AMD launches next generation chipsets for desktop users

NEW DELHI: Global computer chip maker AMD today launched its next generation of chipsets offering faster processing, better graphics and affordable performance to desktop users, especially those using gaming PCs.

The new range -- A Series Accelerated Processing Units ( APU) -- is available at prices ranging from Rs 3,000 to Rs 8,000.

"While many say PCs are dying, we believe we are at the dawn of a new era in computing. The new generation of APUs provide a combination of processing speed, multiple compute cores and discrete-level graphic capabilities, making it an excellent platform for gamers and PC enthusiasts alike," AMD India Managing Director Ravi Swaminathan told reporters here.

Unlike a traditional processor, APUs are designed to accelerate one or more types of computations. This may include graphics or similar specialised processing system.

As per an IAMAI report, gamers constitute over 41 per cent of the total active internet users in India. Some industry reports suggest the Indian gaming sector achieved revenues of Rs 1,300 crore last year.

"The PC market growth is driven by high broadband penetration, enabling distribution of better gaming content. In line is the demand for devices and processors which support the requirements of these gaming enthusiasts and that is a market we are aggressively targeting," he said.

AMD aims to offer rich graphics/gaming experience to entry and mainstream users as well, who would otherwise not invest in a dedicated graphics processors (GPUs), he said.

"While enthusiasts and professional gamers continue to use dedicated GPUs, mainstream and value users can also now enjoy good gaming experience at affordable budgets and low running costs due to low power consumption on these APUs," he added.

AMD, which is one of the world's largest chip makers, is now increasing focus on mobile devices.

"It will not be about the form factor but more about seamless experience across various devices like desktops, laptops, mobile phones and tablets. The focus is on providing rich graphics experience at affordable costs to people across these various devices," Swaminathan said.

Features like user experience, especially graphics and power consumption, would be some of the differenciators between players, he added.

Earlier this year, Advanced Micro Devices (AMD) had partnered UK-based chip maker ARM to build a platform security processor for incorporating ARM's TrustZone security technology (a dominant security technology for smartphones and tablets) into AMD microprocessors.