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AMD Ready To Fight in 2012, Says CEO

By - Source: Tom's Hardware US | B 79 comments

AMD CEO Rory Read mentioned "thin and light" in his 2012 attack speech to analysts.

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.

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  • 26 Hide
    sarcasm , February 2, 2012 10:15 PM
    Maybe they shouldn't have even invested money in Bulldozer
  • 21 Hide
    sarcasm , February 2, 2012 10:17 PM
    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.
  • 20 Hide
    spasmolytic46 , February 2, 2012 10:46 PM
    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.
Other Comments
  • 26 Hide
    sarcasm , February 2, 2012 10:15 PM
    Maybe they shouldn't have even invested money in Bulldozer
  • 3 Hide
    NightLight , February 2, 2012 10:16 PM
    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)
  • 21 Hide
    sarcasm , February 2, 2012 10:17 PM
    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.
  • 8 Hide
    house70 , February 2, 2012 10:31 PM
    First Acer, now AMD... what's up with all the feisty attitude?
  • 4 Hide
    ern88 , February 2, 2012 10:42 PM
    I think AMD should re think whatever strategy they have. And start revamping and re thinking on ways to come back to the desktop fight with Haymakers. I went with Intel for a new processor after I saw Bulldozer sink past it tracks on release day. They have to focus on keeping the graphics department on the straight and narrow and get the CPU de-railer fixed and chugging again!!!!
  • 7 Hide
    verbalizer , February 2, 2012 10:44 PM
    we hear ya talking AMD, I guess we'll see.
    I guess this means Piledriver is much ado about nothing as well.?
  • 20 Hide
    spasmolytic46 , February 2, 2012 10:46 PM
    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.
  • 3 Hide
    bavman , February 2, 2012 10:57 PM
    sarcasmNo, 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.


    Really? Even though the i3-2100 still dominates the p2 x4 at pretty much everything?
  • 4 Hide
    salgado18 , February 2, 2012 11:06 PM
    Quote:
    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!!!

    You do know he is talking about mobile, don't you? 2500k and 2600k are desktop processors that AMD admited won't try to overtake with technology alone. And in mobile space, I only recommend Intel if I can't find an AMD alternative, as many times the extra cores will help, and when it won't nobody will miss an i3/i5. AND if anything 3D at all appears on screen, the Intel platform is doomed to crawl.

    I firmly believe AMD is on the right track for efficient mobile notebook platforms, especially after the OpenCL article from Toms. Yes, Bulldozer seems to be a failure, but just because the ecosystem it tried to enter is not ready for it (mid-heavy threaded software). But I have faith in them, and exciting times are still to come (from both manufacturers).
  • -7 Hide
    captaincharisma , February 2, 2012 11:11 PM
    lol a fight? well i guess this means they are ditching BD and starting from scratch again :) 

    and don't blame BD's lackluster on windows 7. that is just a pathetic excuse
  • 20 Hide
    e56imfg , February 2, 2012 11:13 PM
    I wish AMD would come back to the main CPU market :( 
  • 5 Hide
    SteelCity1981 , February 2, 2012 11:18 PM
    But lets look at the demographic where the market is. Is the chip market in the highend segment? No. Is the chip market in the portable and utlra portable segment now? Yes. AMD made a smart move by shifting their focus towards the segments where most consumors are buying. AMD got in a lot of trouble trying to compete with intel in the highend segment where it's a small market and don't have the resoruces to compete. So it was a waste of time and money trying to compete against something that isn't where the market is. In order fro them to survive they had to shift focus and do the most logical thing that they can to compete and make profit from and they are doing just that with their focus on portable and ultra portable devices in the chip segment. It was either doing that or going under.
  • 8 Hide
    kronos_cornelius , February 2, 2012 11:26 PM
    I think AMD's best hardware is their fusion chip, but I hope they don't give up on Bulldozer.

    I suspect they may be working on a Tegra3 clone given that they, like Nvidia, have a good grasp on how to do Graphics and Processors.
  • 12 Hide
    sarcasm , February 2, 2012 11:37 PM
    bavmanReally? Even though the i3-2100 still dominates the p2 x4 at pretty much everything?


    Uhhh.... i3-2100 vs 970BE.... 3DS Max 2010, Photoshop CS5, After Effects CS5, Blender, Cinebench, ABBYY Fine Reader, 7 Zip, Main Concept, Handbrake, etc. all show the 970BE beat the i3-2100 by a considerable margin. Yes there are a few areas that the i3 bested the 970BE, but overall having 4 real cores vs 2 is measureable. So you're claim of "at pretty much everything" is baseless and ignorant.

    http://www.tomshardware.com/reviews/sandy-bridge-core-i7-2600k-core-i5-2500k,2833-15.html
  • 7 Hide
    jjtober1 , February 2, 2012 11:51 PM
    Wow, Read is actually sounding like a good choice, I'm really starting to like this guy. I'm glad he isn't fooling himself about trying to get into the smartphone market right now.
  • 2 Hide
    livebriand , February 2, 2012 11:52 PM
    Bulldozer failed and AMD doesn't have any good higher-end chips., but the APUs are pretty good for what they are. There's a reason my desktop has an i5 750 and my laptop has an AMD E350. Plus, the ati graphics division is quite competitive (beating nvidia right now).
  • 8 Hide
    soccerdocks , February 2, 2012 11:56 PM
    sarcasmUhhh.... i3-2100 vs 970BE.... 3DS Max 2010, Photoshop CS5, After Effects CS5, Blender, Cinebench, ABBYY Fine Reader, 7 Zip, Main Concept, Handbrake, etc. all show the 970BE beat the i3-2100 by a considerable margin. Yes there are a few areas that the i3 bested the 970BE, but overall having 4 real cores vs 2 is measureable. So you're claim of "at pretty much everything" is baseless and ignorant. http://www.tomshardware.com/review [...] 33-15.html


    Yes, but that is all video/photo editing. That is a small portion of the market when compared to the office and gaming markets. Even a Pentium G630 is on par with a Phenom x4 955 for gaming uses and will be ahead for most office uses because of the significantly better single threaded performance.
    http://www.tomshardware.com/reviews/gaming-fx-pentium-apu-benchmark,3120-10.html

    This means that pretty much the only place where AMD beats Intel is in a cheap computer that will be used primarily for rendering. There aren't as many people who are looking for something like that.
  • 1 Hide
    lashabane , February 2, 2012 11:58 PM
    One of the reasons I went with AMD is because they're the underdog.

    If it's not about Intel VS AMD anymore, then I guess I don't have to feel bad about my next processor.
  • 1 Hide
    sarcasm , February 2, 2012 11:59 PM
    soccerdocksYes, but that is all video/photo editing. That is a small portion of the market when compared to the office and gaming markets. Even a Pentium G630 is on par with a Phenom x4 955 for gaming uses and will be ahead for most office uses because of the significantly better single threaded performance.http://www.tomshardware.com/review [...] 20-10.htmlThis means that pretty much the only place where AMD beats Intel is in a cheap computer that will be used primarily for rendering. There aren't as many people who are looking for something like that.


    That's why my original post is that I recommend the Phenom II X4 over the i3 line because its a more balanced chip. In gaming, it's a toss up between the two, but overall content creativity and general uses, the Phenom II is a much better buy. There's only a $10 price difference between the i3-2100 and Phenom II X4 970.
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