AMD series eyes embedded markets

Electronic News, Feb 7, 1994 by Jim DeTar

SUNNYVALE, CALIF.--Advanced Micro Devices (AMD) introduced versions of its Am386 microprocessor designed to bring 386 architecture to emerging and traditional embedded applications such as personal digital assistants (PDAs), set-top boxes and interactive games. AMD said the new CMOS Am386E Series MPUs are supported by Microsoft as well as Novell, Hewlett-Packard, Chips & Technologies, National Semiconductor and Wind River Systems.

The Am386E Series, initially consisting of the 33MHz Am386DE and 25MHz Am386SE MPUs, features an Am386 core, socket compatibility with the 386X processor, low power consumption at either 3V or 5V operation and fully static operation that allows for a standby mode. Additional features include compatibility with Microsoft At Work and Novell NEST embedded software, and a co-processor interface that supports the 387SX-compatible math coprocessor.

"Before today 386 processors have traditionally been designed for the PC market instead of cost-sensitive embedded applications," said Larry Hollatz, VP of AMDs Embedded Processor Division, which is responsible also for the 186 and 29K processors. "With the Am386E Series of microprocessors, we can offer 386 performance at a competitive price."

According to Robert Buck, AMD's 386E Series product marketing manager, the 386 is a natural product for AMD to leverage into embedded markets where it has a relatively strong presence, especially with a microcontroller line. "AMD is the market leader for 386s, with more than 70 percent of the market. We have sold more than 20 million 386s." Mr Buck also said AMD will offer an extended temperature version of the part for rugged applications environments often associated with embedded products.

There are two or three different major markets for this part. Telecommunications is a major market--for the switching, bay stations and modems. Telecom is an extremely heavy user of 386 devices and will be one of our major focus areas," Mr Buck said. "In another application, we are partnerning with Microsoft to offer Microsoft At Work software on the 386E series. We are doing a couple of different projects with Microsoft to create Microsoft At Work peripherals. You will start to see Microsoft At Work peripherals by the mid-part of this year.

"We also have very good ties with the printer commuunity. We have entered a long-term (agreement) in the printing area," Mr. Buck said. "We are also looking at telephony projects," he added.

"Embedded applications tend to not follow the leading edge," Mr. Buck said. "It's a cost issue. the 386 chip in the embedded market has been insignificant to this point. People could not afford to use it. Until last year it was a $100 part. You could use a RISC processor and get lots of performance." AMD is initially offering the 386E for  to $20 in quantity.

"There are definitely new applications that will come out of this. This chip also will be an enabler in the entertainment area, with set-top boxes based in 386s becoming viable, as well as in the games market."

With the Am386E Series, embedded designers will join more than 100,000 designers who have developed an estimated 50,000 applications for the x86 architecture. Because any x86-based PC can be used as a native development platform, embedded designers using the Am386E Series will have access to a variety of software and development tools.

AMD also unveiled a support product program for the AM386E series: the FusionE86 program includes more than 50 software and hardware suppliers, including Microsoft At Work. "AMD's processors provide an economical, highly integrated choice for vendors of office equipment based on the Microsoft At Work platform," stated Karen Hangrove, senior GM of Microsoft's Digital Office Systems Group.

The 25 MHs Am386E is available immediately in a 100-pin plastic quad flatpack (PQFP) priced at $15 in 10,000-piece quantities. The Am386E will be available in a 100-pin thin quad flatpack (TQFP) 1Q94. The 33 MZ Am386DE is available in a 132-pin PQFP priced ast $20 in the same quantities.