2011 is going to be the year of innovation

DQW Bureau
New Update


The PC component market is

evolving at a dynamic rate and an example of this was seen at this

year's International Consumer Electronics Show in Las Vegas. While

'feature rich' technologies were in demand, focus was on how to

get these technologies in the hands of all. Another interesting trend

in the computing industry is the shift towards visual computing.

There are studies that show that human beings are more inclined

towards visual communication and are looking for gadgets and

equipments that support their need to 'experience' information.

Consumers are looking at systems that support features like HD video

chat, real-time video image improvement, quick content rich

Web-viewing. This explosion of multimedia has created a requirement

for new ways to manage and operate data and the new usage models and

applications are pushing the limits of traditional PC architecture.

There has been a definite

demand increase in the PC sales market, according to IDC India's PC

market review of 2010, this market has grown as much as 31 percent

compared to last year. Moreover, it is expected to grow by 22 percent

in 2011. Obviously an increase in the overall market will

also influence the PC component and hardware segment. It is

interesting to note that manufacturers are focusing on India as an

opportunity, as the region is showing a promising growth for firms. At href="">AMD

we are working towards enabling our partners benefit from this

opportunity in the most effective manner. Moreover, we have also

expanded and strengthened our relationships with motherboard vendors

to make certain that their motherboards are available across all AMD

processors being sold to system builders.

Currently, Asus, Gigabyte,

Asrock, ECS, Jetway, MSI and Biostar are part of our partner list and

have expanded and improved availability of their AMD portfolio across

our key platforms namely Sempron, Athlon and Phenom. The PC market in

India is growing at a faster rate than the global market. While

global PC shipments are expected to cross 352 million to reach 409

million units in 2011, India PC shipments will cross 13 million units

in 2011. India's contribution to the PC shipment markets worldwide

is significant and something to keep a track of. Individually,

whether it is the semiconductor, motherboards or hard drives segment,

the country is showing a great potential, enabling the respective

industries to move up the value chain. For example semiconductor

market is expected to rise due to the rapidly growing domestic market

for electronics equipments.


According to the ISA


India Semiconductor Market Update report for 2009-2011, the total

market revenues generated in the Indian semiconductor market is

expected to reach $8.04 billion in 2011 at a CAGR of 22.2 percent.

Similarly, the processor market has seen a seven percent growth in

2009-2010. An interesting observation is that the PC growth in India

is being led by India's tier-3 and tier-4 cities. The industry is

witnessing an increasing demand from smaller cities in India, with an

increase in PC penetration. One of the reasons for this growth could

be rising income and declining PC prices.

2011 is going to be the

year of innovation led by consumer demand for multiple cores that

perform different tasks to meet their multiple needs. Also,

manufactures will look at ways for improving existing technology as

customers start demanding more value for every rupee spent. Keeping

the consumer demand in mind is crucial when deciding the on products.

At AMD, we are offering products with best price performance. Also,

what further gives us an advantage over our competition is the fact

that we have a very strong graphics element with AMD Radeon. Our

focus for the coming year will be on customer 'experience'.

Infact, 2011 is going to be the year of AMD FUSION processors.

Recently AMD launched a

new class of accelerated processor that combines more compute

capabilities than any processor in the history of computing. The AMD

Fusion Family of Accelerated Processing Units (APUs) incorporate (in

a single die design) multi-core CPU (x86) technology, a powerful

DirectX 11, a capable discrete-level graphics and parallel processing

engine, a dedicated high-definition video acceleration block, and a

high-speed bus that speeds data across the differing types of

processor cores within the design. Moreover, the new generations of

desktop, notebook and HD netbooks are now available based on AMD

Fusion APUs at affordable price points. Tablets and embedded designs

based on AMD Fusion APUs are expected to be available later in Q1,

2011. The new range of product features include stutter-free HD video

playback, breakthroughs in computational horsepower to handle the

most demanding applications.


Businesses are entering an

upgrade cycle and are demanding better hardware that support the new

generation of computing. Server processors alone have shown good

growth in the recent quarter, rising 4.1 percent in unit sales

according to IDC. Similarly demand for motherboard and hard drives is

set to increase in the first half of 2011. The PC market as a whole

continues to grow at a healthy pace which has in turn improved demand

for components as well.

AMD has entered the market

with a differentiated product that delivers the High-Definition user

experience people expect from their PC. AMD has entered the market at

the right time with the launch of 'Fusion' that will exceed

consumers' expectations. The launch of AMD's Accelerated

Processing Units (APU) provide a great computing experience, design,

all-day battery life and notebooks that stay cool with a

revolutionary single chip. The third era of PC design is defined by

heterogeneous computing; AMD's APU makes this possible through the

parallel processing capability of AMD Fusion processors which will

redefine the next generation of computing.

Absence of pervasive

connectivity in a country like India is impediment to the growth of

mobile Internet devices and related components. The advent of 3G in

India will spur the growth in the semiconductor value chain and PC

ecosystem leading to a ripple effect for demand for motherboards,

processors and hard drives. On the other hand, we need more balance

in the ecosystem, the distribution model of new products needs to be

relooked at, for better customer reach-out. AMD has already launched

a Smart Channel Program to improve customer reach-out and strengthen

channel relations. This will go a long way in improving the ecosystem

and spurring growth for chip design companies and their partners.


The demand for PCs in

India is growing beyond the large cities to tier-2 cities as well.

Rising income and declining PC prices are contributing significantly

to the growth in the PC market leading to an increase in the demand

for PC components. The market has expanded manifold, beyond the

purchase of traditional desktops to notebooks, netbooks, tablets and

e-readers and the trend is expected to accelerate in 2011. The 3G

roll-out across the country is expected to further drive the adoption

of tablet PCs during 2011.

According to IT research

firm IDC, India's PC market is estimated to grow at 22 percent in

2011. Notebooks alone will exhibit a growth of 42 percent and

desktops will exhibit a growth of 9 percent according to the same

study. There is a significant consumer and enterprise shift from the

desktop and laptops to mobile computing. Today, consumers are

expecting processing-intensive applications including video editing

and high-end 3D games. Semiconductor companies are venturing into

32nm to accommodate better graphics processing. Graphics Processing

Units (GPUs) will be an integral part of this growth to provide

better consumer experience at affordable price-points especially in

the mobile segment as it is cost-sensitive. The new power-saving

features present in the single-chip design greatly extend the time

between plug-ins while enjoying high-definition content.

Also, mainstream x86, CPU,

GPU, and memory controller will all live on the same die for the

first time ever. This is an important technology development as it

will improve bandwidth and integration. It will boost the mobile

platform technology as compared to the current generation.