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On Monday, April 20th, I represented AMD along with Corporate Fellow, Sam Naffziger, in The Boston College Center for Corporate Citizenship’s 2015 International Corporate Citizenship Conference. Our participation in the conference reinforces AMD’s position as a leader in the corporate responsibility and energy efficiency space.

 

During the conference, I presented AMD’s expertise and leadership in corporate responsibility and had the opportunity to introduce the keynote speaker Donald Sull, a global expert on strategy and execution in turbulent markets. Plus, AMD had some awesome giveaways for those in attendance.                                                               

 

Additionally, Sam Naffziger participated in a panel titled “The Future Is Energy Efficiency: How the digital revolution affects sustainability.” There’s been an explosion of computing and communications over the last 20 years with resulting societal benefits across business, education, research, health care, and other sectors. However, the energy and environmental impact footprint from computing has correspondingly grown. Energy Efficiency 25x20.pngThe panel explored the sustainability implications of the technology revolution and the trend lines that will impact the future. While the growth in usage is undeniable, there are those who say that information and communications technologies provide a huge opportunity for energy conservation.

 

Susan McPherson served as the panel moderator. She is a well-known corporate social responsibility (CSR) expert and regular writer and contributor for the Harvard Business Review, Forbes, and Triple Pundit. In addition to Naffziger, panelists included Dr. Michael Webber, Deputy Director of the Energy Institute and Co-Director of the Clean Energy Incubator, the University of Texas; R. Neal Elliott, Associate Director for Research, American Council for an Energy Efficient Economy (ACEEE); and Christopher Lloyd, Executive Director Corporate Responsibility, Verizon.

The Boston College Center for Corporate Citizenship was founded in 1985, inspired by an early recognition that community expectations of companies were changing. The conference is attended by corporate citizenship and CSR professionals tasked with developing their company’s corporate citizenship initiatives.

 

Learn more about the conference here and be part of the conversation online by following the hashtag #BCConf15

 

Tim Mohin is Director of Corporate Responsibility for Advanced Micro Devices (AMD) and the author of the book, Changing Business from the Inside Out: A Treehugger's Guide to Working in Corporations (Greenleaf and Berrett-Kohler). His postings (and comments made in his book) are his own opinions and may not represent AMD's positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied. Follow Tim @TimJMohin and
check out AMD's latest
Corporate Responsibility Report.

gsilcott

A Giant Leap Forward for HSA

Posted by gsilcott Mar 18, 2015

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As the great Chinese philosopher Lao-Tzu once observed, “A journey of a thousand miles begins with a single step”. This quote is often used to remind us that a task that appears daunting at first, can be accomplished by persistent work toward the goal.

 

In June of 2012, leading technology companies and universities took this to heart when they stepped forward with AMD to form the Heterogeneous System Architecture (HSA) Foundation. Today the journey is not over, but the Foundation has certainly reached an important milestone: the release of the HSA 1.0 specifications.


So, while the membership of the Foundation takes a moment to savor this important accomplishment before moving on to the next task ahead, what does this mean to the rest of us?


First, let’s briefly summarize why the Foundation came to be in the first place. At its most expansive and visionary, the goal of the HSA Foundation is to change the formula for computing forever. In more specific terms, as explained here in a recent EE Times article, the members joined together to drive the creation of a new architecture that advances and promotes heterogeneous systems, and to help bring HSA-enabled platforms and software solutions to market.


Is it coming to fruition? You better believe it.

 

Let’s review what is now available on www.hsafoundation.com. The newly-approved specification comprises the key elements which improve the programmability of heterogeneous processors, the portability of programming code and interoperability across different vendor devices.

 

These include:

  • The HSA System Architecture Specification that defines how the hardware operates;
  • The HSA Programmers Reference Manual (PRM), that targets the software ecosystem, tool and compiler developers;
  • The HSA Runtime Specification that defines how applications interact with HSA platforms.

 

You can program to the HSA specification in higher level languages already, the C++ compiler is available today, as are the Python compiler and the OpenCL™ 2.0 stack. In addition to the programmer focused elements above, AMD is the first member to be delivering the hardware. “Kaveri-based” HSA development platforms are available today and we will deliver “Carrizo” by mid-year.  The HSA Conformance tests are under development by the HSA Foundation now, and we expect “Carrizo” to become the first product in the world that can claim compliance with the specification!

 

So perhaps in conclusion, we should look to another insightful philosopher, from Greece this time, whose words can serve as a well-deserved pat on the back for the Foundation and its members who took that first step.

 

“We are what we repeatedly do. Excellence then, is not an act, but a habit.” – Aristotle

 

Manju Hegde, corporate vice president at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

SUSE Linux has officially released the much anticipated 13.2 version of its popular openSUSE distribution. One of the most exciting aspects of openSUSE 13.2 is its support for AArch64 (ARMv8). At AMD we are thrilled that the AMD Opteron™ A1100 Series processor (codenamed “Seattle”) is one of the hardware platforms supported by openSUSE 13.2, making it the first generally available Linux distribution that offers direct support for AMD’s upcoming ARM-based processor.

 

SUSE engineers have been actively involved in developing ARM software for a while – in fact they were responsible for developing an AArch64 port of QEMU, a generic and open source machine emulator and virtualizer that enables the building of AArch64 software in emulation. The QEMU code has been employed to advance the AArch64 porting work done in openSUSE and has played a major role in openSUSE being one of the first generally available, fully built, general purpose Linux distribution for AArch64.

 

Most of the usual openSUSE distribution (>6000 packages) are available in openSUSE 13.2 for AArch64, providing a robust platform for developing and evaluating applications. There is a rich set of developer tools, the software components needed to run web tier applications based on the LAMP stack (Linux, Apache, MySQl, and PHP, Python, or Perl), and OpenJDK 7 for testing Java-based applications. The entire listing of the software components included in OpenSUSE 13.2 for AArch64 available on-line.

 

This is not the first time that SUSE Linux has taken a lead in offering support for AMD innovation. If you travel back in time twelve years to March 20, 2002, SUSE Linux announced that their Linux operating system would offer full 64-bit support for the x86 AMD Opteron processor. Fast forward back to today and we see a similar milestone - with openSUSE and AMD technologies once again delivering to the server world a straightforward path to a next era of 64-bit computing. Image data centers where servers based on ARM are seamlessly interacting with the growing world of ARM-based devices. The scalable, cost and power efficient nature of ARM processors make them ideal for processing large amounts of information and undertaking high I/O tasks.

 

“SUSE and AMD have a long history of collaborating to drive new features and functions into the market,” said Vojtěch Pavlík, Director of SUSE Labs. “The release of openSUSE 13.2 with AArch64 support is another significant event in this partnership. SUSE looks forward to continuing to work with AMD on new innovations.”

 

 

The openSUSE 13.2 support for AMD Opteron™ A1100 Series processor reflects AMD’s continued leadership in driving the AArch64 software ecosystem through collaboration and partnerships. AMD showcased demonstrations of the LAMP Stack and Wordpress  in May, was a target partner of the Red Hat Early Access Program  announced in July, and most recently showcased Hadoop running with the Oracle JDK at JavaOne in September.

 

If you’re interested in hearing more about the work we’re doing with SUSE, be sure to catch our very own Karl Freund, corporate vice president, Product Management and Marketing, Server Business Unit, who will present a session on “Seattle” in the SUSE booth at SuperComputing 2014 on Wed, Nov 19th at 11:30 a.m. CT.

 

Margaret Lewis is the Director of Software, Server Business Unit at AMD.  Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

Blurring the lines between what is real — and what is rendered “real.”

 

Virtual Reality — VR — is poised to fundamentally transform personal computing as we know it, potentially delivering a long-term impact that may exceed today’s most “disruptive” new technologies. First-generation VR devices were a step toward delivering an immersive high-resolution 3D view of a simulated environment for computer gaming. However, the next generation of VR headsets will catapult the user experience into a new realm of lifelike entertainment that will seem real and believable.

 

Virtual Reality promises a future of all-encompassing worlds of realistic experience and interaction, where the viewer becomes part of the plot, lives the characters, and alters the action. Enhancing the accuracy of the user experience and the authenticity of the interaction will enable new visual possibilities for VR technology, and introduce new concepts of human-computer interaction that existed only in the imagination of sci-fi writers.

 

Virtual Reality’s relationship to PCs

Tremendous advancements in computer processing power, graphics, video, and display technologies have triggered a new era of “visual computing.” However, achieving a truly lifelike user experience with VR technology will require further improvements in computing and graphics performance beyond what is available today. New VR devices, personal computers, and server technologies must be developed that will dramatically improve processing capability while minimizing power consumption.

 

The good news: the current generation of AMD Radeon™ R9 GPUs already support an amazing virtual reality experience. Achieving a full VR experience will require processing performance and graphics capabilities only desktop computers can deliver for the foreseeable future.

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Why AMD technology for VR development?

AMD has a history of technology leadership and gaming innovation, and a proud legacy of supporting open standards are crucial to achieving broad adoption of Virtual Reality technology. AMD works with a wide range of partners to ensure software development tools work well on AMD systems, and our Gaming Evolved program represents our deep commitment to PC gamers, PC game developers, and the entire PC gaming industry.

 

Key features
AMD graphics technology is designed to reduce latency, achieve high frame rates, and deliver high image quality — all indispensable for enabling an ultra-realistic VR user experience.

 

Current-generation AMD Radeon™ GPUs enable executing multiple compute tasks on the GPU at the same time as graphics rendering — ideal for reducing latency.

 

High frame rates eliminate annoying visual “hitches,” and make the experience more fluid and lifelike. AMD makes some of the most powerful graphics cards in the industry, and we’ll be continuing to aggressively push frame-rate boundaries.

The goal of VR is to create experiences that seem real and believable, and boosting image quality removes distracting artifacts from the virtual world. We’re actively researching and developing advanced image quality techniques and making our work easily available to developers.

 

The era of Surround Computing is at our doorstep, a world enabled by smart, energy efficient technology that naturally connects us to a universe of imagination and information. Tomorrow’s entertainment promises all-encompassing worlds of lifelike interaction, where the viewer becomes part of the plot, lives the characters, and alters the action. And it will seem real — and believable. Now that is immersion and part of what’s known in the tech industry as the Surround Computing vision.


Sasa Marinkovic is Head of Software Marketing for 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.

In the spirit of spreading joy this holiday season, AMD is teaming up with the Boys & Girls Clubs of America to help fund a mobile computer lab for the local chapter in Austin, Texas.

 

The Boys & Girls Clubs provide high impact youth development programming in the areas of academic success, character and leadership, and healthy lifestyles. The Clubs give children a safe place to go during out-of-school hours, as an increasing number of children are left at home with little to no care or supervision. The Clubs offer a place for children to grow, learn and develop skills essential to their success in life, discover their passions, and stay on the path to a great future. In fact, Austin Club member seniors have a 100 percent graduation rate, compared to 84.9 percent for the Austin Independent School District.

 

For most of us, technology is an integral part of day-to-day life, however it’s important to keep in mind that not everyone has access to the technology we take for granted. Many children grow up without frequent access to technology, and as a result they fall behind on crucial skills necessary to complete school assignments and move ahead in their education. This holiday season, AMD wants to help alleviate this issue by funding a mobile computer lab for the 24 Clubs operated by Boys & Girls Clubs of the Austin Area.

 

The lab will provide students with computers to develop necessary skills, gain access to research tools, unleash their creativity and much more.

 

So, how can you help AMD provide for the Boys & Girls Clubs? Starting on November 25, 2014 and through Cyber Monday on December 1, tweet @AMD using the hashtag #spreadjoy and let us know how you are spreading joy this holiday season! Help us reach our goal of 1,000 tweets with the hashtag #spreadjoy, and we will donate 10 AMD-powered laptops to the Boys & Girls Clubs of Austin for a mobile computer lab.

 

In addition to spreading joy to the Boys & Girls Clubs, AMD will be offering deals and steals on the latest laptops this Black Friday. If you are looking for a new laptop of your own this holiday season, follow @AMD on Twitter to stay in the loop!

By Mark Papermaster CTO for AMD

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I’m really excited to share that, once again, AMD has been chosen by the U.S. Department of Energy (DOE) for research grants in support of its exascale computing initiative. Here are the highlights:
  • AMD will receive more than $32 million to fund exascale research;
  • The research will focus on Heterogeneous Systems Architecture (HSA)-based Accelerated Processing Units (APUs), and a new generation of memory interfaces;
  • The goal of the research is eventual commercial applications, so the IP created as part of this research will make its way into various future AMD products.

 

This is part of the DOE FastForward 2 program, which seeks to fund innovative new and/or accelerated R&D for technologies targeted for commercial use in in the 2020-2023 timeframe. AMD’s FastForward 2 research will focus on node architecture based on our HSA-based APUs, and for a new generation of memory interfaces.

 

This is a big deal for the industry. Exascale supercomputers will be capable of performing more than one quintillion (or a billion billion) calculations per second, roughly 30-60 times faster than today’s fastest available supercomputers. This research aims to deliver those huge increases in performance – without significant increases in energy consumption – to enable advances in diverse fields ranging from medical science to astrophysics and climate modeling. These could arrive as prototypes over the next several years, with full production units early in the next decade.

 

This is a big achievement for AMD, and marks the third consecutive year we’ve received these awards – a claim only two other companies can make. Our previous research for this initiative includes processor and memory-related investigations, including interconnect architectures and associated execution models that tie together thousands of processing nodes while optimizing for performance and energy efficiency. The DOE clearly values AMD intellectual property and research contributions.

 

We’ve a number of industry firsts and engineering breakthroughs in our history. So it’s no surprise that AMD is a key partner for the DOE in developing the next generation of high-performance computing. Even better, the DOE fully expects the research from FastForward 2 to finds its way into commercial products. This means the research we perform can directly influence our product strategy and development, and then customer solutions. So it’s a win-win, for FastForward 2 and exascale computing, the industry and AMD.

 

The research to create exascale supercomputers will undoubtedly lead to breakthroughs that will permeate all levels of computing. Certainly, this will aid any form of high-performance computing, including managing vast quantities of information for Big Data analytics and for rapidly processing the massive wave of anticipated Web requests. Ultimately, that improvement will be felt by users of personal devices who could receive nearly instant responses from a Cloud-based server.

 

Congratulations to Alan Lee, Mike Schulte, Mike Ignatowski and everyone else on the AMD Research and Exascale teams who led this important work.

 

Mark Papermaster is the CTO for AMD. His postings are his own opinions and may not represent AMD’s positions, strategies, or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly state, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

Today, AMD joined the RapidIO.org community as a regular member along with our technology partner, ARM. AMD is proud to participate as a member of RapidIO.org, a non-profit organization controlled and comprised of leading electronics and technology companies.

 

As a member, AMD will be participating in RapidIO.org’s recently initiated “ARM 64-bit Coherent Scale Out over RapidIO” task group, and I look forward to leading AMD’s participation in the various RapidIO.org working groups.

 

The “ARM 64-bit Coherent Scale Out over RapidIO” initiative represents a significant development in the ARM ecosystem as it seeks to broaden its reach into higher-end systems. The objective of the task group’s specification development effort is to offer a standardized coherent interconnect that interoperates with the existing RapidIO ecosystem to provide a heterogeneous coherent processor cluster scale out capability over a RapidIO unified fabric. With a limited scale out scope, it does not seek to compete with established server and HPC interconnects such as Ethernet, Infiniband or our own Freedom™ Fabric.  Rather, it complements these interconnects as it drives interoperability between 10s-100s of coherent devices.

 

RapidIO addresses needs in markets that the AMD server and embedded business units have prioritized: data center & high performance computing, communications infrastructure and industrial automation. RapidIO offers high reliability, increased bandwidth and low latency in an intra-system unified fabric, as well as chip-to-chip, board-to-board and shelf to shelf peer to peer connectivity. This technology is an established, scalable and high-performance fabric specifically developed to address the needs of equipment designers in the markets in which key AMD server and embedded customers reside.

 

Our new membership and forthcoming participation in RapidIO.org aligns well with our continued work to solidify AMD leadership in the ARM 64-bit server and embedded market place.

 

Greg Shippen is Fellow and Chief Architect, Embedded Solutions Business Unit at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

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Beginning in 2002 and every year since, AMD has been named to one or more of the Dow Jones Sustainability Indices (DJSI).  Launched in 1999, the DJSI were the first global indices to track company financial performance along with social, economic, and environmental criteria including corporate governance, risk management, branding, climate change mitigation, supply chain standards, labor practices, and community involvement. The resulting assessment forms the basis for naming companies from all industries that demonstrate superior performance across numerous sustainability metrics. This year, DJSI evaluated over 1,800 companies with a focus on long-term shareholder value.

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“It is an honor for AMD to be selected alongside other leading corporate citizens, said Rory Read, President and CEO, AMD. “At AMD, corporate responsibility is a cornerstone of our culture.  I am extremely proud of our AMD employees around the world whose hard work contributes to these efforts every day. This recognition is shared by all of us.”

 

 

 

For more information visit: http://www.amd.com/corporateresponsibility

 

Follow AMD on social media to stay up to date with our current CSR initiatives: LinkedIn & Twitter

 

Tim Mohin is the Director of Corporate Responsibility at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied

 

This year's annual Adobe MAX conference is October 4-8, 2014 in Los Angeles (http://max.adobe.com). It brings together an incredible network of creative leaders, designers, broadcast and video pros, tech and business strategists, photographers, and more.

 

AMD is one of Adobe’s key technology partners and collaborators, so of course our team has been preparing powerful demonstrations to bring to the show floor (booth #113). Adobe MAX is a fantastic opportunity to see the many accelerated video production and image/photo processing workflows and features enabled by the joint efforts of AMD and Adobe.

 

There is a lot to see. Adobe continues to incorporate more and more GPU-accelerated features in its products, made possible by using open standards like OpenCL™ to leverage the immense compute resources of AMD GPUs and APUs to implement complex algorithms that simply weren’t practical before. This not only can help increase performance for existing functions, but has resulted in a seemingly endless stream of new and enhanced capabilities.

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Great examples of this include the enhanced Blur Gallery (first introduced in Adobe Photoshop® CS6 and later expanded in the June 2014 update to Adobe Photoshop CC),  Smart Sharpen (introduced in the January 2014 update), and most recently, the new Upscale feature (also introduced in the June 2014 update). And at this year’s International Broadcast Conference (IBC) in September 2014, we have seen continued enhancements of Adobe Premiere Pro CC, and the underlying Mercury Playback Engine that also powers SpeedGrade CC, Media Encoder CC, Prelude CC, that leverage GPU compute, including GPU-accelerated debayering for Phantom Cine and Cannon RAW formats to enable real-time effects and color grading for these popular camera formats. The results* are astounding.

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The newest update to Adobe Premiere Pro CC also includes many important new features for 4K workflow.  Dave Helmly from Adobe gives a great overview of them on this video:

 

 

Here’s another useful video where Niels Stevens from Adobe explains the technology and demonstrates how Adobe Premiere Pro CC has added OpenCL optimizations for AMD FirePro GPUs to accelerate 4K debayering, visual FX, automated mask tracking, new raw 4k footage codecs and multi-GPU support.

 

 

If you are attending this year’s Adobe MAX, come see us at the AMD booth #113 where we will be showing the latest accelerated Adobe Creative Cloud workflows running on AMD A-Series APUs with AMD Radeon™ graphics, and AMD FirePro™ professional graphics. If you make it by the booth early in the show, we may even have a cool AMD giveaway for you.

 

Supporting Resources:

 

Clarice Simmons is a Senior Marketing Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

OpenCL and the OpenCL Logo are trademarks of Apple Inc., and are used by permission of Khronos. Adobe and Photoshop are registered trademarks of Adobe Systems Inc.

 

*AMD tests are performed on optimized AMD reference systems. PC manufacturers may vary their configuration yielding different results. Test system was configured with an AMD FX-9590 processor, AMD FirePro™ W9100 graphics card and driver 13.352.1014.0 21-Jun-2014, 16GB DDR3-933 RAM, SSD hard drive, Windows 7. Test projects used Adobe® Premiere® Pro CC pre-release build as of 9/5 with 13 effects with the following native camera formats as source media 1) Phantom Cine, and 2) Canon RAW, render to the "Apple TV, iPad, iPhone 4 and newer - 720p 29.97" preset. Render times with OpenCL™ on versus off were measured in order to show an example of the enhanced performance for a project that implements GPU-accelerated debayering.

We usually use the word “pipeline” in this blog to refer to a technical connection—the flow of bits through a process.

 

But OpenCL™ has fostered the creation of another type of pipeline, one that provides a direct flow of information between AMD and Adobe. This means that engineers at both companies know that high performance compute power is available on demand.  Equipped with that knowledge, they try new things and dig deeper. The result is a steady outflow of new features and functionality that enhance the entire Adobe® Creative Cloud™ professional video workflow for AMD customers on both Mac and Windows. The latest outpouring of innovation is on display for you to see and experience first-hand, this time in Amsterdam at IBC 2014, in Hall 7, booth 7.H35.

 

MORE FORMATS

When your video workflow starts at the camera, you want your software environment to work directly with your native media formats. Adobe Creative Cloud users already benefit from AMD hardware acceleration that drives real-time debayering and playback of many popular media formats including Red R3D, CinemaDMG, and Blackmagic Pocket Cinema Camera JPEG. At IBC 2014, that list further expands with AMD hardware acceleration for Canon RAW and Phantom CINE. The boost gained by moving from software debayering to AMD hardware debayering means fast, effective workflows that don’t require time consuming conversions, so you can work with and retain the full impact of 4K footage and beyond.

 

We think that a lot of users will be excited by this news: Adobe Creative Cloud is getting support for the GoPro CineForm codec. With AMD acceleration on tap there is now an optimal workflow for editing, effects, compositing and color grading with the popular and abundant footage from GoPro HERO cameras.

 

POWERFUL MASK ENHANCEMENTS

Earlier this year Adobe Creative Cloud began leveraging OpenCL to accelerate the feathering mask tool in Premiere Pro CC. This fantastic tool enables the creative to blend and soften the edges of a mask. This adds subtlety when you alter, cover, highlight or obscure specific elements within video content over time. Feathered masks can be combined with mask tracking to create animated masks that track an object from frame-to-frame.

 

Adobe has now announced a powerful creative enhancement to its mask tools, using OpenCL to engage the processing performance needed to create complex Bezier masks and achieve greater realism. Now mask control points can be converted from linear paths to Bezier, giving users increased control over the shape of a mask. The new feature retains the feathering capability as well for fine blending of the effect.

 

Capping the additions to the masks toolset is a new Pen tool that lets the user free draw polygons to define masks. Combined with feathering and Bezier capabilities, users have remarkable control and unlimited freedom to achieve the exact looks they envision.

 

ENHANCED INTERFACE FOR HIGH DPI MONITORS

Adobe is introducing an important user experience enhancement with HiDPI support across all of its video desktop applications on Windows.  Using AMD processing via OpenGL, the interfaces for Premiere Pro CC and other video apps adapt to suit Windows high-DPI displays. Previously these interfaces were uncomfortably small when displayed on high DPI monitors. This makes a much more relaxed and functional user experience for today’s demanding 4K workflows.

 

INTELLIGENT ARCHIVING

When a project is finished, Adobe’s newly announced, OpenCL-accelerated Consolidate & Transcode function promises to be a big time-saver. This new tool takes all of the media used for a project, in all its variety of formats, and automatically creates a single archive in a uniform codec. This tool intelligently retains only the media that was actually used and is needed for the archive, rather than taking everything in bulk, so that the resulting archive is easily stored for future retrieval. When you bring the project back, conveniently included heads and tails make it easy for editors to revise and repurpose the project.

 

If you can’t make it to IBC, don’t worry, we’ll continue to post videos and other information on these great new features as well as results from our performance testing. If you are attending this year’s Adobe MAX, Oct 4-8 in Los Angeles, come check out the AMD booth where we will be showing the latest accelerated Adobe Creative Cloud workflows running on AMD A-Series APUs, AMD Radeon™ graphics and AMD FirePro™ professional graphics.

 

Supporting Resources:

 

Clarice Simmons is a Senior Marketing Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.


OpenCL and the OpenCL Logo are trademarks of Apple Inc., and are used by permission of Khronos.

Shopping for back-to-school can be overwhelming, but it doesn't have to break the bank. Check out these AMD-based laptops that all cost less than $400.


Back-to-school shopping is in full swing and if a laptop is one of the items on your shopping list you might be overwhelmed – both by the number of available choices as well as by their price tags. However, while a laptop is certainly an essential part of going back to school today, that doesn't mean you have to break the bank to get a new one.

 

Here are four AMD-based laptops that cost less than $400 USD and are great for school work, entertainment and staying connected with loved ones.

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HP Pavilion 10z

This 10-inch touch screen laptop gives you all the features you need and the reliability you expect in a tiny, yet powerful package at a great value. Get your work done or enjoy rich, smooth web chats and videos at home or on-the-go thanks to the thin and light 2.5-pound design that’s packed with ports for connecting to other devices for sharing and transferring information.


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Dell Inspiron 15
The
Dell Inspiron 15 laptop comes packed with productivity and multimedia features, all at an affordable price2. Based on an AMD A6 processor, it also features a 15.6-inch HD display for crisp details and vibrant colors when enjoying videos or looking at photos, and long battery life to help with late night cram sessions.




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Toshiba Satellite® C55D

The Toshiba Satellite C55D offers power, portability and performance at a budget-conscious price3. This 15.6-inch laptop comes with an AMD A8 processor and is packed with all the essentials that make it great for basic tasks like web browsing, socializing, and emailing, as well as for entertainment and multitasking.


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Acer Aspire E 17

The Aspire E 17 Notebook delivers an excellent mobile PC experience for a real value4. Delivering effortless performance that makes daily computing an easy-going pleasure, the practical yet stylish and slim design includes a 17.3-inch HD widescreen display and runs on an AMD E2 processor.

 

 

 



Find more currently available AMD-based laptops in our Back-to-School Gear Guide. And follow AMD on Facebook and Twitter for more back-to-school tips and information – and a chance to win free AMD-based technology.

 





Sarah Youngbauer is a Communications Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

1 Pricing as of 8/15/2014 on HP.com

2 Pricing as of 8/15/2014 on Amazon

3 Pricing as of 8/15/2014 on Amazon

4 Pricing as of 8/15/2014 on TigerDirect

An experience is a collection of moments.  Some of those moments, like waiting on an endless layover between flights, can feel like they last forever.  Others, like video conferencing with your son from a hotel room a hemisphere away, are fleeting in the worst way.  Technology tends to intercept experiences in one of two ways: it enhances them and makes you forget it’s there, or you stare at an hourglass rotating on your computer screen reminding you of its limitations.

 

4702_SocialMedia_Influencer_July_NoTimes (3).jpgThree weeks ago I was asked to bring a shiny new techno-object into my life so that I could share my collection of moments.  The Lenovo Flex 2 featuring the AMD A8-6810 processor would be my main PC on the condition that I agree to chronicle my journey around the world.  I got to be the voice of the “business man,” which was a sweet deal for me as long as I got more magic moments than spinning hourglasses.  In the last few weeks, I’ve had 76 meetings in two continents.  The topics ranged from commercial events in Spanish South America to a recurring 1:1 with our channel sales director..  I am a demanding user and I need a system that can transition from my desk to a meeting room to an airport and to a plane seamlessly.

 

This Lenovo Flex 2 did that with style.  The fact that I could shave time off of my showdowns with the Windows sign-in screen by using AMD Face Login was amazing.  It picked up my smirk with and without glasses. I didn’t need to touch a key. This helped save time and got more than a few oohs and ahs in otherwise mundane meetings.  Typing a password is so 2013.  I acquired another fan at home when my son discovered AMD Gesture Control.  First he swiped through Windows 8’s modern UI, sending start screen tiles waving from side to side like an old-school rap concert. Then he employed the steady ET finger gesture to click on individual tiles.  We were both mesmerized. The AMD APU, the “brain” of the PC, silently eliminated any stuttering and allowed for fluid motion.  I reminded my son that sometimes technology enables magic and daddy’s company turned his index finger into a magic wand.  He proceeded to mute me with one of the gestures.


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The amazing thing about a few days in a new environment is that it highlights the elements that make us all human.  A couple weeks in my life proved that the “business man” story is similar to everyone else’s.  I just need technology to fade into my moments.  This happened when I was on the plane to Buenos Aires from Dallas using the Flex 2’s 300-degree flip feature to watch an episode of my favorite legal drama on the beautiful 15.6” touch screen while the person in the seat next to me leaned back to take a nap.  I even had the power to play intense, immersive racing games like “DiRT 3” to disconnect from a stressful day.  If it can game, it can handle the job I love, running marketing for the Americas.  It can also handle the quiet moments when I want my favorite view in all of Buenos Aires: seeing my son roll his eyes over a video chat from 5,000 miles away when I say something ridiculous.  That’s when graphics matter and I can’t afford lag or grainy video.  For that moment in time, technology did exactly what it should do – it faded into the background and teleported me to my living room.

 

If it can game, imagine what it can do for you…

 

 

 

 

Gerald Youngblood is a Director of Regional Marketing at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied

Today’s college students expect their technology to perform better than ever before, truly relying on their computers to power all aspects of their lives. And AMD processors enable the experiences they say matter most.


In and out of the classroom, college students rely on computers to enhance their lives. Considering the majority of them were born in the early 1990s, they have grown up with technology and are more dependent on it and expect more from it to help meet the demands of everyday life than any previous generation. In fact, a recent Back-to-School Technology Usage Survey conducted by Harris Poll on behalf of AMD showed that 81 percent of students can’t imagine doing school work without their technology and 70 percent can’t imagine a life without technology.

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So what exactly are today’s students relying on their computers for?

    • 81 percent of college students plan on using their device to study
    • 70 percent will use it to communicate
    • 63 percent will use them to take notes in class


And then there’s entertainment, with 73 percent of students surveyed saying they use other devices – including computers – more than a TV to watch TV shows and videos. Additionally:

    • 60 percent of students will use their device to play music
    • 41 percent will use it for gaming

 

 

 

With such a strong reliance on technology, it is crucial that students have a computer with a powerful processor, the ‘brains’ of the computer so to speak. The processor is pivotal to enabling the user experience, and AMD APUs provide the ideal combination of productivity and entertainment experience to handle everything today’s students expect from their technology – from long battery life to fast performance to a smooth, vibrant streaming video experience.


The capabilities of AMD APUs fall right in line with what college students care about most in their computer, as 94 percent of students wish their device would last all day1, 90 percent of students prioritize fast performance and 88 percent say having crisp, high-quality video is an important consideration.


Today’s college students certainly have a lot on their minds, but by purchasing a computer with an AMD APU ‘brain they can rest easy knowing they have one less thing to think about.

 

 

 

 

Sarah Youngbauer is a Communications Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

 

 

  1. 1. AMD defines all day battery life as 8+ hours using the windows idle test.

 

Survey Methodology: This survey was conducted online within the United States between May 20 and 28, 2014 among 511 adults aged 18-26 who will be attending a 2 or a 4 year college, not necessarily in the United States, in the fall by Harris Poll on behalf of Edelman for AMD. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Poll avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris panel, no estimates of theoretical sampling error can be calculated.

Over the years, technology has evolved and changed the way college students work, play and live. Take a look back to see how students’ priorities have shifted, how technology has evolved and how AMD is leading the next generation.


The year is 1999. I've just graduated from high school and am preparing to leave home for the first time to head to college. In this process, I vividly remember several key moments including buying my very first laptop. However, even though I was excited about it and knew it would be helpful for getting my school work done, I didn't then realize what an instrumental part of life computers would become. I was more focused on what really mattered, my most cherished possession and my ultimate ticket to freedom – my car.


So imagine my surprise when I saw the results of our recent back-to-school survey, in which college-bound students say their laptop is their most prized possession, beating out their car, as well as their tablet, bicycleBTS_Datagraphic1_Final.jpg and television!


Add to that the fact that a majority say one of their biggest fears is that their technology will stop working, and 70 percent say they can’t imagine a life without technology and it becomes clear that students’ priorities today have shifted – technology is at the head of the class.


This left me to ponder what has changed so much in these 15 years? Two thoughts came to mind:

  1. A world enabled by technology is all they know. The majority of today’s college students were born between 1992 and 1995 and likely don’t remember a world without a personal computer or Internet connectivity in their home.
  2. Technology, technology everywhere. The incredible advances in technology over the last 15 years have made it a part of nearly every aspect of life today, whether you’re a college student or not.


In contrast, I grew up with minimal exposure to technology, playing “Oregon Trail” in the computer lab in elementary school, taking typing classes in middle school and a few computer classes in high school. We had a computer at home, which I used for typing school papers which were researched in the library using the Dewey Decimal System and digging through the stacks for actual printed books. The first time I went online I used a dial-up modem. The year I arrived at college was marked by several technological firsts including the introduction of social networking (in the form of MySpace), Bluetooth technology, Blackberry, TiVo, and the wonder of webcasts (remember the 1999 Victoria’s Secret fashion show?)


Today all of these technologies – and many more – are ubiquitous, some are even obsolete. From the way I wake up in the morning, to how I work, to relaxing after a long day and everything in between -- I constantly interact with technology. And I was surprised to see that my technology use and purchase habits align closely with those of the 2014 college students:

 

  • I also consider my laptop is one of my most prized possessions today and have suffered the horror of a computer crash, so know it is truly something to be feared.

 

  • I use my laptop nearly as much for streaming videos and other entertainment-related activities as I do for work and our research uncovered that I’m not alone. Seventy-three percent of students surveyed use other devices more than a TV to watch television shows and videos. However, I do still make use of my TV by wirelessly connecting it to my laptop for a larger screen experience.

 

  • I look for similar characteristics in my laptop as they report will be important to them when shopping for a new one for the upcoming school year, including price, performance, battery life, security, and entertainment features. And, because I work at a chip company, I know that the processor is a key factor in all of these. Even better, I can proudly say that AMD processors uniquely address this array of experiences.


It’s amazing to think this evolution from cars to computing devices as campus must-haves has only taken 15 years. I can only imagine what the students heading to college in 2029 will demand from their devices and can’t help but wonder, will I be able to keep up?  

 

 

 

 

 

Sarah Youngbauer is a PR Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

 

Survey Methodology: This survey was conducted online within the United States between May 20 and 28, 2014 among 511 adults aged 18-26 who will be attending a 2 or a 4 year college, not necessarily in the United States, in the fall by Harris Poll on behalf of Edelman for AMD. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Poll avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris panel, no estimates of theoretical sampling error can be calculated.

New clothes, new shoes and new technology. Back-to-school season is upon us and our recent Back-to-School Technology Usage Survey conducted by Harris Poll on behalf of AMD, found that 56% of students heading back to college are planning to buy new technology. And AMD is here to help you identify the best laptop for your needs. Offering fast performance, crisp graphics and long battery life, heading back to school with an AMD-powered PC is sure to put you at the head of the class. And best of all, with a variety of options to choose from, chances are that AMD fuels a laptop that’ll cover all your school work and entertainment needs at a price that won’t break the bank.

 

When looking for your new laptop this year, here are some great Windows-based options to consider:


 

Everyday Computing


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Acer Aspire E 15 E5-521-215D

The Acer Aspire E 15 laptop offers an ideal combination of portability, productivity, and fun. Its thin design makes it easy to pick up and go anywhere and its long battery life helps you stay connected all day. A 15.6-inch, LED touchscreen lets you navigate more naturally and makes games and video look great. Choose from several colors, or step up to a 17-inch if you prefer a larger screen.


HP Pavilion 14z Touch

The HP Pavilion 14z Touch provides fast performance for everyday tasks like email, web surfing, and simple content creation at a budget-friendly price. It features a 14-inch touchscreen and a stylish, compact design so you can easily take it to and from class, while Beats Audio™ delivers a rich audio experience when taking a break from homework to enjoy a movie or a little music. Available in Snow White, Natural Silver, and Vibrant Red. Non-touch version and alternate screen sizes also available.

 


High-Performance Computing


HP ENVY TouchSmart m6-n010dx

The AMD A10 APU-based HP ENVY TouchSmart takes performance and entertainment to another level. Stunning graphics and powerful Beats Audio dual speakers let you immerse yourself in movies, music, and games. And when it’s time to get work done, this laptop has the power to handle nearly anything you throw at it. And, when you fingers are just too tired to type, you can transform your words into text using the included voice recognition software.

 

 

 

Convertible Computing

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HP Pavilion x360

The HP Pavilion x360 lets you convert from notebook to stand to tent to tablet mode, giving you plenty of options work and play. Combining a 13.3-inch touchscreen, Beats Audio, and a 2014 AMD Mainstream APU, the HP Pavilion x360 is an excellent choice for those who want enhanced flexibility, productivity, entertainment, and mobility at a value price. Available in multiple colors.

 

Lenovo Flex 2 15D

The Lenovo Flex 2 is a dual-mode PC that can easily convert from laptop to stand modes. With its 15.6-inch touchscreen, long battery life and thin design, the Flex 2 takes you from class to watching your favorite shows and back again in the blink of an eye.

 

 

For more systems available this back-to-school season, visit amd.com. And follow AMD on Facebook and Twitter for more back-to-school tips and information.

 

 

 

 

Sarah Youngbauer is a PR Manager at AMD. Her postings are her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

 

 

 

Survey Methodology: This survey was conducted online within the United States between May 20 and 28, 2014 among 511 adults aged 18-26 who will be attending a 2 or a 4 year college, not necessarily in the United States, in the fall by Harris Poll on behalf of Edelman for AMD. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Poll avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.
Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris panel, no estimates of theoretical sampling error can be calculated.

 

There are many exciting opportunities available from our retailers. Please click on the offer to visit the retailer website for more information. AMD is not responsible for the contents of these ads, including any typographical or photographic errors. Price and specifications are subject to change without notice and may vary from what is listed on the vendor website. Additional terms and conditions may apply.

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