Last week, on the first day of the CeBIT show, AMD launched the big fanfare The new chipset - 780, Which is supposed to revolutionize our concept of GPUs with built-in GPUs. Later in the exhibition, we visited the company's booth, where we had a long and professional interview with Zvika Greenstein, an Israeli executive at AMD. Zvika, a former senior at ATI prior to the merger, currently serves as a senior marketing manager in the company's chipset division (We also talked to him last year, At CeBIT 2007 exhibition). After success in this field, he is now expected to move to the high-end video card market and return to its sources.
Because of his high position, it is hard to find a more suitable person in the company to answer the variety of questions about the new chip set as well as other questions. His technical expertise and professional understanding provided us with the following comprehensive interview:
Unlike the past year or two, we saw a grandiose release from AMD this time. What caused the great security at CeBIT this year?
"The launch this time is different from anything we've done to date. It's a real revolution in the computing world that should change the traditional view of built-in graphics chips. AMD is breaking out of the traditional trend of buying each component individually, and now moving to platforms. "The most that his budget can achieve, and it does not matter which processor is inside, but the only importance is for the whole complex. A chipset that is well designed and suitable to work optimally with the other factors in the system will fulfill its part in a better way."
AMD's launch event was impressive by all accounts, but technically flawed. We would like to hear a little about the significant innovations in the chipset.
"Generations from chipset generation to date have led to a 20-30% difference in performance in every technological leap. This was a clear improvement, and recent chipsets such as the 690 have been very successful around the globe - both in sales to private consumers and reputable OEMs such as HP and -DELL.
We've already seen impressive results from the UVD block in the non-integrated cards. Is this the same block, and have you made any further improvements?
"This is the exact same block, and indeed we have made further improvements that do not exist in the current generations of regular cards. The main change is in the MPEG2 decoding which is now also performed on the chip and not using the processor. We have also made conversions to adapt the decoding mechanism to the integrated environment."