Controversy brews over use of MMX moniker

Electronic News, Jan 6, 1997 by Jim DeTar, Andrew MacLellan

San Francisco--As Intel prepares to take the wraps off its long-discussed MMX multimedia processor technology here this week with the formal introduction--along with various software and systems partners such as Packard Bell--of the Pentium with MMX multimedia microprocessor, a fight seems to be brewing over which companies will or will not be able to use the acronym "MMX" in describing their products, Electronic News has learned.

In a separate multimedia development this week, Philips Semiconductors will demonstrate its long-awaited Trimedia multimedia processor--the first time the device will be run publicly on an Apple Computer Macintosh platform--at the MacWorld conference, also to be held here in San Francisco.

Intel said it is preparing to aggressively defend use of the term MMX against looming challenges by microprocessor competitors Cyrix and Advanced Micro Devices, both of which are incorporating MMX-type instructions into their respective M2 and K6 microprocessors. Cyrix has developed its own instruction set and AMD has entered into a cross-licensing pact with Intel.

Intel has applied for a trademark with the U.S. Patent and Trademark Office (PTO) for use of the MMX acronym--which originally stood for "multimedia extension." Intel's application for a trademark, filed approximately a year ago, according to sources close to the company, is being met by challenges from both AMD and Cyrix. The trademark on the word "Pentium" took about a year and a half to go through the trademark process, an Intel spokeswoman said.

Cyrix legal counsel Russ Fairbanks said, "We don't believe they are entitled to a trademark." However, Mr. Fairbanks would not discuss what specific actions Cyrix is taking, saying, "I'm not going to talk about what we are doing with the PTO."

Cyrix VP of marketing Steve Tobak was more forthcoming in his comments. "They (Intel) have not been issued a trademark. Intel has applied for a trademark and is in the intent-to-use stage. Cyrix is countering it. We think it should be an industry term, and Cyrix is going to use it." When asked about the nature of Cyrix' countering action, Mr. Tobak indicated Cyrix will counter Intel's trademark claim with the PTO. "It's not legal action. It's a standard procedure in the trademark office when you believe a trademark should not be granted."

AMD seems to be taking a position similar to that of Cyrix. After consulting with AMD legal counsel Tom McCoy and VP of external affairs Ben Anixter, an AMD spokesman read a statement saying: "We acknowledge intel's claim. We have advised them they do not have a protectable trademark but we are not looking for a fight, and right now we are in amicable discussions with them." The spokesman added, however, that AMD does plan to use the term MMX for its products. "As we speak, we plan on using the acronym MMX."

Meanwhile, Intel Pentium processor marketing manager Frank Spindler revealed last week in an interview that the Pentium with MMX will initially be targeted toward the high end of the PC market, but it will also be immediately available in the mobile computing market--a development which is a major shift from the way Intel introduced previous generations of x86 microprocessors, although the company has been narrowing the gap between introduction of a microprocessor architecture and a mobile version.

"You will see Pentium with MMX systems primarily in premium consumer desktops and then, over time, in a broader usage within consumer desktops along with a strong migration into business desktops in the second half of 1997. You will see some business applications initially as well," Mr. Spindler said.

"In the business segment there will be mobile computers that will immediately use Pentium with MMX. This is very significant for mobile computers--to have a major new processor technology available in mobile is a major step forward. The mobile version will be in the TCP package at 150MHz and 166MHz," speed grades, Mr. Spindler added.

Commenting on the trademark flap, Mr. Spindler said: "MMX technology is an Intel trademark. They (Cyrix and AMD) are developing their own implementations. In some cases, cross-licensing may allow someone to develop their own implementations, but they won't call it MMX. The fact that other people are going to attempt to emulate it shows it has a lot of value to users and industry support."

Showing support for Intel's multimedia architecture, Packard Bell will this week announce plans to use Pentium with MMX in its Platinum series PC, which it is introducing this week. Featuring either a 166MHz or 200MHz Pentium processor, the Platinum series will target the game/Internet enthusiast as well as the office user.

Meanwhile, in a separate development, Philips Semiconductors will demonstrate the Trimedia multimedia processor during this week's MacWorld trade show here, the first time the device will be run publicly on an Apple Macintosh platform.

"This is kind of a follow-up to (Apple executive VP of R&D/CTO) Ellen Hancock's announcement at Comdex that Apple will be using Trimedia in its high-end PC," said Ron Baker, Philips Semiconductors' multimedia marketing program manager for Trimedia. "From our standpoint, the significance we want to underscore is our commitment to Apple and to introduce the status of the Trimedia processor to the Apple development community."