Yesterday at its Financial Analyst Day conference, officials from Nvidia talked for quite a while (about six hours) about the firm's 
position in the market. They addressed, at some length, how Nvidia plans to counter the AMD and Intel CPU-GPU hybrids and Intel's upcoming Larrabee graphics processor. Nvidia CEO Jen-Hsun Huang was quite vocal on those fronts, arguing hybrid chips that mix microprocessor and graphics processor cores will be no different from systems that include Intel or AMD integrated graphics today.
According to Huang, development cycles for processors are longer, and customers will continue to find value in pairing integrated or discrete Nvidia graphics with a processor that already includes a graphics core. Besides, Huang believes Intel's promise of ten-times-greater integrated graphics performance by 2010 will yield hardware barely at the level of current mainstream Nvidia GPUs. Nvidia's vision is that consumers will need relatively powerful GPUs as raw processing devices in the future, too. Later in the conference, software firm Elemental Technologies gave a demonstration of its H.264 video transcoding software—the kind you need to convert videos for an iPod—running about 19 times faster on an Nvidia GPU than on a quad-core processor. Huang thinks video transcoding in such instances ought to be "instantaneous" in the future.Huang showed a slide suggesting consumers spent 7% less on processors and 14% more on GPUs last year compared to 2005. Nvidia believes users will get a better experience from pairing a less powerful CPU with a more powerful GPU, and Huang cited the commercial success of Gateway's P-6831 FX—a $1,349 laptop that pairs a 1.66GHz Core 2 Duo with a GeForce 8800M GTS—as evidence.
Of course, all this talk about powerful graphics processors capturing more of the market wouldn't be complete without a mention of Larrabee, Intel's upcoming discrete GPU.
Huang summed up Nvidia's position on Larrabee in one sentence: "We're gonna open a can of whoop-ass [on Intel]." The Nvidia CEO's other arguments weren't quite as strongly worded, but he explained that Nvidia is continuously reinventing itself and that it will be two architectural refreshes beyond the current generation of chips before Larrabee launches. Huang also raised the prospect of application and API-level compatibility problems with Larrabee. Intel has said Larrabee will support the DirectX 10 and OpenGL application programming interfaces just like current AMD and Nvidia GPUs, but Huang seemed dubious Intel could deliver on that front.
Huang even argued that Larrabee's x86-derived architecture is a rehash of Itanium—the ill-fated "successor" to x86 processors—in the way it throws away "billions of dollars of investment" on current graphics architectures. Huang said CUDA, Nvidia's C-like application programming interface for general-purpose GPU computing, is already very successful, and suggested Intel might have a hard time displacing it with a completely different product based on a radically different architecture. Nvidia VP Tony Tamasi chipped in: "Larrabee is a PowerPoint slide, and every PowerPoint slide is perfect."
Tamasi went on to shoot down Intel's emphasis on ray tracing, which the chipmaker has called "the future for games." He prefaced his criticism by mentioning that the popular Autodesk mental ray ray tracing renderer is owned by Nvidia, and that he has nothing against ray tracing in particular. However, his view is that ray tracing is just another tool in the toolbox and that the future of real-time graphics will involve a mix of rasterization and ray tracing—the very same approach used in movie rendering by the likes of Pixar. Additionally, Tamasi believes rasterization is inherently more scalable than ray tracing. He said running a ray tracer on a cell phone is "hard to conceive."
position in the market. They addressed, at some length, how Nvidia plans to counter the AMD and Intel CPU-GPU hybrids and Intel's upcoming Larrabee graphics processor. Nvidia CEO Jen-Hsun Huang was quite vocal on those fronts, arguing hybrid chips that mix microprocessor and graphics processor cores will be no different from systems that include Intel or AMD integrated graphics today.According to Huang, development cycles for processors are longer, and customers will continue to find value in pairing integrated or discrete Nvidia graphics with a processor that already includes a graphics core. Besides, Huang believes Intel's promise of ten-times-greater integrated graphics performance by 2010 will yield hardware barely at the level of current mainstream Nvidia GPUs. Nvidia's vision is that consumers will need relatively powerful GPUs as raw processing devices in the future, too. Later in the conference, software firm Elemental Technologies gave a demonstration of its H.264 video transcoding software—the kind you need to convert videos for an iPod—running about 19 times faster on an Nvidia GPU than on a quad-core processor. Huang thinks video transcoding in such instances ought to be "instantaneous" in the future.Huang showed a slide suggesting consumers spent 7% less on processors and 14% more on GPUs last year compared to 2005. Nvidia believes users will get a better experience from pairing a less powerful CPU with a more powerful GPU, and Huang cited the commercial success of Gateway's P-6831 FX—a $1,349 laptop that pairs a 1.66GHz Core 2 Duo with a GeForce 8800M GTS—as evidence.
Of course, all this talk about powerful graphics processors capturing more of the market wouldn't be complete without a mention of Larrabee, Intel's upcoming discrete GPU.
Huang summed up Nvidia's position on Larrabee in one sentence: "We're gonna open a can of whoop-ass [on Intel]." The Nvidia CEO's other arguments weren't quite as strongly worded, but he explained that Nvidia is continuously reinventing itself and that it will be two architectural refreshes beyond the current generation of chips before Larrabee launches. Huang also raised the prospect of application and API-level compatibility problems with Larrabee. Intel has said Larrabee will support the DirectX 10 and OpenGL application programming interfaces just like current AMD and Nvidia GPUs, but Huang seemed dubious Intel could deliver on that front.
Huang even argued that Larrabee's x86-derived architecture is a rehash of Itanium—the ill-fated "successor" to x86 processors—in the way it throws away "billions of dollars of investment" on current graphics architectures. Huang said CUDA, Nvidia's C-like application programming interface for general-purpose GPU computing, is already very successful, and suggested Intel might have a hard time displacing it with a completely different product based on a radically different architecture. Nvidia VP Tony Tamasi chipped in: "Larrabee is a PowerPoint slide, and every PowerPoint slide is perfect."
Tamasi went on to shoot down Intel's emphasis on ray tracing, which the chipmaker has called "the future for games." He prefaced his criticism by mentioning that the popular Autodesk mental ray ray tracing renderer is owned by Nvidia, and that he has nothing against ray tracing in particular. However, his view is that ray tracing is just another tool in the toolbox and that the future of real-time graphics will involve a mix of rasterization and ray tracing—the very same approach used in movie rendering by the likes of Pixar. Additionally, Tamasi believes rasterization is inherently more scalable than ray tracing. He said running a ray tracer on a cell phone is "hard to conceive."
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