Quick Sync made real-time H.264 encoding practical on even low-power devices, and made GPU encoding redundant at the time. AMD of course isn’t one to sit idle, and they have been hard at work at their own implementation of that technology: the Video Codec Engine VCE.
via AnandTech – AMD Radeon HD 7970 Review: 28nm And Graphics Core Next, Together As One.
Intel’s QuickSync helped speed up the realtime encoding of H.264 video. AMD is striking back and has Hybrid Mode VCE operations that will speed things up EVEN MORE! The key to having this hit the market and get widely adopted of course is the compatibility of the software with a wide range of video cards from AMD. The original CUDA software environment from nVidia took a while to disperse into the mainstream as it had a limited number of graphics cards it could support when it rolled out. Now it’s part of the infrastructure and more or less provided gratis whenever you buy ANY nVidia graphics card today. AMD has to follow this semi-forced adoption of this technology as fast as possible to deliver the benefit quickly. At the same time the User Interface to this VCE software had better be a great design and easy to use. Any type of configuration file dependencies and tweaking through preference files should be eliminated to the point where you merely move a slider up and down a scale (Slower->Faster). And that should be it.
And if need be AMD should commission an encoder App or a plug-in to an open source project like HandBrake to utilize the VCE capability upon detection of the graphics chip on the computer. Make it ‘just happen’ without the tempting early adopter approach of making a tool available and forcing people to ‘build’ a version of an open source encoder to utilize the hardware properly. Hands-off approaches that favor early adopters is going to consign this technology to the margins for a number of years if AMD doesn’t take a more activist role. QuickSync on Intel hasn’t been widely touted either so maybe it’s a moot point to urge anyone to treat their technology as an insanely great offering. But I think there’s definitely brand loyalty that could be brought into play if the performance gains to be had with a discreet graphics card far outpace the integrated graphics solution of QuickSync provided by Intel. If you can achieve a 10x order of magnitude boost, you should be pushing that to all the the potential computer purchasers from this announcement forward.