Formerly About Advanced Micro Devices Message Board

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Politics : Formerly About Advanced Micro Devices

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To: charles moore who wrote (26804)	12/16/1997 8:07:00 PM
From: Bill Jackson	Read Replies (1) of 1576361

Charles, Thanks for the reference. I read about it. As I see it as long as AMD and Cyrix sell their chips COD they can let the PC makers duke it out. Since the two chips are different they are not exact head to head so they can both prosper under the lowering Intel umbrella. The critical point will occur when Intel cuts the price to get that market and AMD and Cyrix just meet the price and not beat it. Will the Intel Inside mantra still raise the faithful? Already I see a preference for AMD among the knowledgeable(the slight premium for AMD K6 chips). I get few people who ask for "Intel" as a chip preference as they are just buying a computer. Who asks for "Robertson" screws in their stereo?, but all manufacturers know they are better than Phillips, but a bit more money as they are harder to make. So in my stores we just say the speed, 200MMX and when they ask is it MMX we say it is MMX compatible even when it is Intel MMX inside, as this decouples MMX from Intel. After all MMX is MMX compatible. So I can see commoditisation and loss of name recognition occurring, even as Intel strives and fails to keep it at the forefront. How will Intel combat this?, more integration into motherboards and included video and audio and SCSI wide etc on the MB, which is sold as an entity to fit standard cases. In addition complete systems can expand, however the whole box will become a commodity and who cares about AMD/Intel/Cyrix, they will just look at the specs. Those who make the cheapest and most parts will win, so Intel will still propser but the earnings per share will be crippled and the price will drop even more in the new year. There is no mechanism to increase the profits as there is no mechanism to increase the price. Bill

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