AMD to launch ultrabook platform with lower cost

As Intel is ready to launch its next-generation Ivy Bridge platform for ultrabooks in April, hoping to bring down the average price of ultrabooks to US$799-999 with enhanced performance, AMD is also set to launch its Trinity-based platform for the ultrabook market, which AMD codenamed Ultrathin, in June with an overall cost 10-20% lower than that from Intel, and the new platform is expected to attract vendors such as Hewlett-Packard (HP), Acer and Asustek Computer from placing orders.

AMD is originally set to launch Deccan platform with Krishna and Wichita APUs in June of 2012, and will upgrade to the Kerala platform in 2013 with Kabini APU to compete against Intel’s Ivy Bridge in 2012 and Haswell in 2013.

However, AMD has recently changed its strategy and will have Trinity-based APU to handle the ultrabook market and will push a low-price strategy to expand its share in the ultrabook market.

In 2012, there is expected to have a total of 75 new ultrabooks based on Intel’s platform with models based on AMD to reach 20 units. Compared to Intel’s Ivy Bridge-based ultrabooks, although AMD’s Ultrathin machines do not have any significant innovations in terms of performance or function, they have advantages over cost, which allows the average price of Ultrathin machines to be US$100-200 lower than those of Intel’s ultrabooks.

However, some notebook vendors are also concerned that AMD’s Ultrathin machines could cause a rapid price drop of ultrabook models.

Source: DIGITIMES

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