Written By: Gerald Youngblood (@GCYoungblood), Director, North America Marketing at AMD 

 

A few months ago I was talking to a colleague from another hardware company about “channel people” and how we seem to find each other in a technology crowd.  There’s something about trying to find homes for products that you love through the complex web of ecosystem partners, distributors, e-tailers, retailers, VARs, and others who add unique value on the way to an end customer.

 

There’s a thrill in pushing the right buttons and pulling the right levers, but it’s so much more exciting to have a product that opens up a world of possibility.

 

Launching our latest A10 APU, codenamed “Kaveri”, is one of those times.

 

It’s a product that gives you the instant gratification of high system, graphics, and compute performance, but this is no iteration.  It’s time for that living, breathing channel, of which I’m a longtime member, to find its inner child. The new A10 APU is an engine for imagination, providing a kaleidoscope of colors to paint with. 

 

We’ll start with features like AMD TrueAudio technology where we took the capabilities of a high-end sound card and incorporated it into the APU itself.  The technology can be leveraged to build a more immersive gaming or theater experience from one chip.  Channel partners can take advantage of AMD TrueAudio technology with upcoming games like Thief by Square Enix

 

Our newest APU also delivers AMD’s revolutionary Mantle API, giving game developers the ability to cut through layers of software overhead to unlock incredible performance gains for those bold enough to embrace AMD’s Graphics Core Next architecture.  These gains are on display in the Mantle update for Battlefield 4 by EA

 

That’s right, the same architecture found in our industry-leading graphics cards is riding shotgun in the same chip that delivers revolutionary soundscapes.  Your inner child’s eyes and ears should be very pleased, but what about the mind?

 

The channel is full of minds focused on profitability and hearts driven by innovating in every way imaginable.  It’s also filled with people who have long memories. 

 

I often find myself reminiscing about the advent of AMD64 where we decided to take x86 familiarity into a 64-bit future.  There are other times when we discuss the transition to multi-core CPUs. 

 

AMD and our technology partners are changing the world again with a concept called Heterogeneous Systems Architecture (HSA).  The acronym is not important.  The critical piece is that HSA allows us to unlock the compute power of graphics cores beyond gaming.  With non-gaming ISVs like Adobe and Corel embracing HSA optimization we are seeing significant progress.  By uniting the memory architecture between the CPU and GPU on-die and creating programming interfaces to take advantage of that change, performance can scale dramatically. 

 

With the help of the channel, our technological innovations can change the world just like AMD64 and multi-core.  That’s why I’ll always be a “channel guy.”  The dreamers and first-movers prosper by keeping grown-ups happy with return on working capital while nurturing the child within us all with endless possibilities.

 

 

Gerald Youngblood is Director of North American Marketing at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites are provided for convenience and unless explicitly stated, AMD is not responsible for the contents of such linked sites and no endorsement is implied.