AMD has released its Fusion Accelerated Processing Unit (APU) range into the Australian market.
The processor family was showcased at the Consumer Electronics Show 2011 (CES) in January. The multi-core processors are a combination CPU and GPU chip and incorporates discrete level graphics, parallel processing engine as well a high-definition video acceleration block.
At a launch event in Sydney, AMD claimed the APU delivers powerful processing capabilities, superior graphics and longer battery life. With the Fusion APU, the vendor is looking to wrestle its way into the embedded devices market, which is something its competitor, Intel, has already been doing with its Atom microprocessors.
But AMD vice-president for product and platform marketing, Leslie Sobon, insisted the new Fusion processors are not in the same league as the Intel Atom. APU offers a more powerful performance overall and opens up more opportunities for software developers, she said.
“It opens up a lot of markets to our partners that they weren’t able to play in before,” Sobon said. “Because when you get that chip on ball grid array (BGA) and not socketed, you can get into much smaller form factors such as two-litre fanless type designs, and so on.”
Digital signage, medical imaging and casino gambling devices are some of the verticals that excite AMD.
The chip vendor also saw great potential in the computer gaming market. Sobon claimed the Fusion APU can make notebooks comparable to PCs on the gaming front in terms of graphic quality and performance.
PC and notebook vendors such as Acer, HP, MSI, Sony and Dell are already on-board with implementing the new Fusion processors into their machines. Over 35 AMD Fusion-based systems will launch in the Asia Pacific region in the first half of 2011.
The E-series APU is designed for mainstream notebooks, all-in-one PCs and small desktops while the C-series is made for HD netbooks and emerging devices.