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
hold your pisswait for proper quantities to reach stores.I think the press release was B.S. but ppl comparing DX10 - DX11 are not making a valid argument.
When DX10 was released you needed it to unlock all of the functions of an OS. The biggest reason Nvidia sold so many G80's was not because of DX10 , it's because they totally ASS STOMPED :nutkick: the competition with a better card(s)............
DX11 is not needed yet but WILL bring benefits in the FUTURE... IMHO :toast:
Crappy, cheesy names -- good for business!
an on the original post i agree with what allot of people say, yes theres some very good points there and what they say about dx11 is true but i think there trying to bring ppls atention not on there offerings (nvidia) but mainly away from ati's