The development of science and technology: the transformation and reconstruction of AMD

"TechWeb Report" the rapid changes in science and technology, not only to the traditional IT companies have brought serious challenges, but also for the industry's dormant change has provided an unprecedented opportunity. AMD transformation is one of the intuitive examples leading to change. AMD started the strategic transformation, committed to building a new AMD's big flow, three-step strategy methodically unfold. After more than a year of change from the inside out, through restructuring business operations, the introduction of heavy products, to promote the diversification of solutions and other initiatives, AMD Strategic transformation has made positive progress. Breaking the traditional new pattern throughout AMD's weight in the IT industry, it is easy to see that the company based on the traditional PC industry is entering a broader market. Now AMD has covered from desktops, notebooks to game consoles, data centers, embedded and other diversified business areas, forming a new strategic pattern. Working with ARM is a crucial step in the new AMD layout. By introducing the ARM architecture, AMD became the first chip vendor to provide a dual-architecture server solution. At the fifth annual Open Source Computing summit this January, AMD demonstrated a 64-bit ARM Architecture server processor and a more user-friendly comprehensive development platform. AMD is working with industry leaders to build arm software ecosystems and to promote the standardization of the ARM architecture. AMD is also adapting and reviving its traditional business while constantly exploring new growth opportunities. Recently, the AMD Global Desktop Products Division officially moved to China, indicating that AMD still regard the PC as the core strategic business determination. The enormous potential of China's PC market and the technical advantages of the desktop business Help to strengthen AMD's core competencies in the PC arena, and to achieve an important shift from delivering products to delivering a platform-wide solution. In the future, AMD will take root in China, focus on the global, on the one hand deepen cooperation with OEM manufacturers, on the other hand, consolidate and deep into DIY channels. Heterogeneous computing product leader as the revolutionary product of AMD, the innovation and upgrade of APU always attracts the attention of the industry. The new Generation APU Kaveri is the first product with HSA (heterogeneous system architecture) features, with MANTLEAPI technology, trueaudio surround sound technology, and so on, can provide high performance solutions for computing and Super HD Entertainment, and is simpler and friendlier for developers. Product innovation has led to the promotion of market share, from the first generation of Apu to date, APU product line installed capacity to achieve doubling growth. AMD not only in the integration of the road to go, but also in the field of professional display constantly exerting force. Last fall released the new heavyweight R9, R7 graphics card, directly to the high-end market. New R9, R7 series of products based on the GCN (Secondary Generation graphics architecture), with Mantleapi, Trueaudio and ultra-high-def multiple screen display, such as three new technologies, not only reduce power consumption, improve performance, but also to provide users with excellent visual experience. Prior to the Amdfirepro graphics and OpenCL portfolio of Apple and amD, the goal of providing powerful computing and graphics performance with a single integration scenario is achieved. After the APU, video card, AMD's another active product line is not a server processor, in addition to the above mentioned arm architecture new, but also introduced the x86 architecture of the Warsaw processor, to the private cloud deployment to reduce power consumption, improve computing performance. At this point, AMD in the server area of the product layout first prototype, x86 architecture, ARM architecture, APU complementary to each other to meet the differentiated market demand. AMD's deployment in the embedded market is more flowering than the three carriages entering the server market. Game consoles, digital signage, medical imaging, industrial control and automation, thin client, communications infrastructure, such as the comprehensive advance, fully demonstrated AMD's first advantage. The latest AMD embedded radeon™e8860 GPU provides immersive visual experience for embedded applications. Five major areas of strategic success as the industry's leading upstream chip manufacturers, AMD adhere to the user and partners to create differentiated value, and put forward the five winning strategy. Technical product level, AMD as the industry's only investment in the industry's leading intellectual property rights, not only across the x86 and arm architecture, but also has the top graphics cards and multimedia products; market level, AMD in accelerating product upgrades, optimistic about the APU and GPU market potential, will continue to expand business scope, deep market Game strategy, AMD's unified strategy has covered the game host, client, PC, cloud games and other fields, the game has become the core growth business; at the ecosystem level, AMD is committed to moving arm solutions from entry-level to high-performance markets, building arm ecosystems and expanding their impact , the level of cooperation, AMD will be through High-performance products to provide customers with differentiated competitiveness, and thus achieve AMD and customer cooperation and mutual win.