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The 14” Dell Latitude 5495 is a mobile workstation designed for work on the go. Powered by a 4 core, 8 thread AMD Ryzen™ Pro processor, you can multi-task through several productivity applications at the same time. The Ryzen Pro processor also features the premium Radeon™ Vega Graphics to handle visually demanding tasks such as graphics design

 

Here is the system configuration for the unit I’m testing (Your configuration may vary. Contact your Dell sales representative for an up-to-date configuration list)or 3D rendering. This professionally styled business laptop fits in any office environment and speeds through your work day.

  • AMD Ryzen™ 5 PRO 2500U processor with Radeon™ Vega 8 Graphics (Also available with Ryzen 7 PRO and Ryzen 3 PRO processor configurations)
  • 14 Inch, 1920x1080 Display
  • 16GB DDR4 memory
  • 512GB SSD
  • 68WHr Battery

 

 

Utilitarian Professional Design:

The Dell Latitude 5495 is designed to fit any business environment with its simple clean design and matte black color scheme. I find this laptop very portable with its 14 inch screen and measures in at about 13.1” x 9.0” x 0.9” (229mm x 333mm x 22mm) and weighs 1.75 kg, which is perfect size and weight to store in my laptop bag.

 

While this laptop is portable, it still retains the typical connectors I would need during my typical work day. The left side of the laptop includes a USB Type-C, USB Type-A, SD card reader and smartcard reader.

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On the back side you’ll find the Ethernet, HDMI, a second USB Type-A and power connector.

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And finally, on the right side there’s a headphone jack, third USB Type-A, VGA connector and a Noble Wedge Lock slot. The Dell Latitude 5495 has pretty much every connection I require without me needing to carry additional adapters.

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Performance Underneath the Hood:

The Dell Latitude 5495 I’m testing here uses an AMD Ryzen 5 PRO 2500U processor but it’s also available in Ryzen 3 and 7 options. Combined with the premium Radeon Vega Graphics, the Dell Latitude is ready to handle everything from word processing to content creation.

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All Day Battery Life:

Battery life is critical to me unless I plan on being plugged in all day long. For battery testing I ran the MobileMark 2014 Office Productivity test on my unit, which is configured with a 68WHr battery, AMD Ryzen 5 PRO Mobile 2500U processor and a 1080p touch screen. The resulting score I got was 615 minutes for the battery life. That’s over 10 hours of battery, which is more than enough to get me through an entire day of work without needing to recharge.

 

 

Security and Manageability:

The AMD Ryzen PRO processors are based on the same powerful “Zen” core architecture found in consumer laptops and desktops but these PRO variants are built with an emphasis on reliability, and offer additional security and manageability features.

For extra security, the Dell Latitude 5495 uses the Ryzen Pro processor’s Secure Boot feature to verify only authorized drivers and operating system are running on the laptop to prevent threats right from power on.

For IT professionals needing to manage a fleet of laptops, they can easily do so with DASH manageability support on Ryzen Pro processors. This allows IT professionals to manage, monitor, and deploy multiple computer systems easily.

 

So that’s a quick look at the Dell Latitude 5495 laptop powered by AMD Ryzen™ PRO processors with Radeon™ Vega graphics; A laptop that delivers serious performance, security and reliability.

 

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David Tjong, Product Marketing Manager 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. GD-5

What system-on-chip (SoC) provides the ability to run four independent displays in 4K resolution, handle AAA gaming and provide client-side 3D rendering? The AMD Ryzen™ Embedded V1000 SoC.

 

The AMD Ryzen Embedded V1000 processor family has won over customers from a variety of industries with its ability to deliver up to 2X boosti in processing performance while reducing the design, form factor and thermal management challenges common in discrete CPU and GPU configurations. Not to mention the up to 3X increase in GPU performance over competitive solutionsii. By coupling a high-performance CPU and GPU on a single die, this marks a new age of embedded processors in terms of performance and graphics capabilities.

 

I’d like to talk about two customers of ours that are taking full advantage of the AMD Ryzen Embedded V1000 feature set to bring truly unique and engaging experiences to the gaming and maker industries.

 

The UDOO BOLT – The Ultimate Maker Board

I’m an engineer at heart and anytime I get the chance to tinker, create or make a computer from scratch, I always love it. And that’s what the people behind the UDOO BOLT want their customers to do, in a really powerful way! Using the full power of AMD Ryzen Embedded V1000 processors, the UDOO BOLT is a really cool maker board that allows customers to do all kinds of creating. Maurizio Caporali, product manager at UDOO, knows how great the BOLT is for any kind of tinkerer “The UDOO BOLT represents the highest level of graphics, processing power and flexibility in the field of maker boards, giving makers the chance to play AAA quality games, or drive Client-Side 3D rendering, or even create Virtual and Augmented Reality experiences.”

 

The UDOO BOLT was launched on crowdfunding site Kickstarter and has more than 1,100 “backers” contributing more than $500,000 U.S. – beating handily the $100,000 goal for the Kickstarter campaign. If you want to experience the power of AMD Ryzen Embedded V1000 SoC in a “maker-package” this is your chance.

 

The Power of a Console in the Palm of your Hand

Showing the power of AMD Ryzen Embedded V1000 processors and AMD Radeon™ Vega 8 Graphics, the SMACH Z, a handheld console to play PC games on the go, gives players the ability to immerse themselves in portable HD gaming at silky smooth frame rates.

 

“The introduction of the SMACH Z handheld console will create new opportunities for portable gaming devices, enabling users to play AAA titles at HD framerates, delivering desktop-quality power and graphics in the palm of players’ hands,” said Daniel Fernandez, CEO, SMACH. “By leveraging the new AMD Ryzen Embedded V1000 with superior graphics capabilities and mega processing power in our console, we are ready to revolutionize the on-the-go consumer gaming experience.”

 

SMACH Z raised more than $740,000 via Kickstarter and Indiegogo crowdfunding campaigns. If you haven’t had a chance to check out SMACH Z, you can view their trailer from E3.

 

 

The Many Applications of AMD Embedded

What’s most impressive to me is that in a short period of time, customers from a variety of industries have come to understand the power and capabilities of the transformative AMD Ryzen Embedded V1000 processors. They understand that whatever their solution is, whether gaming, creating, or high-definition displays, AMD provides a seamlessly-integrated SoC solution that sets a new standard in processing power for next-generation embedded designs.

 

We can’t wait to see what else our customers will do with the AMD Embedded family of products. Stay tuned here for more.

 

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[i] Testing done at AMD Embedded Software Engineering Lab. The AMD R-series Embedded SOC formerly codenamed "Merlin Falcon" scored 2399 and the AMD V-series V1807 scored 4978, when running 3dMark® 11P benchmark which measures GPU performance. (4978/2399=2.075) The AMD R-series Embedded SOC formerly called "Merlin Falcon" scored 273 and the AMD V-series V1807 scored 665 on Cinebench R15 nT which measures multi-threaded CPU performance. (665/273= 2.435). AMD Embedded R-Series RX-421BD used a AMD “Bettong” Platform, with a 2x8GB DDR4-2400 RAM, 250GB SSD Drive (non-rotating), TDP 35W, STAPM and ECC Disabled, Graphics Driver 17.40.2011-171026a-320350C-AES, BIOS RBE1306A. AMD Ryzen Embedded V-Series V1807B used the AMD “Dibbler” Platform with 2x8GB DDR4 3200 RAM, 250GB SSD Drive (non-rotating), TDP 35W, STAPM and ECC Disabled, Graphics Driver 17.40-171114a-320676E-AES-2-wRV-E9171, BIOS TDB1100EA.   Both systems ran Microsoft Windows® 10 Pro. EMB-144.

[ii]Comparison is based on performance measured using the 3dMark® 11P benchmark.  The AMD V-series V1807B scored 5618; the Intel Core i7-7700HQ scored 1783. The score for the Intel Core i7-7700HQ was measured using HP Omen with 8GB, Intel® HD 630 Graphics, 1x8GB DDR4 2400 RAM, 1TB 7200rpm HD, Microsoft Windows 10 Pro, Graphics Driver 21.20.16.4627, BIOS F.24. The score for AMD Ryzen Embedded V-Series V1807B was measured using the AMD “Dibbler” Platform, 2x8GB DDR4 3200 RAM, 250GB SSD Drive (non-rotating), TDP 45W, STAPM Enabled, ECC Disabled, Microsoft Windows 10 Pro, Graphics Driver 17.40-171114a-320676E-AES-2-wRV-E9171, BIOS TDB1100EA. EMB-146.

We just celebrated the one year anniversary of the introduction of the AMD EPYC processor. As exciting as it is to look back, in this industry we must continue to look forward.

The world is undergoing unprecedented change driven by technology advances that are connecting billions of people to the internet and to each other, creating enormous amounts of data in the process. These connections and data represent an opportunity for companies to improve their business, create new revenue streams, even invent whole new models to solve the world’s most challenging problems.

Whole industries are being transformed as state-of-the-art software running on innovative processors demonstrate both the collective and personalized power of analytics harnessing big data. Healthcare systems that leverage the totality of medical data for personalized diagnosis; recommendation systems for targeted marketing to better serve the customer; transportation systems that reduce traffic and improve routing are just a few examples. There are many more: education, smart cities, genomics, drug discovery, energy efficiency, safety, security, etc.

Many of these systems use services that are now easily accessible to anyone through cloud providers. These providers run huge storage and server farms all built on a foundation of massive compute power with the flexibility to handle a wide variety of workloads.

The revolutionary AMD EPYC processor has gained significant momentum in the industry this year. It is truly exciting to see it being adopted by major server vendors and cloud service providers. With its high core count, large memory capacity and memory bandwidth, and vast I/O density, AMD EPYC is helping customers meet their performance needs without breaking the bank. By offering a choice in x86 architecture, AMD EPYC provides the flexibility, performance and security for the evolving needs of modern data center applications translating directly to more performance per dollar.

Partnerships are critical to bringing the potential of EPYC to anyone who wants to leverage its unique blend of performance and features. Big Data Analytics (BDA) are now commonly used on-premise, in the cloud, and in hybrid environments. An integral part of BDA is the Hadoop ecosystem.  At AMD, we’ve been working diligently to expand our software ecosystem partnerships with the industry leaders in this space: Cloudera, Hortonworks, MapR and Transwarp. Today, we are focusing on partnerships and reference designs, both single-socket and dual-socket, with these partners providing the flexibility, performance and scalability needed to meet the requirements of modern data processing.

The “no compromise” single-socket design ensures you are only paying for the processing power the application needs. Single-socket servers support all of the I/O and memory bandwidth available to a dual-socket server without the extra cost. The versatile dual-socket design offers the highest available AMD EPYC core density and memory capacity, enabling our highest performance. Comprehensive offers based on these reference designs will soon be available from our server partners.

The advent of big data has revolutionized analytics and data science by allowing enterprises to store, access and analyze massive amounts of data of almost any type from any source. The AMD EPYC processor family has arrived at the perfect time as the underlying hardware solution to provide the perfect mix of flexibility and scalability of resources. I look forward to continuing to work with our ecosystem partners to bring the AMD EPYC processors to their customers.

At AMD, the impact of our products is only as strong as the partners and ecosystem that surrounds and supports them. That concept was not lost on us when we introduced the EPYC 7000 series, our next-generation server processor that has redefined the datacenter environment. Since its launch last June, EPYC has appreciated the backing of a strong cast of OEMs/ODMs, cloud leaders, integrators and hardware/software suppliers that have embraced this long-awaited alternative to power their datacenters.

 

Driving long-lasting change also requires a dedication to the sales channel that underpins everything we do for the customer and end-user. EPYC is already fueling a resurgence of value and innovation in the server market, and today we are pleased to provide an update on AMD EPYC in the channel.

 

Setting a Strong Foundation for the Channel

AMD has prioritized two channel segments that are critical to our mutual success in the coming quarters.

 

The Commercial Channel supports a full system approach to EPYC-based servers. We work closely with the industry’s leading OEMs to optimize their EPYC processor-based platforms and provide some of the best server options on the market to national service providers, Value-Added Resellers (VARS), and distributors. The HPE ProLiant DL385 Gen10 is an excellent example of a strong product brand that tightly collaborates with the Commercial Channel to deliver and support its products.

 

System integrators, distributors and barebones providers are enabled through our Component Channel, integrating the performance of EPYC processors into the systems they design for their end customers’ needs.   Penguin Computing’s Altus® EPYC processor-based servers are one example of the high-performance computing, enterprise datacenter, and cloud services solutions available in this segment.

 

Only with our channel partners can AMD solidify its reputation as a supplier that provides groundbreaking hardware for competitive systems, while fostering synergistic relationships that deliver exceptional returns on investment for all.

 

AMD Channel Strategy and Goals for EPYC

The AMD channel program did not start and end with the launch of EPYC processor. From distributors to system integrators and resellers, AMD is underscoring our desire to educate, enable and market the benefits of actively collaborating on EPYC processor-based solutions.

 

AMD offers a variety of Reseller Partner programs from distributors to System Integrators (SIs).   As an example, our System Integrator Partner Program provides tier-based incentives and support to identify, close and deploy EPYC solutions.

 

Why EPYC processor is Right for the Channel

Seven years ago, AMD explored what the next decade held for the future of data processing and its dependent industries. Since that time, and from the ground up, AMD designed and developed EPYC processor to meet those needs. The result is a processor perfectly suited for the demands of today’s end-users that excels in workloads and configurations for high-performance computing, cloud, virtualization, machine learning, data analytics, and software-defined storage. Excellence in these areas translates to more opportunity for partners to build no-compromise single-socket and record setting dual-socket systems that serve customers across a range of workloads and deployments.

 

EPYC Agenda for the Future

As we approach the one-year anniversary of EPYC processor in the datacenter market, AMD sees a path for even more growth and innovation through strong channel relationships.

 

Prior to the introduction of the EPYC processor, the server channel devolved with a lack of competition that allowed prices to increase and partnerships to suffer. Bringing a competitive solution to the market is driving not only technological change, but also redefining and deepening synergistic partnerships in the ecosystem that are equally as valuable.

 

AMD’s channel business is only successful with, and through, our solution-ready partners. We are dedicated to educating, enabling, and marketing the revolutionary benefits of EPYC across the channel. The EPYC era has begun and is available in the channel today; we look forward to the journey.

High Performance Computing (HPC) is one of the most important and fastest growing markets in the datacenter. It’s perhaps an overused term, but HPC as referring to applying massive computing resources to solve complex problems has become critical well beyond its start in scientific research. Multiple workloads from finance, retail, oil and gas, weather, engineering, and education leverage HPC today. Common to many of these applications is the importance of memory, and I/O bandwidth.

 

A large percentage of HPC workloads are dependent on memory bandwidth as the problems being addressed often don’t fit into caches like other applications can. Insufficient memory bandwidth or insufficient memory capacity can result in CPU compute engines waiting idle. You can have the most CPU cores in the world, but if they aren’t fed the right data in an efficient manner, they can’t do useful work. The situation is analogous to race cars - you can have the biggest engine ever made under the hood, but if you have a tiny fuel line that can’t provide enough fuel to the engine, the car won’t go very fast.

 

Beyond memory bandwidth, you also need enough Input/Output (I/O) bandwidth to ensure that data can get in and out of the CPU and memory. Critical I/O interfaces to storage and the network – be it Ethernet or Infiniband-  are usually connected via PCIe. Bandwidth and latency on those interfaces can quickly become the bottleneck in systems with overloaded PCIe links. When balanced optimally, jobs are loaded and run faster, you can do deeper analysis to get better results, and/or the number of systems to achieve this analysis is reduced.

 

In recent years the PCIe connections are also being increasingly used to extend the compute capability of the system by connecting to GPUs or FPGA-based accelerators. Many applications scale well with the vector math capabilities of GPUs or by dedicating logic in FPGAs to the inner loops of critical algorithms.  Perhaps the most important emerging applications in machine learning are where “heterogenous” systems with high-performance CPUs and accelerators are the right answer.

 

All of this thinking went into the design of the AMD EPYC™ processor, and it shows. EPYC is an architecture built for the workloads and applications of current and future datacenters.

 

  • AMD EPYC has up to 33% more memory bandwidth per core than the competition to keep data flowing to the processors1;
  • A 2P AMD EPYC 7601 processor offers up to 2.6x the memory capacity than a 2P Intel Xeon Platinum 81802;
  • All AMD EPYC processors have the ability to support up to 128 PCIe lanes so that I/O does not become a bottleneck3;
  • EPYC has outstanding floating point capabilities with world record performance in multiple floating-point benchmarks and real HPC applications4;
  • Single and dual-socket EPYC-based server solutions allows up to six GPUs or FPGAs to be attached to the CPU with enough lanes left over for high-speed storage devices and high-speed Ethernet or InfiniBand connections.

 

Many AMD EPYC platforms on the market today deliver outstanding performance on memory bound workloads. For virtualized and memory-centric solutions, both HPE and Dell offer 2U rack-based systems – the HPE ProLiant DL385 Gen10 and the Dell PowerEdge R7425. For ultra-dense compute solutions, Supermicro, Cray and Cisco have 4 nodes in a 2U (4N/2U) solutions. The Supermicro AS -2123BT-HNC0R, Cray CS500 and Cisco UCS C4200/C125.

 

AMD EPYC has been met with great excitement by the market, and its balanced architecture delivers world record performance. And looking ahead, we have a strong roadmap that is primed to deliver premium performance and innovation for years to come.

 

 

Endnotes

 

1 AMD EPYC™ 7601 processor supports up to 8 channels of DDR4-2667, versus the Xeon Platinum 8180 processor at 6 channels of DDR4-2667. NAP-42

 

2 A single AMD EPYC™ 7601 processor offers up to 2TB/processor (x 2 = 4TB), versus a single Xeon Platinum 8180 processor at 768Gb/processor (x 2 = 1.54TB). NAP-44

 

3AMD EPYC™ processor supports up to 128 PCIe® Gen 3 I/O lanes (in both 1 and 2-socket configuration), versus the Intel® Xeon® SP Series processor supporting a maximum of 48 lanes PCIe® Gen 3 per CPU, plus 20 lanes in the chipset (max of 68 lanes on 1 socket and 116 lanes on 2 socket). NAP-56

 

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Cautionary Statement

This blog contains forward-looking statements concerning Advanced Micro Devices, Inc. (AMD) including, but not limited to, the strength, expectations and benefits regarding AMD’s technology roadmap, which are made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are commonly identified by words such as "would," "may," "expects," "believes," "plans," "intends," "projects" and other terms with similar meaning. Investors are cautioned that the forward-looking statements in this blog are based on current beliefs, assumptions and expectations, speak only as of the date of this blog and involve risks and uncertainties that could cause actual results to differ materially from current expectations. Such statements are subject to certain known and unknown risks and uncertainties, many of which are difficult to predict and generally beyond AMD's control, that could cause actual results and other future events to differ materially from those expressed in, or implied or projected by, the forward-looking information and statements. Investors are urged to review in detail the risks and uncertainties in AMD's Securities and Exchange Commission filings, including but not limited to AMD's Quarterly Report on Form 10-Q for the quarter ended March 31, 2018.

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One year ago, we launched the revolutionary AMD EPYC™ processor family into the market. It’s been an amazing year as AMD upended the status-quo in the server industry reintroducing innovation and choice to the datacenter.

 

EPYC brings a distinct advantage in both dual and single socket configurations, with up to 32 high-performance “Zen” cores, 8 memory channels and 128 lanes of PCIe available on all EPYC processors. EPYC delivers a leadership two-socket system that can compete with the best that the competition has to offer. Our no-compromise single-socket server processor allows customers to buy the right size and the right system for their workload without compromising on performance, reliability or features. Thus, ducking the constraints that force users of Intel-based systems into a two-socket server when a single-socket system would offer a better choice.

 

I am very proud of what we have accomplished the past 365 days, from setting world records in performance to winning a continuous stream of customer deployments.

 

Some of my favorite moments of this year include:

  • Participating in the launch event in 2017. Seeing the support from the ecosystem and all the companies that stood on stage with us, committing to AMD EPYC – HPE, Microsoft Azure, Dell Technologies, VMWare and Baidu - was truly awesome. Since then, we have 14 system partners in the market we have delivered with more than 50 different platforms, which will continue to grow.
  • Announcing the OEM deployments of Hewlett Packard Enterprise (HPE), Dell EMC, SuperMicro, Cisco, Sugonand Lenovo. These server solutions demonstrate the flexibility of the single-socket and/or dual-socket designs offered by AMD EPYC, giving customers exceptional choice based on their performance needs and future scalability.
  • Seeing our single socket servers compete in the market and win over our customers previously forced into two-socket systems.
  • Joining forces with global supercomputer leader, Cray. EPYC processors are powering the new Cray CS500 cluster high performance computing (HPC) systems.
  • Seeing Microsoft Azure, Baiduand Tencent Cloud deploy AMD EPYC for public cloud instances for a variety of workloads like virtualization, AI and e-commerce.

 

We’re already taking great strides with the next-generation, 7nm AMD EPYC processor – codenamed “Rome” – which is up and running in AMD labs ahead of its launch in 2019. We are committed to this market for the long term, our product roadmap is on track, and we are engaged across the ecosystem to change the datacenter with EPYC. We deeply appreciate the ecosystem support and look forward to working with them to drive innovation in datacenter for years to come. The time is right for AMD and for our customers and partners.

The AMD EPYC™ team is on the road again, and the next stop is HPE Discover. I’m headed to Las Vegas next week on the heels of our latest announcement, delivered by Dr. Lisa Su at Computex earlier this month, that AMD EPYC processors are at the core of the new HPE ProLiant DL325 Gen10 no compromise, single-socket server.

 

128832_EPYC_HPE_DL325Announcement_TW_1024x512_FNL.jpgIn case you missed it, this powerhouse new platform from HPE is designed to tackle dense virtualization and software-defined storage workloads. With up to 32 “Zen” processor cores from AMD EPYC, two terabytes of memory and 40 terabytes of NVMe storage in a 1U chassis, along with 40 PCIe lanes dedicated up to 10 NVMe drives, the HPE ProLiant DL325 Gen10 delivers up to 25 percent lower cost per virtual machine (VM) than the leading dual-processor competitor for virtualization[1]. Take a peek under the hood at our AMD Booth #146.

 

The HPE ProLiant DL325 Gen10 is one of a number of AMD-based HPE products we will be showing off next week. You can also check out the two-socket HPE ProLiant DL385 Gen10, and HPE MicroServer, as well as a live virtual desktop infrastructure (VDI) demo from the cloud.

 

In addition to the demos and action taking place at the AMD booth, here are a few other events within HPE Discover where you can find me and the team on the show floor:

 

  • Tuesday, June 19 from 8:30-9:00 AM CT: HPE Live interview with myself, Justin Hotard, Vice President and General Manager, Volume Global Business Unit, HPE.

 

  • Wednesday, June 20 from 9:00-10:00 AM PT: Breakout session with myself, Tom Lattin, Vice President, Server Options, HPE and Paul Brenner, Associate Director, Center for Research Computing, University of Notre Dame. Learn how AMD EPYC + HPE are building the foundation of your resilient enterprise, focusing on the HPE ProLiant DL385 and its security, agility and economic advantages for virtualization and software-defined storage environments. Register here to attend and receive location details.

 

  • Wednesday, June 20 from 11:00 AM-12:00 PM PT: Breakout session with Devin Fantasia, Senior Market Development Manager, Datacenter and Embedded Solutions Group, AMD, to dive deeper into the brand new HPE ProLiant DL325 Gen10 single-socket server that delivers 2P performance with 1P economics and efficiency[2]. Register here to attend and receive location details.

 

  • Wednesday, June 20 from 3:00-4:00 PM PT: Breakout session with Isidro Gonzalez, Senior GPU Market Development Manager, AMD. Hear about how AMD graphics processing units (GPUs) in HPE server platforms drive superior solutions for desktop virtualization, application virtualization and machine learning. Register here to attend and receive location details.

 

Be sure to keep up with us on Twitter @AMDServer for more on-the-ground updates. Hope to see you here!

 


[1] Based on a comparison of the SPECvirt_sc2013 results of the ThinkSystem SR650 with 2 Intel Xeon Platinum 8164 processors versus the HPE ProLiant DL325 Gen10 with 1 AMD EPYC 7551P. SPEC and the benchmark name SPECvirt_2013 are registered trademarks of the Standard Performance Evaluation Corporation (SPEC). The stated results are published as of 06-05-18; see spec.org. Lenovo pricing from Lenovo site as of 05-14-18. HPE pricing is internal as of 06-05-18. Based on HPE testing, not independently verified by AMD.

[2] Based on a comparison of SPEC CPU 2017 results of the Dell EMC PowerEdge R440 with 2 Intel Xeon Gold 5188 versus the HPE ProLiant DL325 Gen10 with 1 AMD EPYC 7551P. SPEC and the names SPEC CPU and SPECrate are registered trademarks of the Standard Performance Evaluation Corporation (SPEC). The stated results are published as of 06-05-18; see spec.org and http://h20195.www2.hpe.com/V2/GetDocument.aspx?docname=a00047709enw. Dell pricing from Dell site as of 05-16-18. HPE pricing is internal as of 06-05-18. Based on a comparison of the SPECvirt_sc2013 results of the ThinkSystem SR650 with 2 Intel Xeon Platinum 8164 processors versus the HPE ProLiant DL325 Gen10 with 1 AMD EPYC 7551P.  SPEC and the benchmark name SPECvirt_2013 are registered trademarks of the Standard Performance Evaluation Corporation (SPEC). The stated results are published as of 06-05-18; see spec.org. Lenovo pricing from Lenovo site as of 05-14-18. HPE pricing is internal as of 06-05-18. Based on HPE testing, not independently verified by AMD.

High-performance, low-power JX products deliver optimal balance of 4K multimedia processing at competitive price point

 

AMD Embedded G-Series systems-on-a-chip (SoCs) have a small footprint design to support compact form factors and drive power efficiency without compromising on high-speed graphics and computing performance. AMD recently refreshed its AMD Embedded G-Series J Family of processors, formerly codenamed “Prairie Falcon,” now offering pin compatibility with the higher performance AMD Embedded R-Series SoC, formerly codenamed “Merlin Falcon,” to enable design continuity and continued scalability from high-end to low-end offerings.

 

JX Family Icons.jpgThese midrange AMD Embedded G-Series J SoCs deliver optimized performance-per-watt and stunning multimedia capabilities, including 4K high-speed video decode, at a competitive price point for a variety of applications in vertical markets such as thin client, digital signage, casino gaming, retail point of sale (POS), industrial/automation, military/aerospace, smart camera, set-top box (STB) and networking/communications equipment.

 

Additionally, the upgraded AMD Embedded G-Series J Family of processors are attractive for devices such as thin clients with exacting energy efficiency requirements, supporting thermal design profiles (TDPs) measuring less than 10W.

 

Consistent with a majority of AMD Embedded products, the AMD Embedded G-Series J Family has planned availability for up to 10 years, providing a long-lifecycle support roadmap for our customers.

 

Learn more here about product specifications and to speak with an AMD representative.

 

Stephen Turnbull is Director of Product Marketing, Datacenter and Embedded Solutions Business Group, AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Use of third-party marks/logos are for informational purposes only and no endorsement of or by AMD is intended or implied. 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.

One of the leading cloud computing companies in China, Tencent Cloud, has announced the immediate availability of the AMD EPYC based SA1 Cloud offering. Tencent Cloud is a secure, reliable, high-performance cloud compute service provider that integrates Tencent’s infrastructure capabilities with the advantages of its massive-user platform and ecosystem – best known for supporting hundreds of millions of people on Tencent’s QQ and WeChat applications. The AMD EPYC 7551 two-socket platform delivers the compute power needed for workloads ranging from social media platforms, gaming and e-commerce while providing a 30% lower cost structure per virtual machine for Tencent Cloud customers.

 

The SA1 Cloud offering is online now and is proving to be extremely popular for companies who are leveraging the cloud for their workloads. Tencent’s testing has also shown AMD EPYC to offer an exceptional level of performance at a lower total cost of ownership (TCO) compared to other solutions. Tencent Cloud customers can access high-performance “Zen” core counts of 1, 4, 8 or 16 cores for virtual machines with access to up to 8 GB of memory per core.  The SA1 instance can be purchased via the Tencent Cloud Services portal.

 

With the addition of Tencent Cloud Services, AMD continues the momentum with cloud service providers that want to offer a compelling level of performance and features to their customers.

 

For more on the performance of the EPYC processors, visit amd.com/server.

https://www.amd.com/zh-cn/press-releases/Pages/press-releases-2018Jun05.aspx

We are less than a month away from celebrating AMD EPYC’s first birthday.  What a year it’s been! We’ve built a revolutionary product line eagerly adopted by world class customers, ecosystem partners, and their customers. We now have 14 server systems partners and over 50 server platforms introduced and ramping.  But we’re just getting started.  To that end, I’m immensely proud to publicly welcome a proven datacenter innovator, Cisco and its Unified Computing System (UCS) Portfolio to the AMD EPYC™ family.  The UCS C4200 solution featuring AMD EPYC holds enormous promise for UCS to continue its decade long drumbeat of bringing unparalleled innovation to their customers.

 

Cisco and AMD have a legacy of rethinking the status quo, shunning incrementalism, and introducing disruptive innovation with compelling customer value. Now a server and datacenter leader, many forget that it was almost ten years ago when Cisco turned the server industry upside down with its launch of “Project California” now known as UCS. UCS transformed the industry by unifying servers, virtualization, and storage access to help customers move towards a programmable infrastructure.

 

The new UCS platform powered by AMD EPYC extends the Cisco UCS value of programmable, application centric infrastructure to use cases where core, memory, and storage density are key requirements. With AMD EPYC, Cisco is able to deliver 128% more cores, 50% more servers, and 20% more storage per rack than other Cisco UCS Servers. Coupling Cisco UCS Intersight and ACI with AMD’s Secure Memory Encryption and Secure Encrypted Virtualization technologies, holds enormous promise to help service providers and hybrid cloud administrators isolate multiple tenants and applications more securely.  It really is an incredible match.

 

We are committed to continuing to work with industry leaders like Cisco to help organizations meet the increased demand for data management and cost optimization. AMD EPYC provides the right balance of compute, memory, I/O and security for high density environments, so organizations can continue to keep pace and even stay ahead of emerging workload requirements. Stay tuned for more EPYC momentum in the coming weeks.

Today, I am proud to announce yet another first for EPYC: The new, density-optimized Cisco UCS C4200 Series Rack Server Chassis and the Cisco UCS C125 M5 Rack Server Node will be powered by AMD EPYC™ 7000 series processors. By integrating AMD EPYC processors, Cisco joins a growing list of server providers taking advantage of the high-performance EPYC processor’s strong balance of core density, memory, I/O bandwidth and unprecedented security features to deliver revolutionary technology for customers.

 

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The C4200 Rack Server Chassis hosts up to four rack server nodes in two rack units (2RU) with shared N+1 redundant power and cooling, and up to 24 small form factor drives.  The UCS C125 M5 Rack Server Node supports up to 2 AMD EPYC™ processors with up to 32 cores per processor, up to 2 TB of memory, two PCIe® 3.0 slots, and an optional 4th generation Cisco UCS VIC for complete programmability, making hosting different workloads simple and easy.  The result is Cisco’s highest density solution designed for service providers building cloud platforms, manufacturers simulating new designs, retailers analyzing consumer trends, compute-intensive web and gaming back-end processing and data scientists analyzing financial markets.   In fact, with 128% more cores, 50% more servers, and 20% more storage per rack1, the Cisco solution is designed for all clustered workloads where high core density is essential.

 

On the management side, this solution is fully supported by Cisco Intersight™ management as a service. This cloud-based management approach lets administrators configure and manage all Cisco blade, rack, storage, and multi-node servers through a single interface, regardless of where the servers are installed. This role and policy-based management service enables the creation of Cisco UCS service profiles and templates that have global scope across your organization worldwide.  Critical to service providers, secure multi-tenancy is enabled by integrating a cluster through Cisco Application Centric Networking (Cisco ACI™), helping to securely partition multiple workloads with network profiles that isolate tenants and applications.

 

“The addition of AMD to the Cisco UCS server portfolio marks a first for us as partners,” said Kaustubh Das, vice president, product management - Computing Systems, Cisco’s Data Center Business Group. “Leveraging the innovation of AMD EPYC, Cisco is bringing forth transformative technology that will enable our customers to accelerate compute-intensive workloads with a high-density server that can be managed from the cloud."

 

The Cisco UCS C4200 Series Rack Server Chassis and C125 Server Nodes with AMD EPYC processors are expected to be available in the second half of 2018 with tested and validated solutions with major ISVs.

 

If you would like to learn more about these great new products, please visit the links below:

 

1https://www.cisco.com/c/en/us/products/servers-unified-computing/ucs-c4200-series-rack-server-chassis/index.html

Competition in the datacenter processor market for the past few years has been limited, but the arrival of EPYC™ has changed that. We’ve had momentum with major customer wins, the ecosystem is rallying behind us, and killer product reviews showcase the performance of EPYC going head-to-head with Intel at the top of the processor stack and absolutely dominating in SPEC performance in the middle of the stack.

One of our key innovations has been the introduction of a true enterprise-class single-socket processor. For too long Intel has artificially limited the single-socket market to keep eyes and dollars focused on their two-socket offerings. However, over half of the systems that have been using Intel’s two-socket parts could have had their performance and feature needs better met if an unconstrained, datacenter-capable single-socket processor were available. Coming back into the market we have the freedom to disrupt and AMD’s no-compromise, single-socket capability is a true game changer for many workloads including virtualized storage, VM farms, and Web hosting.

Dell debuted its EPYC-based PowerEdge R7415 single-socket for storage and analytics applications that offers up to 20 percent lower total cost of ownership than the alternatives. ITPro recently put the R7415 through its paces, running single-socket EPYC solutions up against two-socket Intel solutions.  Concluding that it is a “serious alternative to more costly 2P Xeon SP servers” and “a great choice for datacenters that want a single socket rack server with support for up to 32 CPU cores, a high memory capacity and a sharp focus on storage-centric workloads.” When evaluating server options for the datacenter, the EPYC one-socket offering should be a serious contender because there are many use cases and workloads where it makes the most sense. An optimized 1P EPYC offering can pay huge dividends in storage and compute applications, digging in with more I/O, memory and saving holistically on total cost of ownership.

This week*, Dell Technologies will bring together all its brands and thousands of business and tech professionals for the massive Dell Technologies World in Las Vegas. AMD will be there featured in several of Dell’s new platforms including their new single sockets (booth #705).  We couldn’t be more excited to participate and be able to showcase our highly scalable, single- and dual-socket servers. The Dell platforms leverage the high-performance EPYC 7000 series processors to deliver exceptional performance in key workloads like virtualized storage, cloud, and big data.

*Originally posted on LinkedIn Pulse on 4/30/18. https://www.linkedin.com/pulse/industrys-first-enterprise-class-single-socket-forrest-norrod/

Recently, during a larger briefing on AMD in the Enterprise, I gave an AMD EPYC™ processor update to press and analysts on our progress since we launched last June. It was satisfying to pause for a few minutes, take stock, and reflect on the amazing momentum we’ve created in less than a year. A special guest joined me half way through with some exciting news that shows we’re just getting started on the journey in bringing value to customers through the innovations on EPYC™ processors. Below are some of the highlights from the session.

 

I started by giving a quick update on our ramp to date. Bottom line, a month away from our first birthday, we’ve been aggressive and purposeful in ramping the EPYC™ processor business, helping the industry rethink the server and the datacenter.

 

  • We’ve built a revolutionary product line eagerly adopted by world class customers, ecosystem partners, and their customers. In fact, we now have 14 server systems partners and over 50 server platforms introduced and ramping.
  • We’ve focused on rethinking the technology and economics of the server to help our customers win in the era of the software designed data center. The results are in: for virtualized environments, EPYC™ based systems can deliver up to 28% lower total cost of ownership than similarly configured Intel Xeon servers.
  • Equally important, we’ve created superior performance, value, and advanced security features in emerging, rapidly growing use cases. Here’s some of the compelling examples I walked through. I’ve put some links at the bottom of this in case you want to get your ‘geek on’ and go deep:

 

See Endnotes

 

One of the amazing customer examples I walked through was, Hivelocity. A dedicated server and cloud hosting provider, they’ve already taken the leap in deploying what we’ve coined the “industry’s first no-compromise single server” approach.  It’s paid off, according to their COO Steve Eschweiler: “Our AMD EPYC™ processor-powered Tyan servers have truly blown away our price/performance expectations”. In fact, with a single AMD EPYC processor the Hivelocity client is experiencing read/write speeds six times faster than that of two Xeon processors.

 

Quite an accomplishment. We’re proud, and thankful… But we’re just getting started.

 

I was then joined by a special guest Lee Caswell, VP of Products, Storage and Availability at VMware. Lee joined me to cover the next high-growth use case we’re rethinking: Hyperconverged Infrastructure (HCI for short).  That same ‘no compromise’ single socket approach applied by Hivelocity has the potential of putting this hypergrowth market into warp speed.

 

For those that aren’t familiar with HCI, it is fundamental to the Software Defined Datacenter. HCI uses software-defined storage through the same server resources used to run Virtual Machines, eliminating legacy storage systems, converging all elements into a single, easily managed, pool. VMware vSAN™ runs on industry-standard x86 servers and components that help lower TCO by up to 50% versus traditional storage. Lee helped me walk through the market, the challenges, and the opportunities through the lens of the HCI industry leader, VMware vSAN. Some takeaways from Lee’s presentation:

 

  • HCI is a $5B market growing approximately 30% year over year. And, VMware vSAN is the undisputed software leader according to IDC’s latest report on April 3 of this year.
  • Customers are adopting HCI not only for the prospect of massively reducing total cost of ownership, but also to accelerate the transformation to software defined data centers (SDDC) and move towards more flexible cloud consumption models.
  • To meet customer requirements for HCI, configuration and testing are rigorous and deep. This goes well beyond just a standard Hardware Compatibility List (HCL). Many customers prefer to consume HCI as an appliance like Dell EMC’s VxRail as a result.
  • But, many customers prefer to build their own HCI systems. This is where VMware’s proven vSAN ReadyNode program has tapped into an unmet need. These servers, precisely configured and rigorously tested, help ensure that customers can be confident in their ability to quickly deploy, scale, and operate HCI clusters.  In fact, Lee mentioned that vSAN ReadyNodes actually make up the majority of vSAN implementations.
  • Finally, most vSAN ReadyNodes to date have had to be beefy two socket platforms that are ripe for optimization and new thinking for storage centric environments. That’s where VMware, Dell, and AMD EPYC are really excited about the world’s first EPYC™ processor-based VMware certified vSAN ReadyNode.

 

The AMD EPYC™ processor-powered Dell PowerEdge 7415 recently launched and received its vSAN ReadyNode certification along with its big and little brother the PowerEdge 7425 and 6415. As a “no compromise” single socket server, it was designed with the prospect of delivering leading core density and I/O capability for storage heavy HCI use cases. Well, once again, the results are in. And they’re EPYC™. Lee and I revealed recent third-party test results showing we’ve more than delivered on that potential. In fact, versus currently shipping Xeon based systems, Dell shows the EPYC processor-powered PowerEdge 7415 delivering up to 20% lower TCO and slashing licensing costs by up to half.  This is EPYC.

 

See Endnotes

Thank you to Lee, his team at VMware, and the Dell EMC team for the partnership.

 

To close, I’d like to reiterate that we’re only getting started, expect to see more partners, more platforms, more performance, more value, more security in the coming months as we ramp to our first birthday and beyond.  This is going to be EPYC™.

 

 

28% Lower TCO based on 3-year Virtual Machine Cost: 1. Data received from HPE TCO Calculator. Configure your own analysis at https://www.hpe. com/us/en/solutions/ tco-calculators.html. 2. Based on an estimate of 1.5 virtual machines per core, the greater number of core in AMD EPYC processors exceeds that available in Intel Xeon Scalable processors 3. Based on comparison of top published SPECrate2017_fp_base scores for HPE ProLiant DL380 Gen10 and DL385 Gen10. AMD EPYC results available at www.spec.org as of 4/29/2018. 4. Source of pricing Configure your own TCO analysis https://roianalyst.alinean.com/ent_02/AutoLogin.do? d=898755097515045746. HPE ProLiant DL380 Gen10 config: 1 x 6130 (16 Total Cores), 64GB Memory, 8 SFF Chassis, 2x800W PS, P408i-a;  HPE ProLiant DL385 Gen10 config: 1 x 7451 (24 Total Cores). 64GB Memory, 8 SFF Chassis, 2x800W PS, P408i-a

 

25% Fewer Servers for In Memory Analytics: Tests commissioned by AMD and run by Principled Technologies, Inc. running HiBench Spark, processing a 220 GB k-means dataset. AMD cluster of: 3 x Grandstands (chassis est. $600 ea.), each with (2) AMD EPYC 7601 SOC (AMD 1ku pricing $4200 ea), RAM: 32 x 16GB sticks ($169 ea. Samsung M393A2K40BB1-CRC per newegg.com) of DDR4 (512GB of RAM per server, 1536GB per cluster), Disk: 24 x Samsung MZ-7LM120E 120GB SSDs ($113 ea. per CDW), Network: 1 x Mellanox ConnectX-4 Lx ($332.77 per newegg.com); (for total cluster cost of approx. $52,449), completed the test in 213.6 seconds; versus Intel cluster of:  4 x Lenovo servers (chassis est. $600 ea.), each with (2) Intel Xeon E5-2699 v4 ($4115 ea. per ark.intel.com), C612 chipset ($54 per ark.intel. com), RAM: 24 x 16GB sticks ($169 ea. Samsung M393A2K40BB1-CRC per newegg.com) of DDR4 (384GB of RAM per server, 1536GB per cluster), Disk: 24 x Samsung MZ-7LM120E 120GB SSDs ($113 ea. per CDW), Network: 1 x Mellanox ConnectX-4 Lx ($332.77 per newegg.com), HBA: 1 x LSI LOGIC 9305-16i HBA card ($399.99 per newegg.com); (for total cluster cost of approx. $65,628), completed in 243.1 seconds. Each cluster was connected via a Mellanox SN2700 model switch, and ran Red Hat Enterprise Linux 7.3, Hortonworks Data Platform (HDP) 2.6, and OpenJDK 1.8.  NAP-23 Testing by Principled Technologies and not verified by AMD. This compares acquisition cost for a 4-node cluster of Intel Xeon E5 2699 v4 processor-based servers compared to a 3-node cluster of AMD EPYC 7601 processor-powered servers.  NAP-23

 

50% More Throughput for NoSQL Database: AMD EPYC 7601 based server performance comparison to Intel Xeon 2699 v4 based server in Principled Technologies white paper at http:// www.principledtechnologies.com/AMD/EPYC_ Cassandra_competitive_1217.pdf.

 

77% More Performance for Weather Research Forecasting: AMD internal testing on WRF v3.8.1 (GCC 5.4.0 compiler with Basic Nesting (WRF option) and MPI 3.2 (dmpar compile flag); CONUS 12KM dataset; WRFIO_NCD_LARGE_FILE_SUPPORT=1). Tests conducted on AMD Grandstand reference system with 2 x EYPC 7601 SoCs, 16 x 32GB DDR4-2400MHz, 3 x 350GB SATA SSDs, Ubuntu 16.04.2 completed the test in an average of 65 seconds; versus HPE DL380 server with 2 x E5-2699A v4 processors, 16 x 16GB DDR4-2400MHz, 3 x 1TB NVMe and 3 x 1TB SATA SSDs, Ubuntu 16.04.4 completed the test in an average of 115 seconds. NAP-92

 

133% Better Performance/Dollar for Supercomputing: Based on SPECfp®_rate2006 scores published on www.spec.org as of October 25, 2017.  2 x EPYC 7601 CPU ($4,200 per processor at AMD 1ku pricing) in Sugon A620-G30, Ubuntu 17.04, x86 Open64 v4.5.2.1 Compiler Suite, 512 GB PC4-2666V-R memory, running at 2400  1 x 1TB SATA 7200RPM has a peak score of 1850 (base score 1670); versus 2P Xeon Platinum 8180 ($10,009 per processor per ark.intel.com)-based Huawei 2288H V5 system with SUSE Linux Enterprise Server 12 SP2, ICC 17.0.0.098, 384GB PC4-2666V-R memory, 1x1200GB SAS 10000RPM score of 1890 (base score 1850).  SPEC and SPECfp are registered trademarks of the Standard Performance Evaluation Corporation.  See www.spec.org for more information. NAP-47

26% Faster Simulations for Computational Fluid Dynamics:  Based on Dell internal testing using the ANSYs Fluent benchmark test in November 2017, comparing to a similarly configured Dell PowerEdge R7425 with a traditional processor. Actual performance will vary based on configuration, usage and manufacturing variability. World Record SPECfp(R)_rate2006: Result available at https://www.spec.org/cpu2006/results/res2017q4/cpu2006-20171114-50603. html.  2 x EPYC 7601 CPU in HPE ProLiant DL385 Gen10, SUSE Linux Enterprise Server 12 SP3, x86 Open64 v4.5.2.1 Compiler Suite, 1 TB (16 x 64GB 4Rx4 PC4-2666V-L) memory, 1 x 300 GB 15k RPM SAS.  SPEC and SPECfp are registered trademarks of the Standard Performance Evaluation Corporation.  See www.spec.org for more information.

World Record SPECrate2017_fp_peak as of May 21, 2018: Result available at https://www.spec.org/cpu2017/results/res2018q2/ cpu2017-20180319-04087.html. Based on SPEC CPU 2017 scores published on April 19, 2018. 2 x EPYC 7601 CPU in Supermicro A+ Server 4023S-TRT, SUSE Linux Enterprise Server 12 SP3 (x86_64) kernel 4.4.114-94.11-default, AOCC v1.0.0 compiler, 1 TB (16 x 64GB 4Rx4 PC4-2666V-L) memory, 1 x 500 GB SATA III 7200RPM has a peak score of 279 (base score 267). NAP-96

Up to 50% lower TCO VMware vSAN 6.7 Datasheet at https://www.VMware.com/content/dam/digitalmarketing/VMware/en/pdf/products/vsan/VMware-vsan-datasheet.pdf

Up to 20% Lower TCO and up to 50% Lower Licensing Costs: Demartek test report: Dell EMC PowerEdge R7415 AMD EPYC VMware vSAN Mixed Workloads Performance – April 2018 www.demartek.com/Demartek_Dell_EMC_PowerEdge_R7415_vSAN_Mixed_Workloads_Evaluation_2018-04.html

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There might not be a better example of a synergistic technology relationship than AMD and the Linux community. Back when AMD was the first to make the transition to a 64-bit instruction set architecture (ISA), Linux support was immediate and broad. The now widely known AMD64 architecture would not have taken off as quickly and as successfully if not for the groundswell of support from the Linux community.

 

When AMD delivered the truly innovative EPYC processor last year, the call went out yet again to the Linux community and they responded in kind. These high-performance CPUs have tremendous potential to reshape the landscape of the datacenter and the enterprise, as much or more than the AMD64 architecture. Setting aside the obvious need for choice in CPU suppliers and operating systems, AMD went the extra mile and delivered to Linux supporters something truly unique and perfectly suited for the modern datacenter. AMD built a specific set of security features directly into EPYC processors, and these features are now supported in Linux. Specifically designed to encrypt data in a virtualized environment, these features address a critical need for any company working with sensitive user data and/or considering moving their infrastructure to the cloud.

 

Secure Memory Encryption (SME) implements a simple and efficient method for main memory encryption that is flexible, integrated in the CPU architecture and does not require any modifications to the application software. By encrypting DRAM and non-volatile memory technologies, SME helps protect against physical access attacks like cold boot or platform reset, or even hardware probing.  SME can encrypt all memory when enabled directly in BIOS or can provide page-level control when enabled in the OS (Linux 4.14).

 

Secure Encrypted Virtualization (SEV) integrates main memory encryption capabilities with the existing AMD-V virtualization architecture to support encrypted virtual machines. Encrypting virtual machines helps protect them from physical threats, other virtual machines and even the hypervisor itself.  SEV guest support is in Linux 4.15 and hypervisor support in 4.16.

AMD is committed to working with our Linux community partners to deliver innovative solutions that meet the needs of modern datacenters. The AMD Software Ecosystem and Alliances team has regular technical reviews with the Linux distribution providers to align our hardware roadmaps to their releases. As a result, support for SME is now available in Red Hat 7.5; SEV guest is available in Ubuntu 18.04. Watch this space closely as SEV host capable operating systems are expected to become available later this year.

 

Details of the EPYC line of processors and the highly differentiated value proposition they deliver have been well documented in our blogs, including earlier this month when AMD demonstrated the new Dell PowerEdge systems at Dell Technologies World.

 

For a more complete picture of the integrated security features built into AMD EPYC processors, including SME and SEV, please download the Pathfinder Research whitepaper.

dan.bounds

The future is EPYC

Posted by dan.bounds Employee May 14, 2018

Almost one year ago, AMD stood on stage in Austin, Texas and proudly launched the AMD EPYC™ line of processors - it was a proud moment for me and the AMD team, as not only did we re-emerge in the datacenter market, but we launched a product that was true to the innovative heritage of AMD.

 

Our focus since that day has been to show customers all over the world the power and capability of this revolutionary product.  It’s been incredibly gratifying to see the momentum that is building in the market as a result.  From consumer retail to large cutting-edge research facilities, organizations of many backgrounds have begun the switch to AMD.

 

Today we are taking the next step in our journey with the AMD EPYC brand with an exciting new campaign. Much like the name itself and the strong visual identity we developed ahead of the product launch last year, we are going to be bold to drive discussion around the benefits of EPYC processor solutions and our product leadership.

 

As our director of brand, Nick Knupffer states, "The market desperately needed compelling competition and choice, but in the campaign, we show EPYC processors offer much more than that - more performance, more system resources, advanced security features, and more value than a competitive alternative. With such a powerful product offering and years of sector stagnation to disrupt, our campaign hits right at the heart of the matter. That means a bold, confident, and smart approach that steals attention and forces consideration."

 

There are going to be many different creative executions you will see in the coming weeks and months across multiple events and online.  Some of the first assets will highlight our leadership performance and differentiated features:

 

18106151-E_AMD_EPYC_WebBanners_32_cores_Web-Leaderboard-(729x90-RGB).jpg18106154-E_AMD_EPYC_WebBanners_4TB_Memory_Web-Leaderboard-(729x90-RGB).jpg

 

Others target our growing partner adoption:

 

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We will also get a little provocative with the competition:

 

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I have had the pleasure of presenting the campaign concepts to a range of audiences over the last few months: customers, analysts and ecosystem partners. The reception has been overwhelmingly positive and I’m looking forward to more of the creative reaching market over the coming weeks and months as EPYC processor adoption continues to grow.