The Success of AMD's New Nomenclature
By Mario Rodrigues
Date: December 29th, 2001
With the launch of Athlon XP, AMD introduced the model number naming scheme which relegated clock speed to secondary importance. Looking at data from Price Watch, with this change AMD's top two Athlon XP processors are now considerably more expensive than Intel's parts when clock speed is used as the standard of comparison.
For example, the lowest price for an
Athlon MP 1900+, which runs at 1.6GHz, is currently $337, an XP 1900+ is $236
while a 1.6 GHz Intel Pentium 4 is only $161. Yes, the AMD Athlon MP or XP
1900+ outperforms even Intel's fastest (and still rare) 2GHz P4, the point is
that, at the same clock speed, AMD has taken over pricing dominance with a chip
that is inherently much cheaper to produce. Also, AMD's latest Athlon, the
MP 1900+, is now selling on Price Watch even beyond
AMD's 1k lot price which has never been the norm.
What does this not-so-little coup d'état tell us? In terms of AMD's
new nomenclature, the strategy has proven to be an unreserved success in
educating buyers of the more realistic relative value of AMD's CPU's compared
with the higher clocked, but slower performing Pentium 4s.
In relation to Athlon MP, the profit margin looks mighty healthy.
Many have said that AMD were too
reserved with their naming scheme and could have increased the model number
rating by 100 with little complaint. I believe AMD held back for
three reasons. First, to create more impact at product launch, second, to
generate ongoing product demand, and third, to remain competitive with Intel's
Northwood when launched.
There's no doubt that Athlon XP made a huge impact when it debuted and its
success continues unabated. The XP launch has generated tremendous demand;
demand which has resulted in AMD running out of two speed grades. These
achievements could produce yet another record breaking quarter as AMD works to
exceed 8 million processors sold. If this was all part of AMD's intended
master plan, they turned the tables on Intel and beat them at their own
marketing game [ed: the XP's unrivaled performance levels also help].
Everything looks rosy for AMD. Will this change when Northwood is
launched? I think not. Sure, the extra 256KB of level 2 cache will
help but it won't be enough to get Intel's bacon out of the fire. AMD
already has two speed grades that outperform Intel's finest. Q1 should see
the launch of XP's at 2000+ and 2200+ levels, which should leave Intel's latest
and greatest eating dust [ed: and it remains to be seen if Intel can overcome
severe production problems and ramp up the 0.13 micron lines upon which the
Pentium 4 Northwood depends]. With an expected launch price of
$562 for the 2.2GHz
Northwood, I can't see too many people of intellect queuing up to buy. Who
is really that daft to stump up that sort of money? I hope it's not you.
As always the proof of the pudding is in the eating. The New Year will
answer all our questions.
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