Puma set to grab high-end gamers

By Zhu Shenshen  |   2008-6-17  |     NEWSPAPER EDITION

ADVANCED Micro Devices Inc has launched a new laptop platform with powerful graphics functions to woo high-end users and grab market share from bigger rival Intel Corp, the US-based chip maker said yesterday.

Personal computer makers including Acer, Asus, Hewlett Packard and MSI will adopt AMD's Puma mobile platform, which will help AMD expand market share in China.

Puma consists of an energy-efficient dual core processor and an independent graphics card from ATI, which was acquired by AMD. It's designed for users who demand high-definition video and 3D games.

"The new platform is competitive in the high-end market as people want to do everything on the laptop. The BlueRay driver and LED screen's popularity will fuel people's demand for graphics," said Li Ke, an analyst at Beijing-based CCID Consulting.

AMD's total market share is about 15 percent compared with Intel's 85 percent. AMD's desktop market share in China, however, is 50 percent thanks to its powerful graphics functions, AMD's biggest advantage over Intel.

"The take-off of the economy in the China market has made the region the center of attention in the world. AMD is committed to making investments, conducting R&D to make innovations and to conducting technology transfer," said Karen Guo, AMD China's president.

Similar product

China is AMD's second biggest regional market and it is set to become No. 1 in future. AMD's launch of Puma is well timed as rival Intel had delayed the launch of a similar product, according to Li from CCID, a research firm authorized by the Ministry of Industry and Information.

Intel was due to deliver an updated Centrino chip set, code-named Montevina, in June but it said the product would be delayed to July 14.

AMD also will launch its next-generation server processor code-named Shanghai by the end of this year.

Intel has launched a processor for the UMPC (ultra mobile PC), a device between a PDA/mobile phone and a laptop.

UMPC is a hot topic at the moment but it only meets the requirement of the entry-level market, which means limited profits for its makers, according to CCID's Li.