Analysts have reacted unfavourably to AMD's Live home cinema plans
Analysts slam AMD home cinema 'pink elephant'
/v3-uk/news/2007421/analysts-slam-amd-home-cinema-pink-elephant
15 Jan 2007, Robert Jaques , V3
Experts have slammed AMD's newly unveiled Live PC-based home cinema plans, describing the initiative as "the big pink elephant that no one wants to see".
Ovum dismissed the plans as too complex, too expensive and unable to offer any advantages compared with single-function, discrete devices such as personal video recorders.
The scathing comments come after AMD announced new products, OEM reference designs and software for its Live initiative at last week's Consumer Electronics Show in Las Vegas.
Part of the announcement included AMD's Live Home Cinema system, which the PC industry has tried unsuccessfully to convince consumers is the next 'must have' in the living room.
"The last time I wrote about AMD Live and Intel Viiv, I gave AMD credit for not actively pursuing living room PCs. That has changed," said Carl Gressum, senior analyst at Ovum.
"In my opinion, AMD should focus on what it does well - semiconductors - not on developing living room PCs."
The analyst maintained that AMD's initiative fails to address the PC's two main faults: the complexity of its underlying architecture; and the fact that the market is not interested at all in letting the PC control the TV.
Gressum went on to note that the PC platform is "plagued" by malware, spyware, viruses and Trojan horses, and that consumers do not want to deal with these problems in the living room.
"Even if the PC platform can handle TV and video applications, it does not mean, from a consumer perspective, that it is the most appropriate platform to sit underneath the television," he added.
"There is a market for a more advanced TV device than a dumb set-top box or DVD player, but this device will not be a PC."
If AMD's goal is to develop this market, the company needs to change the operating system requirements to include embedded systems, according to Gressum.
It also needs to consider whether it is worthwhile to invest resources and foster industry relationships in a market where the biggest OEMs have largely failed.
"Stick to the semiconductor industry, AMD. That is what you are good at," Gressum advised.
© Incisive Media Investments Limited 2010, Published by Incisive Financial Publishing Limited, Haymarket House, 28-29 Haymarket, London SW1Y 4RX, are companies registered in England and Wales with company registration numbers 04252091 & 04252093
Do you agree?
I Somewhat Dissagree.
Everyone seems to keep thinking that the Media PC will play the role of "Typical Desktop" as well as controlling TV and other media. However, few Media buffs use their Media PCs for surfing the web or typing up emails. Most use them in a somewhat limited capacity, but need the full power of a PC. For instance, I have a Media PC whose entire role is recording TV, Playing/Burning DVDs & Playing Games (console & PC). Sure, I could use a cable set-top box and DVR for recording, but no cable company carries a DVR with 4 tuners like I need. You mentioned an embedded systems, but they would be hard pressed to play ANY games, much less the more recent ones.
The only connection to the internet is the EPG (Electronic Programming Guide) that is used to schedule all recordings. The Guide resides on the system and is updated once each day through my wireless network. All recordings are automated and I control when they are removed, not the cable company. My firewall protects against intrusion and since no websites are visited, there's no chance of picking up a tag-along virus. So my system is secure and it was simple to setup.
Is AMD on the right track? It's hard to say. At least they aren't trying to FORCE hardware/software on their customers or partners. They are simply including a suite of applications that will allow the addition of other hardware IF DESIRED BY THE END USER!! Last I heard, OEMs weren't replaceing all theri desktop lines with Media PCs. They were EXPANDING their product lines to give the consumer more CHOICES and more choices are GOOD! Home automation and media streaming may not be mainstream YET. But as technology progresses, those on the leading edge will get a jump on the competition.
BT
Posted by Brian Terry, 16 Jan 2007
software and hardware
I do not thing the author is educated enough to understand that hardware and software go hand in hand towards making a successful product. The failures we are seeing today for media center PCs is not because of the hardware, but the presenting software. Expect to see quite a few changes with the VISTA platform for home. Microsoft now has a home server and a media center equivalent. Agreed, there is complexity in a PC that is beyong the average, but its the job of the software to make it transparent and reliable. As for malware and spyware, they really only affect computers over networks. To think that dedicated devices over networks are impermeable is mere wishful thinking. Every system has its ups and downs. But one must hand it to AMD for coming up with a better alternative to VIIV which is absolutely lousy in terms of standards and features. No reference designs that allow manufacturers to come up with reasonable products. that is why AMD is all game in this area.
Posted by Catalyst God, 15 Jan 2007
Did he even see the AMD Solution?
I have seen the AMD solution and I think it is pretty clean.
This guy assumes that the platform is married to MS. That is clearly not the case. Vista is one option, but there are Linux solutions as well. Therefore, one should not assume that the platform will be plagued with malware, spyware or virus'.
The AMD solution has one box that can replace the AVR, Set top box, DVD player, game console and provide added functionality such as MP3 and MPEG storage/play back, streaming across multiple screens in the home, access to IPTV and Internet Radio, Viral Video content on your TV (like you tube and google video), etc.
Perhaps it is not the best in class solution for each box it replaces, but it is likely good enough. It does all this with 1 remote. No longer will I get calls from my wife asking "which button on which remote do I have to hit to watch TV?"
It is an ease of use model that I find really appealing. Will it replace my theater room? Not likely because I want best in class performance in my main media room. However, I have 2 kids and a wife, which means I have multiple TV's in the home. This would be a great choice for the other rooms in my home where I can have quality audio/video without duplicating my high end solution in every room.
Posted by Java, 24 Jan 2007