimed at boosting performance.

Athlon initially will be sold in high-performance desktops, but over time the chip maker hopes the new processor will bring in revenues from the more profitable workstation and server markets.

IBM and Compaq will be the first big-name vendors to release Athlon desktops later this month or early next month, an AMD spokesman said. Prices are expected to start at about $1,300 for a 500MHz Athlon PC, increasing to more than $2,000 for PCs using the fastest chip, AMD said.

A few analysts interviewed said Athlon is faster than an Intel Pentium III processor running at the same clock speed. At 600MHz, the AMD chip was up to 14 percent faster than the Pentium III in a handful of benchmark tests conducted by Mercury Research. Mercury will post the results of those tests on its Web site, said Mike Feibus, principal analyst with the Scottsdale, Ariz.-based firm.

Athlon also performed better in tests running the Quake III video game -- a test that "gamers swear by," Feibus said. In its own test results, AMD claims that Athlon even tops the performance of Intel's high-end Xeon processor running certain types of applications.
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While analysts concede that AMD has designed a humdinger of a processor, they caution that its success depends on the company's ability to bring Athlon to market without any significant manufacturing hiccups -- something the chip vendor has struggled with in the past.

"With AMD, the question is never can they design a chip. The question is can they manufacture it in huge volumes, and can they do it on time," said Tony Massimini, chief of technology with Semico Research in Phoenix.

Besides the challenge of bringing a brand new chip architecture up to volume production, AMD is also preparing to switch later this year to a more advanced, "0.18-micron" manufacturing process. The company is also in the midst of starting up a $2 billion manufacturing plant in Dresden, Germany. Still, AMD executives have confidently predicted that they can make "hundreds of thousands" of Athlons this quarter, and they expect to manufacture one million of them in the fourth quarter this year.

Because the chips are aimed at high-performance systems, AMD will likely sell fewer Athlon chips at first, making manufacturing concerns less of an issue, said Nathan Brookwood, principal analyst with Insight64 in Saratoga, Calif.

AMD also faces a marketing challenge, analysts say. The company will need to convince customers that it's up to scratch as a provider of reliable, high-quality components if the chip vendor wants to break out of the low-cost, mostly consumer, niche it currently occupies. Some buyers still equate AMD's K6 family with "cheap chips," which partly explains the introduction of a new brand name, Brookwood said.

Analysts agreed that Athlon is a critical chip for AMD, which has been battered financially by falling PC prices and shrinking margins in the consumer desktop market. The company has designed a chip that can lift it out of the doldrums -- if everything goes according to plan.

"They're certainly saying all the right words, but after their history, everyone's waiting to see them execute," said Mercury analyst Feibus.

Athlon was also launched in 600MHz, 550MHz and 500MHz versions, as AMD had previously indicated. Intel's fastest Pentium III, recently released, runs at 600MHz. Intel has no current plans to increase that clock speed before November, although the company will make improvements in other areas of the platform that should make its chips perform better, an Intel spokesman said.

A fast clock speed is only one measure of a processor's performance, and AMD is highlighting several improvements in Athlon's seventh-generation architecture. For starters, the chip has a 200MHz "system bus" licensed from Digital Equipment Corp., which is now owned by Compaq. A faster bus speed allows a processor to access data from memory more quickly. By contrast, the Pentium III has a 100MHz bus, which Intel has said it will push to 133MHz later this year.

Athlon also boasts 128KB of on-chip Level 1 cache -- a store of memory adjacent to the processor which is also designed for faster data access. That's double the Level 1 cache in the K6-3. The new chip also includes additional 3DNow! multimedia instructions for applications like speech recognition and video playback, and better "floating point" performance for improved 3-D modelling and lighting effects, according to AMD.

To help position its chips, AMD will introduce a sub-branding strategy that takes a leaf out of Intel's book. Just as Intel did with the Xeon, Pentium III and Celeron, AMD will release different Athlons for various segments of the computing market. The subbrands will use the same Athlon core, but packaged with different bus speeds, cache sizes and so on.

The brands are as follows: the Athlon Select, for low-cost consumer PCs; a chip simply called "Athlon" for the high-performance consumer market; the Athlon Professional for high-performance business PCs, and the Athlon Ultra for workstations and servers. The subbrands won't be introduced immediately, but will be phased in as the K6-2 and K6-3 reach the end of their life cycles.

In 1,000-unit quantities, Athlon is priced at $849 for the 650MHz chip, $615 for the 600MHz part, $449 for the 550MHz chip, and $249 for the 500MHz part, an AMD spokesman said.

James Niccolai is a senior correspondent for the IDG News Service in San Francisco.

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AMD's Athlon 650 pulls ahead
New AMD chips beat Intel's fastest Pentiums (for now).
(PC World Online)
AMD grabs the crown: 600-MHz Athlon bests the PIII
(PC World Online)
Intel under the road-map gun again
(InfoWorld Electric)
AMD slapped with investor lawsuits
(InfoWorld Electric)
AMD to unveil branding strategy for new chip
(InfoWorld Electric)
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