AMD to shift competitive focus away from Intel, still committed to x86

By on November 30, 2011, 3:13 PM

In a recent interview with the San Jose Mercury News, AMD spokesman Mike Silverman said the company is currently at an inflection point and that they need to "let go of the old AMD versus Intel mind-set, because it won't be about that anymore." His vague comments regarding the future strategy for AMD quickly sparked speculation about a potential exit from the x86 microprocessor market.

Now, however, they've moved to clarify that this won't be the case, but they intend to realign the business around current trends involving low-power devices and the cloud.

That doesn't sound too different from what the company was supposed to be focusing on right now -- they just haven't been able to bring power consumption down enough to enter the smartphone and tablet markets or deliver enough performance in mainstream and server chips to outshine Intel. The company is expected to share more details about its future plans at its February strategy update.

Although AMD says they are still committed to x86, at the very least it would seem they are done trying to go head to head with Intel at the top end. They haven't been able to produce a high-end processor to match Intel's enthusiast offerings for quite a while, and though many had hoped to see AMD back in the game after the company revived its much-ballyhooed FX brand, that clearly wasn't the case.

AMD sits at around 19% of the overall processor market share, down from a 23% share in 2006, and not even the massive $1.25 billion settlement last year in its antitrust battle against Intel was able to change its fortunes.

Meanwhile, the low-power devices market that AMD talks about is currently dominated by ARM. The fight with Intel has seemingly gotten AMD nowhere but there's no indication that they'll fare any better going against ARM. What's more, the recent decision to move 28nm production to TSMC from GlobalFoundries -- if true --means AMD won't have a true successor to its low-power Ontario/Zacate products in another 18 months.

One rumor that's been floating around is that AMD might be ready to pair ARM-based processors with its own graphics technology to produce a system-on-a-chip alternative to Qualcomm, Nvidia, TI's and the like. Earlier this year AMD Marketing Director John Taylor denied rumors that such a deal was in the works, but said they are not closing the doors on it either, seeing as they have "similar views on where the industry is going."




User Comments: 23

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Tomorrow_Rains said:

Yay, Now intel is going to release sandy bridge 52 times next year and call it different things

Win7Dev said:

Tomorrow_Rains said:

Yay, Now intel is going to release sandy bridge 52 times next year and call it different things

I think you forgot about Ivy Bridge. I really just want amd around to keep intel's prices down, not that they really affect them that much though.

nickblame said:

gah this sucks. common now AMD, on your bike! and please lose bulldozer as a brand name. god who ever thought that this name can fly for a cpu? it's supposed to be smart..

Guest said:

Linux needs a powerful backer, come on AMD let us show you the love. And btw all of you out there get to creating some graphical...ka games for linux only. Gaming is the only edge Microsoft has..............AMD should consider this strategy...We are legion.

emmzo said:

So basically they tried their best and failed and now they don't really know what to do next. In the meantime they'll focus on crap cheap products. I shed a tier...

Guest said:

Good, I was sick of fanboys saying how AMD was better in price to performance. Too bad they didn't realise AMD had no choice being second place and all. Prices have already gone up and I don't care. I really don't. The AMD fanboys were far worse.

Guest said:

gah this sucks. common now AMD, on your bike! and please lose bulldozer as a brand name. god who ever thought that this name can fly for a cpu? it's supposed to be smart..

Um, its a code name, nothing more. The chips are branded FX, like back in the day when they were number one.

Guest said:

this is so funny... shift way from intel?... hahaha.. there is no such thing as shifting way... the only difference is that they say they are shifting...

this company is such a failure in maketing... its only very sad always

Tanstar said:

Guest said:

Good, I was sick of fanboys saying how AMD was better in price to performance. Too bad they didn't realise AMD had no choice being second place and all. Prices have already gone up and I don't care. I really don't. The AMD fanboys were far worse.

AMD was faster for the price at the mid and low end of modern chips. They also managed to use the same chip interface for years, so you didn't need a new MB every time you upgraded your chip. Hate that they're giving in :P As someone else said, now intel has no reason to push forward as hard as they have.

cliffordcooley cliffordcooley, TechSpot Paladin, said:

Tanstar said:

As someone else said, now intel has no reason to push forward as hard as they have.

Maybe thats the whole strategy, AMD continues planing and gives Intel a reason to slack with their production. After about two years AMD might be back on top.

dividebyzero dividebyzero, trainee n00b, said:

Maybe thats the whole strategy, AMD continues planing and gives Intel a reason to slack with their production. After about two years AMD might be back on top.

I've seen that movie. Tortoise wins the race, right?

I think the Grindhouse version goes along the lines of...Hare wants to go casual. Wants to detour off the racecourse and hit the bars for beers, 9-ball and jiggly waitresses. Every time Hare thinks this there is a loud buzzing from the explosive collar around his neck (cut to stockholder creepily fondling a remote contol), Hare runs just fast enough to keep the pervy suit from going Defcon-1.

Cut scene to Tortoise, ambling across the lush grass, the entreaty in his moist eyes evident for all to see...camera pulls back and change in depth of field shows approaching ride-on lawnmower...

fimbles fimbles said:

Competition is always good,

Please god dont let intel control the whole market, i dont like the idea of being at the mercy of one company.

dummybait said:

dividebyzero said:

Maybe thats the whole strategy, AMD continues planing and gives Intel a reason to slack with their production. After about two years AMD might be back on top.

I've seen that movie. Tortoise wins the race, right?

I think the Grindhouse version goes along the lines of...Hare wants to go casual. Wants to detour off the racecourse and hit the bars for beers, 9-ball and jiggly waitresses. Every time Hare thinks this there is a loud buzzing from the explosive collar around his neck (cut to stockholder creepily fondling a remote contol), Hare runs just fast enough to keep the pervy suit from going Defcon-1.

Cut scene to Tortoise, ambling across the lush grass, the entreaty in his moist eyes evident for all to see...camera pulls back and change in depth of field shows approaching ride-on lawnmower...

Buhaha Epic...

dummybait said:

Honestly i think intel has been playing dumb for a long long time... i mean both AMD and Intel had very close performance wise up to the point at which intel was at the line, spoke the words core 2 duo into existance and said "Watch this!" and dumped the clutch. They have been winning races ever since.

veLa veLa said:

Well I'll still remember when when the Athlon 64 out shined the Pentium 4 and when the Athlon 64 X2 out shined the Pentium D. I have a first gen i7 now, but I definitely remember the badass/cheap machines you could throw together with AMD processors.

okrings said:

Apparently they have an ***** running the company now. AMD has been dragging their feet lately, but at least they've offered mainstream competition to Intel. I don't really care that AMD can't beat Intel in the performance/high end segments, I just want them to keep trying! I've bought Intel CPUs the past 3 generations (Sockets 775, 1156 and 1155), but I keep hoping AMD will offer something equal to Intels offerings in the performance (if not high-end) segment. I haven't had reason to buy an AMD CPU since the day of the Athlon 64 X2, but most of my friends buy AMD because they're comfortable with mainstream performance. Besides, most the money is in the mainstream and value segments, right? Hell, even the Xbox 360 uses a AMD cpu and gpu, and rumors say the next gen Xbox will too. They've got to be making SOME money, so AMD can take their quitter-talk and shove it! If first you don't succeed... try and try, and try and try, and try again!

Mirob Mirob, TechSpot Paladin, said:

Gads AMD needs a marketing department. This is stupid.

Guest said:

AMD in the past has been an innovator and pushed Intel to get better.

I would like to see AMD continue to push Intel.

AMD took ideas from the old DEC Alpha chip and made them part of the PC world.

Guest said:

Too bad for AMD Intel is shifting that way too, because they answer

market demand too.

Except this time it's not AMD that Intel will be concerned with killing

off but ARM.

captaincranky captaincranky, TechSpot Addict, said:

Competition is always good,

Please god dont let intel control the whole market, i dont like the idea of being at the mercy of one company.

And yet so many give their all to Google.

red1776 red1776, Omnipotent Ruler of the Universe, said:

I've seen that movie. Tortoise wins the race, right?

I think the Grindhouse version goes along the lines of...Hare wants to go casual. Wants to detour off the racecourse and hit the bars for beers, 9-ball and jiggly waitresses. Every time Hare thinks this there is a loud buzzing from the explosive collar around his neck (cut to stockholder creepily fondling a remote contol), Hare runs just fast enough to keep the pervy suit from going Defcon-1.

Cut scene to Tortoise, ambling across the lush grass, the entreaty in his moist eyes evident for all to see...camera pulls back and change in depth of field shows approaching ride-on lawnmower...

You need to send that script to Matt Damon and get that sucker greenlighted!

Tomorrow_Rains said:

And yet so many give their all to Google.

HOW DARE YOU!!!

believe that i would give my life to google.

I have a windows phone, i use Internet Explorer (with ninethousand firewalls)

and even though my job would prefer i get an android, i use windows.

I Dont like advertising companies (Google)

I dont like my products to be fruity (Apple)

And i love linux (its free, duh)

captaincranky captaincranky, TechSpot Addict, said:

And yet so many give their all to Google.

HOW DARE YOU!!!

believe that i would give my life to google.

I have a windows phone, i use Internet Explorer (with ninethousand firewalls)

and even though my job would prefer i get an android, i use windows.

I Dont like advertising companies (Google)

I dont like my products to be fruity (Apple)

And i love linux (its free, duh)

Oh, please accept my apologies. I didn't realize your given name was, "so many".

Allow me to rephrase that, "So Many doesn't give his any to Google, very commendable".

Now "Bing" off.

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