August 9, 2004 12:43 PM PDT
AMD says its chips can boost PC security
AMD on Monday trumpeted a chip feature called Enhanced Virus Protection, which works with an update of Microsoft's Windows XP operating system to thwart some viruses and worms--malicious software that devours data or clogs up e-mail servers.
EVP, which AMD put into place while designing the chips, which it launched in September 2003, has enabled the chipmaker to beat Intel to the punch when it comes to capitalizing on the Windows enhancements. Although AMD's larger rival is expected to add similar features to its chips later this year, those chips will take some time to work their way into the market. EVP can be switched on in existing AMD64 processor systems, which have been shipping for about a year, just as soon as Microsoft's SP2 is installed.
AMD on Monday said chips offering EVP include AMD64 processors, such as the Athlon 64 and Athlon 64 FX for desktops, the mobile AMD Athlon 64 mobile for notebooks, and the mobile version of the low-priced Sempron processor, which is based on Athlon 64.
AMD's Opteron processor for servers also incorporates EVP, but the feature won't switch on in Opteron until the arrival of Microsoft's Windows Server 2003 Service Pack 1 and Windows Server 2003 for 64-bit Extended Systems hit the market.
AMD says the EVP feature will add greater protection to everyday tasks such as receiving e-mail and downloading files from the Internet. Athlon 64 processors have mainly been available in consumer- and small-business-oriented notebooks and in desktops from manufacturers such as Acer, Hewlett-Packard and eMachines in the United States.
Although the EVP maneuver could give AMD a boost in the minds of security-conscious buyers, who are likely to reason that they can receive a PC with beefier defenses for no additional charge, at least one analyst doesn't expect the feature to drive large numbers of additional PC sales among consumers.
"I think you'll be able to measure the differential (between those spurred to buy because of EVP and those that were already planning to buy) in individual unit volumes," said Steve Baker, analyst with NPD Techworld, which covers the retail market in the United States.
Thus, even though EVP could raise AMD's profile, its enhanced security might not spur consumers who weren't already planning to buy a new PC to do so, unless Microsoft and PC makers promote the new features extensively--something they have not done before with software upgrades, such as the first Windows XP service pack, Baker said.
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