About five months ago, AMD launched a server processor codenamed “Shanghai,” about which Anandtech said:

“It is clear that the latest AMD Opteron is in the lead. We are really at the pivotal moment in time. No matter how good the current Xeon “Harpertown” and “Dunnington” architectures are, they lose too many battles due to the platform they are running on. The FSB architecture is singing its swan song.

Today, it’s Intel’s turn in this see-saw dynamic as it launches its new architecture for 2P servers and workstations. The follow-on Anandtech review this week shows strong initial benchmark performance for the highest-end “Nehalem” platforms. Let’s congratulate Intel on the performance of its all-new processors and the attending all-new OEM platforms. Competition is good for the industry. With “Istanbul” on deck for 2H09, and AMD’s all new “G34” platforms following thereafter, this competition is far from over. Here’s a little more on Istanbul:

How are the news and social media telling Intel’s big story thus far? Some already remarked on similarities between Xeon 5500 Series processors and AMD Opteron innovations[1], while we expect the most reactionary and binary (declaring AMD or Intel sucks/rules based on mostly academic benchmarks) tech press to write misguided AMD Opteron obits today.

Others will write-up even the boldest Intel hyperbole like a speckled trout takes a shrimp. Speaking of running with what Intel gives you, it’s become a source of amusement in the AMD Communications team: What new way will Intel spin its beloved “The biggest X Intel innovation since Y Intel innovation?”

·         For this launch, “Pat Gelsinger…touted the new chips…as the most significant processor launch since the Pentium Pro was released in 1995,” as quoted in eWeek

·         However, Core 2 Duo was “One of the biggest new microprocessors we’ve done in many years--at least a decade--and many people say the biggest one since the Pentium,” said David Tuhy, general manager of desktop products division, in an interview with eWEEK.

·         With High-K Metal Gate and 45nm, “Company researchers said the advance represented the most significant change in the materials used to manufacture silicon chips since Intel pioneered the modern integrated-circuit transistor more than four decades ago,” according to the New York Times.

To my ears, the Intel “biggest X since Y” tactic is now “the most-worn-out-yet-mysteriously-effective marketing tactic since the infomercial.”

While I may not get my way on news and social media tiring of an overdone marketing tactic, perhaps as the week progresses we’ll see answers to Xeon 5500 questions like these:

1.    Current platform pricing shows that Xeon 5500 systems represent a significant price premium of up to 40 to 50% over equivalent AMD Opteron processor-based systems.  Will customers see sufficient value at this price premium in this economy?  

2.    Are all the new features available across the entire Nehalem product stack? For example, do they have to reduce memory DIMM performance, lower their Quickpath speeds in order to achieve lower TDPs? Do all the models feature HyperThreading or Turbo Mode?

3.    We’re hearing much emphasis with this launch on idle power. Will “Nehalem” EP platforms consume more power at the wall versus similar AMD Opteron processor-based systems at load, as in virtualization environments?

4.    Intel termed 4P server configurations “for mission critical applications” and “with Virtualization [Intel has] seen four socket and above have more strength because there’s a larger desire to move to a consolidated environment because of the operational benefits that come with it.” When will Intel have 4P and higher solution based on its Nehalem architecture available and shipping in OEM systems?

5.    Nehalem EP is only available with DDR3 memory, which draws more power and comes at a price premium. As servers are typically configured with massive amounts of memory, will Intel need to compensate for these two considerations?

Maybe we can get a little help from Jon Stewart in asking the questions that get missed?

John Taylor is Director, Global Platform & Product Communications at 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.