Redesigned, Refined, and Supercharged: AMD Launches New Graphics Software, Radeon Software Crimson Edition

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Fully re-architected graphics software ushers in a new era of immersive computing with redesigned user interface, remarkable features, powerful performance boosts and significant power savings for gamers

AMD recently released its completely reimagined graphics software suite, Radeon Software Crimson Edition, giving users an exceptional new user experience, 12 new or enhanced features, up to 20 percent more graphics performance, adjustability that can nearly double generational energy efficiency, and rock-solid stability across the full spectrum of AMD graphics products. The release is the first from the Radeon Technologies Group, which recently announced a renewed focus on software placing it on par with hardware initiatives.

“As the primary way that people interact with our products, our software deserves to be viewed as a top priority, and going forward that’s exactly what we’re doing, delivering easy-to-use software that is packed with real user benefits, starting with Radeon Software Crimson Edition,” said Raja Koduri, senior vice president and chief architect, Radeon Technologies Group. “Radeon Technologies Group is laser-focused on the vertical integration of all things graphics, propelling the industry forward by driving performance per watt, creating innovative technologies and ensuring that the software supporting our GPUs is world class.” 

Radeon Software Crimson Edition includes:

• Radeon Settings – A new, streamlined user interface: Engineered to get the best performance on AMD graphics hardware, the user-friendly and feature-rich Radeon Settings is lightning fast, starting up 10 times faster3 and initializing displays three times faster4 than the AMD Catalyst™ driver. It also offers more intuitive navigation, a new game manager, new overdrive, and new video, display and AMD Eyefinity technology sections letting users easily apply game settings, adjust performance settings, and apply various features and configurations to their computing experience.
• 12 new or enhanced features: A wide range of new and augmented capabilities help ensure that users enjoy the best experience possible across gaming, video and productivity applications.
• Supercharged performance and energy efficiency: Radeon Software Crimson Edition enables up to 33 percent faster game load times5, up to 20 percent more game performance1, and up to 1.8 times more energy efficiency capability2 than its predecessor which can increase system performance-per-watt by as much as 23 percent.6
• First public support of AMD LiquidVRTM technology: GCN’s Asynchronous Compute Engine helps to dramatically improve frames per second (FPS), responsiveness and latency in Virtual Reality applications for an exceptionally smooth gaming experience on all GCN-based hardware.
• Seamless stability: With twice the number of test cases across 15 percent more system configurations than AMD Catalyst™ Omega, and the implementation of a huge number of community-driven requests, Radeon Software Crimson Edition delivers exceptional stability across a range of experiences.​

Radeon Software Crimson Edition is available for free download today at http://support.amd.com/en-us/download.

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David & Goliath: The Art of Battling Giants with Open Standards

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David Bennett, AMD WW Commercial Sales, Corporate Vice President

Everyone loves a good underdog story. “Money Ball,” “Forrest Gump,” “Billy Elliot,” “The Lord of the Rings,” and the list goes on. There are many great movies and books to prove that people love stories of an underdog winning and succeeding contrary to popular expectation. 

Why? Because no one likes to witness an obvious story of the big, rich and powerful opponent constantly winning over the weaker side. 

However, it’s no secret that this happens in real life quite often. We see many industries dominated by two or three big players, especially in the technology industry with smartphones, digital books, PCs, tablets and more. It may be because the industry has a high-entry barrier, requires a huge economy of scale, massive R&D costs and complying with strict government regulation to meet even the minimum qualification. It could also be due to the big players that build a fortress to keep the entry barrier high, sometimes abusing its dominant position to their own advantage and not sharing information needed for others to coexist and grow the industry. As a result, the government or an international organization often plays a role to control the monopoly and apply antitrust policy. 

Government applying antitrust policy or consumers requesting fair competition is not an act of hoping to see the big guys lose all the time. Often it’s about protecting the less powerful players. It’s about making the industry healthier and providing more options for consumers to choose whether they want a high-end or entry-level technology or if it’s is a low or high cost product. It all comes down to “having a choice.” But in order to have healthy competition, an attempt to just protect the weaker side doesn’t always make sense or there will be unfair competition to the big player. The underdog has to come up with brilliant solutions to overcome the economy of scale and R&D costs, and most importantly, the solutions must be brilliant enough to be chosen by a consumer.

From a book by Malcom Gladwell titled “David and Goliath,” the author discusses the version of the story that has been told over many centuries and states why almost everything about it is wrong. It isn’t a miracle that David defeated the Goliath, but a very strategically placed battle, with David’s calculated way of dealing with the competition and interpreting the giant in a different way than others. 

AMD is a chip maker and has been an underdog in the semiconductor industry throughout its 45 years of history. Our competition has been our great competitor and the likeness Gladwell’s interpretation of “David & Goliath” begins here. To strive and win in the market, AMD is focused on developing, and partnering to develop, complementary and differentiated technologies that will allow the unique features of our processors to be truly optimized. To remain competitive, companies need to compete collectively by maintaining a sustainable ecosystem of partners and an open standards policy. 

A great example of AMD’s open ecosystem is the Heterogeneous System Architecture (HSA) Foundation. A strong group of industry leaders, including ARM®, MediaTek, Texas Instruments, Samsung Electronics, Qualcomm and Oracle, are all committed to developing an innovative computing architecture that is optimized for power efficiency and performance. Some of these companies may be competitors but have joined forces with a common goal in mind. The HSA vision for enabling heterogeneous computing across a wide range of devices requires the collaboration of device manufacturers, developers and semiconductor manufacturers to develop a robust HSA architecture that is open, spurring future innovations for years to come in the PC, mobile, server, HPC and cloud computing markets. Ultimately, building on open standards enables the best choice for consumers for any bottom line.

For example, AMD delivers virtualization, security and manageability solutions built on industry-leading open standards. Security and virtualization features are designed into every AMD PRO A-Series Accelerated Processing Unit (APU), and these features work within existing environments to enable freedom of choice without locked-in, proprietary solutions or costs. Because AMD PRO-based systems are based on industry-leading DASH (Desktop and Mobile Architecture for System Hardware) standards, they are compatible with a broad range of software and technology on commercial desktops and laptops. DASH-based implementations enable greater management flexibility in a multivendor commercial PC environment, at business-friendly price. 

By nurturing multiple aspects of an open ecosystem and understanding the pressures our partners are under, we’re continuing to stay ahead of the game in order to deliver on our commitments and continue fostering innovation and success. This helps all of us build better products to further meet market demands and increase the potential for market success.

As Malcom Gladwell stated in his book, the fact of being an underdog can change people in ways that we often fail to appreciate: it can open doors, create opportunities, educate and enlighten, and make possible what might otherwise have seemed unthinkable. 

This is truly the way for us, as the perceived underdogs, to survive and win in the industry with a differentiated approach. For AMD, this approach revolves around building a healthy ecosystem with an open standards policy, and EVERYONE is welcome to join.

First Rule of Virtual Reality - VR : Don’t Break the Presence!

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Sasa Marinkovic, head of software marketing for the computing and graphics group at AMD

I’m standing on the roof of a tall building, looking down at the street hundreds of feet below as I catch my breath. The flag on the roof of the building next door is snapping in the strong wind, and I pull my toes away from the edge, before I lose my balance and fall to the street. I can hear my pursuers pounding up the stairwell to the roof, but a quick look around reveals no place to hide. The only option is to jump — to the rooftop next door. I quickly turn back to have one final look, and… pixel-lag artifacts smudge my world. The magic is gone. 

Virtual Reality — VR — one of the most hyped technologies over the past year, is poised to fundamentally transform personal entertainment as we know it, potentially delivering a long-term impact that may exceed today’s most “disruptive” new technologies. Strapping on a VR headset will catapult the user into a new realm of lifelike entertainment experiences that will seem believable — and very real, within seconds of putting them on. 

Traditional movie entertainment turns the viewer into an observer of the story, but today’s gaming technology make users active participants. VR technology takes everything a giant step further, creating the sense of the virtual world being just as real as the physical. But to achieve this, technology must become invisible, unnoticeable and undetectable. The moment that technology reveals itself by way of a difficult interface or unrealistic experience, the magic spell is broken — and the unconscious world of VR “presence” dissolves. 

Achieving a truly lifelike user experience with VR technology is now possible because of tremendous advancements in computer processing power, graphics, video, and display technologies. However, the magic ingredient is not only achieving but also maintaining the reality of the virtual reality presence. We call this rule: “Don’t break the presence.”

Understanding presence

Let’s back up a moment. “Don’t break the presence” requires knowing precisely what it is that we want to avoid breaking — and understanding the elements vital to achieving presence within a virtual environment.

VR presence is commonly equated with the concept of “immersion,” the perception of being physically present in a nonphysical world, or a state of consciousness where the VR user experiences a simulated experience that appears real, and thus feels real. Presence can be measured as the degree to which the virtual environment faithfully evokes a sense of reality that causes the user to suspend disbelief. The greater the suspension of disbelief, the greater the degree of presence achieved.

Researchers exploring virtual reality divide VR presence into three main subcategories: personal, social, and environmental. Personal presence refers to the user perceiving that they physically exist within a virtual world, social presence involves interactivity with other simulated or real entities within the virtual world, and environmental presence occurs when the virtual world seems aware of the VR user and reacts accordingly. 

VR developers describe achieving presence through implementing a broad array of technology advances and innovations, including adding a broad range of sensory inputs and user-controlled or manipulated elements within the virtual environment, and enhancing the speed and fluidity with which the virtual environment responds to those user controls or manipulations.

The role of technology: create and sustain the VR, but then stay away

Designing realistic virtual-reality environment requires tremendous computing power to render the virtual world with the best possible performance parameters. Yet, the technologies used must create and sustain the virtual environment to enable virtual presence — and then stay out of the way and be entirely inconsequential to the actual experience. 

VR technology requires faster graphics processing, high image resolutions, low latencies, and great visual quality, all while eliminating processing lag-times, graphics frame-dropping, or slow response to events or stimuli within the virtual world. The ultimate goal of VR technology is to maintain the all-important magic spell of immersive enchantment, the essential “presence” that is the core of a virtual reality experience. 

The VR user on the other hand requires only one thing to maximize their experience: make the technology disappears. The fastest personal computers of today are nearly up to the task. Those just around the corner will serve as a foundation to further perfect the art.

The only option is to jump — to the rooftop next door. I quickly turn back to have one final look, and… leap. It feels like I’m flying and then soft roll onto the rooftop. 

The pursuers are still coming. Ahead is a stairwell, and I run like the wind.

AMD Appoints New President and Chief Executive Officer : Dr. Lisa Su

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AMD recently announced that its board of directors has appointed Dr. Lisa Su as president and chief executive officer and member of the board of directors, effective immediately.

Dr. Lisa Su

Dr. Su, 44, succeeds Rory Read, 52, who has stepped down as president and chief executive officer, and member of the board of directors, as part of a transition plan. Read will support the transition in an advisory role, remaining with the company through the end of 2014. 

“Leadership succession planning has been a joint effort between Rory and the board and we felt that Lisa’s expertise and proven leadership in the global semiconductor industry make this an ideal time for her to lead the company,” said Bruce Claflin, chairman of AMD’s board of directors.

“The board looks forward to continuing to work with Lisa and the rest of the senior management team to build on the company’s momentum. I would also like to thank Rory for his many accomplishments and contributions positioning AMD for long-term success by helping to create a strong foundation and clear path to re-establish the company’s growth and profitability.” 

“I am deeply honored to have this opportunity to lead AMD during this important time of transformation. Our world-class technology assets combined with the incredible talent and passion of the AMD team provide us with a unique opportunity to shape the future of computing. I look forward to expanding on the strong foundation we have built under Rory’s leadership as we develop industry-leading technologies and products for a diverse set of markets to drive sustainable and profitable growth,”  Dr. Su said.

During the last three years, AMD has made significant progress in financial and operational performance. The company returned to non-GAAP profitability and materially diversified its business. Since 2012, AMD has reduced operating expenditures by approximately 30 percent and maintained cash at near an optimal level of $1 billion. AMD also improved its balance sheet by re-profiling its debt with no significant debt coming due until 2019.

“I am grateful to have had the opportunity to lead such a talented team and proud of what we have accomplished during such an important chapter in the company’s history. Together, we have established the right strategy to enable AMD to continue to grow and transform. I am confident that Lisa is the right leader to drive AMD forward.”

Dr. Su joined AMD in 2012 and was most recently chief operating officer responsible for integrating AMD’s business units, sales, global operations and infrastructure enablement teams into a single market-facing organization responsible for all aspects of product strategy, product execution, sales and operations. Previously, she was senior vice president and general manager, Global Business Units, responsible for the company’s product strategy, product definition and business plans. 

Prior to joining AMD, Dr. Su served as senior vice president and general manager, Networking and Multimedia at Freescale Semiconductor, Inc., and was responsible for global strategy, marketing and engineering for the company’s embedded communications and applications processor business. Dr. Su joined Freescale in 2007 as chief technology officer, where she led the company’s technology roadmap and research and development efforts. Prior to her tenure at Freescale, Dr. Su spent 13 years with IBM in various engineering and business leadership positions, including vice president of the Semiconductor Research and Development Center responsible for the strategic direction of IBM's silicon technologies, joint development alliances and semiconductor R&D operations. Prior to IBM, she was a member of the technical staff at Texas Instruments in the Semiconductor Process and Device Center.

Dr. Su received bachelor's, master's and doctorate degrees in electrical engineering from the Massachusetts Institute of Technology and was named Fellow of the Institute of Electronics and Electrical Engineers in 2009. She has published more than 40 technical articles and was named a Fellow of the Institute of Electronics and Electrical Engineers (IEEE) in 2009. Dr. Su was named “2014 Executive of the Year” at the EETimes and EDN 2014 ACE Awards and was honored in MIT Technology Review’s Top 100 Young Innovators in 2002. She also serves on the Board of Directors of Analog Devices since 2012.

About AMD

AMD designs and integrates technology that powers millions of intelligent devices, including personal computers, tablets, game consoles and cloud servers that define the new era of surround computing. AMD solutions enable people everywhere to realize the full potential of their favorite devices and applications to push the boundaries of what is possible. 

For more information, visit www.amd.com.

AMD Technologies Announces Its Most Advanced Mobile APUs for Consumer and Commercial Notebooks

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–Performance Mobile APUs - codenamed “Kaveri” - leverage revolutionary HSA architecture to deliver maximum compute capability, superior audio-visual quality and long battery life –

AMD introduced in the Philippine market its new 2014 Performance Mobile APUs designed for ultrathin and high-performance mobile PCs, bringing the features and capabilities of the popular and powerful AMD A-Series APU family (codenamed “Kaveri”) to power-efficient notebooks for both personal and professional use. The new mobile APUs mark the debut of Heterogeneous System Architecture (HSA) features and Graphics Core Next (GCN) Architecture for mobile devices, establishing them as AMD’s most advanced mobile APUs to-date.

“This latest breakthrough from AMD is a total package of superior compute performance, striking graphics, and cost-effective power use with leading technologies in the industry, making the 2014 AMD A-Series APUs a potent force in today’s computing generation,” said Ryan Sim, General Manager for AMD Far East Ltd in the ASEAN region. “This introduction of the latest line of APUs to the Philippine market is part of our vision to improve and ultimately transform the computing experience of Filipino consumers.” 

The announcement of the 2014 Performance Mobile APU family features AMD’s first FX-branded enthusiast-class APU for notebooks, and follows the recent introduction of AMD’s 2014 Low-Power and Mainstream APUs.

Introducing AMD PRO

Responding to the needs of an evolving commercial marketplace for longevity, performance and stability in enterprise systems, AMD has introduced a professional line of the Performance Mobile APUs. Designed especially with business in mind, AMD PRO A-Series components offer outstanding stability and longevity, and enable open, industry-standard DASH manageability. 

AMD 2014 Performance Mobile APU Features

Revolutionary Architecture 

Up to 12 Compute Cores (4 CPU + 8 GPU)i deliver amazing performance and responsiveness, bringing to life the full capability of the APU on various workloads and applications 

The breakthrough new Heterogeneous System Architecture (HSA) allows the CPU and GPU to work together in harmony by quickly dividing and directing the right tasks toward the appropriate cores for new levels of performance and efficiency in consumer and commercial desktop and notebook PCs, thus enabling a new era of compute capabilities with compute cores 

Award-winning Graphics Core Next Architecture with AMD Radeon™ R7 series graphics and compute capability 

Support for UltraHD (4K) resolutions and new video post-processing enhancements that make 1080p videos look amazing when upscaled on an UltraHD-enabled monitor or TV 

Best Gaming and Entertainment Experience 

Support for AMD’s acclaimed Mantle API that simplifies game optimizations for programmers and developers to unlock unprecedented levels of gaming performance 

AMD Radeon™ Dual Graphics provide a performance boost from 49 percent to 108 percent for the ultimate gaming experience 

Experience-enhancing features such as AMD Quick Stream, AMD Steady Video and AMD TrueAudio technologies combine to deliver lifelike audio and video.

Performance Leadership 

A10-APU: Up to 50 percent better graphics performance and more than 1.2x the compute performance versus Intel® i5-4200U (“Haswell”) 

FX APU: Up to 58 percent better graphics performance and more than 1.13x the compute performance versus Intel® i7-4500U (“Haswell”) 

FX APU: Up to 40 percent more graphics performance-per-watt than our previous generation 

FX APU: Up to 30 percent more system compute-per-watt than our previous generation 

Pricing and Availability

Acer and Lenovo notebooks powered by AMD’s 2014 A-Series APU Processor lineup and incorporated with AMD Radeon™ R-Series discrete graphics for an exceptional cinematic or gaming experience are already available in the Philippine market. 

The Acer E15, powered by AMD A8-7100 APU with Radeon R5 Graphics and features 8 Compute Cores (4 CPU + 4GPU), is available at a suggested retail price of P29,900.00.

The Lenovo IdeaPad Z50-75, which is equipped with AMD A10-7300 APU with Radeon R6 Graphics and features 10 Compute Cores (4CPU + 6GPU), is available at a suggested retail price of P33,995.00. 

Other computer brands will also feature 2014 AMD A-Series APUs which will be available soon.

About AMD

AMD  designs and integrates technology that powers millions of intelligent devices, including personal computers, tablets, game consoles and cloud servers that define the new era of surround computing. AMD solutions enable people everywhere to realize the full potential of their favorite devices and applications to push the boundaries of what is possible. For more information, visit www.amd.com.