AMD unveiled its Turion mobile chips on Monday for mobile processors in notebooks that will compete with Centrino chips from Intel.Turion processors are based on the same architecture as AMD’s Opteron and Athlon 64 processors, with an integrated memory controller and 64-bit extensions to the x86 instruction set.“We expect this new product family will set a precedent for mobile PCs in the same way that AMD Opteron did for servers,” Marty Seyer, AMD corporate vice president and general manager, Microprocessor Business Unit, Computation Products Group, said in a statement Monday. “Technology brands, such as the new AMD Turion 64 brand for its mobile PC processors, reflect how PC technology providers are adapting standardized technologies, such as the x86 instruction set, to meet the needs of consumer and commercial mobile PC users,” said Shane Rau, senior analyst with IDC, in a statement. Intel’s Pentium M processor, brand-named Centrino, has attracted legions of notebook buyers looking for desktop-like performance in a thin-and-light notebook, IDG News Service reported. AMD said in November 2004 that it was working on new processor designs for thin-and-light notebooks that would compete head-to-head with the Pentium M. Bahr Mahony, a marketing manager in AMD’s Mobile Business Segment, said those chips will carry the Turion brand and be available in the first half of 2005, IDG News Service said. With Turion, AMD has opted not to follow Intel’s platform strategy, in which the Centrino mobile technology is the public face of the Pentium M processor, the 855 chip set, and the Intel Pro/Wireless Wi-Fi chips. AMD believes that PC vendors will prefer the option of using chip sets or wireless chips from multiple sources, picking the best product for cost or performance considerations, Mahony said. Technology Industry