Chief Exec of AMD: We Will Come In and Steal Ultrabook's Bacon

AMD Continues to Defend Lack of Necessity of High-Performance Chips for Clients

by Anton Shilov
05/16/2012 | 09:42 PM

Chief executive officer of Advanced Micro Devices believes that lower cost of the company's A-series "Trinity" accelerated processing units will help it to steal a lot of notebook market share from Intel Corp., which is pushing relatively expensive ultrabooks. The firm believes that it does not need high-end client chips in the light of the fact that that the cloud computing is emerging.

 

"I think we come in and steal the bacon around the whole thin-and-light movement and capture a significant portion of the opportunity there. [...] That [performance client computing] era is done. There is enough processing power on every laptop on the planet today," said Rory Read, chief executive officer of AMD, in an interview with Bloomberg Businessweek.

The head of AMD was referring to the fact that A-series Fusion "Trinity" APUs is behind Intel's Core i-series "Ivy Bridge" chips in terms of general-purpose performance, but is ahead when it comes to graphics processing performance.

 

What should be kept in mind is that high-performance in the cloud means high-performance server processors. Since technologies used to create high-performance chips are used both for central processing units for datacenters and for microprocessors aimed at client PCs, it is impossible to supply high-end server CPUs and sell low-performance client chips: either both types show decent performance or both do not. Nowadays AMD's highest-performance FX-series microprocessors are behind of Intel's performance-mainstream Core i7-3000-series chips across the board.

Mr. Read claims that instead of boosting general-purpose performance of client CPUs, AMD needs to integrate as many functions as possible into its microprocessors, something that makers of ARM-based system-on-chips do.