AMD’s latest press program is called “Better by Design”. Everyone must be wondering: well, are they?

Intel got a jump on the market with their latest update to the Centrino package nick named Santa Rosa. The new package includes a faster, more battery-friendly processor, faster wireless access, and better graphics performance. AMD followed suit with similar features last week with a press conference announcing their new Turion notebook processor.

The Centrino package from Intel includes Intel specific components: Intel-based network chip, and an Intel-based graphics chip. AMD has chosen a slightly different route to provide their notebook package — they chose to let manufacturers decide.

“Our next generation mobile processors, combined with superior graphics and wireless technologies demonstrate our commitment to an open platform strategy, which enables our OEM customers to design the ultimate mobile platforms,” said Chris Cloran, vice president, AMD Mobile Division. 

By doing this they let the manufacturer (and eventually the consumer) decide which graphics and networking chips to use along side their processors.The one thing that might hurt AMD in this round of the processor wars is timing. Intel got their chips to market first and that will most likely hurt sales for AMD. However, this is an on going battle with lead changes happening almost quarterly so there’s a good change AMD will bounce back.

I like what AMD is doing. It has a very open feel to it, and I think AMD will do better because of it. I’ve always been a fan AMD’s processors and I’m now a fan of their new packaging strategy. This certainly sounds like a well thought out plan. Better by design? I think so.

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