Nvidia Launches GeForce 9 Series With Midrange Graphics Card - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Business & Finance

Nvidia Launches GeForce 9 Series With Midrange Graphics Card

It's the first time the company has chosen not to launch a new line with the highest-end product first.

Nvidia on Thursday introduced its GeForce 9 Series with a midrange graphics card, the first time the company has chosen not to launch a new line with the highest-end product first.

The GeForce 9600 GT reflects a new strategy in which Nvidia is serving the majority of customers first, rather than introducing the highest-performing technology for the important, but fewer, customers who want the latest-and-greatest graphics processing units for playing the most demanding PC games.

Traditionally, Nvidia would introduce the top-of-the-line product and let the technology gradually drop to the lower price point as new higher-performing products are introduced. Such a strategy caters to serious PC gamers willing to pay what it takes to make full use of the most advanced capabilities of the latest graphics-intensive games.

The majority of Nvidia customers, however, are looking for enough power to run PC games without draining the wallet, and it's this segment that Nvidia has decided to serve first with the introduction of the new product line. The GeForce 9600 GT sells for $199.

The new product can replace its predecessor, the 8600 GT, running in a PCI Express slot in a PC. "The first product to be introduced in the GeForce 9 family gives gamers the horsepower to play cutting-edge DirectX 10 games at a price they will love and can afford," Ujesh Desai, general manager of GeForce desktop GPUs at Nvidia, said in a statement. DirectX 10, which is only in Windows Vista, is the latest graphics technology from Microsoft.

The latest graphics card has a better performance-per-watt ratio than its predecessor, Nvidia said. Contributing to the performance boost is 64 stream processors versus 32 for the older model. In addition, the new card has a 256-bit memory interface running at 900 MHz.

The new GPU also leverages Nvidia's latest technology for playback of high-definition movies in either HD DVD or Blu-ray formats, the company said. The new video-processing engine does all the high-definition H.264 decoding, freeing the computer's CPU to perform other tasks.

Nvidia competes for the wallets of gamers with Advanced Micro Devices, which entered the market for PC graphics cards in 2006 with the $5.4 billion acquisition of ATI Technologies. AMD last month launched a two-chip graphics card that it hoped would give it a lead in price and performance over Nvidia.

The ATI Radeon HD 3870 X2 combines two graphics processors on a single board, giving it nearly double the performance of the single-chip Radeon HD 3870 introduced in November. The product would compete with Nvidia's GeForce 8800 Ultra, which starts at $630. The Radeon HD 3870 X2 has a suggested retail price of $449.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
State of the Cloud
State of the Cloud
Cloud has drastically changed how IT organizations consume and deploy services in the digital age. This research report will delve into public, private and hybrid cloud adoption trends, with a special focus on infrastructure as a service and its role in the enterprise. Find out the challenges organizations are experiencing, and the technologies and strategies they are using to manage and mitigate those challenges today.
Commentary
Augmented Analytics Drives Next Wave of AI, Machine Learning, BI
Jessica Davis, Senior Editor, Enterprise Apps,  3/19/2020
Slideshows
How Startup Innovation Can Help Enterprises Face COVID-19
Joao-Pierre S. Ruth, Senior Writer,  3/24/2020
Commentary
Enterprise Guide to Robotic Process Automation
Cathleen Gagne, Managing Editor, InformationWeek,  3/23/2020
Register for InformationWeek Newsletters
Video
Current Issue
IT Careers: Tech Drives Constant Change
Advances in information technology and management concepts mean that IT professionals must update their skill sets, even their career goals on an almost yearly basis. In this IT Trend Report, experts share advice on how IT pros can keep up with this every-changing job market. Read it today!
White Papers
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll