IDG News Service - Advanced Micro Devices is not immediately chasing the market for smartphones as it does not align with the company's strength in technologies like graphics, an executive said on Monday.
Smartphones are constrained on battery, pixels and screen space, and AMD has other areas it can focus on in order to grow, said Rick Bergman, senior vice president and general manager for AMD's product group during the Pacific Crest Securities Technology Leadership Forum in Vail, Colorado. The company sees an opportunity to apply its graphics and chip technologies to tablets, where customers are demanding better video and battery life.
"We haven't announced any plans to go in that handheld space. We've got plenty of opportunities... in server, notebook and now tablets, that's our immediate focus. But if the right circumstances come up and we can see a way to impact the market, we'll obviously continue to look," Bergman said.
AMD has faced criticism for not aggressively pursuing the booming smartphone or tablet markets. The company in June rushed to release its first dedicated tablet chip, called the Z-series. The chip is a low-power variant of PC chips based on the Fusion microarchitecture, which includes a graphics processor and CPU on a single chip. Based on the x86 architecture, the chip can help tablets deliver a full PC and graphics experience, the company has said.
AMD will join Intel in an attempt to unseat ARM, which dominates the tablet market. Intel is also pushing the x86 architecture to tablets with its Atom chips, and hopes to reduce chip power consumption over the next few years to a point where it can match ARM, whose chips are considered more power efficient. Intel is also entering the smartphone market with Atom, though there is no "Intel Inside" smartphone yet, and the company is considered to be many years away from making any meaningful impact.
Earlier this year, rumors emerged that AMD was pursuing an ARM license, which was ultimately denied by AMD. AMD has not announced anything related to ARM, Bergman said, also reiterating the company's commitment to x86 architecture.
"We're excited about what the tablet market can do for AMD," Bergman said.
Beyond tablets, AMD this quarter will release server and desktop chips based on its new Bulldozer architecture, which has been in development for around five years. The Opteron server chip based on Bulldozer, code-named Interlagos, has up to 16 cores, and will be up to 40% faster than existing chips with up to 12 cores, while consuming the same amount of power, Bergman said. The desktop chips include up to eight cores and will be used in high-end desktops aimed at uses such as gaming.
- Accelerating Cloud Deployment and Operations with Managed Services Companies that do not have sufficient in-house expertise to either deploy or maintain an IaaS cloud should turn to Managed Service Providers .
- Enable secure remote access to 3D data without sacrificing visual perfomance Design and manufacturing companies must adapt quickly to the demands of an increasingly global and competitive economy. To speed time to market for...
- Simplifying Product Design In A Complex World Product design engineering has moved far beyond the confines of ever-more powerful workstations. Companies can't afford to restrict projects to using only local...
- A Reference Architecture for the Internet of Things The aim of this is to provide Architects and Developers of IoT projects with an effective starting point that covers the major requirements...
- What Does it Take to Deliver a Superior Customer Experience? The Two Top-Rated Online Retailers, B&H Photo and Crutchfield Electronics, Share Their Secrets Discuss practical CX tools and service methods such as contact center agents and the use of realtime speech analytics to help contact center...
- Keep Servers Up and Running and Attackers in the Dark An SSL/TLS handshake requires at least 10 times more processing power on a server than on the client. SSL renegotiation attacks can readily... All Hardware White Papers | Webcasts