AMD's Manju Hegde targets uni drop-outs

Manju Hegde, formerly of Nvidia, now at AMD Fusion gave a talk here in Taipei to convince possible partners of the latest platform’s potential. 

Traditionally, Manju says, there has been a big chasm between discrete GPUs and integrated GPUs. The problem is when the difference is so drastic, developers coding PC games have to essentially pen two different products.

AMD’s APUs, according to Manju, are changing this.

Along with Direct X 11, Hegde says, Fusion packs a real punch for gaming. The fact there were plenty of high profile titles pre-launch of the latest AMD products helps, too.

To critics, he says: “Think of the APU as an appetiser. It whets the appetite for more performance. They say when you introduce APU, won’t it screw your GPU market? Absolutely not. That’s kinda my entire slide.”

The new Vision brand shares some similarities with its rival that shall not be named. On Hegde’s main strategy slide he says there will be a focus on media as well as security. As with Nigel Dessau’s talk the day prior, Hegde was keen to talk up HD video conferencing, too. He took the Fusion out of confusion by carefully explaining every single programme in detail, like Internet Explorer 9 and Powerpoint. Powerpoint looks great with AMD under the bonnet.

Most importantly for its future, according to Hegde, is “leveraging industry standards” like he says it has been for the last ten years. And that means support for open platforms, talking to the audience of the benefits of Open CL. An “open standard will always win,” he says.

To keep AMD’s head above water on programming, Hegde announces the company will begin targeting university drop-outs. They’re always the smartest guys, he states, name-dropping famous tech icons such as Bill Gates who left college.

A developer programme will head-hunt and help AMD’s chosen ones.