During a talk Aug. 8, an AMD executive said the company was focusing its mobile ambitions on tablets rather than smartphones.
Devices has no plans to follow Intel's lead and compete against ARM Holdings in
the booming smartphone market.
will take what executives see as the strengths of its x86-based chip
portfolio-high performance, strong graphics and energy efficiency-in other
directions, including tablets, according to reports.
senior vice president and general manager of AMD's Product Group, said during
an Aug. 8 talk at the Pacific Crest Securities Technology Leadership Forum in
Vail, Colo., that tablets-with their focus on video capabilities and long
battery life-are a better fit for his company than smartphones, which have
limitations in such areas as battery and screen space.
haven't announced any plans to go in that handheld space," Bergman said at the
event, according to a report in PC World
. "We've got plenty of
opportunities ... in server, notebook and, now, tablets. That's our immediate
focus. But if the right circumstances come up and we can see a way to impact
the [smartphone] market, we'll obviously continue to look."
in the mobile space has been an issue for a while, and came to a head in
January when Dirk Meyer resigned as CEO
in a disagreement with
members of the board of directors over the company's direction. The
disagreement appeared to center on what board members perceived as AMD's slow
response to the booming smartphone and tablet markets.
in recent months, at least, concerning tablets. In June, AMD unveiled its Z-Series Fusion "Desna" chips
specifically for tablets. The low-power Z-Series APUs (accelerated processing
units) were designed with such features as low power consumption for the
consumer market, as well as with high productivity and security capabilities
for business users. AMD is focusing on the Windows 7 market.
APUs offer high-level graphics and the CPU integrated on the same chip. The
Fusion strategy has helped AMD take back some market share from larger rival
Intel. In July, market research firm IHS iSuppli said that in the second
quarter, AMD saw its share
of the worldwide chip market
grow 19.4 percent, up from 17.8 percent in same period last year. Intel's
market share dropped from 81.3 percent in the second quarter of 2010 to 79.9
percent this year, the analysts said.
space is getting a lot of attention from OEMs and chip makers alike, thanks to
the expected growth in the market. Research firm Gartner has projected that
tablet sales will grow from about 70 million units this year to 294 million in
tablet and smartphone spaces are dominated by chips designed by ARM and made by
the likes of Samsung Electronics, Qualcomm, Nvidia and Texas Instruments.
However, AMD and, to a greater extent, Intel are looking to muscle their way
in. Intel already has rolled out its Atom Z670 "Oak Trail" processor designed
for tablets, and has said there will be three dozen designs based on the
At the same
time, the company is pushing ahead with its upcoming "Ivy Bridge" Core chips,
which will feature Intel's new Tri-Gate transistor architecture
well as greater performance and lower power consumption than current
processors. Ivy Bridge chips should start showing up in products early next
officials also say they expect Intel-based smartphones
to begin hitting the
shelves in 2012.