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AMD Business

3 Posts authored by: gary.silcott Employee


The annual HPE Discover event opens for business June 7th in Las Vegas, the first time it has been held under the new HP Enterprise company banner in the United States. AMD will be there, too, showing off a range of products spanning from thin clients and workstations, all the way up to Opteron-based servers, as well as delivering a few topical sessions to attendees.


Delivering an end-to-end virtualized IT infrastructure solution from the datacenter to the client endpoint is a key theme for AMD at the show. In the datacenter, AMD delivers an APU-based, application specific workload solution for the HPE ConvergedSystem 100 (part of project Moonshot) and the Opteron 6300 for CPU focused virtualized workloads. At the end-points, AMD is the market share leader in thin-clients and we’re proud to be at Discover to talk about how our embedded processors provide the perfect balance of performance, immersive graphics and energy efficiency HP requires. We also expect plenty of buzz from attendees curious to hear more about our upcoming “Zen” core that was first demonstrated last week at Computex!


On the graphics side of the house, a speaking session by Michael DeNeffe, director of virtualized graphics, will cover AMD’s Multiuser GPU, or MxGPU, a new technology that virtualizes graphics in silicon, offering a more secure, consistent and better value on HPE servers. We will be demonstrating MxGPU running on HPE servers for the first time.  Our engagement with HPE with graphics is extensive, with the AMD FirePro brand owning a prominent position across a number of HP workstation offerings.


Finally, virtual reality is the buzzword everywhere in the technology industry this year (and probably for years to come), and the enterprise segment is also considering its potential. AMD will be demonstrating the Oculus Rift system powered by an AMD graphics card that is sure to surprise attendees with its smooth, seamless experience.

Full details on AMD’s booth location and speaking sessions are available on our Sponsor Page. Hope to see you there!


Gary Silcott is Senior Manager, Product Communications, for 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.


By Stephen Turnbull, Director of Marketing, Vertical Segments


AMD has experienced success in numerous embedded computing markets, perhaps none more so than with “thin clients.” They are thin because they have little or no local storage and often serve as intelligent front-ends for server or cloud-based applications. This success reflects our position of offering high-performance thin clients for demanding applications. In particular, AMD thin clients have a strong value proposition for visual computing, which is any business-class embedded system that mixes computation with single- or multi-display capabilities at a compelling performance per dollar per watt.


AMD is a significant player in the thin client market and is well positioned for continued growth given that AMD has achieved the leading market share for thin clients, based on internal reports, and continues to sign deals with major thin client manufacturers.


Success comes when we leverage innovative technologies across multiple market spaces. Think of the AMD Accelerated Processing Unit (APU). We’ve seen success in the traditional client space with performance desktop and notebook, and we’re seeing increasing interest in the thin client space.  So, what type of thin client applications would need an x86 AMD APU? A couple of key markets stand out. Local, state and federal governments are a big user. Why? A key advantage for AMD thin clients based on the Embedded G-Series APU is built-in security. Each APU includes an AMD Secure Processor based on ARM® TrustZone® architecture with an independent ARM Cortex®-A5 processor, eFused keys and a crypto co-processor. This allows functionality such as Trusted Platform Module 2.0 that stores RSA encryption keys specific to the host system for hardware authentication ensuring that deploying thin clients does not mean adding points of weak security to a user network.


Banking is another area of strength for thin clients with an AMD APU. For bank tellers and even professional bankers, there’s no need for local storage at the client. What is needed is fast processing and strong visuals to graphically depict account status and financial products. The strong graphics performance of the native APU or with an AMD Radeon™ discrete embedded GPU can drive dual 1080P screens with the pending support for dual 4K including H.265 video. Other display technologies from AMD include AMD Eyefinity technology, which allows a single image to be spread over multiple screens, and “dual graphics,” which allows an APU and discrete GPU (dGPU) to work together to provide higher graphics performance. This is a significant benefit in the financial services market, including stock brokers and traders who often work with multiple, high resolution displays.


Recent design wins with FujitsuHP, and Samsung validate that thin clients using an AMD APU provide more-than-ample horsepower for data movement, encryption/decryption of central server data, and even local on-the-fly video encode/decode for video conferencing or multimedia streaming. Besides financial services and government, other users include call centers, kiosks, and hospitals, “smart” monitors and TVs, military command posts and other multi-user, virtualized installations.


AMD provides impressive performance per dollar per watt, strong security, sophisticated power management, and superior graphics performance. The product lineup includes an unparalleled range of pin- and software-compatible offerings, helping to address multiple model needs for our clients. AMD has what customers want from their thin clients.


Stephen Turnbull is Director of Marketing, Vertical Segments, for 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.


By Mark Papermaster, Senior Vice President and CTO, AMD


The streets of downtown Austin, just cleared of music festival attendees and auto racing fans, are now filled with enthusiasts of a different sort. This year the city is host to SC15, the largest event for supercomputing systems and software, and AMD is on site to meet with customers and technology partners.  The hardware is here, of course, including industry-leading AMD FirePro™ graphics and the upcoming AMD Opteron™ A1100 64-bit ARM® processor. However, the big story for AMD at the show this year is the “Boltzmann Initiative”, delivering new software tools to take advantage of the processing power of our products, including those on the future roadmap, like the new “Zen” x86 CPU core coming next year.  Ludwig Boltzmann was a theoretical physicist and mathematician who developed critical formulas for predicting the behavior of different forms of matter. Today, these calculations are central to work done by the scientific and engineering communities we are targeting with these tools.


First though, just a quick review of what ties this story together: Heterogeneous Computing. The Heterogeneous System Architecture (HSA) Foundation was created in 2012, with AMD as a founding member, to make it dramatically easier to program heterogeneous computing systems. Heterogeneous computing takes advantage of CPUs, GPUs, and other accelerators such as DSPs and other programmable and fixed-function devices to help increase performance and efficiency with the goal of reduced energy use. The GPU in particular is a critical component since general purpose computing on a GPU (GPGPU) makes large performance gains achievable for certain applications through parallel execution. However, while effectively harnessing the GPU for computing has become easier, AMD is taking a huge leap forward today with the announcement of the Boltzmann Initiative and its three key new tools for developers.


The first innovation is our new, heterogeneous compute compiler (HCC) for C++ programming. Over the last several years, it’s been possible to program for GPU compute through the use of OpenCL™, an open industry standard language, or the proprietary CUDA language. Both provide a general-purpose model for data parallelism as well as low-level access to hardware. And while both are significant improvements in both ease and functionality compared to previous methods, they still require unique programming skills. This is a problem because the potential for leveraging the GPU is so great and so diverse. Applications ranging from 3D medical imaging to facial recognition, from climate analysis to human genome mapping can all benefit, to name a few.


Ultimately, for heterogeneous computing to become a mainstream reality, these technologies will need to become accessible to a majority of the programmers in the world through more familiar languages such as C++. By creating a logical model where heterogeneous processors fully share system resources such as memory, HSA promises a standard programming model that allows developers to write code that can run seamlessly on whatever processor block is best able to execute it. The idea of matching the right workload to the right processor is compelling and being embraced by many hardware and software companies. The new AMD C++ compiler makes that idea a whole lot easier to execute.


Second is our new Linux® driver. While the Windows® operating system is fantastic and supports billions of consumer client devices and commercial servers, Linux is highly popular in technical and scientific communities where collaboration on application development is the traditional model to maximize performance. By making an all new Linux driver available, AMD is helping expand the developer base for heterogeneous computing even further. Important benefits for the programmer of this new, headless Linux driver include low latency compute dispatch, peer-to-peer GPU support, Remote Direct Memory Access (RDMA) from InfiniBand™ interconnects directly to GPU memory, and Large Single Memory Allocation support. Combined with the new C++ compiler, the Linux driver is a powerful addition to the Boltzmann Initiative.


Finally, for applications already developed in CUDA, they can now be ported into C++. This is achieved using the new Heterogeneous-computing Interface for Programmers (HIP) tool that ports CUDA runtime APIs into C++ code. AMD testing shows that in many cases 90 percent or more of CUDA code can be automatically converted into C++ by HIP. The remainder will require manual programming, but this should take a matter of days, not months as before. Once ported, the application could run on a variety of underlying hardware, and enhancements could be made directly through C++. The overall effect would enable greater platform flexibility and reduced development time and cost.


The availability of the new C++ compiler, Linux driver and HIP tool means that heterogeneous computing will be available to many more software developers, substantially increasing the pool of programmers. That’s a tremendous amount of brain power that can now create applications that more readily take advantage of the underlying hardware. It also means many more applications can take advantage of parallelism, when applicable, enabling better performance and greater energy efficiency. I encourage you to stop by booth #727 at the Austin Convention Center this week to learn more!


Mark Papermaster is Senior Vice President and Chief Technology Officer, 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.


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