AMD Turns Its Attention to Low-Cost Notebook, Ultraportable Laptop Markets (
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Advanced
Micro Devices is planning to enter the low-cost notebook and
ultraportable laptop markets in 2009 with new processors and platforms that
will compete with the
Intel Atom microprocessor.
After sending mixed signals about whether AMD
will enter the so-called netbook market, Randy Allen, senior vice president
for AMD's Computing Solutions Group, told analysts Nov. 13 that the company
would enter the market in 2009 with a platform called "Yukon"
that will combine a processor, graphics and chip set.
While AMD
has been focusing on the launch of its 45-nanometer Opteron processor,
rumors started to gather that the company would enter the low-cost notebook
market. Allen confirmed those rumors when he spoke during AMD's annual meeting
with Wall Street analysts at the company's Sunnyvale,
Calif., campus Nov. 13.
During his talk, Allen said AMD wanted to
focus on offering a better PC experience with these ultraportable and low-cost
notebooks. Specifically, Allen said AMD
wanted to offer better performance for business users who have started taking
these laptops on the road and on airplanes.
"What I hear from customers is that they really like the form factor
but they don't like the PC experience, and so as part of our road map we have
developed a platform that combines processor, graphics and chip set that will
squarely target that market," Allen said.
While AMD will target small form-factor
notebooks that have displays as compact as 10 inches, Allen said the company
does not want to compete against Intel when it comes to MIDs (mobile Internet
devices) that use a different version of the Atom processor.
Right now, Intel dominates this low-cost and ultraportable market with its Atom
processor and platform. In addition, some
of the world's largest PC vendors—Dell, Hewlett-Packard, Lenovo and Acer—have
jumped into the market due to the success of Asustek Computer's Eee PC.
The
shift toward low-cost and very portable notebooks helped propel the market
in the third quarter of 2008 despite the economic downturn, according to IDC,
a shift that appears to have been too tempting for AMD
to resist.
While Allen did not delve into specifics, his presentation offered some
guidance as to when and where AMD plans to
bring in some new platforms and processors for ultraportable and low-cost
notebooks as well as new products for mainstream notebooks and desktops.
Desktops and Notebooks News & Reviews 
