The notebook market is doomed with hybrid devices to be the future of mobile computing, AMD executives have claimed.
Speaking to TrustedReviews about AMD’s new SoC (system on chip) platforms “Temash” and “Kabini”, Director of Mobility at AMD Kevin Lensing stated that “the growth in the traditional notebook is gone, it’s on the decline.”
One of the reasons, he claims, is the fact that traditional laptops did not keep pace with tablets and hybrids. In particular poor quality displays, limited mobility and slow boot speed have driven consumers away from Windows and towards Android and iOS ecosystem devices.
“We think the hybrid is the notebook of the future” Lensing stated. Suggesting there will be numerous pitfalls along the way he added: “Some form factors will have a short shelf life and there’s no volume testing. The designs aren’t there yet.”
The AMD exec has claimed that the current lack of sales makes it difficult for manufacturers to gauge public response and find a hybrid form factor that resonates with consumers. This means mistakes will be made and devices will fail before there is understanding of what works and what doesn’t.
With Temash and Kabini, AMD aims to provide devices with dual functionality, a “tablet experience as a slate and a true notebook experience when you dock it”, Lensing told TrustedReviews. In tablet form devices will primarily be for content consumption; browsing the internet and watching video. When the tablet is docked power is boosted using AMD’s Turbo Dock Technology enabling “console quality gaming on a mobile device”.
Lensing claimed AMD had learned from past mistakes and is quicker to react to the change in the computing landscape now.
“It took us too long to reply to the netbook,” he said. However, having launched the Brazos processor in 2011 he added: “AMD killed the netbook”. While Brazos may have put the final nail in the coffin, many experts believe Apple had already dealt the deathblow to the netbook with the iPad.
With the imminent release of Temash and Kabini devices it remains to be seen whether AMD can make an impact in the convergence device market, or indeed whether that market will see the explosive growth they expect.
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