Looking back over the last 20 years, AMD has often outperformed the competition in product competition. However, with the introduction of the Ryzen CPU, the situation immediately changed. Shogi’s Souta Fujii has manufactured its own Ryzen Threadripper machine for exploring Shogi’s AI, PlayStation and Xbox are equipped with AMD SoC, adoption is increasing in Space, and so on. Maintaining the lead of.
However, users who have recently become interested in AMD products may not know much about past era products. This time we interviewed Mr. Toshiyuki Ozawa, Senior Director, Strategic Account Sales Division, AMD Japan Co., Ltd., and Mr. Hideto Tsuchiko, National Sales Manager, Consumer Division. Looking back to the past, let’s reveal how the equation of success has now been derived.
In fact it was established around the same time as Intel. AMD with a history of more than 50 years
Q:If you’re particularly interested in home-built computers, few people will know it, but please tell us about the origins of AMD.
A:AMD was founded in 1969 in Sunnyvale, USA. It’s been a different year since it was established by Intel the previous year. AMD was an early manufacturer of compatible processors, becoming a manufacturer of CPUs and GPUs for Computers, servers, supercomputers and GPUs.
Also, since AMD Japan was founded in 1975, it will soon celebrate its 50th anniversary.
Q:How would it be simple to describe the features of AMD products?
A:AMD CPUs are so-called x86-compatible processors, but they have initiated their own path within x86. Looking back at the epoch-making events, we released “Athlon 1GHz” in 2000. At the time, the CPU clock was still in the MHz era, but AMD was the first to introduce a CPU with a clock exceeding 1 GHz.
In 2003, Opteron launched AMD64. This AMD64 was standardized as x86-64 technology and was adopted by the products of other companies.
In 2006, we acquired ATI Technologies and designed a roadmap called APU, which is a fusion of CPU and GPU.
Thus AMD has and continues to adhere to the policy of leadership in ie technology under the motto “Technology is changing the world.”
Q:What is AMD’s current internal atmosphere?
A:As a company called AMD, the number of employees is growing, but the lightness of footwork has not changed. This is largely due to the leadership of CEO Lisa Su.
Lisa is an engineer and knows every corner of the company, and communication from the top to the end is progressing rapidly. Now that the product cycle is short, I think the speed of such a drive matters.
Ryzen consistently achieved the roadmap and gained performance and reliability
Q:Ryzen is currently the leader in CPU performance. Please tell us about its strengths.
A:AMD has always been committed to the roadmap since Ryzen. One of our strengths is that we showed a roadmap and joined it. We believe that the reason why we have won the trust of users is that we have introduced new products every year and improved their performance.
Especially the fact that we have promoted multi-core and multi-threaded will be significant. According to data from Steam, a gaming platform, more than 40% of users have a CPU with 6 or more cores. From the time when 4 cores were enough, now many cores progress to 6 cores, 8 cores and more.
Not all people just play the game the way it is. There are a growing number of uses such as chatting during the game and broadcasting directly via OBS. At least 6 cores are required for such applications. If you want comfort, you need more cores. One of Ryzen’s strengths is that you can pick up to 16 cores. This is the biggest attraction for players.
Q:Are there any other scenes where you can benefit from high performance?
A:In recent years, new needs such as online meetings, online learning and background composition have emerged in Corona.
Often for college students buy a laptop, but originally it was intended for applications that do not require as much activity, such as writing reports offline. However, due to coronary heart disease, lessons have become online, and it is an unexpected thing that cheap laptops cannot deal with. 6 or more cores are required for background composition. In fact, he said his college student’s child switched from notebooks Ryzen 3 to Ryzen 7, further facilitating online lessons. I think here the 8-core Ryzen 7 is the best-selling Ryzen laptop.
We update our laptops every time a new Ryzen appears, but the amazing thing is that you can experience the performance improvement even with each generation upgraded from the Ryzen 3000 series to the 4000 series and from the 4000 series to the 5000 series. OS startup and the time to open Office are shorter and faster, while the battery life is longer. If you update it for the first time in two or three generations, you will feel the performance improve, but I think it is the strength of our product that you can feel the difference in just one generation.
Laptop Ryzen jumps ahead as performance needs grow
Q:As I mentioned earlier, companies have recently released Ryzen-equipped laptops.
A:Demand for gaming laptops due to Ryzen’s performance is a major factor, but in addition to gaming, Ryzen is now expanding into the slim and high-quality laptops fields. HP’s ENVY X series and other models have a range of Ryzen-equipped models from an early start. Improvements in performance and battery life are also major reasons to enter the thin / high quality portable computer field.
Looking at the desktop computer, the maximum is around 29%, and now it’s 25%. Looking at the ranking of Kakaku.com, 6 models of the 10 best and 7 models of gaming laptops were AMD-equipped machines. Before Ryzen appeared, the share of laptops was less than 4%, so it grew 6 to 7 times compared to that time.
Q:What about Radeon?
A:I feel like Radeon is finally in full bloom now. It is adopted not only for computer video cards, but also for embedded fields such as APU, game consoles and Tesla for electric vehicles.
AMD is currently the only manufacturer of CPU and graphics products, but it has developed not only hardware, but also software with considerable effort, and now it is Ryzen + Radeon + Radeon software in the form of “R + R + R”. I lodge.
With this combination, for example, Smart Access Memory (SAM) removes the issue point between CPU and GPU memory and improves performance, and variable index shading Radeon Boost acquires a high frame rate by suppressing image quality suppression during moving signals. With FidelityFX Super Resolution, super-resolution technology produces high-quality, high-resolution video from low-resolution imaging, and Radeon Anti-Lag reduces the time delay of GPU-generated video and improves the perceived speed of input in the game. .. I would like to appeal to the broad force including such software.
When it comes to programs, optimization and stability are also needed. In terms of stability and optimization with game inventors, AMD has switched from Adrenalin Software. Nowadays more and more games have already been optimized for Radeon products since its launch.
We are also always dedicated to the open source community in software technology. I think the open attitude usable not only for our past products but also for rival products like SAM and Fidelity FX supports the adoption of Radeon’s programming technology on Xbox and so on.
Q:What is the reason for the growing adoption of game consoles?
A:The advantage of AMD products in gaming consoles is that they have both CPU and high-quality GPU technologies, and it is possible to create SoCs that combine them. And support is very important in the embedded field. AMD is currently increasing the number of engineers, and the fact that it has focused on expanding its support system is a major reason.
AMD’s image becomes “action leader”
Q:I would also like to ask you about EPYC. Is EPYC adoption progressing not only abroad but also in Japan?
A:Japan is a bit more conservative than overseas, but more universities and companies are adopting it in markets where EPYC strengths like HPC and HCI / VDI can be used. The University of Tokyo, Tohoku University, University of Okinawa University of Science and Technology Graduate University, Internet GMO etc. are among the notable names.
Ryzen’s success and success are behind the adoption of EPYC. The fact that even those who are allowed to decide to introduce server products has heard that “Ryzen’s performance is good” has created an atmosphere of trying it out first. If the performance in the test is good, the number of adoptions will increase, and questions from major companies will increase, creating a good cycle.
Q:Do you feel that AMD is changing the image that users have?
A:I feel like my picture of AMD is getting better every day. At first it was a homemade computer, but this also affected OEM desktop computers and laptops, and I think a very good flow of gear is being created now.
It was hard to get to know AMD Ryzen at first. I think there are a lot of brands in Japan. For example, in Japan, the market share of the expensive iPhone is by far the highest. Speaking of the computer industry, the Intel brand is strong. It was a great event that Ryzen was able to destroy that brand loyalty.
Q:What about the supply of products? It’s more of a problem in the semiconductor industry than AMD, but what does AMD do?
A:New IT devices were born one after another, and many semiconductors were installed in cars and the like. Because the capacity of semiconductor manufacturing is limited, various industries and various companies compete for each other. In our field, where the needs of data centers and the like have originally grown, the computer needs such as internet meetings, internet learning and nesting demand are increasing due to the corona wreck.
However, it is difficult to increase the production of semiconductors immediately. Due to limited production, we need to focus on what AMD’s strengths are. Our strength and customer demand is technology and multi-core. Speaking of general-purpose products, they are Ryzen 9, 7 and 5. This is gradually getting better. It hurts a lot that we were not able to meet the demand for the latest generation of Ryzen 3 and other reasonably priced products, but we are in this situation.
Q:Finally, do you have a message for your readers?
A:Today’s Ryzen is amazing because you can experience the difference in performance between generations of laptops. Both performance and battery life are the best products now that performance is needed. This is because AMD is firmly committed to its roadmap almost every year. Please come and experience the latest Ryzen 5000 series laptops.
Also let’s push Ryzen 5 on the CPU now. It is a product with excellent cost performance, having 6 cores that can get comfortable performance. It is a recommended model now that the price of the parts is rising. In graphics, it’s the Radeon RX 6600 XT. It is an attractive product that is price competitive in the current situation. Also Twitter from AMD Japan (@amdjapan) But we send various information. We look forward to your continued support from AMD.