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A vice president of Nvidia Corp. said that the early lead of ATI, graphics business unit of Advanced Micro Devices, with DirectX 11 graphics processing units actually meant nothing in the longer term. According to Nvidia, 800 thousand of ATI Radeon HD 5000-series graphics processors already shipped by the arch-rival are not significant at all.

“To us, being out of sync with the API for a couple of months is not as important as what we are trying to do in the big scheme of things for the next four or five years. […] This 60-day lag between these events of when our competition has DX11 and when we are coming to market will absolutely seem insignificant in the big picture,” said Michael Hara, senior vice president of investor relations and communications at Nvidia, at Barclays Technology Conference on the 8th of December.

ATI/AMD started to sell its ATI Radeon HD 5800-series graphics cards on the 23rd of September and as of the 8th of December the lag between ATI DX11 and Nvidia DX11 hardware was 76 days and counting. Moreover, Nvidia is not projected to release its next-generation GeForce “Fermi” GF100 flagship graphics card for gamers in December or early January. According to the company’s chief executive officer, mass production of the GF100 graphics processing unit would be ramped only in Q1 FY2011. Nvidia’s first quarter of fiscal year 2011 begins on the 26th of January and ends on the 26th of April, 2010. As a result, Nvidia has all chances to be 125 days (or about four months) late with its DirectX 11 hardware.

Moreover, so far ATI, the arch-rival of Nvidia, has sold over 800 thousand DirectX 11 graphics processors, the company said this week. As a result, AMD’s graphics business unit has very good chances to sell over a million of new-generation Radeon HD 5000 "Evergreen" chips and roll-out a full line up of DX11 GPUs by the time Nvidia ships its first DirectX 11 graphics processing unit.

However, Nvidia claims that being late to market with new hardware is hardly a problem in the long term, which seems to be logical in general. According to Mr. Hara, DirectX 11 is only a part of the overall experience and that stereoscopic 3D as well as hardware physics effects acceleration are equally important, an argument that can be argued.

“If you look at the last 12 to 15 years of Nvidia, [you will see that] innovation is our core. We go through revolutionary changes every three to four years and that is exactly where we are at today. If you look ahead in Nvidia’s perspective, the game has changed from just pure graphics to computational graphics. The next big evolution in the API world has come with DirectX 11, but we believe that it is a part of the experience. We think about stereoscopic 3D, we think about physics as well as the improvement in graphics as changing the experience of the end-user. We think about these in terms of multiple years,” said senior vice president of investor relations and communications at Nvidia.

Mike Hara said that the company was on-track to release its next-gen flagship GF100 graphics chip made using 40nm process technology in the first quarter of next year (it was not specified whether he meant fiscal or calendar year).

“We are just around the corner from preparing our next GeForce and the experience of what you will see in 3D, what you will feel in physics and the improvements you get in graphics will be obvious to the market. We are almost there. In Q1, the world will get to see what we have done with Fermi,” said Mr. Hara.

Tags: Nvidia, Fermi, GF100, GT300, NV60, Geforce, 40nm


Comments currently: 12
Discussion started: 12/18/09 09:47:59 PM
Latest comment: 01/05/10 12:34:33 AM
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They seem overconfident of their success with FERMI. I can't wait to see if they wrong or not...
0 0 [Posted by: TAViX  | Date: 12/18/09 09:47:59 PM]
- collapse thread

I think the issue is that they have product and that product fails to compete with ATi. So they are tweaking whatever they can to get an edge before they release their product to the market.
0 0 [Posted by: JonMCC33  | Date: 12/21/09 06:27:34 AM]

Yawn... They had the lead in the discreet gpu market and they lost it. I do hope that they have good product with this fermi thing cause the last thing we need is a market dominated by one manufacturer.
0 0 [Posted by: zaratustra06  | Date: 12/19/09 09:53:42 AM]

What is important are PhysX and CUDA. Nothing else matters.
0 0 [Posted by: KonradK  | Date: 12/19/09 11:47:35 AM]

If they only opened up PhysX and CUDA. If only they did. I am also disappointed that AMD still hasn't come out with an OpenCL API to go against CUDA or some physics SDK. Yes, they have done demos but I would like to see something in the flesh.

With regards to the sales, well, good lick nVidia. Lets hope those yields are high, price/perfomance ratio very good, and something that when opened with a can opener, whoopass is expected to come out. Or else Enrico Fermi will be very disappointed.
0 0 [Posted by: RtFusion  | Date: 12/19/09 11:59:27 AM]

They are indeed the green team... green with ENVY.
0 0 [Posted by: goury  | Date: 12/20/09 01:05:09 AM]

yes we dont want one manufacturer dominating the market, hope that Nvidia will bring their Fermi out soon.
0 0 [Posted by: 3Dkiller  | Date: 12/20/09 02:58:29 PM]

wood screws
20% missed clocks
no 40nm

nvidia: the way its meant to be delayed
0 0 [Posted by: wood screws  | Date: 12/20/09 06:45:20 PM]

Err, there is something wrong with the numbers. If Nvidia will release their card at year 2011, then the gap will be over 400 days not 125 days, OR - the year is wrong, I think it should be 2010.

Edit: Sorry, my bad, missed the magic word fiscal.
0 0 [Posted by: ruukjis  | Date: 12/21/09 02:01:43 AM]

NVidia is over-rating 3D and PhysX IMO.3D is neat for a while and has been around for over a decade, it's nothing special. I have used 3d sets and, after a while, I STOP using them because it actually becomes an annoyance. As for PhysX, NO software developers are going to take a hardware physics processing engine seriously until there is a unified hardware standard that all platforms can use. Do you really think that game developers are going to waste precious development time to write code to support TWO different physics API's? I don't think so, they will save themselves 3 months of development time and use software rendering of physics just like they always do. It will stay that way until there is a unified standard between all video cards. There will be a few developers here and there that use the engine, but not many.

I hope that NVidia can get its act together. I am neither pro-Nvidia nor pro-ATI. I have used many cards from both manufacturers over the years and have seen good cards come out as well as bad, from both sides. What NVidia is going through right now reminds me of the fall of the 3D graphics giant 3DFX in 2000 due to (among other things) the contiued delay of the Voodoo 5 6000 series video card. It was a card that, if it were released on time, would have blown any competition away. However, since it was delayed for so long by the time it was released, NVidia's Geforce2MX series, an economy card, outperformed it. At one time, 3DFX was the industry giant for 3D graphics technology until, ironically, they were bought out by NVidia.
0 0 [Posted by: MisterScott  | Date: 12/21/09 06:28:25 AM]

There is definite potential in PhysX API(Mirrors Edge for example) but i don't believe game developers(or at least the clever ones) will consider it above Havok physics as AMD is doing very well with there graphics department and it could actually affect game sales overall if say the game utilizes Hardware PhysX and say half the guys out there use Radeon cards. Why do Blizzard one of the most successful game developers not use it then. I for one would not buy a game if that where the case cuz id like my hardware to be able to use all features. I dont blame AMD for not including PhysX, its after all Nvidias decision what to do with it. I say either the two shake hands and share the technology or else it will die. Let the real fight be in the FPS/Power/$ department. The same with the new 3D vision...what BS is this that only Nvidia has rights to that. Right now they getting kicked in the but as far as sales is concerned thanks to the HD5000. The least Nvidia can do is allow the option to use a standalone Geforce for PhysX together with a Radeon for Graphics. That should give them alot of sales in the low end segment(GT240,220 etc.) Just my thoughts.
0 0 [Posted by: Havok  | Date: 01/04/10 11:49:48 PM]

BTW i dont pick sides, id buy whichever is best value and therefore i own a Radoen card at the moment. I just don't see Fermi being competitive in the Performance/$ segment because it looks to be a very complex GPU though I do think it would be faster than the 5000 series but definitely not better value! The other problem Nvidia face is that AMD would already be working on the 6000 series witch will leave Nvidia lagging behind when its released say by end this year. Nvidia will only fall more and more behind playing catchup all the time. How can they say that "800 Thousand DirectX 11 Graphics Chips Sold by ATI is Insignificant. WOW that's a comment of pride and jealousy rather than fact. AMD has the perfect GPU making strategy, all they need is to focus more on their CPUs! I own a PII965(awesome chip btw) but will want to upgrade if there is anything faster coming out.
0 0 [Posted by: Havok  | Date: 01/05/10 12:34:33 AM]


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