Tag: NVIDIA

  • Why Intel has to make its foundry business work

    Historically, Intel has (1) designed and (2) manufactured its chips that it sells (primarily into computer and server systems). It prided itself on having the most advanced (1) designs and (2) manufacturing technology, keeping both close to its chest.

    In the late 90s/00s, semiconductor companies increasingly embraced the “fabless model”, whereby they would only do the (1) design while outsourcing the manufacturing to foundries like TSMC. This made it much easier and less expensive to build up a burgeoning chip business and is the secret to the success of semiconductor giants like NVIDIA and Qualcomm.

    Companies like Intel scoffed at this, arguing that the combination of (1) design and (2) manufacturing gave their products an advantage, one that they used to achieve a dominant position in the computing chip segment. And, it’s an argument which underpins why they have never made a significant effort in becoming a contract manufacturer — after all, if part of your technological magic is the (2) manufacturing, why give it to anyone else?

    The success of TSMC has brought a lot of questions about Intel’s advantage in manufacturing and, given recent announcements by Intel and the US’s CHIPS Act, a renewed focus on actually becoming a contract manufacturer to the world’s leading chip designers.

    While much of the attention has been paid to the manufacturing prowess rivalry and the geopolitical reasons behind this, I think the real reason Intel has to make the foundry business work is simple: their biggest customers are all becoming chip designers.

    While a lot of laptops and desktops and servers are still sold in the traditional fashion, the reality is more and more of the server market is being dominated by a handful of hyperscale data center operators like Amazon, Google, Meta/Facebook, and Microsoft, companies that have historically been able to obtain the best prices from Intel because of their volume. But, in recent years, in the chase for better and better performance and cost and power consumption, they have begun designing their own chips adapted to their own systems (as this latest Google announcement for Google’s own ARM-based server chips shows).

    Are these chips as good as Intel’s across every dimension? Almost certainly not. It’s hard to overtake a company like Intel’s decades of design prowess and market insight. But, they don’t have to be. They only have to be better at the specific use case Google / Microsoft / Amazon / etc need it to be for.

    And, in that regard, that leaves Intel with really only one option: it has to make the foundry business work, or it risks losing not just the revenue from (1) designing a data center chip, but from the (2) manufacturing as well.

    Axion processors combine Google’s silicon expertise with Arm’s highest performing CPU cores to deliver instances with up to 30% better performance than the fastest general-purpose Arm-based instances available in the cloud today, up to 50% better performance and up to 60% better energy-efficiency than comparable current-generation x86-based instances1. That’s why we’ve already started deploying Google services like BigTable, Spanner, BigQuery, Blobstore, Pub/Sub, Google Earth Engine, and the YouTube Ads platform on current generation Arm-based servers and plan to deploy and scale these services and more on Axion soon.

    Introducing Google Axion Processors, our new Arm-based CPUs
    Amin Vahdat | Google Blog

  • NVIDIA to make custom AI chips? Tale as old as time

    Every standard products company (like NVIDIA) eventually gets lured by the prospect of gaining large volumes and high margins of a custom products business.

    And every custom products business wishes they could get into standard products to cut their dependency on a small handful of customers and pursue larger volumes.

    Given the above and the fact that NVIDIA did used to effectively build custom products (i.e. for game consoles and for some of its dedicated autonomous vehicle and media streamer projects) and the efforts by cloud vendors like Amazon and Microsoft to build their own Artificial Intelligence silicon it shouldn’t be a surprise to anyone that they’re pursuing this.

    Or that they may eventually leave this market behind as well.

    While using NVIDIA’s A100 and H100 processors for AI and high-performance computing (HPC) instances, major cloud service providers (CSPs) like Amazon Web Services, Google, and Microsoft are also advancing their custom processors to meet specific AI and general computing needs. This strategy enables them to cut costs as well as tailor capabilities and power consumption of their hardware to their particular needs. As a result, while NVIDIA’s AI and HPC GPUs remain indispensable for many applications, an increasing portion of workloads now run on custom-designed silicon, which means lost business opportunities for NVIDIA. This shift towards bespoke silicon solutions is widespread and the market is expanding quickly. Essentially, instead of fighting custom silicon trend, NVIDIA wants to join it.

    Report: NVIDIA Forms Custom Chip Unit for Cloud Computing and More
    Anton Shilov | Anandtech

  • Going from Formula One to Odd One Out

    Market phase transitions have a tendency to be incredibly disruptive to market participants. A company or market segment used to be the “alpha wolf” can suddenly find themselves an outsider in a short time. Look at how quickly Research in Motion (makers of the Blackberry) went from industry darling to laggard after Apple’s iPhone transformed the phone market.

    Something similar is happening in the high performance computing (HPC) world (colloquially known as supercomputers). Built to do the highly complex calculations needed to simulate complex physical phenomena, HPC was, for years, the “Formula One” of the computing world. New memory, networking, and processor technologies oftentimes got their start in HPC, as it was the application that was most in need of pushing the edge (and had the cash to spend on exotic new hardware to do it).

    The use of GPUs (graphical processing units) outside of games, for example, was a HPC calling card. NVIDIA’s CUDA framework which has helped give it such a lead in the AI semiconductor race was originally built to accelerate the types of computations that HPC could benefit from.

    The success of Deep Learning as the chosen approach for AI benefited greatly from this initial work in HPC, as the math required to make deep learning worked was similar enough that existing GPUs and programming frameworks could be adapted. And, as a result, HPC benefited as well, as more interest and investment flowed into the space.

    But, we’re now seeing a market transition. Unlike with HPC which performs mathematical operations requiring every last iota of precision on mostly dense matrices, AI inference works on sparse matrices and does not require much precision at all. This has resulted in a shift in industry away from software and hardware that works for both HPC and AI and towards the much larger AI market specifically.

    Couple that with the recent semiconductor shortage (making it harder and more expensive to build HPC system with the latest GPUs) and the fact that research suggests some HPC calculations are more efficiently simulated with AI methods than actually run (in the same way that NVIDIA now uses AI to take a game rendered at a lower resolution and simulate what it would look like at a higher resolution more effectively than actually rendering the game at a higher resolution natively), I think we’re beginning to see traditional HPC shift from “Formula One of computing” to increasingly the “odd one out”.

    The HPC community is used to being first, and we always considered ourselves as the F1 racing team of computing. We invent the turbochargers and fuel injection and the carbon fiber and then we put that into more general purpose vehicles, to use an analogy. I worry that the HPC community has sort of taken the backseat when it comes to AI and is not leading the charge. Like you, I’m seeing a lot of this AI stuff being led out of the hyperscalers and clouds. And we’ve got to find a way to take that back and carve our own use cases. There are a lot more HPC sites around the world than there are cloud sites, and we have got access to all a lot of data.

    Trying to Do More Real HPC in an Increasingly AI World
    Timothy Prickett Morgan | The Next Platform

  • The Marketing Glory of NVIDIA’s Codenames

    While code names are not rare in the corporate world, more often than not, the names tend to be unimaginative. NVIDIA’s code names, however, are pure marketing glory.

    Take NVIDIA’s high performance computing product roadmap (below) – these are products that use the graphics processing capabilities of NVIDIA’s high-end GPUs and turn them into smaller, cheaper, and more power-efficient supercomputing engines which scientists and researchers can use to crunch numbers. How does NVIDIA describe its future roadmap? It uses the names of famous scientists to describe its technology roadmap: Tesla (the great American electrical engineer who helped bring us AC power), Fermi (“the father of the Atomic Bomb”), Kepler (one of the first astronomers to apply physics to astronomy), and Maxwell (the physicist who helped show that electrical, magnetic, and optical phenomena were all linked).

    Source: Rage3D

    Who wouldn’t want to do some “high power” research (pun intended) with Maxwell? 

    But, what really takes the cake for me are the codenames NVIDIA uses for its smartphone/tablet chips: its Tegra line of products. Instead of scientists, he uses, well, comic book characters. For release at the end of this year? Kal-El, or for the uninitiated, that’s the alien name for Superman. After that? Wayne, as in the alter ego for Batman. Then, Logan, as in the name for the X-men Wolverine. And then Stark, as in the alter ego for Iron Man.

    Source: NVIDIA

    Everybody wants a little Iron Man in their tablet.