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29 Jan 2009
AMD has launched its latest chipset, which it claims will be a green productivity machine for professional users who have a liking for games.
The 760G chipset, it said, will use less power, but still have the clout to allow professional users to multi-task, so they can simultaneously dabble in games without their work suffering.
Accelerated rendering is the key component that will make a 760G-driven PC quietly effective, according to AMD product marketing manager, Sasa Marinkovic.
Further reading
This is a platform for system builders aiming at the value PC market, he said. “The AMD 760G chipset has been designed to give scalable, energy-efficient graphics in a platform that offers a great out-of-the-box experience at an affordable price.”
The chip maker has trademarked the phrase Ultimate Visual Experience in connection with this technology, which Marinkovic said is a boast that can be backed up. It uses DirectX10 graphics and ATI Hybrid CrossFireX technology to give a flexible upgrade path when the AMD 760G chipset is paired with either an ATI Radeon HD 3450 or Radeon HD 2400 series graphics card, he explained.
Meanwhile, AMD’s Athlon X2 CPU should offer users the energy efficiency required to keep down bills.
Partners such as Asus, ECS, Gigabyte, Asrock, MSI, Foxconn and Biostar are under pressure to diversify, said Marinkovic, adding that local system builders are in the same boat.
“This 760G allows them to extend their product lines by offering a new chipset targeted to the value PC with a better computing experience.”
Component maker Sapphire, which works with the AMD chipset, cautiously welcomed the news. Better known as an ATI graphics card maker, it is now planning a fresh assault on the motherboard market, using AMD chipsets.
Sapphire is bullish about competing for the commodity market. Neil Spicer, head of sales for northern Europe, claimed: “We will beat anyone on pricing for AMD mainboard business.
“What the channel needs now is quality technology at every price point. The new AMD chipsets could be perfect for the channel,” he said.
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