Sign in with
Sign up | Sign in

Another Long-time Graphics Leader Leaves AMD

By - Source: HotHardware | B 47 comments

Another former ATI employee has left the nation's second-largest CPU giant, AMD.

Just weeks after AMD's CTO of graphics Eric Demers left the company to pursue other opportunities, the company's Director of the Client Technology Unit, Godfrey Cheng, has also jumped ship after serving 12 years.

Cheng was recently part of AMD's high-profile Llano launch. But long before that, he was one of the principle players behind ATI's All-in-Wonder series of graphics cards and TV tuners which debut in 1996. He headed the project from 1998 to 2006, and then moved over to gaming technologies like Avivo and CrossFire for a year as ATI's Director of Marketing, Platform Technologies.

In 2006 he also became AMD's Director of Technical Marketing, Graphics Products where he was involved in roadmap and technical marketing for 3D graphics, video, display, power and audio technologies. He was also a technology and product evangelist responsible for benchmarking and hardware certification.

As AMD's Director of Client Technology Unit, Client Division in 2010, he managed and drove technologies such as x86, parallel compute, video and graphics for AMD's PC Client group. He also managed the competitive analysis team, the AMD performance lab, and contributed to AMD's M&A strategies.

"Marketing and Product Executive with extensive experience with PC products with focus in the areas of CPU, graphics, and video technologies," reads his LinkedIn summary. "Key strengths include product management, technology management, product marketing, extensive business development and negotiation experience working with all key Original Equipment Manufacturers, Distributors, Retailers and ecosystem partners. Passion for developing and productizing technologies that literally change the world."

The reasons for his departure is officially unknown, but he follows another former ATI employee (Demers). Rumor has it that he parted ways with AMD because it became clear the company wasn't going to follow Rick Bergman's ideas for how to best leverage AMD's graphics and APU assets. AMD has reportedly acknowledged the departure, and understands the possible concern for his timing after the launch of the GTX 680 and Demer's departure earlier this year.

"The company affirmed that it remains entirely committed to its GPU technology at all market segments," reports HotHardware. "AMD believes its New Zealand and 'Sea Islands' architectures will be a potent challenge for Nvidia's GK104 and noted that the Radeon HD 7000 family competes very well against Kepler's reduced GPGPU performance."

So far AMD has not released an official announcement.

Discuss
Display all 47 comments.
This thread is closed for comments
Top Comments
  • 42 Hide
    stm1185 , April 3, 2012 1:38 AM
    So the graphics guys who came up with good products are leaving yet the CPU guys who made failure after failure are still there.
  • 26 Hide
    eklipz330 , April 3, 2012 2:13 AM
    wowww what are you smokinggg

    ATi started doing PHENOMENALLY after about 1 year they were acquired... they slumped on the hd 2xxx series, but the hd 3xxx fixed it in less than a year... and ever since the hd 4xxx series, they've been doing GREAT. i just RECENTLY replaced my hd 4850... i paid like $100 for it.

    and before that, they were getting their asses handed to them regularly. at least now they put up a good fight
  • 25 Hide
    yezster , April 3, 2012 2:09 AM
    I hope AMD/ATI will not completely sink out... Or else we will have Intel and Nvidia monopolizing the market and it will be BAD news for consumers... and I mean BAD news!!!
Other Comments
  • 42 Hide
    stm1185 , April 3, 2012 1:38 AM
    So the graphics guys who came up with good products are leaving yet the CPU guys who made failure after failure are still there.
  • 9 Hide
    kyee7k , April 3, 2012 1:45 AM
    For one moment, I thought the title of the article was referring to XFX leaving ATI/AMD. Sad man, now I(
  • 14 Hide
    MasterMace , April 3, 2012 1:45 AM
    AMD's ship is sinking. Abandon ship! Women and Mogs first!
  • 25 Hide
    yezster , April 3, 2012 2:09 AM
    I hope AMD/ATI will not completely sink out... Or else we will have Intel and Nvidia monopolizing the market and it will be BAD news for consumers... and I mean BAD news!!!
  • 8 Hide
    Anonymous_26 , April 3, 2012 2:13 AM
    Another one bites the dust
    Another one bites the dust
    And another one gone, and another one gone
    Another one bites the dust
    Hey, I(ntels) gonna get you too
    Another one bites the dust
  • 26 Hide
    eklipz330 , April 3, 2012 2:13 AM
    wowww what are you smokinggg

    ATi started doing PHENOMENALLY after about 1 year they were acquired... they slumped on the hd 2xxx series, but the hd 3xxx fixed it in less than a year... and ever since the hd 4xxx series, they've been doing GREAT. i just RECENTLY replaced my hd 4850... i paid like $100 for it.

    and before that, they were getting their asses handed to them regularly. at least now they put up a good fight
  • -8 Hide
    monsta , April 3, 2012 2:18 AM
    "AMD believes its New Zealand and 'Sea Islands' architectures will be a potent challenge for Nvidia's GK104 and noted that the Radeon HD 7000 family competes very well against Kepler's reduced GPGPU performance."

    GK110 is all I have to say....
  • 14 Hide
    memadmax , April 3, 2012 2:21 AM
    ATI and Nvidia have been going back and forth since the beginning of time.

    I think it's alright that these guys are leaving, bring in new blood and shake things up for once.
  • -9 Hide
    nforce4max , April 3, 2012 2:27 AM
    If it keeps up amd is going under for sure, I hate to even think about what will result of it.
  • 4 Hide
    A Bad Day , April 3, 2012 2:40 AM
    Well, I hope AMD can find something to make up for the lost talent. Losing your top employees is a pain for any companies, especially in groups.
  • 12 Hide
    acoriano , April 3, 2012 2:42 AM
    AMD graphics are going strong, the only thing ruining the company is their FAILDOZER division...
    Maybe AMD needs to do something bold for a chance like Building fabs, and trying to compete with intel.
  • 8 Hide
    Anonymous , April 3, 2012 2:52 AM
    Bulldozer has its place. It powers 13 HPC machines for molecular dynamics we have on campus, each with 64 cores and 256GB 1600mhz RAM. You can't beat the low price/core, even with the shared FPU.
  • -2 Hide
    darkavenger123 , April 3, 2012 2:54 AM
    Sad day for the industry...AMD seems like heading to go under...bad for consumer when Intel and Nvidia dominate the market....hmm...maybe Samsung can take over AMD...Samsung has manufacturing capability(and $$), but not the technical design....or maybe Qualcomm can take over, since they're doing pretty well in the mobile market and expand to the desktop arena...
  • 17 Hide
    Earnie , April 3, 2012 2:54 AM
    sp0nger

    "Does suprise me, AMD will always be #2 to Nvida"

    You should quit smoking whatever it is your smoking,it clouds your comments.
  • 5 Hide
    XZaapryca , April 3, 2012 3:02 AM
    He headed a project at ATI since 1998 and just now left the company, but only worked there for 12 years? Article also vaguely implies that he may have worked there even before 1998. Hmmm....
  • -2 Hide
    tomfreak , April 3, 2012 3:03 AM
    AMD seems to have more dumb ass on top of the company than I imaging. They have a huge advantages over Intel for graphic department, if AMD is smart enough they could have integrate GCN into every opteron long b4 Nvidia come up with Tesla card. With the combination of x86 + GPU compute architecture in 1 package AMD can pretty much set up a stronghold in highly profitable server market giving Intel a headache, but sadly they didnt do it. Even till today we dont have a Opteron integraing GCN into it. Such a fail company.
  • 8 Hide
    mister g , April 3, 2012 3:13 AM
    TomfreakAMD seems to have more dumb ass on top of the company than I imaging. They have a huge advantages over Intel for graphic department, if AMD is smart enough they could have integrate GCN into every opteron long b4 Nvidia come up with Tesla card. With the combination of x86 + GPU compute architecture in 1 package AMD can pretty much set up a stronghold in highly profitable server market giving Intel a headache, but sadly they didnt do it. Even till today we dont have a Opteron integraing GCN into it. Such a fail company.

    Question, why would you want the graphics chip integrated with your main CPU on one huge chip? Server chips are built with reliability in mind, and the reliability of integrated CPU and GPU chips all in one package still hasn't been tested in full yet. Those type of APUs seem more a fit for consumer devices.
  • -7 Hide
    Swolern , April 3, 2012 3:23 AM
    yezsterI hope AMD/ATI will not completely sink out... Or else we will have Intel and Nvidia monopolizing the market and it will be BAD news for consumers... and I mean BAD news!!!


    Maybe not. If PC gamers just have one GPU architecture. Maybe programmers will be able to optimize games and PC can get the same optimization that the weak console gets.
  • 1 Hide
    olaf , April 3, 2012 3:51 AM
    SwolernMaybe not. If PC gamers just have one GPU architecture. Maybe programmers will be able to optimize games and PC can get the same optimization that the weak console gets.


    and the same (over)price as weak a$$ consoles
Display more comments