Talking Heads: VGA Manager Edition, September 2010

From The Desk Of Andrew Ku

Tom’s Hardware generally focuses on its bread and butter—giving you access to reviews of the latest PC-oriented hardware to help you make the right buying decisions. But today, we introduce to you a new feature that we’d like to publish on a more regular basis. Instead of going hands-on with graphics cards, CPUs, and motherboards, we are presenting business-oriented content emphasizing the hot issues relating to technology.

It’s funny—because we spend so much time going hands-on with hardware, the same analyst firms that everyone likes to cite are the ones who call us asking about this processor generation versus that one, how AMD’s graphics match up to Nvidia’s, and so on. We’ll give those companies our assessment, and you’ll often read about it later. The difference is that business analysts are often looking at larger trends from a quarter-to-quarter or year-to-year perspective. Compare this to the reviewer’s job--comparing a product to the next or last big technology to run through the labs. For example, IT administrators want to know if AMD’s new Opteron offerings provide better value over Nehalem-based Xeons. Meanwhile, business-focused readers want to know where and to what degree AMD can retake server market share.

So, on an early morning in June, Chris Angelini and I started tossing ideas back and forth, trying to figure out how to bring business content to Tom’s Hardware (he had already embarked on this quest after building a Xeon 5600-based machine). One of the ideas that I suggested stuck: start  an industry dialogue about some of the most prevalent business trends and strategies.

However, we don’t want to just talk about our own opinions. This is an old and tired approach, and our insight isn’t necessarily straight from the horse’s mouth. Instead, our idea was to bring together leading industry figures directly involved in R&D, as well as the early product deployment process, to talk about hot topics

We should make clear these are not marketing representatives sent to evangelize certain agendas. If they are, they’re pulling double duty as product managers. The primary duty of public relations is to get good press, and sometimes it is hard to get those folks out of that mode without having to resort to alcohol (Chris and I are both in agreement that it would probably be unwise to do so, anyway).

We specifically chose to talk to people in charge of the technical aspect of their company’s graphics business. Depending on the organization, we carefully selected GMs, VPs, heads of departments, and R&D engineers. It is important to note that these are people from headquarters, meaning they bring us their ideas from a global perspective.

There were no barriers in our quest. If we needed to use another language to find the people we wanted, we used it (that’s the beauty of working for a global media company). Distance did not deter us, and if you saw our international phone bill, you’d understand our dedication to this project. No stone was left unturned to find the people we needed. To our participants out there, we extend our most gracious thanks and sincerest apologies  for the constant pestering.

Ultimately, we see this as a way to bring a better sense of industry dialog, answer a lot of your questions, end a lot of speculation, and hit you with surprising insights on the current and upcoming industry trends.

  • Who knows, By 2020, AMD would have purchased Nvidea and and renamed Geforcce to GeRadeon... And talk about considering integrating RAM, Processor, Graphics and Hard drive in Single Chip and name it "MegaFusion"... But there will still be Apple selling Apple TV without 1080p support, and yeah, free bumpers for your Ipods( which wont play songs if touched by hands !!!)
  • Kelavarus
    That's kind of interesting. The guy talked about Nvidia taking chunks out of AMD's entrenched position this holiday with new Fermi offerings, but seemed to miss on the fact that most likely, by the holiday, AMD is going to already be starting to roll out their new line. Won't that have any effect on Nvidia?
  • TheStealthyOne
    I've been waiting for this article! Yes :D
  • The problem I see is while AMD, Intel, and Nvidia are all releasing impressive hardware, no company is making impressive software to take advantage of it. In the simplest example, we all have gigs of video RAM sitting around now, so why has no one written a program which allows it to be used when not doing 3d work, such as a RAM drive or pooling it in with system RAM? Similarly with GPUs, we were promised years ago that Physx would lead to amazing advances in AI and game realism, yet it simply hasn't appeared.

    The anger that people showed towards Vista and it's horrible bloat should be directed to all major software companies. None of them have achieved anything worthwhile in a very long time.
  • corser
    I do not think that including a IGP on the processor die and conecting them doesn't means that discrete graphics vendors are dead. Some people will have graphics requirements that will overhelm the IGP and connect an 'EGP' (External Graphics Processor). Uhmmmm... maybe I created a whole new acronym.

    Since the start of that idea, believed that IGP on the processor die could serve to offload math operations and complex transformations from CPU to IGP, freeing CPU cycles for doing what is intended to do.

    Many years ago Apple made somewhat similar to this with their Quadra models that sported a dedicated DSP to offload some tasks from the processor to the DSP.

    My personal view on all this hype is that we're going to a different computing model, from a point that all the work was directed to the CPU and making some small steps making that specialized processors around the CPU do part of the work of the CPU (think on the first fixed instruction graphics accelerators, sound cards that off-load CPU, Physx and others).

    From a standalone CPU -> SMP ->A-SMP (Asymetric SMP).
  • silky salamandr
    I agree with Scort. We have all this fire sitting on our desks and it means nothing if theres no software to utilize it. While I love the advancement in technology, I really would like devs to catch up with the hardware side of things. I think everybody is going crazy adding more cores and having an arms race as a marketing tick mark but theres no devs stepping up to write for it. We all have invested so much money into what we love but very few of us(not me at all)can actually code. With that being said, most of our machines are "held hostage" in what they can and cannot do.

    But great read.
  • corser
    Hardware should be way time before software starts to take advantage of it. Has been like this since the start of the computing times.
  • Darkerson
    Very informative article. I'm hoping to see more stuff like this down the line. Keep up the good work!
  • jestersage
    Awesome start for a very ambitions series. I hope we get more insights and soon.

    I agree with Snort and silky salamandr, we are held back by developments on the software side. Maybe because developers need to take backwards compatibility into consideration. Just take games for example: developers would like to keep the minimum and even recommended specs down so that they can get more customers to buy. So we see games made tough for the top-end hardware but, thru tweaks and reduced detail, can be played on a 6-year old Pentium 4 with a 128mb AGP card.

    From a business consumer standpoint, and the fact that I work for a company that still uses tens of thousands of Pentium 4s for productivity related purposes, I figure that adoption of the GPU/CPU in the business space will not happen for another 5-7 years AFTER they launch. There is simply no need for an i3 if a Core2 derivative Pentium Dual Core or Athlon X2 could still do spreadsheet, word processing, email, research, etc. Pricing will definitely play into the timelines as the technology ages (or matures) but both companies will have to get money to pay for all that R&D from somewhere, right?
  • smile9999
    great article btw, out of all this what I got seems that the hyprid model of cpu/gpu seems more of a gimmick that an actual game changer, the low end market has alot of players, IGPs are a major player in that field and they are great at it and if that wasnt enough there still is nvidia and ati offerings, so I dont think it will really shake the water much as they predict.