Today Microsoft officially launches Windows 7. This means that retailers and etailers can now sell systems pre-loaded with the new OS, along with standalone versions of the software to upgrade existing systems. But, those off-the-shelf sales are not the only reason the channel has been looking forward to today’s launch. It also provides AMD’s component resellers and system builders with an additional, valuable path to profits:  upselling. Yes, upselling is always an option, but I’m going to expand on some features in Windows 7 that take advantage of AMD technology and give consumers compelling reasons to add or upgrade their PC hardware.

On the consumer side, a number of new features now more fully exploit the leaps graphics processors have achieved in recent years with DirectCompute and DirectX 11, such as:

• Conversion of existing video files into formats compatible with many portable digital media players
• Scaled-up resolution of a video file for playback
• Creation of more life-like images in games created with the DirectX 11 API

These features give our channel partners an opportunity to sell or build new systems that include our latest ATI Radeon™ HD 5800 series graphics cards—the only cards to have full support for DirectX 11—and to sell these new graphics cards to customers looking to upgrade an existing PC by moving to Windows 7. Plus, AMD offers customers an incentive to switch to AMD CPU+GPU:  an all-AMD system using AMD ‘s latest hardware can take optimal advantage of ATI Stream Technology —the powerhouse enabling faster transcoding—as well as AMD ‘s free software utilities like Fusion Media Explorer and the AMD Fusion Utility for Mobility.*

For both consumers and SMBs, the CPU in their PC is a key to unlocking a fresh element in the new OS:  Windows XP Mode, a virtual machine running XP and supporting legacy applications. We usually think of these legacy apps as business software, but video games or photo editing software, etc., can be a legacy app of high importance to a home user. All of AMD’s CPUs currently shipping and all of its processors (except the AMD Sempron™ processor) that have shipped the last several years include AMD-V™ technology. However, if a business or consumer has a system with older AMD CPU or a competitive CPU without virtualization capabilities, a new AMD-based system can still help them take advantage of this feature. And, virtualization is one of many technologies that consumers and businesses are still learning to better utilize.

Enhanced visual experience and optimal virtualization are just two of the reasons that upselling is easier with AMD-based systems running Windows 7.  AMD has worked hard to ensure that Windows 7 matches optimally with our systems today, which is why we are so hopeful that our customers, and their customers, will see more benefits as their needs and the industry’s technologies evolve.

* The AMD Fusion Utility for Mobility may disable security/antivirus software, or adversely affect your system. Read accompanying documentation carefully before installing

David Kenyon

David Kenyon is VP of WW Channel Marketing for AMD.

 His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites are provided for convenience and unless explicitly stated, AMD is not responsible for the contents of such linked sites and no endorsement is implied.