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AMD CEO Left Over Mobile Strategy Disagreement

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January 14, 2011 4:30:16 PM

Cheers AMD, that's the second time the board of directors has kicked some butt. Too bad more boards weren't like that.
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a b À AMD
January 14, 2011 4:35:25 PM

I can't understand that really. When he came on it wasn't like AMD was doing marvelous. In fact it was quite the opposite. He came on when they had consistent quarterly losses, a falling stock and a CPU that performed worse than the two year old Intel equivalent.

Its not like he had the ability to say "Hey lets also develop for smart phones and stuff even though our core product is failing us....". He made a hard choice. It was either get AMD moving in the right direction again or go down with the ship.

I think he made the right choice. He got AMD up and moving with a bit of steam again. In fact when he came on, Bulldozer was all but gone from road maps and he got it to the point of release this year.

But I guess the BoD wanted him to instead focus on a segment and let their main product portfolio burn.
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January 14, 2011 4:51:21 PM

f*** mobile, maybe do a cpu that can surpass intel and then talk about expanding to other markets.
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January 14, 2011 4:59:53 PM

Sure, he got AMD back barely, but at the lose of the bigger picture.

Everyone knows the computer world is moving to the cloud while people access the cloud with smaller devices such as handhelds. And he sold Imageon to Qualcomm? That's a huge lack of vision!

Quite frankly, seeing through GF spin-off was an easy task that many could do. But selling Imageon can only be done by someone completely inept.
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a b À AMD
January 14, 2011 5:01:00 PM

Yeah, sounds like they made Dirk take one from behind. I just hope AMD won't dilute their efforts too much now, lose focus, and choke.
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January 14, 2011 5:03:17 PM

Meyer said "let's hold Brazos and let Atom get the nettops/netbooks ground" when he pushed the R&D 2 years, if I recall correctly. I don't know if it was a good or bad call when they were battling bad economy and low rate of success on the x86 ground. You can now tell it was a bad move, but then, the priorities back then were others.

Cheers!
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January 14, 2011 6:26:45 PM

I don't support this change in focus.
I'm not claiming to know more than the board, but I need AMD to release another great mainstream CPU, like back in the days of the Athlon.

Without that Intel's just gonna become more and more overpriced.

I don't see focussing on mobile helping them take Intel.
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January 14, 2011 6:30:03 PM

That board is full of morons. Dirk knew they had to work on their core products and stabilize those before investing in niche products with very slim margins. It's also pretty expensive for a company to let a CEO go and get a new one so it's not something that's done on a whim, no this took alot of foolish thought.
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Anonymous
January 14, 2011 6:44:03 PM

Idiots... x86 is worthless for phones, diversifying into ARM is expensive and risky... Besides, there are already way too many players in the ARM business, it would be very hard to differentiate yourself from the crowd on your first attempt(ask Nvidia, re: Tegra 1).
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January 14, 2011 8:27:04 PM

bv90andyf*** mobile, maybe do a cpu that can surpass intel and then talk about expanding to other markets.

I love you.
megamanx00That board is full of morons. Dirk knew they had to work on their core products and stabilize those before investing in niche products with very slim margins. It's also pretty expensive for a company to let a CEO go and get a new one so it's not something that's done on a whim, no this took alot of foolish thought.

...You, too.

I love how these meatheads don't understand that you should at least have ONE thing that can perform decently compared to other companies' products. Apparently, not only does the BoD want to suck at making processors, they want to suck even more in the mobile market. I hope they're reading this right now... Hey, shitheads!... Maybe you should fix what you already have and THEN focus on expanding into other markets!

Having been a loyal AMD customer up until now, I hope they know that their stupidity has just lost them another customer... I always thought there was actually a chance for AMD to turn itself around until just now... nope. Unless Bulldozer is an absolute tank, they're just going to stay in the same situation for many years to come.
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January 14, 2011 8:46:49 PM

I hope mobile computing turns out to be another fad like 3D. Computer geeks should be at home in their basements and not "consuming content" "on the go". I'll do my part - I'm going to beat up the first guy I see using a laptop or a tablet in public.
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January 14, 2011 9:34:38 PM

I bet the board of directors is just a bunch of rich stupid people who think the world revolves around apple-like innovation.

Seriously, such a company must be a little conservative and stay focused on 2-3 things, you can't expect a company which struggles in low power even for netbooks (until recently with the mediocre bobcat) to succeed in the mobile market without investing an arm and a leg on a possible failure.

Good call, Dirk, for leaving instead of giving up to this nonsense and be remembered for taking amd downhill with this bad decision.
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January 14, 2011 10:51:35 PM

I think Meyer did a good job. But it would be a mistake to underestimate the mobile sector. After all, how many mainframe companies do we know today that underestimated the humbler PC in the 80's. The only one I can remember is IBM, and that is because it embraced the PC revolution.

I would advice AMD to go in Nvidia's direction and create a Fission CPU with ARM architecture. Just like Nvidia will have a big impact due to its superior technology in GPU's (SMP), so too should AMD with it ATI division.

I know AMD has a lot invested in x86, but if Intel has not been able to lower the power consumption on x86 by now, AMD should not waste more money on that endeavor. I think is easier for AMD to switch architectures. AMD is not as married to x86 as Intel since they don't own the patents.
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January 14, 2011 11:39:38 PM

doronI bet the board of directors is just a bunch of rich stupid people who think the world revolves around apple-like innovation.Seriously, such a company must be a little conservative and stay focused on 2-3 things, you can't expect a company which struggles in low power even for netbooks (until recently with the mediocre bobcat) to succeed in the mobile market without investing an arm and a leg on a possible failure.Good call, Dirk, for leaving instead of giving up to this nonsense and be remembered for taking amd downhill with this bad decision.


Bobcat destroy Atom in power, power efficiency and price. Is that what you call medioce? Come on...

Brazos is an awesome platform, not even with the help of ION Atom can compete, their cpu's sux, their igp sux, using nvidia ION the power consumption is near 50%+ higher than a equivalent Zacate+HD6310.

At the same price of an ION you get more cpu, more gpu more ram, HDD, etc with a Zacate setup.

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January 15, 2011 12:04:41 AM

If Meyers was intending to slow down all processor development, I'm for the boards decision, on a personal level. On a business level I don't think it's the right time to slow down mobile development either, because there is a lot of competition and AMD needs to get their offerings in the ring and well developed pronto. Dirk may have done a great job getting AMD back on track, but I'm not as sure he would be taking them in the direction I'd like to see in the future. I thought differently before - but that's what we get for guessing from the outside about what's really going on in AMD.

;) 
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January 15, 2011 12:36:43 AM

He wasn't leading right!
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January 15, 2011 12:39:27 AM

On a serious note though, I think, along with a lot of people here that the CEO was right about fixing the CPU market first before going serious about the mobile market.
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January 15, 2011 1:12:31 AM

yannigr but Zacate doesn't show me that they can compete.


If you actually look at how it performs over intel's offerings and at its pricepoint, I think you would completely reconsider this statement. At this point there are VERY few PC users that would ever need more than a Zacate based laptop... its quite snappy, plays 1080p vids great, multitasks well. Only thing it doesn't do is power-user stuff like 300dpi photoshop images, HD video editing, 3D rendering, etc. The majority of PC users don't do any of these things. I think AMD has a winner here and I think it will show in their earnings next year.
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January 15, 2011 1:24:20 AM

dman3kSure, he got AMD back barely, but at the lose of the bigger picture.Everyone knows the computer world is moving to the cloud while people access the cloud with smaller devices such as handhelds. And he sold Imageon to Qualcomm? That's a huge lack of vision!Quite frankly, seeing through GF spin-off was an easy task that many could do. But selling Imageon can only be done by someone completely inept.


Personally i would never use a cloud service .. lack of security and most of the internet connections here in the US suck ! compared to england or austrailia seriously . i mean why would any one want to do that?... AMD should remain focused on whats important building on the core buisness of consumer and hardcore grade processors and not just some watered down chunk of silicon. opteron grade hardware/ reliability with the speed of a 980x would be awesome .. if you have not figgured it out .. apple and invidia pretty much have the low power processor market tied up baring a few snapdragons..point being stay focused dont give up just because things get difficult.
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January 15, 2011 2:02:01 AM

I personally applaud him for turning AMD around into a competitor to Intel once again. He really did lead AMD through some difficult times. AMD was in no position to branch off excessively - that would have overstretched their R&D department.
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January 15, 2011 2:05:49 AM

US internet sucks compared to Australia?
I'm on the best connection in Aus i think.. i get 14mbps down and 0.8 up..
I know US gets better.
Plus its $150 for me.. expensive for not that good speeds. only 200GB too.
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January 15, 2011 4:16:28 AM

what does amd do well?

budget cpus which pack a hell of a punch.
i managed to find a laptop with a real 3 core phenom, and not some mobile piece of crap

graphics cards, read what amd did in dx10 and what nvidia did any you will understand better.

amd, as far as i know, has nothing that can touch arm, so why try for a market where you will most likely only be the runner up, after spending billions? arm is so mass produced that they are cheap, and cost effective, can amd make that claim, even in 2-5 years after 2 cpus and 3 revisions of each?

they cant even compete on the high end, where power isnt a problem, much less where every watt counts,
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January 15, 2011 4:43:10 AM

Hope AMD concentrate on Bulldozer and just leave everything else..They cant even touch Intel and they still want to expand into other markets..
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January 15, 2011 4:59:43 AM

intel is on top and will be on top for a long time, they can't compete with intel
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January 15, 2011 8:47:26 AM

Technology&business is the art of the possible. Steven Jobs know that. Dirk Meyer knows that. MS's Ballmer sure as hell doesn't know that and AMD's board doesn't either. Pity. With the resources AMD has available to invest in this, AMD doesn't have a chance in hell to compete in the mobile market. Everything they do will be money thrown into the furnace. I think this board decision will be another step towards the end for AMD.

...And everybody is overestimating "the cloud". Cloud computing is actually NOT in the interest of any IT-consumers. It's just Google's plan for world domination and extorting massive amounts of money for very little. Some day, maybe all the poor fools will wake up.
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January 15, 2011 9:12:34 AM

NintendorkBobcat destroy Atom in power, power efficiency and price. Is that what you call medioce? Come on...Brazos is an awesome platform, not even with the help of ION Atom can compete, their cpu's sux, their igp sux, using nvidia ION the power consumption is near 50%+ higher than a equivalent Zacate+HD6310.At the same price of an ION you get more cpu, more gpu more ram, HDD, etc with a Zacate setup.


I know the bobcat architecture is more efficient however it does consume more power than atom.

I'm just saying - Think about how long it took amd to get a good architecture for the notebook / netbook market. Now think about what would've happened if they ALSO spent tons of resources on a mobile market architecture, before even setting a steady foot on the notebook market.

Keep in mind that even the (way) more resourceful Intel is taking its time with Moorestown (the atom-aimed for tablets) and they've got the puny atom architecture, which is evidently a far cry from fitting into a tablet (considering how long it's taking them to design something appropriate).

Why plunge into a new territory now when you just set foot on a new one? Get some revenue and improve your current holdings and then expand. Otherwise i'd call it losing direction.
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January 15, 2011 11:35:59 AM

not AMD nor Intel can compete against ARM, unless the Apps or OS required more performance which could happen in the near future.

AMD chose not to develop anything against the Atom as they were already quite full acquiring ATI and then focused on creating Fusion. Unfortunately, Intel has a lot of cash to burn.



There's something fishy going on in AMD, and i've read that shareholders are selling AMD shares.
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January 15, 2011 11:51:55 AM

AMD does not need a cpu that outperforms Intel. They only did that once in their entire existence. They are quite happy being number 2. Which is why they need to expand to other markets.
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January 15, 2011 1:32:45 PM

doronI know the bobcat architecture is more efficient however it does consume more power than atom.I'm just saying - Think about how long it took amd to get a good architecture for the notebook / netbook market. Now think about what would've happened if they ALSO spent tons of resources on a mobile market architecture, before even setting a steady foot on the notebook market. Keep in mind that even the (way) more resourceful Intel is taking its time with Moorestown (the atom-aimed for tablets) and they've got the puny atom architecture, which is evidently a far cry from fitting into a tablet (considering how long it's taking them to design something appropriate).Why plunge into a new territory now when you just set foot on a new one? Get some revenue and improve your current holdings and then expand. Otherwise i'd call it losing direction.


Its power consumption is higher because it contains an 80 core GPU.
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Anonymous
January 15, 2011 5:33:17 PM

sure, i think they know they can't possibly compete with intel but this move looks foolish
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January 15, 2011 6:03:11 PM

AMD: You're Fired!

CDO: Why?

AMD: Cause you did a good job!

CEO: Huh?

AMD: We want to work on other stuff, like... MP3 players & Headphones.

CEO: Wait, don't we make CPUs?

AMD: Not in the future. Why do you think we dumped "ATI"? Psshhh.

CEO: I'm outta here, this is bogus.

AMD: No, I said you were fired, remember? Thanks for saving our sinking ship BTW!
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January 15, 2011 7:09:13 PM


Quick sync...bless your heart.

unlocked cores...you can have sex with my wife.
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January 15, 2011 7:57:30 PM

killerclickI hope mobile computing turns out to be another fad like 3D. Computer geeks should be at home in their basements and not "consuming content" "on the go". I'll do my part - I'm going to beat up the first guy I see using a laptop or a tablet in public.


I'd like to see this. You should probably do it, record it, and post it on youtube or something. If only you had a device that could do all of that.....
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January 16, 2011 1:53:50 AM

At least they want to try their luck on mobile market...
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January 16, 2011 6:12:37 AM

The funny part is while there is talk about cloud-based storage, mobile computing and tablets, have to keep in mind that the public doesn't change their mind readily and regardless of what we say here, the majority can think otherwise. Intel has some leverage with netbooks and its working relationship with Apple.

AMD I feel has the big problem of making changes to their retail presentation; most helpless saps who go into a Tiger Direct, Microcenter or New Egg and are actually clueless believe intel is the best. My friend was even told that a $600 Intel Pentium Dual from Dell was still better than the $600 Phenom on a Toshiba because "one was intel". There was just so much wrong with that statement alone but when shoppers are clueless, Intel tends to be a more familiar brand and it does push the general market in their favor and direction.
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January 16, 2011 8:43:12 AM

so that's what holding amd, hope they can compete with the booming mobile market.
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January 16, 2011 1:42:43 PM

im_caiusUS internet sucks compared to Australia?I'm on the best connection in Aus i think.. i get 14mbps down and 0.8 up..I know US gets better.Plus its $150 for me.. expensive for not that good speeds. only 200GB too.

seriously? maybe if you live in newyork i was reading that they have been testing a 50mb sec connection rate there but for people like here in indiana where im from the best you can get is like 24mb and thats fiber optic through AT&T and your still not garanteed that you can get it in your location .. i have a 17mb connection right now .. but im paying about 46 dollars a month for it.
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January 16, 2011 7:06:35 PM

Amd did what they needed to do and they have a solid combonation here, now. Bulldoszer for servers ans workstations, zacate for mainstream. Amd does not need to set their sights on sandybridge and try to take intels butter for the bread that is the stale atom. (Overglorified pentium d, nuff said)

And amd sure as hell don't need to be trying to start selling cell phone chips. Not just yet. Developing it sure, but my god do they just need to invest in advertizing.

Superbowl commercial. Showing a cute little intel chip. Smashed by. A bulldozer. Then a coming soon followed by a amd logo and "the future is fuzion". It'll start a pwderkeg of hype. And it'll sell like CoD, only it won't suck!
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January 17, 2011 10:07:20 AM

I'm not convinced this was a good move, but I suppose amd just misses the struggles and uncertain economy it used to have before dirk.
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Anonymous
January 17, 2011 10:20:08 AM

They should buy an ARM intruction set license and build an ARM SOC them selves. They should be able to compeed in this market. The mobile / netbook market is moving away from x86 and I predict that later on more of the computer industy will be moving to ARM.
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January 18, 2011 12:21:59 PM

bv90andyf*** mobile, maybe do a cpu that can surpass intel and then talk about expanding to other markets.


Pretty much this, plus, why get into another field if your just going to do sub-par, just like in the CPU area (o0o0oo0).
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