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A report from HardOCP's Kyle Bennet aims to shake NVIDIA's foundations, with allegations of anti-competitive business practices under its new GeForce Partner Program (GPP). In his report, which started with an AMD approach that pushed him to look a little closer into GPP, Bennet says that he has found evidence that NVIDIA's new program aims to push partners towards shunning products from other hardware manufacturers - mainly AMD, with a shoot across the bow for Intel.
After following the breadcrumb trail and speaking with NVIDIA AIBs and OEM partners ("The ones that did speak to us have done so anonymously, in fear of losing their jobs, or having retribution placed upon them or their companies by NVIDIA," Bennett says), the picture is painted of an industry behemoth that aims to abuse its currently dominant market position. NVIDIA controls around 70% of the discrete GPU market share, and its industrious size is apparently being put to use to outmuscle its competitors' offerings by, essentially, putting partners between the proverbial rock and a hard place. According to Bennet, industry players unanimously brought about three consequences from Nvidia's GPP, saying that "They think that it has terms that are likely illegal; GPP is likely going to tremendously hurt consumers' choices; It will disrupt business with the companies that they are currently doing business with, namely AMD and Intel."
The crux of the issue seems to be in that NVIDIA, while publicly touting transparency, is hiding some not so transparent clauses from the public's view. Namely, the fact that in order to become a part of NVIDIA's GPP program, partners must have its "Gaming Brand Aligned Exclusively With GeForce." Bennet says that he has read NVIDIA papers, and these very words, in internal documents meant for NVIDIA's partners only; however, none of these have been made available as of time of writing, though that may be an effort to protect sources.
But what does this "exclusivity" mean? That partners would have to forego products from other brands (case in point, AMD) in order to be granted the GeForce partner status. And what do companies who achieve GPP status receive? Well, enough that it would make competition from other NVIDIA AIBs that didn't make the partner program extremely difficult - if not unfeasible. This is because GPP-branded companies would receive perks such as: high-effort engineering engagements (likely, aids to custom designs); early tech engagement; launch partner status (as in, being able to sell GeForce-branded products at launch date); game bundling; sales rebate programs; social media and PR support; marketing reports; and the ultimate kicker, Marketing Development Funds (MDF). This last one may be known to our more attentive readers, as it was part of Intel's "Intel Inside" marketing program which spurred... a pretty incredible anti-trust movement against the company.
As a result of covering this story, HardOCP's Kyle Bennet says he expects the website to be shunned from now on when it comes to NVIDIA or NVIDIA partner graphics cards being offered for review purposes. Whether or not that will happen, I guess time will time; as time will tell whether or not there is indeed any sort of less... transparent plays taking place here.
View at TechPowerUp Main Site
After following the breadcrumb trail and speaking with NVIDIA AIBs and OEM partners ("The ones that did speak to us have done so anonymously, in fear of losing their jobs, or having retribution placed upon them or their companies by NVIDIA," Bennett says), the picture is painted of an industry behemoth that aims to abuse its currently dominant market position. NVIDIA controls around 70% of the discrete GPU market share, and its industrious size is apparently being put to use to outmuscle its competitors' offerings by, essentially, putting partners between the proverbial rock and a hard place. According to Bennet, industry players unanimously brought about three consequences from Nvidia's GPP, saying that "They think that it has terms that are likely illegal; GPP is likely going to tremendously hurt consumers' choices; It will disrupt business with the companies that they are currently doing business with, namely AMD and Intel."
The crux of the issue seems to be in that NVIDIA, while publicly touting transparency, is hiding some not so transparent clauses from the public's view. Namely, the fact that in order to become a part of NVIDIA's GPP program, partners must have its "Gaming Brand Aligned Exclusively With GeForce." Bennet says that he has read NVIDIA papers, and these very words, in internal documents meant for NVIDIA's partners only; however, none of these have been made available as of time of writing, though that may be an effort to protect sources.
But what does this "exclusivity" mean? That partners would have to forego products from other brands (case in point, AMD) in order to be granted the GeForce partner status. And what do companies who achieve GPP status receive? Well, enough that it would make competition from other NVIDIA AIBs that didn't make the partner program extremely difficult - if not unfeasible. This is because GPP-branded companies would receive perks such as: high-effort engineering engagements (likely, aids to custom designs); early tech engagement; launch partner status (as in, being able to sell GeForce-branded products at launch date); game bundling; sales rebate programs; social media and PR support; marketing reports; and the ultimate kicker, Marketing Development Funds (MDF). This last one may be known to our more attentive readers, as it was part of Intel's "Intel Inside" marketing program which spurred... a pretty incredible anti-trust movement against the company.
As a result of covering this story, HardOCP's Kyle Bennet says he expects the website to be shunned from now on when it comes to NVIDIA or NVIDIA partner graphics cards being offered for review purposes. Whether or not that will happen, I guess time will time; as time will tell whether or not there is indeed any sort of less... transparent plays taking place here.
View at TechPowerUp Main Site
