AMD launches Radeonbranded DDR3 modules

first_imgWhen AMD acquired ATI it became a company capable of producing a solid line-up of processors and graphics cards/chips. Now it seems, memory modules will be part of the company’s product offerings too.A page has appeared on the AMD website advertising “AMD Radeon Memory for Systems.” There are three module options available split down into Entertainment, ULTRAPRO Gaming, and Enterprise segments.Only 2GB DDR3 modules are being offered in all three segments, but where the differences occur is in the data rate and timings. The Entertainment segment looks to be a mainstream offering with a data rate of 1333Mbps and timings of 9-9-9. The ULTRAPRO Gaming segment is the high-end offering and pushes the data rate up to 1600Mbps with timings set at 11-11-11. Finally the Enterprise segment has yet to be defined, but AMD is advertising it as perfect for mission critical servers, which is guaranteed by additional testing.What’s confusing is why AMD has decided to enter the DRAM market now. Profit margins are very small in this market, but AMD seems to be adding a hefty premium to these modules. The Entertainment modules are already on sale in Japan for $20.37 each, where as the equivalent from brands including Kingston, Patriot, or Corsair costs around $15. You can even get a 4GB Kit for $27, making the Radeon branded modules seem very expensive.Read more at the AMD product page and ITProPortalMatthew’s OpinionThe one advantage AMD gets from doing this is the ability to ship its new APUs with memory as part of the package. At the very least it can push deals to retailers and give consumers a discount if they choose to purchase both the APU and memory at the same time. It might be minimal profit, but it’s still additional revenue for the company.The price is a sticking point, though. Unless there modules prove to be better performing that the competition (highly unlikely) they will just be viewed as expensive due to the branding. Enthusiasts will not buy them, so it is left to less well-informed consumers to purchase them because of the Radeon brand recognition. But maybe that was AMD’s plan all along.last_img