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John Morris & Sean Portnoy

AMD launches marketing campaign to capitalize on Intel's Sandy Bridge flaw

By | February 19, 2011, 1:16pm PST

Summary: While Intel is still the king of CPUs, chief competitor AMD can’t ignore an opportunity to take advantage of a misstep by its rival. With Intel still smarting from the chipset flaw that is marring the rollout of its new Sandy Bridge processors, AMD announced a new marketing campaign that takes a swipe with its [...]

While Intel is still the king of CPUs, chief competitor AMD can’t ignore an opportunity to take advantage of a misstep by its rival. With Intel still smarting from the chipset flaw that is marring the rollout of its new Sandy Bridge processors, AMD announced a new marketing campaign that takes a swipe with its tagline.

The campaign’s title is “Ready. Willing. And Stable,” which doesn’t take a chip engineer to figure out the reference, though the marketing is designed to appeal to enthusiasts who will actually know the recent history of Sandy Bridge’s launch. AMD will run ads on several DIY sites, linking to a page on AMD’s site (partially shown above) that touts the advantages of its Phenom II X6 processors over Intel’s latest. (Whether they’re valid claims will be left for the fanboys to argue over.)

AMD’s announcement follows its Valentine Day’s stunt, which entailed a package sent to tech writers like CNET’s Dan Ackerman that offered condolences (and chocolates) for the recent heartbreak that “Sandy B.” caused. Even though the Sandy Bridge flaw is a fairly minor one that most buyers wouldn’t even notice, any opening Intel could offer AMD would be foolish to pass up.

The big question, though: Are you any more likely to buy an AMD processor or AMD-based system now as a result of the Sandy Bridge debacle? Let us know in the Comments section.

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Sean Portnoy is a freelance technology journalist.

Disclosure

Sean Portnoy

Sean Portnoy is a freelance technology journalist; currently, all work that Sean does is on a contractural basis. Sean has also written corporate communications documents for CA.

Sean does not accept gifts from companies he covers. All hardware products he writes about are purchased with his own funds or are review units covered under formal loan agreements and are returned after the review is complete.

Biography

Sean Portnoy

Sean Portnoy started his tech writing career at ZDNet nearly a decade ago. He then spent several years as an editor at Computer Shopper magazine, most recently serving as online executive editor. He received a B.A. from Brown University and an M.A. from the University of Southern California.
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No, not because of Sandy Bridge debacle. After all, everone has a bad day once and a while (Toyota?) However, I am starting to take note of AMD as a viable competitor. Especially for those who aren't always able to pay top dollar for a PC...

Jeff - CQVoIP.net
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AMD is the best bang per performance
wackoae Updated - 19th Feb 2011
@cqvoip.net People spend extra money for negligible performance boost that they actually don't need. Most Intel buyers (home), the performance of an OLD single core Athlon is more than enough.

In fact, for most consumers an ATOM computer is enough to meet their needs.
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At least 2 cores
Robert Hahn 20th Feb 2011
@wackoae Suit yourself. When I built my current machine, I went from a single-core Athlon 64 to a quad-core. What a difference! It's easy to forget how much stuff Windows wants to run "in the background." The search indexer, Google desktop if you have that (I do), the antivirus stuff, backup programs... It's always something.

Having a second processor to handle that stuff is worth every penny.
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@wackoae if the software and the OS does not take advantage of it. Most services and software run on the 1st core and the 2nd is never touched.

Also, your complete list shows that you like installing crapware in your computer. You can put tons of cores and that will not fix the DAU problem.
@wackoae

And with that delineation, that's fine. It is all that many will need. The same cannot be said for power users, which make up a healthy percentage of the readers of this site. The advantages of multicore processing then manifest themselves in a myriad of ways. I'm tempted to say you missed the Core revolution stemming from the Netburst meltdown, but I know you're smarter than that.

Extra RAM, GPU and HDD (particularly SSD) all help with bottom line performance by alleviating bottlenecks, but as soon as prices dropped on the Core platform (and some units were quite reasonable from the get-go), it basically became a checkmate proposition.
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I only buy AMD machines
Uralbas 21st Feb 2011
Long time ago (k7 pentium days) I learned not to rely on Intel. AMD has never disappointed me. On the other hand, those close to me who bought I5 and I7 units are now finding out why staying away from Intel makes good business sense.
I have to agree, I'm running a athlon II X2 250 with geforce 450 graphics and it handles new game titles and of course daily computing with ease. I'm going to build an even lower power amd zacate computer for HTPC, its suppose to pretty much handle all multimedia without trouble. That being said intels core i3 version of sandy bridge should be a pretty good bang for your buck and I would probably recommend it for the average computer user.
@wacko
Haha... Thats funny. win7 on an old single core athlon???? Are you trying to make a joke or something? Yep that socket A loaded to the maximum 512mb of sdram @ 75-100mhz would be perfectly fine for most everyone today, huh? Thats a joke right?

Then to person that says have at least 2 cores you come out saying 100s of cores....?? Software wont make a difference??? most services will run all on 1 core the 2nd core is never touched??? Sounds like something you would here 6yrs ago. You dont know anything about what your are speaking about. Anyone who buys a new PC today with a modern OS, win7, will have all the cores used by the OS automatically even if no programs are ran with multi-core support. If you ever get a chance to check out a multicore PC, watch the CPU usage especially when loading and shutting down. If you dont know how you can do this with the task manager or a gadget. You will see clearly that the OS is not using one core at all, even though the services or software may be single threaded.
As far as an atom goes, i think the sales alone prove that only the ppl who can get by with an atom are using it. Do your self a favor and google "atom slow" and you will see magnitudes of common, everyday ppl with little PC skills or needs complaing on how Atom is just not suiting their needs well. funny that huh? and these are ppl who bought a net book which they bought for doing extremely light PC task!
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0 Votes
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AMD needs to answer to changing trends
Tech watcher 19th Feb 2011
AMD has always been a practical choice amongst gamers and hobbyists who build a new machine for themselves every year or so.

Until recently, the traditional wisdom is that, if you do build a PC to last at least 5 years, go with the best Intel CPU you can afford. Its better performance will justify the higher initial cost over the longer period of usage.

Paradigms for desktop computing are changing. Gamers will still build their monster rigs with powerful (and power-guzzling) GPUs. But people are now also building smaller, quieter and more power-efficient media devices to complement their A/V systems. Cloud-based computing and web-based applications are also obviating heavy hardware investments on the user side.

It will not be just a Intel-AMD duopoly anymore. I don't see why we shouldn't be seeing ARM and nVidia OEMs selling their CPUs and boards alongside Intel and AMD.

AMD should answer more to this emerging trend, and not just reiterate its position as a best-value brand, because that may literally not be true for long.
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@Tech watcher Intelligent people would care more about the quality of the MOTHERBOARD and the PSU than the CPU.

Pretty much any CPU will last 5+ years regardless of the brand. On the other hand, many motherboards don't last that long. And cheap PSUs are the #1 reason why many computer parts fail early in life.
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Yeah, you caught me, I'm a Intel fanboy, but...
Tech watcher Updated - 19th Feb 2011
@wackoae I totally agree with you that power-supply units are the first to go. On the 3-year Intel machine I built, I already had to replace it 3 times.

I also agree with you that the motherboard is more susceptible to quality-control issues than the CPU itself. The mobo is and ever will be a crazy-quilt of components of various compositions from all over, and getting one to last 5+ years can be simply a matter of luck. (I had an Intel-made board that died after running Windows XP for 7 years.)

But back to the main topic. My initial point regarding AMD is that, because its CPUs are cheaper than Intel's, enthusiasts can afford to upgrade their rigs more often to hit their desired ceiling of performance more frequently. This isn't a snide way of saying that AMD chips are less reliable than Intel.

Furthermore, as we all know, this is no longer becoming the main drive behind CPU sales, thanks to the advent of the mobile processors.
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Cheap PSU's
bobiroc 20th Feb 2011
@wackoae

Biggest Epic Fail of most OEMs. Bad power is a big killer of computers and components. I never skimp on parts when building my computers for myself or family/friends and avoid cheap PSU's and Motherboards as my first step. Also a battery backup unit is highly recommended component of any computer I recommend.
've never used AMD processor but right now am using Radeon HD 5850 (HP Envy 17) and this is my last AMD graphics card as usual I had to go with NVIDIA. AMD your graphics driver is crap and BTW am using the latest one
Used AMD when they were the king with 64 bit.

Used Intel when they came out with the Core 2, and that's what I currently use.

Dunno exactly where I'll go from here, though.

CPUs seem to have lost their importance with GPUs becoming general purpose machines in their own right, and with games simply not pushing graphics to their limits anymore.

A lot of games are being designed with consoles in mind - which are currently horribly dated and underpowered compared to PCs. So I'm getting Xbox 360 or PS3 graphics on a system that is capable of handling so much more, because the games are basically ports of the console versions.

So I dunno what I'll be getting next. Despite the age of my Core 2 Quad and with Intel making newer CPUs, nothing's really pushing its limits anymore. I'm more concerned about my hard drive and memory these days.
It's all about the memory and GPU, even other programs are starting to follow that idea.
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@goff256: The future is fusion
thx-1138_@... 10th Mar 2011
.. and AMD have that in spades over Intel - it is after all the premise behind their latest and new / developing chip designs.

Granted, recent years have seen Intel take the initiative and dominate the market.

.. the pieces are in motion and AMD is back in the game.
Remember this;-

286 + 100 = 386
386 + 100 = 486
486 + 100 = ...
...
Pentium
0 Votes
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In a word, No
jpr75_z Updated - 20th Feb 2011
In the past, I bought a couple of AMD based computers because the processors were on a par with Intel chips and I wanted to, in my very small way, encourage competition. However, Intel's CPUs now blow the doors off of AMD's chips, and there is just no going back. If you want a budget priced, OK performance processor - go with AMD. If you want the Best, go with Intel. (The SB chipset gaff is a blib. Hardware makers are already putting out replacements.)
0 Votes
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Better Linux Support from AMD
parnote@... 20th Feb 2011
My next processor will definitely be an AMD Phenom II. AMD has shown much more support for Linux throughout their product line. Intel's latest i3, i5 and i7 processors tend to suck under Linux, due to a lack of support from Intel for the onboard graphics capabilities of those processors under Linux. So goodbye Intel, hello AMD!
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Even though the Sandy Bridge flaw is a fairly minor one that most buyers wouldn?t even notice...

A fairly "minor" flaw that is going to cost them over a billion dollars to correct. That same minor characterization could be appended to the FPU fiasco back in the mid-nineties, which Intel tried to downplay away initially. But we saw where that led, along with more unintended fallout than they ever counted on.

So it appears Intel has learned its lesson on being forthright. This whole embarrassing SB snafu might not have occurred if they weren't in such a hurry to rush half baked/half tested goods out the door. And it's not like AMD is huffing and puffing to blow their house down, at least not at this junction.
@klumper Somehow you forgot to bring up any of AMDs flaw. Lets bring up the phenom TLB flaw which AMD was so perfect in correcting. Intstead of offering CPUs to those who was effected, they instead came up with a bios fix which penalized the performance of their CPUs from 10-20%. Yep thats right, you over paid for a cpu and AMD thought it was fair to strip you up to 20% in performance and if you didnt have the knowledge to flash your bios you were out of luck. Somehow you excuse AMD on the failing to do the right thing with the TBL bug and bring up the intel FDIV like intel done more wrong?? Only 2 months after a professor of mathematics discovered that the Pentium had the FDIV bug intel was offering a cpu replacement for everyone whether they were effected by it or not. This is absolutely much more than anyone who bought an original Phenom got from AMD. AMD really shafted those ppl, and the tbl was a much more likely issue to encounter for the average home user than the intel FDIV. The FDIV bug would give you an inaccurate calculation in extremely rare cases such as: dividing two very specific 7 digit numbers together would result that were only accurate to the ten thousandth decimal place. The Phenom TLB bug can cause the your PC to crash when the CPU is in high utilization, and can be encountered by anyone who is loading the cores with CPU intensive task. Intel discovered the FDIV a few months before it went public, AMD knew about the TLB before the first phenom ever launched. Now we can say that at least intel is working to make it right this time and pewrhaps the next. AMD, well thats another story. If AMD continue to make CPUs, there will eventually be some bug, lets all see how they handle it in the future.
0 Votes
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Where am I excusing AMD?
klumper Updated - 22nd Feb 2011
@Ocre
Somehow you forgot to bring up any of AMDs flaw.

Somehow you excuse AMD on the failing to do the right thing with the TBL bug and bring up the intel FDIV like intel done more wrong??

Look to the bottom for reply.
The my processor is faster than yours is really a yawn. Even a power user will get more from a GPU than a CPU with any modern program that offsets the processing to the GPU. And if your such a "power user" then you'd do what I do and have at least two machines - one to do the processing and one to use.

Re the NVIDIA graphics card - ATI is far superior in my opinion and has a decent ethos re power v heat and sound. And remember the NVIDIA fiasco with their chips burning out! I have one that did that!

Personally I'm going to wait till AMD's bulldozer chips come out - but only because I want a new machine and not because I need it. AMD in my humble opinion have it right -decent performance at a decent price coupled with a decent level of graphics oomph.

Ive nothing against Intel - they just seem to think the performance crown is paramount and cost their chips accordingly. However the points re ARM processors are something they need to think about - I see them as a serious competitor to Intel and AMD and Microsoft have seen the sense and thought we better support more instruction sets than X86.

I still run a Phenom 9950 and Core 2 Quad Q6600 as my main machines both with 4GB and have seen no compelling reason to upgrade anything (I will but I don't need it!) but the graphics cards every couple of years (when the odd game I fancy limits me from playing at full HD with all the eye candy) and I AM a power user with 20 years in IT.

The simple fact is that processors have reached the pinacle of what the software currently available needs. It's not like the old days when you buy a new computer and the difference is staggering. My friend recently bought a netbook and to be honest I found the performance adequate for running office and surfing (though I think the fusion chips from AMD are looking quite promising).

The simple truth is that until their is a compelling reason that utilises all the power available in modern chips (i.e. a fundamental advance in operating systems that gives us something more than we have now and not processor intensive programs e.g. Adobe CS) then we're all deluding ourselves that we need the power. Just look at your task manager 99% of the time you aren't doing anything but idling away - we're all just falling for marketing - it's really like having a nuclear power plant to run a lightbulb!

p.s. I have an old P4 2.6 with 1.75GB ram and after fudging the intel embedded graphics drivers it runs Windows 7 with all the eye candy. It doesn't set any records but runs fine!
0 Votes
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Clock could turn backwards
rgor@... 20th Feb 2011
The foundation of these ARM chip types is the fact the most people will go to the cloud. Any betting person would agree based on the current trends. However, if cable, fiberoptic, and wireless carriers start bandwidth throttling and metered usage then the trend could move the other way or if people stop trusting the cloud and move data back to their desktops/laptops etc then the trend will move back to more powerful cpu/gpu combos.
Decades ago you couldn't image moving your entire life to the cloud, it is entirely possible that decades from now, you would have to be crazy to put anything of value on the cloud. One can predict short term trends but the future is "cloudy"? as best.
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I have built Intel and AMD computers for home use. Generally I find price advantages in the AMD camp. My next step is to upgrade my E8400 main computer by going to AMD 6 core. It is a matter of dollars and backward compatibility at this point...
I find it so intriguing that AMD is still not revealing so much about its Fusion chips that is already being delivered to computer makers for past couple months. AMD hocked 5 billion to buy ATI Graphics, maker of top notch graphics cards and motherboards, so to be able to cram graphics circuitry into Athlon chips instead of putting it out in separate integrated chips mounted on motherboards . It had been 5 years of skunk work and I have yet to see how good Fusion chips can get. It is still tightly under wraps . I know that AMD's Fusion chips just blow Intel's Sandybridge chips with far inferior graphics circuitry that was just put together in matter of months. What can Fusion chips do ? Will it shock the world or what? Will Fusion chips be able to do various graphic applications far faster than any chip around? Lets suppose you want to convert a file format like Quicktime (.mov) to Window Media Player (.wmv or .avi) ? Will it be so instantous that you no longer have to do this anymore because it iwll be done with a click? what about Toy Story animation like films that require rendering time? Will it be more of a snap? Things like that will make things so time saving and money as well! Waht about Microsoft's Kinect machine that recognize your body movements as you play games? Will it get more exciting than ever with better games ? AMD invested years and years into Fusion chips and BILLIONS AND BILLIONS ALONG THE WAY . AMD probably will be compared to Apple's iPods, iPhones and iPads that got so big! AMD is going to be about graphics in the coming years, as it will probably continue to cram ever more graphics capabilities in Fusion chips as die shrinks keep on ..It is all about the clock cycle inside Fusion chips as well as multi cores along the way.
I find it so intriguing that AMD is still not revealing so much about its Fusion chips that is already being delivered to computer makers for past couple months. AMD hocked 5 billion to buy ATI Graphics, maker of top notch graphics cards and motherboards, so to be able to cram graphics circuitry into Athlon chips instead of putting it out in separate integrated chips mounted on motherboards . It had been 5 years of skunk work and I have yet to see how good Fusion chips can get. It is still tightly under wraps . I know that AMD's Fusion chips just blow Intel's Sandybridge chips with far inferior graphics circuitry that was just put together in matter of months. What can Fusion chips do ? Will it shock the world or what? Will Fusion chips be able to do various graphic applications far faster than any chip around? Lets suppose you want to convert a file format like Quicktime (.mov) to Window Media Player (.wmv or .avi) ? Will it be so instantous that you no longer have to do this anymore because it iwll be done with a click? what about Toy Story animation like films that require rendering time? Will it be more of a snap? Things like that will make things so time saving and money as well! Waht about Microsoft's Kinect machine that recognize your body movements as you play games? Will it get more exciting than ever with better games ? AMD invested years and years into Fusion chips and BILLIONS AND BILLIONS ALONG THE WAY . AMD probably will be compared to Apple's iPods, iPhones and iPads that got so big! AMD is going to be about graphics in the coming years, as it will probably continue to cram ever more graphics capabilities in Fusion chips as die shrinks keep on ..It is all about the clock cycle inside Fusion chips as well as multi cores along the way.
@brettze
Lets hope some of this comes true. I dont agree much on the fusion chips blowing away SB, not even close. But the graphics is nice on the current fusion chips.

Is it just me, i really think fusion chips only make since in mobile devices. This isnt a bad thing, its actually a great thing. I wish we could see more fusion chips in tablets and such. This should be the focus of fusion, i dont think fusion makes since at all for the high performance segment.
@Ocre even youthink it probably is no big deal, then tellme why it is still under tight wraps .
Ivy bridge is going to pass up AMD even more than Sandy bridge. I think AMD is in for a tough time, if you notice they just had a ton of executive jump ship. Its going to be bad times for competition I'm afraid.
@kroguej@... AMD had been workingon Fusion for years and to have Intel eimply leapfrog AMD with Ivy is probably a bit of a stretch...
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Where am I excusing AMD?
klumper 22nd Feb 2011
I also haven't forgotten a thing. I was building and servicing machines at the time of the coprocessor bug, and had my hands on the units in question. It was Intel's original handling of the matter that brought the pointed criticism, more than the bug itself, which you're either conveniently forgetting or aren't/weren't aware of. So let me refresh your memory.

After first trying to bury their heads in the sand over it, Intel eventually conceded a flaw in the silicon existed and that it was readily verifiable. They then tried to claim it wasn't a big deal, citing the fact that it wouldn't affect most users. To add insult to injury, they offered replacement units only if a customer could prove they were directly affected! They also knew of the bug in advance of its public discovery, while running simulation tests for their upcoming P6 series.

It was only after enough public backlash had swelled that the brass monkeys offered to replace the flawed units. Ironically the flaw itself was relatively minor by way of its affected reach. It was Intel's disingenuous and reluctant handling of it that turned the FPU bug into the costly fiasco and PR nightmare it became.

At least the returned cores made for some nice key rings, and were the butt of many good jokes back in the day. wink
Intel focused on the mainstream PC with Sandy Bridge and ignored the "netbook" and low end laptop believing that Atom was still in control. Now partially through the release of a new product Intel has to refocus resources to solve an engineering defect while AMD is pressing ahead with a home run with the release of Zacate.

We can expect better than expected earnings coming in April I think.

This just in from Digitimes:

"AMD has recently expanded its 40nm chip orders to foundry house Taiwan Semiconductor Manufacturing Company (TSMC) and is hoping to secure all new capacity from TSMC's 12-inch fab, Fab 14's phase 4 facilities to solve the shortage issue, according to a Chinese-language Commercial Times report.

Since strong demand for AMD's new 40nm Zacate and Ontario CPUs has caused supply for the two processors to tighten in both Europe and the US, plus AMD is preparing to push the APUs into China in March, the company has been aggressive resolving the shortage issue as well as building its inventory levels, the paper added."

The problem with stumbling while you're running is you loose sight of your goal.

So Intel now has to respond to the threat to Atom while fixing SB and the real threats are yet to come; Llano and Bulldozer.

Intel has no graphics response to AMD/ATI design.

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