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AMD dazzles at SIGGRAPH 2015

Posted by mball Sep 14, 2015

Digital content creators from around the world gathered recently in Los Angeles, California to attend SIGGRAPH 2015 - the 42nd International Conference and Exhibition on Computer Graphics and Interactive Techniques. SIGGRAPH, the world's largest conference on computer graphics, is also one of the most highly respected venues for the presentation of new computer graphics technology and research.

 

Not only did AMD unveil new offerings such as FireRender along with FireRays, AMD also played a big role in the exhibition to educate academic leaders, students, and creative professionals by providing  them with the opportunity to see firsthand the power of AMD graphics all based on a unique theme -- Create, Stream, Consume.

 

 

 

To showcase 'Create', demonstrations featured AMD FirePro™ professional graphics to enable content creation without the wait. One example featured an HP workstation with AMD FirePro graphics powering Adobe® 3ds Max® to help increase overall productivity when working with complex, high-resolution assets. Both an HP workstation and a Mac Pro were on hand to showcase the flexibility, power, and speed of The Foundry's Mari, Modo and Nuke.

 

For 'Stream', AMD enabled virtualization in a simulated environment to demonstrate how valuable digital content IP can be accessed securely, smoothly and efficiently in remote venues by creative artists.

 

 

And for 'Consume', attendees experienced a wide variety of consumer end-user solutions for digital content. The three major game consoles, Microsoft Xbox® One, Nintendo Wii U™ and Sony Playstation® 4 – all with AMD technology -- were on display. AMD Radeon™ R9 Fury X was front and center using an eye catching display of BenQ monitors showcasing AMD FreeSync™ technology.

 

Attendees also had access to a crowd-pleasing Virtual Reality demonstration powered by AMD graphics including "First: The Story of Wilbur and Orville” and the Crytek "Back to Dinosaur Island 2". Both VR demos gave attendees a unique opportunity to experience AMD support for VR.

The AMD booth also featured exclusive digital creation content from two global movies that benefited from AMD FirePro professional graphics to help create amazing visual effects: the Indian blockbuster Baahubali and the Polish award-winning Golden Drops.

 

Off the show floor, AMD sponsored The Foundry Education Event reinforcing the company's commitment to education with industry leaders. AMD also co-sponsored the annual JPR luncheon with guest speaker James Knight.

 

AMD's Sean O'Connell, Jason Yang, Takahiro Harada, and Rob Jamieson presented "The Future of AMD's GPU Accelerated Rendering Solutions" at an exhibitor presentation for SIGGRAPH attendees. The presentation featured AMD FireRays -- a high efficiency, high performance heterogeneous ray tracing intersection library for GPU and APU on any platform with OpenCL™. The FireRays SDK is available now at AMD Developer Central.

 

AMD’s Graham Sellers was one of the instructors for “An Overview of Next-Generation APIs” that included discussions about Vulkan™, DirectX® 12 and more. Graham is also a co-author of “OpenGL® SuperBible” available from Addison Wesley now in its seventh edition.

 

SIGRAPH 2015 was a great opportunity for AMD to network with a wide variety of professionals in the content creation industry while showcasing support for the hardware and software digital solutions marketplace. We can’t wait to see what these professional artists do next.

 

Melanie Ball is a senior industry executive of media and entertainment for AMD Professional Graphics at AMD. 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.

 

 

AMD, the AMD Arrow logo and FirePro are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners. OpenCL and the OpenCL logo are trademarks of Apple Inc. used by permission by Khronos. DirectX is a registered trademark of Microsoft Corporation in the US and other jurisdictions.

dan_flotten.jpg.jpgDaniel Flotten

Technical Sales Specialist – Data Center

PC Connection

 

What should organizations considering new servers keep in mind to get what they need, instead of just paying for the latest and greatest?

You should start by asking, “What do we need to satisfy our actual workload requirements?” That in mind, it’s important to look for a solid platform with technology that isn’t going EoL within a year, management capabilities in line with your needs and comfort level, and robust and ongoing support.

 

How far ahead are most of your customers planning when considering new servers? How far ahead should they (or can they) be planning?

This runs the gamut, but there are some trends. For instance, companies with about 1,000 employees and a robust data center often engage in roadmapping conversations on an ongoing basis and plan for specific refreshes about 6 months ahead. Companies with over 100 employees and a well-planned data center may begin planning for significant server refreshes about 3-5 months ahead of time. And small environments with only a couple servers may allow their systems to age until there is a break/fix issue, or support costs more than new equipment.

 

Of course the more planning the better. If you are going to spend more than $50K on servers, you should have a couple roadmapping sessions with your preferred vendors each year and allow at least 30 days to fine tune your builds.

 

Which workloads have you tested AMD-based HP ProLiant servers against? Which workloads are these servers best suited to?

The AMD-based ProLiant servers are a good fit for physical environments, such as domain controllers, file servers, Active Directory and DNS servers. Also, organizations refreshing from Windows Server 2003 without much virtualization are strong candidates.

 

For organizations already using Intel-based servers, in which scenarios can they also adopt AMD-based servers to achieve their objectives?

Organizations currently using Intel servers might also consider adopting AMD servers for multiple scenarios, such as dedicated vCenter/System Center servers; refreshing older, underutilized Intel models with current-gen AMD servers; testing and development to ensure programs are solid under a variety of circumstances; and failover or high availability strategies.

 

 

 

DISCLAIMER

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.

 

AMD is not responsible for third party content and does not necessarily endorse the comments made herein.

 

©Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other product names used in this publication are for identification purposes only and may be trademarks of their respective companies.

 

ARM and TrustZone are registered trademarks of ARM Limited in the UK and other countries. Windows is a registered trademark of Microsoft Corporation in the US and other jurisdictions.

As the next major evolution of the Internet, devices and machines of all different shapes and sizes are being connected to the Internet, to each other, and to people. But building this more-connected future means embedding processors and sensors in seemingly every device we use. This dramatic growth in the number of network access points will make it increasingly difficult to manage security through software alone. And for various IT sectors based on legacy operating systems, the discontinuation of security patch support is real cause for concern.

 

By accessing the data being transmitted between Internet of Things (IoT)-enabled devices in homes, cars, or offices, hackers could potentially analyze confidential information from financial transactions to patient health records. And this concern is just the tip of the iceberg when compared to possible future security issues. Network connected devices with sensors and processors will increase significantly in the coming years, and this will create the need for hardware developers and engineers to look at security in a very different way; to develop an integrated security solution for our day-to-day devices.

 

There are two major camps for hardware-based security: proprietary or closed architecture, and architecture based on industry standards. AMD is a long-time supporter of industry standards and thus has opted for the latter, joining an expansive security ecosystem based on ARM® TrustZone® technology.

 

The AMD Secure Processor is planned to be the hardware root of trust across all AMD products including client, server, graphics, and embedded businesses. Under the umbrella of AMD Secure Technology, the AMD Secure Processor joins other AMD IP innovations from the No Execute Bit to the Secure Asset Management Unit as the future of AMD’s security strategy. This type of open-standards innovation has implications across security-dependent use cases, from authentication, geo-fencing, and systems management to remote support, financial transactions, and digital rights management.

 

Together with our customers, we have identified areas of focus to enable software partners to create complete solutions for the markets we are addressing. Components of these solutions are engineered to work together, while leaving room for our OEM partners to truly differentiate for enterprise-grade platform offerings.

 

Security is no longer a task that can lean most heavily on the software industry. It’s our vision that through a hardware-based security strategy built on the industry–standard approach of ARM® TrustZone® technology, AMD will enable enhanced security options for our customers and technology partners and help ensure our increasingly digital lives are less vulnerable.

 

To learn more about AMD Secure Technology and our alignment with ARM TrustZone technology, visit amd.com/security.

 

 

 

DISCLAIMER

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.

 

AMD is not responsible for third party content and does not necessarily endorse the comments made herein.

 

©Advanced Micro Devices, Inc. All rights reserved. AMD, the AMD Arrow logo, and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other product names used in this publication are for identification purposes only and may be trademarks of their respective companies.

 

ARM and TrustZone are registered trademarks of ARM Limited in the UK and other countries. Windows is a registered trademark of Microsoft Corporation in the US and other jurisdictions.