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AMD looks to offer cheaper ultrabook alternative to Intel

The new AMD platform will look to undercut the Ivy Bridge product from Intel.

AMD is looking to undercut its rival Intel with its own offering to the ultrabook market.

Intel recently announced at the Consumer Electronics Show 2012 that it is planning to release 75 new ultrabooks using its new operating platform Ivy Bridge this year.

One of the key aims of the Intel project is to force the price of ultrabooks down by providing enhanced performance on a device that costs between $799 (£519) and $999 (£650).

However, AMD now wants to get in on the action, and is planning to release a comparable platform for between ten and 20 per cent less than Intel is asking, according to DigiTimes.

The Trinity-based platform, codenamed Ultrathin, is expected to attract interest from vendors such as Hewlett-Packard, Acer and Asustek.

AMD's original plan was to launch Deccan platform with Krishna and Wichita accelerated processing units (APUs) in June of 2012, and then upgrade to the Kerala platform with Kabini APUs in 2013, in order to compete against Intel's Ivy Bridge.

But the firm has had a change of heart and will now have the new Trinity-based APU to take on Intel in the ultrabook sector. It is expected that AMD's platform will be used on 20 units this year, compared to Intel's 75.

Ultrabooks are currently en vogue in the tech world, with manufacturers such as Samsung, Lenovo, Acer and HP all unveiling brand new ultrabook models claiming to be the thinnest, fastest or most stylish in the sector.

Market research firm iSuppli says the potential growth of ultrabooks can be measured by projected sales of cache solid-state drives (SSDs) over the next four years.

It expects sales of cache SSDs to reach 25 million this year, with 22 million of these devices finding a home in an ultrabook. Just 500,000 cache SSDs were shipped in 2011, yet iSuppli expects this figure to reach 121 units by the end of 2015.ADNFCR-1220-ID-801268547-ADNFCR