AMD Aims for Enterprise PC Users with 7th-Gen PRO Processors

AMD is hoping that the latest generation of AMD PRO processors will help it gain a bigger foothold in the enterprise desktop market. The new series of PRO APUs (accelerated processing units), announced at the Canalys Channels Forum in Barcelona today, is the seventh generation of the processor.

The new models promise to deliver increased computing power and graphics performance, along with improved security and energy efficiency. The PRO, according to AMD's pitch, stands performance, reliability, and opportunity.

Lenovo and HP have already signed on to produce enterprise desktops featuring the new chips, while AMD said it expects to see more manufacturers jump onboard in the future.

HP said the PRO APUs will be featured in its EliteDesk 705 G3 desktop series, touting their ability to provide the added performance, security, and flexibility that enterprise customers need, without added IT complexity. The new systems also provide fully support for Microsoft Windows 10 Pro features including Device Guard, Windows Hello, Biometric Security, and BitLocker Encryption.

Hardware-Based Security

AMD has been making a renewed push for enterprise clients over the last year. In January, it finally rolled out "Seattle," the code name for its long-awaited 64-bit ARM chip designed for the data center. The PRO series, which had been going under the nickname "Bristol Ridge," is likewise geared toward enterprise clients.

AMD says the new chip is focused on three key areas likely to appeal to enterprise users: increased security, better computing and graphics capabilities, and a more open standard that is easier to integrate with other systems.

Businesses will likely be looking most carefully at the PRO series' security features, given the increased threat of network intrusion companies are facing today. The AMD Secure Processor, one of the PRO features the company is hyping, is a dedicated processor that forms the core of a hardware-based...

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