Newsmaker: When 'good enough' graphics won't do

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But if you're a hi-fi enthusiast, you're not going to want somebody choose for you what CPUs and GPUs to help integrate, you're going to want to choose it yourself. So in those particular systems--where the chassis and platform are still important, and the processor is still important, the GPU is still important, the peripherals are important--you're going to want to pick those. That's the marketplace we believe we support already, so in that sense, nothing has changed.

Who do you see as eventually becoming your competition in this type of market? If AMD and ATI work on some kind of integrated graphics product similar to what Intel's doing, where's the threat to your business coming from over the next couple of years?
Huang: Well, we compete with a lot of different people. You mentioned Intel and AMD, at some level we compete with them. But at most levels, we collaborate with them.

In the final analysis, the thing to realize is that our ultimate competitor is the apathy of consumers. We have to make sure we continue to deliver the type of experiences that keep them coming back to the store and clamoring for more. "Good enough" is our ultimate competitor.

We saw Henri Richard (AMD's chief sales officer) on stage today, which seems to mean your relationship with AMD is healthy. Can you talk about that part of your business?
Huang: Our NForce business is the fastest-growing business in the company. It's growing at 100 percent year over year, and it's going to go well beyond a billion dollars this year.

What is going to change for us is that for the first time, we're going to enter the Intel marketplace with integrated graphics, we're going to bring branded graphics to the Intel (market). We're going to integrate NForce and GeForce--two extremely valuable brands--into one chip.

What's your time frame for that?
Huang: We would like to do it as soon as possible. We haven't really formally announced anything yet, but the industry is expecting us to have something in the early part of the year (2007).  

More Newsmakers

[umbrae]

Good Article

I agree on the points of the GPU and integration. I love AMD, but always had a problem with ATI cards. They consume less power, but always seem to have more cut and dry compatibility: either it works or doesn't.

Since I build my own PCs, I prefer Nvidia. Even if a game requires a high model card, I can normally get the game to run with lower performance or settings. However, with ATI, if the requirements is higher than my card model the game simply will not run. As such, I have always stayed on the Nvidia side of the fense: even though I have a lot of experience with both vendors. I just hope AMD continues to support my choice in GPU; otherwise, Intel will be getting more of my future business.

[Kindred_]

Agree

I have been burned 3 times too many with ATI cards, now I never sway from Nvidia. Nvidia's drivers (and unified driver model) are the best, hands down. I can't even count the number of times on my hand that I've had driver issues with ATI cards. blech.

[jabbotts]

I may be close behind on the intel switch

Between the three, Intel is hands-down the most FOSS friendly. I've yet to see the other two provide solid drivers even they are binaries. Both have drivers available, both are a muck-around to get working and both remain proprietary.

nVidia, ATI; If you won't open the source, then at least provide complete drivers. I know you both have proprietary drivers available but 70% "good enough" won't cut it. Your both hardware vendors, not OS specific software vendors, support your product and I'll turn out my pockets happily.

[jasonm0817]

What happens to NVIDIA

Yea of course the Huang is gonna say that the relationship with AMD is fine when a Billion dollars worth of sales is dependent on continued suport. He mentioned what is going to change is that they are going to enter the Intel marketplace with integrated graphics. They are going to integrate NForce and GeForce into one chip. This is hysterical. Intel was hurting NVIDIA with intergrated Graphics chips and now all is forgotten. Sounds like complete desperation. My prediction is that the back and forth war over who makes the faster graphic card will end and that the AMD and ATI merger will revolutionize the PC market place. What took place with Microsoft and software industry will take place in the hardware side now too.

[intelliadmin]

NVIDIA Has their work cut out for them

The pressure from both giants is now upon them. It will be interesting to see how they adapt. More than likely they will be eventually squeezed out of the market. Intel and AMD have too much say in how the motherboards and PC architecture is setup. They can easily create situations that make it hard for NVIDIA to compete

Steve Wiseman
http://www.windows-admin-tools.com

[mortis9]

another inaccurate article

They aren't releasing their first chipset, nor their second or third. They're releasing their third chipset family. Previously they released the nforce4 and 5 families, within which there were a variety of chipsets. Now they're releasing the nforce6

[Lindy01]

And

Nforce 2 and 3.....they were around for a while.

[Lindy01]

PC graphics

exist for PC games. PC games sales keep falling each year...and console sales increase.

The game publishers love to ssell console games over PC games because there is way more profit.

The sad thing is NVIDIA and ATI release $600 video cards for the ever shrinking PC game market when you could buy a premium Xbox 360 for $399...and the rest towards good new games.

ATI has the Xbox 360 and Wii buisness and NVIDIA has the PS3.....I think ATI/AMD will win what is left of the graphics market.

I would not count Intel out...as gaming moves towards consoles PC only really need intergrated graphics.

[H Voyager]

Games ebb and flow

Games ebb and flow. I remember in the late eighties, everyone was predicting that console games were the future, and PC games were obsolescent junk. Then PC games had a run, and console games languished. Now consoles are in the ascendant, and so the cycle goes.

PCs and consoles deliver different capabilities and different experiences. Each has its time in the sun. Each has its time in the wilderness.

Harry Voyager

[jabbotts]

I'll never give up PC gaming

Consoles are nice and have there place but there are games where an eight button controller just doesn't cut it. Mouse/Flightstick and Keyboard remains my long prefered game interface.

Some games are great on console with the controller; Project Gothom and the Need for Speed series come to mind. But your just not going to get the full experience of Neverwinter with eight buttons.

My observation seems to be that PC games push PC hardware development which in turn filters down to and pushes console hardware development. Consoles will be great for the next short while until PC hardware excedes them. In a few years the next generation of consoles will bring couch gaming up to standards then again, PC hardware will continue the evolution until another console generation.

For me, the detractor is GPU cost. 700$ for a GPU is absalutely insaine. Hell, my last ATI AIW clocked in under 200$ which is rather exceptable being that it has the added Tuner chip. (ATI's tv software with forced recording to drive not withstanding.) I've even accepted that being an unsponsored gamer (that sounds funny on it's own), I'll remain a genation behind the premium graphics.

At 700$ per card, ATI wants you to now rush out and buy three so two can co-process for resolutions bigger than most people's LCD monitors and a third to process physics math to compete with the PhysiX board. I just can't justify 1400$ to push premium graphics to 1280x1024.

Still, Need for Speed on the family console and 3d 1st/3rd person on the PC with full control keeps me happy even if the graphics are reduced.

[Ryo Hazuki]

The title perfectly fits the Nintendo Wii.

And it will fit it even better in 5 years. Mark my words.

[castingRod47]

Vid-OutPut

I don't use a Video output card via the PCI or PCiExpress Slot..integrated is very good for my Software Programs(I'm a Non-Gamer)..the Power Supply(PSU)really needs to be High Wattage for Spectacular Video cards..and also the OUTPUT could damage equipment/Configuration is complicated and SETTINGS and DRIVERS could get "out of hand"..I would go the Console Game Station over a PC-model..Processor(CPU)prices are high/right now..the Customer has very big demands on the PC-side since OS and software programs have gone there also..I run two PC's useing a KVM switch/one PC has NO Slots available for anything else..the OTHER has two SLOTS available-one is PCiExpress..I also do not want equipment hanging "outside" my TOWER(e.g.Modem)/I prefer a nice neat appearance..since I also must move my equipment around(Cleaning Day)I need the Integration for my Home Office..I would like to see a PC-card for Video that has a safe level of operation/declareing the STATE-output as LCD Screen or CRT as what's really safest..then a configuation that has its own Console or Dashboard to review the Settings/so far I do not add on Video Output because its in need of WATTAGE.