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Subject: AMD Licenses Direct Rambus for K7 Line Date: 10/29/2000 4:22 PM
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http://www.ebnews.com/story/OEG19981008S0002

A Very nice article for us.

AMD Licenses Direct Rambus For
K7 line

By Andrew MacLellan
Electronic Buyers' News
(10/08/98, 09:55:12 AM EST)

Advanced Micro Devices Inc. today said it will adopt the Direct
Rambus DRAM memory interface for the K7 microprocessor line
the company is readying for next year's PC market.

The K7 will support Direct RDRAM and existing PC-100 SDRAM
with separate chipsets. AMD will manufacture the Direct RDRAM
chipset itself.

Though it has stumbled in the processor arena, the Sunnyvale,
Calif., rival to Intel Corp. has begun to make progress in the
growing sub-$1,000 PC market with its cost-conscious K6 CPU
design.

Next year, AMD will attempt to break into Intel's market stronghold
with the K7 is aimed at so-called performance-class PCs. With the
bulk of the high-end PC industry planning a shift to the Direct
RDRAM interface next year, AMD saw the memory's 1.6-Gbyte/s
bandwidth as a necessary ingredient to its OEM strategy,
according to Richard Heye, vice president and general manager of
the company's K7 division.

"From our roadmap, if you look at the commodity DRAM market
going forward for the next couple of years, the next consumer-level
DRAM is going to be Direct RDRAM," Heye said.

AMD, whose chipsets to now have been manufactured by
third-party suppliers, did not release Direct RDRAM chipset
development details or indicate when it would bring the device to
market.

AMD's approach differs from that of Intel, whose Camino chipset
will support Direct RDRAM, and, through use of a specially
designed memory module known as a synchronous-RIMM
(S-RIMM), will be backward compatible to PC-100 SDRAM.

Instead, AMD opted for two separate chipsets, which it said will
give its customers greater flexibility in choosing memory options.
"One thing we expressly elected not to do was to tie the fate of the
K7 directly in with Rambus," Heye said.

As for S-RIMM compatibility, AMD is still exploring the option.
"We're looking at that right now, but we haven't made any
decisions," Heye said. "We'll look at the market and do whatever
makes our OEMs happy."

For Rambus, whose royalty-based licensing model created waves
when it entered the price-sensitive DRAM market, the AMD deal
further validates its architecture. "I think that Intel and AMD
combined now have about 95% of the x86 CPU market," said
Subodh Toprani, vice president and general manager for Rambus'
logic division. "In the PC space, that makes Rambus the
standard."

AMD Licenses Direct Rambus For
K7 line

By Andrew MacLellan
Electronic Buyers' News
(10/08/98, 09:55:12 AM EST)

Advanced Micro Devices Inc. today said it will adopt the Direct
Rambus DRAM memory interface for the K7 microprocessor line
the company is readying for next year's PC market.

The K7 will support Direct RDRAM and existing PC-100 SDRAM
with separate chipsets. AMD will manufacture the Direct RDRAM
chipset itself.

Though it has stumbled in the processor arena, the Sunnyvale,
Calif., rival to Intel Corp. has begun to make progress in the
growing sub-$1,000 PC market with its cost-conscious K6 CPU
design.

Next year, AMD will attempt to break into Intel's market stronghold
with the K7 is aimed at so-called performance-class PCs. With the
bulk of the high-end PC industry planning a shift to the Direct
RDRAM interface next year, AMD saw the memory's 1.6-Gbyte/s
bandwidth as a necessary ingredient to its OEM strategy,
according to Richard Heye, vice president and general manager of
the company's K7 division.

"From our roadmap, if you look at the commodity DRAM market
going forward for the next couple of years, the next consumer-level
DRAM is going to be Direct RDRAM," Heye said.

AMD, whose chipsets to now have been manufactured by
third-party suppliers, did not release Direct RDRAM chipset
development details or indicate when it would bring the device to
market.

AMD's approach differs from that of Intel, whose Camino chipset
will support Direct RDRAM, and, through use of a specially
designed memory module known as a synchronous-RIMM
(S-RIMM), will be backward compatible to PC-100 SDRAM.

Instead, AMD opted for two separate chipsets, which it said will
give its customers greater flexibility in choosing memory options.
"One thing we expressly elected not to do was to tie the fate of the
K7 directly in with Rambus," Heye said.

As for S-RIMM compatibility, AMD is still exploring the option.
"We're looking at that right now, but we haven't made any
decisions," Heye said. "We'll look at the market and do whatever
makes our OEMs happy."

For Rambus, whose royalty-based licensing model created waves
when it entered the price-sensitive DRAM market, the AMD deal
further validates its architecture. "I think that Intel and AMD
combined now have about 95% of the x86 CPU market," said
Subodh Toprani, vice president and general manager for Rambus'
logic division. "In the PC space, that makes Rambus the
standard."

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