AMD Greater China President Deng: Trilogy Methodology

From Oracle, Dell to arm, this six months to buy AMD's list of a basket.　　AMD, the world's second-largest chipmaker, has struggled with intel, especially in the Chinese market. Late last year, Deng left Nokia to become president of AMD Greater China. When he saw him, Deng always looked in a good mood. "When I first joined Nokia, the company's market share in China was only about 20%, and then reached the peak of 42%, which was a very enjoyable three or four-year growth process." "Deng told the talent reporter," I also made a very good study before joining AMD, AMD stripped the chip manufacturing business, so that it has a better cash flow, while the headquarters of the Chinese market, such as China is AMD currently the only world can participate in the management committee of the large area, This gives me full confidence to lead the Greater China region to a new level, and the company released this year a series of Apu products, is the X86 architecture 40 years of a revolutionary breakthrough, will lead the industry into a new era, these reasons I made the choice to join AMD.　　"So in the face of the huge opportunities and challenges of mobile interconnection, where are the weapons of AMD winning?" Revolutionary changes in low power consumption and integration are the two major industrial trends in the Deng eye. The growth of digital and multimedia content, games, 3D, high-definition video and other graphics processing needs are increasing, this part belongs to the GPU (graphics processor) function, but in the original architecture of X86, GPU and CPU (central processing unit) parallel operation, "APU (acceleration processor)　　The CPU and GPU are really fused to a chip. "Apu is very good at low power consumption, and its volume will become smaller." "The revolution is reflected in the improvement of overall efficiency," Deng said. In fact, Apu is not simply to put the CPU on the physical level with the GPU, but through the "true fusion" on a chip. "In the future, a variety of applications will continue to change people's lives, the emergence of APU, is becoming integrated into people's lives," the invisible calculation. End users value the final experience more. APU allows consumers to feel the flow of the Internet at any time, clear high-definition video, enjoyable game effect, while the battery lasts a long time, low power consumption.　　"Deng summed up. This March, AMD launched in China, including E series and C Series of APU products, mainly used in ultra-thin notebooks, mainstream notebooks, high-definition small, one machine, HTPC and quasi-system products and other fields; in June, at the Taipei Electronics Show, AMD released the Z-Series APU Products, For the fast-growing Microsoft Windows Tablet PC market.　　In the future, it will also launch a series APU for high-end PC field. The traditional PC, Server domain competition is on the one hand, the mobile Internet layout is more attention. Both Intel and AMD, in fact, have been criticized by many of the two chip makers, who are thought to be facing smartphones and tablet computersRise, the reaction speed is too slow.　　Medek's departure is rooted in his strategic disagreement with the board in this area, and Mei is accused of not paying enough attention to the mobile device market. According to Gartner, a market-research agency, global smartphone sales will grow by about 40% per cent year-on-year by 2011, and will likely surpass global PC sales by the end of this year, and tablets are squeezing notebooks and netbooks. In this industry trend, AMD has in fact already targeted the mobile peace Board and other new areas, in order to completely break the previously questioned mobile development strategy, in this emerging market is quietly accumulating its own strength. It is a matter of concern that AMD has focused on reducing the power consumption of its products this year, providing a platform for mobile products such as tablet computers.　　It is understood that there are Acer, MSI and other manufacturers have launched the AMD based tablets, and the Taipei computer show recently launched the Z-Series APU, AMD accelerated into the tablet computer market signal. "From high-end cloud computing, to terminal equipment, both APU can play a very important function." "Deng analysis says the development of PC industry for more than 30 years, the application has tended to convergence, especially in the mobile internet era, whether it is the individual users of mobile interconnection, high-definition, 3D games and other multimedia integrated applications, or enterprise users from large data centers, to cloud computing, the business of Internet of things demand,　　These applications require the support of fusion technology. "The board thinks AMD should look at the strategy in different areas, outside X86, we want to see other market opportunities, this is the development direction of AMD."　　Deng concludes. The key issue of platitude is that after Deng joined AMD, "it godfather" Zhou Huakun joined AMD as its global board member.　　Zhou Weixian, 65 years old, worked at IBM for more than 40 years and retired in 2009. "The addition of Zhou Huakun proves that AMD really attaches great importance to the Chinese market, because of this, the company will invite a ' China pass ' to advise the company on the board.　　"Deng said. Deng is sales, his first day to work, he found a glass door outside the office, the company only less than 20 employees have a door card can be passed, into his office, he immediately let people take the door down. Through this detail, Deng wants to convey a message that employees can communicate with themselves at any time.　　"I want to have more contacts with more colleagues, more exchanges, including front-line colleagues, will give me a better understanding of the opportunities and challenges of the whole business, and understand some of the problems that we face, so that there will be more references in the formulation of my strategy and strategy," Deng said in an interview. Government relations and building up the industrial chain are all the key problems of multinational companies ' commonplace in China. Late last year, AMD China has just signed a strategic memorandum of understanding with the Beijing municipal government to build AMD's second global Center for U.S. headquarters, AMD signed a memorandum of cooperation with Beijing Cloud base in May this year to jointly announce the creation of a cloudJoint laboratory, to become the Beijing "Xiangyun Project" The construction of a son, and in the cloud computing technology and related products, research and development, design and other fields of cooperation.　　Future AMD China will participate in more decision-making, give full play to APU in mobile interconnection and cloud computing and other aspects of the strength.　　However, with customers, the government, upstream and downstream industry companies to break barriers, to establish smooth communication and good relations, is not to dismantle a glass door so simple. For Deng, it is a challenge to gain the trust and resource tilt of the headquarters through good performance in the short term. "I've seen a lot of opportunities right now and the next step is to pick a goal as a breakthrough." "Although Deng Yuan Yun is unwilling to disclose the growth target of AMD in the Chinese market, he clearly has a clear direction," he said. This comes from Deng's repeated "methodology", which is "Where am I?" "Where am I going?" "How to go?" "This trilogy means understanding the market and its pros and cons first."　　"Here I will go to the computer city and communicate with our customers, partners and consumers so that I can get to know the users, understand the market and how we can learn more," Deng said. The second step is how to define the future.　　For the "AMD Greater China where to go, to understand where the industry customers, how to adjust the resources" to set the future goals.　　The third step is to formulate a concrete action plan to drive the three parts of strategy, operation and organizational structure, so as to ensure good executive power and build a strong company. Facing future opportunities and challenges, Deng stressed, "the company's most important concern is the whole industry chain to build", "I hope to join AMD will use my experience in China, to include the government, industry, channel, and consumer ecosystem development can have a certain contribution,　　and to make AMD Greater China to become the global development of AMD Power engine. Can Deng Yuan Yun create such a wonderful moment? We look forward to a "Nokia" type of miracle in the IT industry was born.