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Nvidia pulls one over on AMD at the Microsoft booth

Computex 2009 Marketing madness
Tue Jun 09 2009, 08:36

MICROSOFT WAS living large at Computex 2009, with a massive booth dedicated almost entirely to the much touted, up-and-coming Vista-memories-eraser, Windows 7.

But as Volish director-level bods stood around boozing it up at a private AMD Computex party, slapping each other on the back and boasting so wittily, a certain Green Goblin was busy behind the scenes.

As morning broke in Taipei and the DAAMIT DX11 team dozed or awoke groggily with varying levels of hangover, an intrepid INQ spy snapped a classic shot of Microsoft's booth, complete with Windows 7 'Power Gaming' demos seemingly running on Nvidia machines.

Win7-320x320It seems Nvidia's Taipei-born CEO, Jen-Hsun Huang, managed to use his home-field advantage to score a clever PR coup and position his company's re-labeled 2006 tech smack bang next to the biggest, most anticipated OS of 2010, without even having taped out a DX11 part to facilitate Microsoft's new Windows 7 graphics standard.

Much as the INQ enjoys giving Nvidia a rap on the knuckles when it's wrong, this move by the Green Goblin was pure genius, leaving team Bergman with red cheeks to match their red noses.

Simply having viable DX11 technology available for developers to work with several months ahead its competition apparently won't be enough for AMD to secure 50 per cent market share at the rollout of Windows 7 - the firm will also need to buck up its marketing efforts, DAAMIT!


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