THE BIG INTERVIEW
‘This is the best APU technology we’ve ever built’
AMD’s EMEA general manager Darren Grasby talks to Dominic Sacco about how it’s pushing the APU market forward with its A-Series Kaveri tech, how desktops are still going strong, its revised partner programme and activities in the education sector…
W hat kind of
reaction have you seen to your new
A-Series Kaveri Accelerated Processing Units (APUs)? How is that pushing the market forward? Darren Grasby, AMD: What we’re seeing is that people are truly realising the benefi ts of an APU. If you look about what the recent marketing programmes have done, what we are seeing is the education around the APU is really accelerating. People are now understanding exactly what an APU is. While most of the industry and tech-savvy individuals understand it, by the time you get to those local system builders and independents, it’s now clear that the knowledge is also getting down to those tens of thousands of resellers and retailers too. So the programme is defi nitely having an effect there. People are understanding the Kaveri technology is by far the best technology that we’ve ever built around the APU. If you talk about a 12-core product in four CPU cores and eight compute cores [rather than traditionally splitting the CPU and GPU up], that’s starting to resonate now, which is great
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news for us and for the usage of the PC today.
Can we expect more Kaveri chips in the future? That’s the plan. Obviously I can’t tell you about future roadmaps, but Kaveri has just been unbelievable. If I take you into the consumer notebook side of the
business, the demand on that
“If new tech [like DDR4] is enhancing the customer experience then it has to be good for
the industry.” Darren Grasby, AMD
product has been very, very good indeed.
Rumours suggest AMD is readying its fi fth generation APU, Carrizo, which will support DDR4. Are you excited by DDR4 and how will that shape the market in the future?
I think it’s a very interesting play and I think with any new technology that’s coming along, if it’s enhancing the
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