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AMD targets Celeron with low-end Sempron
By David Fearon
AMD has surprised the pc industry with the rushed announcement of the Sempron processor range. An unexpected conference call with AMD’s UK press relations staff
Was all the announcement received by way of fanfare. The new chips come in at the bottom end of AMD’s desktop range as direct competitors to Intel’s Celeron D, the new version based on 90nm process technology over which AMD Claims its product has a speed advantage at all comparable price levels.
Sempron’s specifications are confusing. At the top of the desktop line-up is the 3100+ part, which comes in a Socket-754 format, giving a stay of execution for the motherboard socket that’s been abandoned by the Athlon 64 in favour of a unified Socket-939 approach.
Accroding to Minesh Parekh, AMD’s technical marketing spokesperson, the 3100+ variant has ‘a 64-bit architecture in a 32-bit processor’ – the primary advantage of which is direct memory connection, eliminating the front side bus. It also has the NX-bit protected code-execution security feature, which Windows XP service pack 2 will be able to make use of. The 3100+ will run in any current Socket-754 motherboard designed for Athlon 64s, with a BIOS upgrade to correctly identify the chip.
The other six newly announced parts come in Socket A form, ranging from a 2GHz 2800+ chip down to a 1,5GHz 2200+. This sounded a little fishy , and when asked whether the Socket A Sempron was simply a rebranded Athlon XP – albeit with 256KB Level 2 cache rather than the 512KB of recent models – Parekh’s response was: ‘I can’t give a definite yes or no to that question.’
Despite the evasive speak, there’s nothing outrageously underhand or shady about the Sempron. The production of low-end ‘crippled’ versions of desktop processors has been going on since Intel launched the 486SX –a 486DX processor with the maths co-processor burned out. AMD needs a low-cost chip to compete on the same marketing terms as the Celeron, and the Sempron provides the firm with a fast processor and a cuddly brand name that manufacturers can integrate into a low-end systems. Not surprisingly, performance is good – take a look at our first Sempron-based pc review on p62 – and the price is low, with dabs.com listing the part at just 75 pounds as PC Pro went to press.