AMD Ready To Fight in 2012, Says CEO

AMD CEO Rory Read is putting on the boxing gloves and preparing for a fight in 2012. It won't be done in the boxing ring, but in the consumer arena spanning desktops, laptops and tablets. His secret weapon seemingly won't be a right hook either, but a "thin and light" assault that will surely hit Intel beneath the belt.

Read used AMD's first analyst day since 2010 to present his challenge to contenders, revealing a focus on the fast-growing mobile computing segment. But you won't see AMD taking a dip in the smartphone pool. Oh no sir, that's too crowded as it is with Intel making its Medfield-based entry and ARM seemingly ruling the mobile market on the SoC level.

"We're going to double down on client and mobility," he said. "I'm not suggesting we dive into smartphones, a heavily crowded space with low margins. I'm going to focus on client mobility, thin and light."

Thin and light probably refers to the rumored "ultrathin" form factor we've heard about for several months. The move to push a new form factor seemingly indicates that AMD is still out to compete with Intel on some level, but a spokesman for AMD said back in November 2011 that the company is shifting away from competing with the long-time processor rival Intel. Instead, AMD will dump its competitive energies into its mobile assault, cloud computing, and entry-level offerings in developing countries.

"We're at an inflection point," said AMD spokesman Mike Silverman. "We will all need to let go of the old 'AMD versus Intel' mind-set, because it won't be about that anymore."

At the same time in a separate report, Read announced that he was slashing 10-percent of AMD's workforce to save about $20 million in annual operating costs. Presently AMD sits at around 19-percent of the overall processor market share, down from a 23-percent share in 2006. However the company doesn't plan to push the envelope with new technology in 2012. Instead AMD rather focus on improving its overall execution.

"We don't want to be on the bleeding edge of technology where we're leading in with our chin and we don't execute cleanly and that breaks down trust," he told analysts.

Reuters reports that Read gestured with his hands and delivered a presentation with the energy of a motivational speaker. He clearly seemed excited about the possibilities that 2012 will bring to the struggling chip manufacturer.

Create a new thread in the US News comments forum about this subject
This thread is closed for comments
79 comments
    Your comment
    Top Comments
  • sarcasm
    Maybe they shouldn't have even invested money in Bulldozer
    26
  • sarcasm
    phamhlamReally? I think Intel is dominating. Espicially with >60% market share. Just look on the fourms. Even though AMD gives you more core and a cheaper price, many people still recommends Intel. i5 2500k & i7 2600k FTW!!!


    No, I still recommend AMD for lower end to mid-low computing needs. For example, I'd rather have a Phenom II X4 over an i3, or an APU over Intel Atom for HTPC. However, once you get to the upper range, then yes I agree an i5 and i7 are worthy of our money.
    21
  • spasmolytic46
    Doesn't sound like AMD plans on competing with Intel on desktops at all. It's a shame really, My first AMD processor was a k6-2. Man that thing was a beast... I'm gonna miss those guys.
    20
  • Other Comments
  • phamhlam
    Really? I think Intel is dominating. Espicially with >60% market share. Just look on the fourms. Even though AMD gives you more core and a cheaper price, many people still recommends Intel. i5 2500k & i7 2600k FTW!!!
    -15
  • sarcasm
    Maybe they shouldn't have even invested money in Bulldozer
    26
  • NightLight
    in other words: you lost in the high end race, and you know it. don't count out intel in the mobile sector either, i suspect they've got it covered. The only thing I respect amd for is keeping prices in check.
    And I admit, I am biased for having amd after amd chip failing on me after all these years, wich could be just bad luck. (and I have never overclocked)
    3