AMD sharpens focus on latest multimedia technologies

Written by Tim Smalley

February 14, 2008 // 1:35 p.m.

BARCELONA, SPAIN — Feb. 13, 2008 — Today at the GSMA Mobile World Congress, AMD (NYSE: AMD) announced an expanded portfolio of products and technologies to enable such popular, media-rich applications as mobile TV, 3D games and high-fidelity audio, delivering immersive entertainment to tomorrow’s mobile phones and handheld devices.

AMD has enhanced its established line of innovative, open-standard handheld device technologies with upcoming AMD Imageon™ processors, as well as next-generation 3D and vector graphics cores available for licensing. These new AMD offerings are designed to allow device manufacturers and network operators to support today’s most popular applications, as well as cutting-edge applications that will thrill tomorrow’s mobile consumer.

“Today’s mobile consumers demand devices and services capable of providing outstanding entertainment. AMD is committed to enabling advanced graphical interfaces that deliver The Ultimate Visual Experience™ on the go,” said Adrian Hartog, senior vice president and general manager of AMD’s Consumer Electronics Group. “Our latest handheld technologies allow AMD to better address new and emerging applications, such as 3D gaming and mobile TV, as well as satisfy today’s consumers who crave portable music players and full-function touch-screen mobile phones.”

According to analyst firm iSuppli, premium mobile content such as music, games and video is gaining momentum as a key revenue driver for network operators. In fact, mobile content now surpasses messaging as the largest data segment, representing 51 percent of total data revenue.*

“In many mobile phone markets worldwide, voice and messaging services are beyond the point of saturation,” said Pam Tufegdzic, analyst, iSuppli Corporation. “To continue to grow their subscriber base and increase return on their investments, network operators no longer see premium mobile content as a value-added competitive advantage, but rather as a mainstream service necessary for market entry.”

As a leading supplier of media processors and graphics cores for the handheld market, AMD works with an ecosystem of device makers, software developers and baseband suppliers to deliver innovative technology solutions that can yield truly immersive mobile content.

The latest technology offerings to broaden the popular family of AMD Imageon processors will include:

* AMD Imageon D160 mobile TV solution, a complete hardware and software package that will enable OEMs to design cutting-edge mobile devices that receive over-the-air broadcast TV signals transmitted in the DVB-T and DVB-H standards, currently used in various markets worldwide. This turnkey, antenna-to-display solution also will enable mobile TV functionality to be designed in a USB-powered device for watching live television on notebook PCs, PDAs, portable media players and other USB-enabled handheld devices.
* AMD Imageon M210 audio processor is designed to enable a high-definition, fully integrated audio subsystem capable of delivering more than 100 hours of music playback in airplane mode. This new audio processor will be ideal for both multi-function, mainstream mobile phones and portable music players.
* AMD Imageon A250 application processor for feature phones will combine the best of AMD’s latest multimedia technology for video recording and playback, photo imaging, and high-resolution displays, offering performance rivaling today’s stand-alone consumer electronics devices while maintaining long system battery life. This new application processor is designed to help phone manufacturers reduce the time and cost associated with system integration.

Graphics To Go
AMD is committed to delivering stunning graphics to consumers everywhere by licensing intellectual property (IP) to mobile chipset suppliers. AMD announced several IP deals during the past year as part of this business. Building on that success, unique next-generation AMD graphics cores are available to leverage the same innovative AMD technology that provides an immersive graphics platform from PCs to game consoles such as the Microsoft® Xbox 360™ video game and entertainment system.

* AMD Z180 OpenVG 1.x graphics core offers the only available hardware-accelerated native vector graphics solution, ideal for advanced user interfaces, navigational systems and portable devices optimized for animation and Flash®-style content.
* AMD Z460 OpenGL ES 2.0 graphics core will deliver fully programmable shader models for realistic 3D graphics, designed to revolutionize the mobile gaming experience for portable devices.

New AMD handheld technology will be available for OEMs and silicon supplier licensees to sample beginning this month. Features enabled by these new products and technologies are expected to start appearing in mobile devices in late 2008 and 2009.

AMD and Handheld Graphics
With the acquisition of ATI Technologies in 2006, AMD is a leading supplier of discrete media processors and graphics IP to the handheld market, having shipped nearly 250 million AMD Imageon media processors during the product lifetime. AMD Imageon media processors support a variety of multimedia functions, including mobile TV, video, photography, video telephony, music and 3D graphics processing.

About AMD
Advanced Micro Devices (NYSE: AMD) is a leading global provider of innovative processing solutions in the computing, graphics and consumer electronics markets. AMD is dedicated to driving open innovation, choice and industry growth by delivering superior customer-centric solutions that empower consumers and businesses worldwide. For more information, visit http://www.amd.com.

Media: For images and more information, please visit www.amd.com/mobilecongress/presskit

*According to iSuppli Corporation’s Q4 2007 Mobile Multimedia Content Market Tracker

AMD, the AMD Arrow logo, AMD Imageon, and combinations thereof, are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.
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