US chipmaker AMD launched new Kabini-based processors in India starting from Rs 2,299 in the country, a move that could help manufacturers lower prices of desktop PCs in India.
Taking on the Atom competition, the new APUs (Accelerated Processing Unit) are based on AMD’s Kabini AM1 platform and promise up to two times quicker computing and graphics performance and 2.8 times faster gaming speeds compared to competition.
“This is a mass market product. This is one of the cheapest processors in the market offering highest value. Users will get faster computing and graphics performance as well as faster gaming speeds,” AMD Director of Marketing Gabe Gravning told PTI.
These processors consume lesser power than their predecessors and AMD is excited about the launch in India as this is an extremely important market, he added. The new processors also provide users access to quicker video streaming, steady videos and richer colours in pictures.
Talking about the Indian market, AMD India Director Component Business Chandrahas Panigrahi said the country still has low PC penetration rates. “Its true that PC sales have been slowing down but the market is still under-penetrated. People still come back to desktops when it comes to content creation and we are bullish on the market here,” he said.
Panigrahi added that the company has seen good growth in business here on the back of strong growth in gaming devices, uptick in sales of form factors like notebooks and graphics business. “There are factors which determine price of PCs like inflation and all, the OEM has the final call. But these new processors are aimed at the mass market. With this processor, a price like Rs 10,000 for a desktop PC is possible,” Panigrahi said.
According to research firm IDC, the overall India PC shipments for 2013 stood at 11.5 million units, a year-on-year growth of 4.8 per cent over 2012. It, however, anticipates the market to decline in 2014.
AMD has seen strong growth in the government and education sector in the country. Along with these, the consumer segment, especially gaming enthusiasts, has also helped the firm grow its position in the country.
India also plays an important role for AMD’s research and development. Its APUs — Kaveri and Kabini — were developed by its India team.
