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AMD's tablet strategy: Hondo chip, Windows 8

By | February 4, 2012, 9:24am PST

AMD missed the boat on smartphone processors, and like rival Intel, has fallen behind in the tablet chip wars. But with Windows 8 right around the corner, the company hopes to cash in with a new part that can power slates running the new OS.

AMD is preparing a chip called Hondo to ship with Windows 8 tablets later this year. It’s based on low-voltage Bobcat cores and a DirectX 11 GPU, but coming in at 4.5W, even the company itself acknowledges that it consumes a bit too much power.

As a result, AMD is already planning a less power-hungry follow-up, Temash, that will be a 28nm chip instead of 40nm like its Hondo predecessor. It will also use two new Jaguar cores, which will replace the Bobcat versions.

Along with Microsoft, AMD and Intel both have a lot riding on the Windows 8 tablet platform, since they’ve become laggards in the mobile space. Who will be the winner in the Windows 8 tablet chip wars, and will the Windows 8 tablet market be big enough to count that as a “major” win? Let us know your thoughts in the Talkback space.

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Topics

Strategy, Advanced Micro Devices Inc., Chip, Microsoft Windows 8, Tablets, Microsoft Windows, Notebooks, Semiconductors, Network Technology, Processors, Hardware, Notebooks & Tablets, Operating Systems, Software, Networking, Components, Sean Portnoy

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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RE: AMD's tablet strategy: Hondo chip, Windows 8
tproveau 8th Feb
@dave@...
Excellent understanding of the whole issue of tablets, laptops, netbooks!
I own one of each the tablet being 1st gen Ipad, laptop 3 core HP 17 inch and 10 inch Asus with dual boot graphics. Yes Win 8 Tablets need to be less expensive or at least the same as an average laptop or sales will likely be poor. Hopefully MS, AMD and Intel will get it? And soon! Ipad 3 will be tempting me I suspect.
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Microsoft will be the winner here
Mister Spock 4th Feb
as it appears manufacturers are rushing to produce Windows 8 powered devices.
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The Key Is Whether People Rush to Buy Them
CFWhitman 6th Feb
@Mister Spock
They key to Microsoft becoming the winner is whether people rush to buy the devices rather than whether people rush to make them. It's hard to say whether that will be the case (beyond their usual desktop space at least).
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Only time will.
abiddine 4th Feb
I think that windows 8 is a good idea. If I am correct, a lot of people wouldn't want to buy seperate devices (tabled and laptops) as they would cost a bunch. Tablets can't do what laptops can and laptops can't do what tablets can. If consumers can get it all in one, then they might go for it. It will save them hundreds of dollars. One only needs a mouse and a keyboard; your tablet is now a PC. This strategy has never been tested before and only time will tell how good it will do. As for developers, they show no favouritism. They will go for the platform that will make them the most money, hell, they might go for all of them. There is alot of exitement in the air!
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RE: AMD's tablet strategy: Hondo chip, Windows 8
TheCyberKnight 4th Feb
Although anything lower is desirable, the "Hondo" APU with its 4.5W will allow to build interesting devices.
The Acer W500 already runs Windows 8 Developer Preview very smoothly with its C-50 APU which has the same power level than the upcoming "Hondo" with twice the TDP (9W). Cutting the power requirements in half would allow for a passively cooled device (no fan) and increased battery life (the W500 does around 6 hours).
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Window's tail and AMD's dog
the old rang Updated - 6th Feb
With Amazon (Android) and Apple (Unix derivative) owning the Phone/Tablet market, It would seem hitching your star to Windows is an odd 'great idea.'...

So odd... that it isn't one.

Many hopes (from Redmond), and bucks (from Redmond) are pouring in to Intel, AMD, and of course the computer media (for unbiased sounding reviews)

Two articles that I read, very recently, pointed out why (1)so many Phone/Tablets fail (giving reasons why Apple and Amazon didn't), AND the next Real Hope (Linux, community developed, spec sensible, and great interface (from what previews are available) with the Spark.

Tablets that are not Amazon or Apple, often tend to have a "Kluge" factor. They are too quick to 'gizmo,' too fat to be fully used, and weak on functionality (Android Market really sucked on one I purchased. An Opinion from my personal experience)

Spark seems to be taking a slight alternative to the Gillette Business Model of Apple and Amazon (Sell Cheap and reap harvest of re-usage model). They PREPAIRED for the market (Both spent a lot of time getting ready for the release with their home sites, and things to get, all ready and simple to use.)

Microsoft is spending big, in hopes of recovering from 20 years of (sigh) more than over ripe software, update processes, and hiding holes that have been known by the black hats for same amount of time.

Many in the Linux communities are vocal about horrid experiences (oft hidden by the computer journalists) with outright bad experiences, totally Redmond's doings.

From basics, and experience, there is nothing Redmond can do, to get me back. (Up front honesty. I am biased).

The Linux community is not free from the problems (Look at Ubuntu's so called Unity. And I am a long time Lover of Ubuntu... looking to go to some other heaven. Ubuntu is acting too much like Windows.)

Spark, developed by the community, lead by the AUTHOR of the software (KDE) working on the sites to back up the release (before the release) and with clean development, promised.

It is not running 'cloistered' developed software billing itself as 'open.'

AND... The software WILL run on ARM, and port to 32, 64 and other bit systems (except, they have trouble finding anyone, at this time, wanting to port to android)...

Trust, especially trust in the big organization behind the software, to have SECURITY is low, for Windows and Google, among those that are in the know, and not in the dining room for free lunches.

CEO and other corporate officers, dining at taxpayer expense, with the Oval Office, Congress, and other government agencies, reduces that factor 100 fold, in this day and age.

I have hopes for Spark. (not unfaltering belief that they are absolutely the 'cat's meow.'

I have hopes for Mint (and not yet near happy)

I have no hope for Redmond, and neither hope nor trust in Redmond and Google for MY PERSONAL security. (Note: This message will guarantee not additional monitoring by them... they know well who I am, and just as they think of you, could care less. Ibid for your personal security.)

It is not running 'cloistered' developed software billing itself as 'open.'

AND... The software WILL run on ARM, and port to 32, 64 and other bit systems (except, they have trouble finding anyone, at this time, wanting to port to android)...

Trust, especially trust in the big organization behind the software, to have SECURITY is low, for Windows and Google, among those that are in the know, and not in the dining room for free lunches.

CEO and other corporate officers, dining at taxpayer expense, with the Oval Office, Congress, and other government agencies, reduces that factor 100 fold, in this day and age.

I have hopes for Spark. (not unfaltering belief that they are absolutely the 'cat's meow.'

I have hopes for Mint (and not yet near happy)

I have no hope for Redmond, and neither hope nor trust in Redmond and Google for MY PERSONAL security. (Note: This message will generate no additional monitoring by them... they know well who I am, and just as they think of you, could care less. Ibid for your personal security.)
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RE: AMD's tablet strategy: Hondo chip, Windows 8
sub@... Updated - 6th Feb
Having a Windows based tablet/slate with essentially discrete Graphics capability that is truely touch friendly with ease of use like an ipad or Android but can plug into a docking station like a transformer or what not is VERY appealing to me. MicroSoft will need a robust App store to be able to download needed apps and being able to install my own productivity stuff or custom/work apps that run on windows is very powerful and could merge the disparate platforms we have now. Even my wife who likes her tablet still has to go to her windows laptop for some things and that gets old...
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RE: AMD's tablet strategy: Hondo chip, Windows 8
OCTOGONPC 6th Feb
Anyone here remember the term "bloatware"? It would seem it does not apply to the tablet space. People seem to complain about not having enough apps, rather than request the best of quality apps possible. C'mon people...How many apps that do the same thing do you really need to install on your tablet?
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RE: AMD's tablet strategy: Hondo chip, Windows 8
jt59 6th Feb
again you can stick windows 8 where the sun dnon't shine
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RE: AMD's tablet strategy: Hondo chip, Windows 8
hantoyo1@... 6th Feb
Tablets, Glitz and Glamour, just more eyeshadow on top of mascara, I'll keep my laptop, and would be carrying a full size desktop if I could find a place to put the monitor. No, I don't like Apples, and Yes, I have a broke back and legs that barely move. If I can do it, so can everyone else. Tablets are just like the laptops of 10 years ago, they're not ready for prime-time yet. If a person has to go to his/her laptop/desktop for anything, then the tablet is a waste of money, time, and a serious amount of work to get it configured.
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RE: AMD's tablet strategy: Hondo chip, Windows 8
dave@... 7th Feb
@hantoyo1@... Today's iPad and Android tablets are more than capable of doing most of the average computing tasks most people need. No, they aren't the place to cut your next film or design your next CPU, but they're fine for any kind of personal media viewing, most web activity, every-day gaming (iOS is by far the most popular mobile gaming platform), and with a keyboard, writing or even programming is an option.

Tablets are superior here in a large part because they offer best in class performance, offering more resources than phones running the same OS. So they are often very fast and slick.

Windows has this too, assuming that Windows 7 Phone apps, based on WinRT and Metro, will run on Windows 8 tablets. This is rumored to be the only API and UI on Win8 ARM tablets. But this isn't "Windows" to PC users.

So what about x86 tablets. It is correct that tablet processors are more like CPUs of ten years ago, performance-wise, x86 or ARM. And storage, too, often 32GB or even just 16GB of Flash... I have single application installs for desktop Windows that take over 16GB for an install. So what does a tablet offer?

If an x86 tablet does the full Windows thing, you get to bring your desktop apps... wrll, the few that fit. The Metro/WinRT apps will be fast but simple, like most iPhone or Android apps. And few exist yet. The old Windows apps will not actually be usable without a mouse and keyboard. Many will be a problem if the tablet has a lower resolution, abd CPU performance will make people long for faster Netbooks, not to mention faster still PCs.

Microsoft has some guidelines on CPUs, RAM, screen rez, etc to keep these from slumming it too bad. But don't forget the faster Netbook, which sell in the $300 range. Some of the MS / Intel specs suggest the first x86 tablets will run $700-$900 or more. Keep in mind, many Android tabs failed, not because they weren't giid tabs, but because they weren' t sold by Apple. Apple's iPad starts at half the price of their cheapest notebook PC. And Apple is a luxury brand. The average PC laptop sells for $525. Tablets have to cost much less to succeed, Windows or not. I'm not sure MS and Intel or AMD undetstand this.
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RE: AMD's tablet strategy: Hondo chip, Windows 8
tproveau 8th Feb
@dave@...
Excellent understanding of the whole issue of tablets, laptops, netbooks!
I own one of each the tablet being 1st gen Ipad, laptop 3 core HP 17 inch and 10 inch Asus with dual boot graphics. Yes Win 8 Tablets need to be less expensive or at least the same as an average laptop or sales will likely be poor. Hopefully MS, AMD and Intel will get it? And soon! Ipad 3 will be tempting me I suspect.
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RE: AMD's tablet strategy: Hondo chip, Windows 8
hantoyo1@... 6th Feb
Tablets, Glitz and Glamour, just more eyeshadow on top of mascara, I'll keep my laptop, and would be carrying a full size desktop if I could find a place to put the monitor. No, I don't like Apples, and Yes, I have a broke back and legs that barely move. If I can do it, so can everyone else. Tablets are just like the laptops of 10 years ago, they're not ready for prime-time yet. If a person has to go to his/her laptop/desktop for anything, then the tablet is a waste of money, time, and a serious amount of work to get it configured.
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RE: AMD's tablet strategy: Hondo chip, Windows 8
StanleyGemmell 7th Feb
Since I am all about the convertible laptop (I eagerly anticipate the Intel Yoga and currently love my Gateway E-295c, even if it has no touch and I must use it's light pen) I have hi hopes for Windows 8! I agree that tablets as far as I can tell have a long way to go, and I cannot stand bloatware! The problem with App Stores is having to pay for top of the line software and having your economical choice rubbed in your face as 'second-best'. I sincerely pray the convertible laptop market thrives, since, in my opinion it is the best of both worlds!
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RE: AMD's tablet strategy: Hondo chip, Windows 8
techU Updated - 7th Feb
Sean said "Who will be the winner in the Windows 8 tablet chip wars"

LOL Sean, ether your personal perceptions are messed up or your being influenced far to much by the zdnet yes men's in-club, and the final rush for page hits to collect the last of the major x86 advertising income before it dry's up.

"Who will be the winner" that's obvious and a foregone conclusion now,
"ARM" are clearly the winners.

once you take off the rose coloured glasses and the page hit advertising income shackles , you might finally make a point of which "ARM" vendor will make the largest profits and losses in the coming year or two as W8 comes on line for the top spot, but the fact is the whole ARM collective is the real winner all round....

you might also make a case for who will become "second" and third/last in the massive mobile/lower power sea, but it's unlikely to be AMD in any shape or form, as they cant even be bothered to support and release ANY working Linux video "hardware decode" drivers for their latest (or even the whole last generation of) retail gpu chips, never mind actually write any open ARM Linux drivers for their few gfx deployments on ARM SOC space to date, i.mx5 etc.
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RE: AMD's tablet strategy: Hondo chip, Windows 8
transcenden 7th Feb
Let's hope no one company "wins," but that strident competition remains between at least 3 companies. Then the winner is the consumer, prices will continue to drop at an increasing rate as Moore's Law increases power. When consumers have no favorite and view tech as a commodity, they win. When they become emotionally attached, producers can jack up prices.

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