Friday, February 3rd 2012
AMD Strategy Transformation Brings Agile Delivery of Industry-Leading IP
At its annual Financial Analyst Day, AMD (NYSE: AMD) detailed a new "ambidextrous" strategy that builds on the company's long history of x86 and graphics innovation while embracing other technologies and intellectual property to deliver differentiated products.
AMD is adopting an SoC-centric roadmap designed to speed time-to-market, drive sustained execution, and enable the development of more tailored customer solutions. SoC design methodology is advantageous because it is a modular approach to processor design, leveraging best practice tools and microprocessor design flows with the ability to easily re-use IP and design blocks across a range of products.
"AMD's strategy capitalizes on the convergence of technologies and devices that will define the next era of the industry," said Rory Read, president and CEO, AMD. "The trends around consumerization, the cloud and convergence will only grow stronger in the coming years. AMD has a unique opportunity to take advantage of this key industry inflection point. We remain focused on continuing the work we began last year to re-position AMD. Our new strategy will help AMD embrace the shifts occurring in the industry, marrying market needs with innovative technologies and become a consistent growth engine."
Roadmap Updates Focus on Customer Needs
Additionally, AMD today announced updates to its product roadmaps for AMD Central Processing Unit (CPU) and Accelerated Processing Unit (APU) products it plans to introduce in 2012 and 2013. The roadmap modifications address key customer priorities across form factors including ultrathin notebooks, tablets, all-in-ones, desktops and servers with a clear focus on low power, emerging markets and the Cloud.
AMD's updated product roadmap features second generation mainstream ("Trinity") and low-power ("Brazos 2.0") APUs for notebooks and desktops; "Hondo," an APU specifically designed for tablets; new CPU cores in 2012 and 2013 with "Piledriver" and its successor, "Steamroller," as well as "Jaguar," which is the successor to AMD's popular "Bobcat" core. In 2012, AMD plans to introduce four new AMD Opteron processors. For a more in-depth look at AMD's updated product roadmap, please visit http://blogs.amd.com.
Next-generation Architecture Standardizes and Facilitates Software Development
AMD also provided further details on its Heterogeneous System Architecture (HSA), which enables software developers to easily program APUs by combining scalar processing on the CPU with parallel processing on the Graphics Processing Unit (GPU), all while providing high bandwidth access to memory at low power. AMD is proactively working to make HSA an open industry standard for the developer community. The company plans to hold its 2nd annual AMD Fusion Developer Summit in June, 2012.
New Company Structure Strengthens Execution
In conjunction with announcing its restructuring plan in November 2011, AMD has strengthened its leadership team with the additions of Mark Papermaster as senior vice president and chief technology officer, Rajan Naik as senior vice president and chief strategy officer, and Lisa Su as senior vice president and general manager, global business units. These executives will help ensure that sustainable, dependable execution becomes a hallmark of AMD.
Visit the AMD Financial Analyst Day website for webcast replay, presentations, updated roadmap, and more.
AMD is adopting an SoC-centric roadmap designed to speed time-to-market, drive sustained execution, and enable the development of more tailored customer solutions. SoC design methodology is advantageous because it is a modular approach to processor design, leveraging best practice tools and microprocessor design flows with the ability to easily re-use IP and design blocks across a range of products.
"AMD's strategy capitalizes on the convergence of technologies and devices that will define the next era of the industry," said Rory Read, president and CEO, AMD. "The trends around consumerization, the cloud and convergence will only grow stronger in the coming years. AMD has a unique opportunity to take advantage of this key industry inflection point. We remain focused on continuing the work we began last year to re-position AMD. Our new strategy will help AMD embrace the shifts occurring in the industry, marrying market needs with innovative technologies and become a consistent growth engine."
Roadmap Updates Focus on Customer Needs
Additionally, AMD today announced updates to its product roadmaps for AMD Central Processing Unit (CPU) and Accelerated Processing Unit (APU) products it plans to introduce in 2012 and 2013. The roadmap modifications address key customer priorities across form factors including ultrathin notebooks, tablets, all-in-ones, desktops and servers with a clear focus on low power, emerging markets and the Cloud.
AMD's updated product roadmap features second generation mainstream ("Trinity") and low-power ("Brazos 2.0") APUs for notebooks and desktops; "Hondo," an APU specifically designed for tablets; new CPU cores in 2012 and 2013 with "Piledriver" and its successor, "Steamroller," as well as "Jaguar," which is the successor to AMD's popular "Bobcat" core. In 2012, AMD plans to introduce four new AMD Opteron processors. For a more in-depth look at AMD's updated product roadmap, please visit http://blogs.amd.com.
Next-generation Architecture Standardizes and Facilitates Software Development
AMD also provided further details on its Heterogeneous System Architecture (HSA), which enables software developers to easily program APUs by combining scalar processing on the CPU with parallel processing on the Graphics Processing Unit (GPU), all while providing high bandwidth access to memory at low power. AMD is proactively working to make HSA an open industry standard for the developer community. The company plans to hold its 2nd annual AMD Fusion Developer Summit in June, 2012.
New Company Structure Strengthens Execution
In conjunction with announcing its restructuring plan in November 2011, AMD has strengthened its leadership team with the additions of Mark Papermaster as senior vice president and chief technology officer, Rajan Naik as senior vice president and chief strategy officer, and Lisa Su as senior vice president and general manager, global business units. These executives will help ensure that sustainable, dependable execution becomes a hallmark of AMD.
Visit the AMD Financial Analyst Day website for webcast replay, presentations, updated roadmap, and more.
30 Comments on AMD Strategy Transformation Brings Agile Delivery of Industry-Leading IP
Tune in next week, same AMD time, same AMD channel!!
The desktop market has not only gone stagnant. Its shrunk and its a trend that's gonna continue.
i mean what exactly are you saying mm? we are coming fast to a time when a computer that doesn't have an integrated display will no longer exist? or simply that desktops as we know them are changing?
they've been changing since the beginning. keeping in line with design changes, i'd say the only thing that definitively makes a desktop a desktop is that you have to plug a display in. i don't think those are going to go anywhere. though obviously they will be relegated to enthusiast circles, they will also have a definitive place in many other situations. not every computer is for individual personal use.
but these large metal towers? they will continue to change, and i do agree they will change more rapidly, to become smaller and more complicated :)
computers that need an external display will no longer exist
or
personal desktop computers will become rare.
or
something else?
i don't disagree with what you're saying, but to what end? i don't think the ability to buy computer parts and build your own is going to go away. a tower is just the incarnation , that can change and it doesn't mean desktops are no longer in existence.
apple sells preconfigured machines that the end user can't change much about (while adhering to the agreement) to me that's not what this is about. dell and gateway and apple not selling towers to every consumer does not mean to me that the desktop pc has died.
as long as i can buy a case and parts, and build my own - and have choices and options while doing so, then it's just a new version of the same thing.
The power will be in the more profitable market as that's were development will go. Tablets and laptops will become more powerful then desktops making them impractical to build/run. General use has already started to cause this. Just look at desktop market shares. Next up is the development shift which this news posts proves. Intel, AMD are not moving the GPU to the CPU die creating the APU for fun. They know what I am saying is the future.
Basically what I am saying is in a few years. Maybe 15 or so we all will be looking for a different hobby.
www.etforecasts.com/products/ES_pcww1203.htm
If they keep this up AMD may find themselves quoting Cartman from South Park, “screw you guys, I’m going home”. In this case, “I’m going home” means closing up shop and going chapter 11.
Tablet 1.2 shows company sales. Sales that include laptops and tablets. Under that is the quote.... So if Apple is getting out of the tower segment and is about to beat out a top two vendor in sales what does that tell you?
If that's what you're talking about, I already said it has declined from 2008 and explained why.
If you're comparing to 2005, the 2015 projects are less, but those are projections. I think their numbers are probably conservative. Just look at the server numbers. With cloud computing, I'm willing to bet that 2015 number will be substantially higher.
edit: I was looking at the wrong column. If you compare 2015 to 2005 there is a small amount of growth NOT a decline. And as I said, even those numbers look conservative to me.
Edit: That small growth screams market plateau.
I can certainly imagine people having a docking port for their smart phone and using that in place of a desktop or tablet. After all, you can't carry a 30" display around with you (not yet anyway). But I have no problem believing that a smart phone could replace the desktop for the average user.
AMD needs to outperform both Intel and ARM SoC with respect to CPU / GPU performance in the mobile space and do so within a more efficient power envelope.
I guess my point is, the question isn’t the direction the industry is going in but if AMD will remain healthy enough to get there,….
Also as I was trying to suggest before, ARM may overtake x86 in the mobile market significantly in the future (phones, tablets and yes laptops or even in some cases servers). If that happens, what good is AMD’s APU lead assuming that lead isn’t wrestled away from them by a competitor like Intel that has considerably superior financial recourses.
Its been rumored that Apple will move OS X to ARM architecture and we already know Microsoft is hard at work on Windows 8 on ARM. Who knows which way the wind will blow,….?