THE BIG INTERVIEW
Call it a comeback
In a bid to reverse losses, AMD is looking to new areas outside of traditional PCs – most notably gaming. Andrew Wooden talks to Bernd Lienhard – corporate vice president and general manager of client division global business units – about the changing world of tech, Apple vs Microsoft, and a ‘different hype’ within the chip maker…
So we’re told AMD is a changing company – what’s it changing into? We wanted to use the brand to move into adjacent markets, and one of the first ones we picked was consoles. We’ve been able to secure the three major platforms: Playstation, Nintendo and Microsoft Xbox. All three major consoles in the world are now based on AMD technology.
The cool thing about it is, since all
three games consoles are now based on AMD architecture, there’s only a few gaming engines out there, so when you’re looking to do a port for the machines they have to be very tailored to our architecture.
All the major games and games engines are all going to be tied to our architecture, which is fantastic because they are going to run significantly better on AMD machines than anything else, whether that’s Nvidia or whoever. We’re going to take that console dominance and take it into the cloud. Think of the console business as a new building block for diversifying and transforming AMD. In the last quarter we believe about 20 per cent of our revenue came from the non-traditional (non-PC) space. And in the next few years that’s probably going be more like 50 per cent. So the AMD you used to know is
14 PCR
www.pcr-online.biz
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