AMD officially launched the second generation of Ruilong 2000 series processors based on the 12nm process and Zen+ architecture. The performance in all aspects has been greatly improved, and the price/performance ratio has also reached new heights.
In recent media exchanges, AMD Global Vice President, President Pan Greater China, Senior Vice President, Jim Anderson, General Manager, Computing and Graphics Group, Joe Macri, Global Vice President and Chief Technology Officer, David Mcafee, Product Management and Customer Strategy Director The four senior leaders also jointly accepted media interviews and talked about the second generation of Ruilong and AMD's future development plans.
Reporter: Now that semiconductor technology is increasingly challenging, AMD will skip 10nm and move directly to 7nm after 12nm. Why is AMD making such a radical choice? Is it difficult to cooperate with GlobalFoundries? How to overcome it? ?
Joe Macri: The cooperation with GlobalFoundries is not a challenge, because AMD and GlobalFoundries have very good cooperation, running in history, GlobalFoundries was also a part of AMD, so AMD's relationship with them is more of a brother-like close cooperation.
Regarding the process technology issues, AMD is also working with the engineering team to explore the physical limits of the entire chip design. Due to the limitations of the chip structure, it is now necessary to do more, more complicated processing, and consider the overall cost of the system, and from the perspective of the customer. We must ensure that the performance per unit of cost is also optimal, so we must ensure that the process node chosen is of significance to both ourselves and the customer when doing any deployment.
This is why AMD decided to develop 7nm process technology. This is also the conclusion we have reached after discussion with GlobalFoundries.
Reporter: There are a lot of Intel Core Duo models, and the first batch of the second-generation Ruilong products only has four models. Do you not know if there are some market changes in the strategy of AMD?
Jim Anderson: AMD’s market strategy is very solid and will not change easily Four second-generation Ruilong desktop processors can cover the entire product range from entry to high-end in terms of value and performance, and are also a very good choice from the standpoint of price. This series of products can give users enough autonomy. , Let the user choose.
on the other hand, When AMD makes any product-related decisions, such as the planning of product roadmaps, and the technologies supported by a certain processor, it will take customer requirements as the first priority, and think from the perspective of the customer which combination is optimal, such as the number of cores. Process technology, cost-effective, based on the ultimate customer's needs as the original intention and our entire decision-making criteria.
Reporter: AMD's first-generation Ruilong has performed very well and has achieved great success in the market. What is AMD's expectation of the second generation of Ruilong? What kind of heights does it think it can achieve? For example, in terms of market share and What changes can the consumer make in terms of choosing concepts?
Jim Anderson: AMD's first generation of Ruilong has been very successful, and the second generation of Ruilong is expected to follow the success of a generation of products, from the revenue and market share will continue to maintain the momentum of development. The market for the first generation of Ruilong The processor has high enthusiasm, mainly because we have deployed corresponding products at each price segment, and have a tremendous performance over competitive products of the same class.
AMD has been thinking about how to provide the best performance for users and customers with different needs. So to a certain extent, AMD hopes to guide and change customers' expectations for AMD products. That is, as long as consumers buy Ruilong products, no matter what you What is the price to buy, AMD can provide the best performance. The second generation of Ruilong will continue this theme and strategy.
In addition, the user's impression of the product line is very important to us. We hope that Ruilong will become synonymous with high performance, just as Ferrari represents a high-performance sports car. AMD's second-generation Ruilong now appears to be able to represent both performance and technology. High-performance products, for AMD to enhance a very strong brand image. In Shanghai in the 2018 F1 Chinese Grand Prix, AMD also cooperated with Ferrari to sponsor their team.
Joe Macri: I'm glad to see Ruilong's name match the high performance. The AMD team of engineers is very encouraged by this, so AMD's engineering team will go all out to look forward to the next product design. Can create a better brand image.
Reporter: For a product to be sold, good products, good channels, and good partners are indispensable. Compared with the first-generation Ruilong products, we see that AMD's partners have significantly increased the situation. After one year, what is the status of AMD's efforts in ecological chain building and the preparation of its partners? Is there a more significant improvement?
Jim Anderson: In 2018, AMD’s OEM partners consisted of five major companies: Lenovo, HP, Acer, Dell and Asus. This year, the top five brands and other brands expect to see more than 60 new OEM products. Most of them are Lenovo 720s. Thin and light notebooks, other OEMs will also launch similar products one after another. Stay tuned.
Reporter: The first generation of Rui Long has a very classic 1800X, but the second generation of Rui Long did not see the corresponding 2800X to replace it. Does this mean that the follow-up has a continuation of the classic model?
Jim Anderson: In AMD's second generation of Ruilong processors, the 2700X and 2700 both cover several important market price segments in terms of price and performance. Of course, we do not rule out a future in this year. At that time, the Ruilong 2800X will be introduced.
Reporter: AMD's second-generation Ruilong has adopted the 12nm process for the first time. Will AMD use 12nm for its APU or future products?
Jim Anderson: In addition to the Zen+ II generation of the 12nm process, AMD is still developing the Zen 2 core architecture based on 7nm process. AMD engineers have done a long time deduction. We have to wait until the progress and maturity of the 7nm process technology. Closer to the release can be more about the details.
In addition, engineers are still working on the third-generation core Zen 3 technology, so in 2018 there will be a series of products around 12nm.
AMD now adopts a multi-generational roadmap approach, so each generation of products will have more cores, more features, more innovation, and then in the next few years, there will be new products coming out to ensure AMD’s In an invincible position, we can also ensure a steady stream of product momentum. We will launch new products in the second half of 2018 and 2019.
Reporter: AMD's first generation of Ruilong let its opponents unexpectedly, and achieved better performance and specifications than competing products. The strong Ruilong products actually made opponents pay more attention to the market. Some cheap scatter products appeared on the market this year. The product, which undermines the price system, is a challenge for Reynolds. Will AMD have some new changes in its marketing strategy? For example, do some planning with channel manufacturers and partners to improve or maintain their own products? Advantage?
Jim Anderson: AMD will do its utmost to maintain product competitiveness. We will all focus on the customer, customer first, to ensure that in the customer's benefit, so that they can buy the product to achieve the best performance.
Recall that when AMD introduced the first generation of Ruilong desktop processors last year, the price of its flagship product 1800X was 3,999 yuan, which represented the highest level of desktop processor in the industry at that time. Let's compare the one year after today we launched Ruilong 7 2700X processor, it brings higher performance, but its price is far lower than the pricing of 1800X at that time, the price is only 2699 yuan!
So in terms of performance per unit cost, AMD has made a huge leap forward. Of course, in addition to doing a good job on the price/performance ratio, AMD will also do some work with the partners to jointly promote the market, ensuring that AMD can maintain its strong competitiveness.
Joe Macri: AMD considers customers first. It is not just about CPU power, but there is also a lot of progress in the motherboard architecture. Although our new StoreMI technology is mainly adapted to the 400 series new motherboards, it is also compatible with the previous generation of 300 series motherboards.
In this way, we provide the most basic protection for our customers' existing investments. Customers do not need to abandon their original investments and do not need to repurchase new products to cause waste. They can enjoy the benefits of AMD's innovation at every step with the lowest cost.
This is a decisive factor that motivates customers to continue to choose AMD to join forces. We will continue to win the hearts of people in this market.
Pan Xiaoming: AMD hopes to provide users with better performance and achieve the stability of the entire market atmosphere and customer groups. AMD's strategy is to continue to provide box-pack processors in the DIY market. It will not disrupt the normal development of the market by distributing discrete products to the retail market. This way our thinking will be clearer and the prices of the products of all parties will be more fair and reasonable.
Reporter: We discovered during AMD's first generation of Ruilong tests that some games such as "Civic 5" optimized multi-threading very well. This also allows many players to expect that AMD's future games will not be multi-threaded. On the same time, AMD's competitors will also dispatch engineers to move into the game developer company to solve related problems. At present, AMD has entered the second-generation Ruilong processor market, and then the game manufacturers In the follow-up cooperation, can we share with you?
Jim Anderson: Many newly-listed games are now very friendly to multithreading, so we will maintain the core and threading advantages of AMD's new processors. The consensus in the industry is that games will continue to evolve toward multithreading in the future, in this case AMD Dragon products will be in a very advantageous position. DX12 and multi-threaded optimization are the general direction of future games, which is why users choose AMD products.
David Mcafee: Emphasize that Vulcan is a great API. It has great advantages for multi-threaded games. Its prototype is Mantle developed by AMD, and finally formed the industry standard now familiar to everyone. AMD, NVIDA and Intel are all This API holds an important right to speak and vote, so that Vulcan can become the industry standard, so in the future, multi-threaded games must have a very bright future.
It will take longer for new engines and new games to be accepted in the market, and it will take longer for multithreading to lead the entire game industry. We certainly hope that it will go faster and it will be better able to bring AMD's second-generation Ruilong. The advantages of the product come into play.
There are already some new game engines that have strengthened multithreading optimization. This momentum may change from quantitative to qualitative in 2018 to 2020, but there is no doubt that future games will be a trend for multithreading.
The specific cooperation, today mentioned "FarCry 5", which is the latest classic case of the game closely matching AMD products. AMD's hardware products have been optimized a lot, and many other games are still in the process of development, but we can't At this point of time go too much disclosure and comment.
There are also the famous game companies Bethesda, AMD and they jointly developed a number of the latest games, including their recent VR masterpiece "German Headquarters" (Wolfenstein 3D, also known as "Assassination Hitler").
In summary, AMD and many game companies and game engine developers all have a lot of resources and close cooperation.
To add one more point, AMD’s ongoing efforts and investment are not just for gaming, actually For AMD processor products, there are many programs to do optimization, and there are various kinds of close cooperation with Microsoft to ensure that everyone has a better experience when using Windows. Games, applications, operating systems, are indispensable, This is the direction that AMD has been working hard.
Reporter: AMD's second-generation Ruilong desktop processor is named Ruilong 2000 series, and Ruilong APU is also Ruilong 2000 series. We know that Ruilong II is a 12nm Zen+ architecture, and Ruilong APU is a 14nm Zen architecture. Why should we put the two products with different architectures into the 2000 series? Will this cause some problems for users when purchasing?
Jim Anderson: AMD's product positioning and naming will be as easy as possible when the customer chooses to purchase. Our AM4 platform can do a very good intergenerational compatibility, very convenient upgrade. No matter if it is the first Deloitte and the second generation of Ruilong processors, whether they are 300 series motherboards or 400 series motherboards, can be matched and compatible to meet the needs of different customers, and protect the customer's investment.
In order to reassure our customers, we will also affix trademarks that are compatible with the certified products on the new motherboards. Customers can use the latest Ruilong products as soon as they update the BIOS. This work will be completed jointly with the motherboard manufacturers. perfect.
David Mcafee: For the naming issue of APU products, in fact it already has some of the features and features of the Zen+ architecture, such as lower memory latency, better memory overclocking, etc., as well as some advances in SenseMI technology, so With the 2000 series to name Ruilong APU is more appropriate. This naming method is more combined with product features and functions.
Jim Anderson: We hope that everyone will discuss AMD's second-generation Ruilong desktop processor and be sure to look at AMD's very robust product roadmap in the future. The launch of the second generation of Ruilong products is an important node. It proves that AMD has a long-term goal. We will steadily introduce multi-generational product roadmaps in the next few years. Each generation will have new innovations and bring higher products. The competitiveness.
The first-generation and second-generation Ruilong processors are just a good start. In the next three generations, four generations and five generations, there will be further advancement and continuous improvement in performance and function. We will be from 2018 to 2020. We will maintain a highly competitive and outstanding product. Let us look forward with confidence.
