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AMD fires odd angry shots

AMD fires odd angry shots

Advanced Micro Devices (AMD) last week announced its highest-performance processor for desktops, no longer claiming similar performance at a lower price, but touting superior performance to even the new Pentium III.

AMD's business development manager for Australia, Steven Fraser, claimed that 36 per cent of desktop PCs retailed in the US in 1998 were based on K6 processors, and this figure is similar to Australia's. It is the retail segment that AMD seems to be giving most of its attention.

Fraser said that the Australian subsidiary has undertaken a program of in-house sales training for the staff of major Australian retailers, and the key point is how to answer the objection to a system that does NOT have Intel inside it. In other words, it is concentrating on countering Intel's massive branding campaign with store sales training.

But the chip-maker is making some product performance claims of its own.

According to S Atiq Raza, AMD co-chief operating officer and chief technical officer: "The AMD-K6-III processor delivers industry-leading performance and enables a superior 3D visual computing experience."

Released with the K6-III (note the shift from arabic to roman numeral) is the TriLevel cache design, described as an advanced cache memory architecture that is claimed to improve overall PC performance by providing the industry's largest and fastest total system cache for Windows-compatible desktop PCs.

The AMD-K6-III/450 processor is priced at $US476, while the AMD-K6-III/400 processor is priced at $US284, each in 1000-unit quantities.


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