Poor welcome for AMD

Poor welcome for AMD

Advanced Micro Devices (AMD) launched its new K6-2 processor here last week as an alternative to Intel's Pentium II processors, but the response from our major assemblers hasn't been positive.

Maree Lowe, director of Anabelle Bits, said Intel is the undisputed leader in the processor market, and AMD is always following Intel.

"We have no reason to see why K6-2 would impact on us. It's really no big deal for us," she said.

Jonathan Sheiman, general manager of corporate and government at Ipex, said AMD doesn't have the brand recognition or reputation that Intel has. "In certain areas, it will probably be reasonably difficult to compete. Intel's products are particularly good," he said.

Joe Sekel, AMD's marketing director of its computation products group in Asia-Pacific and Japan, said the chips "heralded a new era in computing".

Currently, the only vendors in Australia offering systems with the chip are IBM and Compaq. Sekel said he was "in discussions" with a number of local manufacturers.

The K6-2 processors, available now at clock-speeds up to 333MHz, offer integer performance comparable to same-speed Pentium IIs, and beat the Intel chips on graphics and 3-D applications optimised for the chips' built-in 3DNow instructions, Sekel said.

Although AMD to date has found itself competing at the low end of the market, the company is targeting the K6-2 squarely at the Pentium II and not at the Celeron, Intel's recently introduced low-end processor.

AMD is positioning the K6-2 mainly for the consumer market. It will continue to price its chips 25 per cent below Intel's comparable offerings.

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