Thursday, September 17th 2009
DirectX 11 Won't Define GPU Sales: NVIDIA
"DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons." This coming from the same company that a few years ago said that there was every reason to opt for a DirectX 10 compliant graphics card, to complete the Windows Vista experience, at a time when it was the first and only company to be out with compliant hardware. In the wake of rival AMD's ambitious Evergreen family of DirectX 11 compliant graphics cards being released, NVIDIA made it a point to tell the press that the development shouldn't really change anything in the industry.
Speaking at the Deutsche Bank Securities Technology Conference, NVIDIA's VP of investor relations said "DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons. This is why Microsoft is in work with the industry to allow more freedom and more creativity in how you build content, which is always good, and the new features in DirectX 11 are going to allow people to do that. But that no longer is the only reason, we believe, consumers would want to invest in a GPU."
"Now, we know, people are doing a lot in the area of video, people are going to do more and more in the area of photography… I think that the things we are doing would allow the GPU to be a co-processor to the CPU and deliver better user experience, better battery life and make that computers little bit more optimized," added Mr. Hara
NVIDIA, which was until very recently a firm believer in graphics processing horsepower to serve as the biggest selling points of new GPUs, now switches its line on what it believes will drive the market forward. All of a sudden, software that rely on the raw computational power of GPUs (eg: media transcoding software), and not advanced visual effects that a new generation API brings with it (in games and CGI applications), is what will drive people to buying graphics processors, according to the company.
Mr. Hara concluded saying "Graphics industry, I think, is on the point that microprocessor industry was several years ago, when AMD made the public confession that frequency does not matter anymore and it is more about performance per watt. I think we are the same crossroad with the graphics world: framerate and resolution are nice, but today they are very high and going from 120fps to 125fps is not going to fundamentally change end-user experience. But I think the things that we are doing with Stereo 3D Vision, PhysX, about making the games more immersive, more playable is beyond framerates and resolutions. Nvidia will show with the next-generation GPUs that the compute side is now becoming more important that the graphics side."
The timing of this comes when NVIDIA does not have any concrete product plans laid out, while AMD is working towards getting a headstart with its next-generation GPUs that are DirectX 11 compliant, and also has compliance with industry-wide GPGPU standards such as DirectCompute 11 and OpenCL.
Source:
Xbit Labs
Speaking at the Deutsche Bank Securities Technology Conference, NVIDIA's VP of investor relations said "DirectX 11 by itself is not going be the defining reason to buy a new GPU. It will be one of the reasons. This is why Microsoft is in work with the industry to allow more freedom and more creativity in how you build content, which is always good, and the new features in DirectX 11 are going to allow people to do that. But that no longer is the only reason, we believe, consumers would want to invest in a GPU."
"Now, we know, people are doing a lot in the area of video, people are going to do more and more in the area of photography… I think that the things we are doing would allow the GPU to be a co-processor to the CPU and deliver better user experience, better battery life and make that computers little bit more optimized," added Mr. Hara
NVIDIA, which was until very recently a firm believer in graphics processing horsepower to serve as the biggest selling points of new GPUs, now switches its line on what it believes will drive the market forward. All of a sudden, software that rely on the raw computational power of GPUs (eg: media transcoding software), and not advanced visual effects that a new generation API brings with it (in games and CGI applications), is what will drive people to buying graphics processors, according to the company.
Mr. Hara concluded saying "Graphics industry, I think, is on the point that microprocessor industry was several years ago, when AMD made the public confession that frequency does not matter anymore and it is more about performance per watt. I think we are the same crossroad with the graphics world: framerate and resolution are nice, but today they are very high and going from 120fps to 125fps is not going to fundamentally change end-user experience. But I think the things that we are doing with Stereo 3D Vision, PhysX, about making the games more immersive, more playable is beyond framerates and resolutions. Nvidia will show with the next-generation GPUs that the compute side is now becoming more important that the graphics side."
The timing of this comes when NVIDIA does not have any concrete product plans laid out, while AMD is working towards getting a headstart with its next-generation GPUs that are DirectX 11 compliant, and also has compliance with industry-wide GPGPU standards such as DirectCompute 11 and OpenCL.
194 Comments on DirectX 11 Won't Define GPU Sales: NVIDIA
Then Nvidia jumped on, and they do it better in some aspects for the G200 series, however the move to DX11 will allow a common platform that Nvidia can't throw "TWIMTBP" money at, and level the playing field, and providing a better consumer experience for all.
DX11 is just the first step to faster computers at everything, and a hugely better experience, it is the DX7 of our time. The beginnings of something better.
Look.
kb2.adobe.com/cps/404/kb404898.html
Curiously the chief scientist behind Brook projects, Bill Dally, and one of the project directors (whose name I do't remember now), both work for Nvidia. Bill Dally is the chief scientist and VP of Nvidia and the other one takes care of Nvidia's parallel computing division.
Of course you can argue it and spin it any way you want - and say that DX11 does or doesn't matter while giving valid reasons. But nvidia changed the tune of their song. That's the point... they used to be the ones touting benefits that didn't exist -(lol PhysX and even CUDA to a big extent). Like the photoshop "speedup" which only affects a sliver of the features in photoshop.
Yet now theyre trying to write off DX11... yeah... de nile is a river in africa... And they are talking to investors.
Honestly, think about it - if DX11 WAS a major reason ppl would buy gfx cards, hypothetically, would Nvidia really go out to investors and say "hey this is a huge feature and we got NOTHIN! this will sell, but we don't have it yet... sorry, our bad"?
Regardless to that, we all know what's going to happen anyways. In a few months (more or less) Nvidia will launch a DX11 card that will most likely have a bit better performance than ATi and will most deffinitely be more expensive. Until then we are going to hear a bunch of crap, saying not to buy the competitors products. Whoop de doo!
while it doesnt make HUGE differences, even an IGP can do some things faster than some CPU's (or at least, the two combined is faster than CPU alone)
Also on photoshop:
It does have that GPU shit or whatnot. Just my Vista hates my amazing modified drivers...
it has a list of features there, that are only enabled with hardware acceleration on
But honestly, I think he does understand that Nv is going to be f*** very quickly if the market share for dx11 cards goes to ATI... As do the investors. There really isnt any need of tech knowledge to connect those dots.
-people who like new stuff will jump to buy
-benchmark fans also
-gamers with a lot of cash also
-e-peen people also
--------------------------------
-people who give a shit about won't
-gamers who try to squeeze all from older cards won't
-who have the cash but don't consider necessary yet won't
and the lists can be bigger...
ALSO: I love how immediately we all called BS on this Nvidia statement. Nice one guys!
And DX10 didn't really sold a lot of cards, based on DX. 8800 sold, but what about 8600 or HD2600 when they were released? X19xx and 79xx cards vastly outsold those cards, because the performance was better. Hence 8800 sold a lot because it offered unprecedented performance, like ability to play every game at 1920x1200 4xAA, something that not even SLI, Crossfire could do at the time for any newer games.
They are both full of sh**. But only one is a hypocrite.
But back to the topic, remember DX10.1 vs DX10. People bought the DX10.1 equipped cards because they thought that they would not be able to play the latest and greatest games.