Three major battles of passionate transformation reshape amd

After restructuring, acceleration, and comprehensive transformation, AMD has been reborn. A brand new future-oriented AMD will take into account the traditional PC business and emerging business markets, and face the challenges of the cloud computing era with innovative technology, unique vision and powerful execution.

In August 14, the amd chief executive team, including AMD president and CEO Rory read, amd Chief Operating Officer Lisa Su, amd Senior Vice President and Chief Technology Officer Mark papermaster, visited China for the first time, it coincides with the 45 th Anniversary of AMD and the 10 th Anniversary of the Establishment of Greater China. After experiencing the pain of the "post-PC" era, AMD has stepped out of the business bottleneck under the leadership of the new management team. A brand-new AMD with clear goals and strong execution is coming to the fore.

　Three major battles

What impressed amd most over the past two years is its changes. Rory read said: "In the past two years, AMD has achieved initial success in three steps of restructuring, acceleration, and comprehensive transformation. We will use leading technologies to create differentiated products to help our customers succeed in a diversified high-growth market. In this way, we will promote the continuous growth of AMD's business and continuously improve profitability ."

In the restructuring phase, amd first completed management and cost optimization to ensure that the company has a suitable and efficient business model. This work was completed by the end of 2012. AMD entered the second stage, acceleration and execution, starting in 2013. At this stage, amd turned its business to profit. Up to now, AMD has achieved stable revenue growth for four consecutive quarters, improving profitability. At present, AMD is in the third stage, that is, the transformation stage. At this stage, amd aims to diversify its product series and apply its intellectual property rights in terms of processors and graphics cards to more industries. "We will focus on semi-customized and game host products, and will make further efforts in professional graphics cards. In terms of embedded products, we will go deep into more vertical industries, including medical and industrial fields. Of course, the server business cannot be relaxed ." Rory read said, "through restructuring, acceleration, and transformation, we hope to reshape AMD and achieve rapid growth in revenue. In terms of traditional services, we will continue to develop PC and graphics card services. In emerging markets, we will focus on five high-growth fields. The next two years will be crucial to AMD's transformation and will be highly anticipated ."

AMD wants to transform itself into a new customer-oriented, streamlined, asset-light model, a highly efficient business model, and a next-generation core technology. According to the established schedule, AMD will complete its transformation in 2016, when more than 50% of AMD's revenue will come from emerging business markets.

Many people around the reporter who know amd share the same feeling: AMD is now a more vigorous, passionate company with clear goals and powerful execution. Rory read said: "We will adopt a step-by-step approach to implementing the company's strategy and building amd into a new company different from the previous one. The new AMD will have a variety of product combinations and strong execution capabilities. In 2016, we will release the next generation of core technologies. We need to reestablish AMD's leading position in the industry ."

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　Survive and survive

Before Rory read became AMD's chief executive officer in 2011, amd was experiencing the worst crisis in history, even on the verge of survival. What prompted Rory read to be in danger? Can Rory read really turn the storm? Rory read tells reporters the story behind the scenes.

Before joining AMD, Rory read worked in IBM for 23 years, and his father worked in IBM for more than 38 years. In addition, Rory read has been working in Lenovo for five years, working with Liu Chuanzhi, industry leader, and Yang Yuanqing. "When I worked at Lenovo, I had many successful cooperation with AMD, which made me deeply feel the competence and passion of AMD employees and AMD had a profound technological accumulation." Rory Read introduced his origins with AMD in this way. "AMD's current market position was awkward and it was at the bottleneck of its business. However, with the advent of the cloud computing era, amd also faces new opportunities. I am very happy to accept the challenge. In the face of new markets, technologies, and applications, I hope that through a series of changes, I will re-ignite the passion of the amd team and give full play to its advantages, the original technology has been used to shift the business focus and seize new business opportunities brought about by cloud computing."

Working with Liu Chuanzhi and Yang Yuanqing has benefited Rory read a lot. Lenovo also encountered many challenges when it first acquired the ibm pc department. It was Liu Chuanzhi and Yang Yuanqing's spirit, commitment, and enthusiasm that finally made Lenovo a leader in the PC market. "In the process of working with Yang Yuanqing, his focus on technology, innovation and talent gave me inspiration. What I learned during my work at Lenovo is very helpful for my work at AMD. I realized the importance of the team. Therefore, the first thing we did after joining amd was to invite Lisa Su and Mark papermaster. They also saw some very unique opportunities amd faces, so they are happy to join AMD ." Rory read said, "with a strong management team and a large number of talented people, we will face the challenges and be sure to succeed ."

Today, AMD has turned to profit, and has achieved steady growth in revenue for several consecutive quarters. Facts have proved that AMD's initial restructuring and transformation decisions are correct. However, when making these decisions, did Rory read worry that the company's transformation may suffer setbacks? "The best way to solve the company's problems is to focus on customers ." Rory read told reporters: "We spent a lot of time discussing with partners and customers around the world to understand their needs. After that, our senior management team sat together to adjust and unify our thinking and explore market opportunities that can bring us growth. Finally, let's look at our own technologies and capabilities to find out the appropriate solutions we can provide to our customers ."

Rory read believes that AMD has excellent technologies and powerful capabilities, but it lacks enough time. AMD is currently in a critical transitional period. What amd needs in the transformation process is the courage to focus on and stick to existing strategies. "Our past two years have proved that our strategy is positive and effective. We will continue to strengthen our technical leadership and actively develop next-generation core products. We need more time to complete the subsequent work in the transformation phase. We know there are still challenges, but we are ready to respond ." Rory read has been waving his fist while speaking these words with confidence and firmness.

As part of the company's architecture adjustment, AMD has integrated multiple original business departments into two major business groups since July 1 this year: the computing and graphics business group will combine amd clients, consumer graphics cards, professional graphics card businesses and related product design and sales functions; enterprises, embedded and semi-customized product business groups will combine AMD's original servers, embedded, high-density servers, semi-customized services and related product design and sales functions. Lisa Su, AMD's chief operating officer, said the company had made such adjustments to stay closer to the market and customers, taking into account traditional businesses and emerging markets, and to develop new technologies in a targeted manner.

"Traditional PC services have always been an important part of AMD's business. Although the PC industry is under unprecedented pressure, amd also finds that there is still potential to be tapped into in some product segments, such as commercial PCs, high-end laptops, and desktops. In addition, we have made great progress in emerging business markets, such as Sony and Microsoft, which were not our customers three years ago, but now it is already the top five major customers in the business volume ranking." Lisa Su said.

　Strengthen technical foothold

Some people like to use the word "maverick" to describe AMD's technological development ideas today. With the integration of CPU and GPU into APU, amd now has high hopes for a "two-architecture computing" Path in both x86 and arm architectures. Heterogeneous Computing, surround computing ...... AMD has created many new technical terms and brought people into a new era of computing.

"Surround computing is a special opportunity for us. It is related to IOT ." Mark papermaster explained, "it is a special opportunity to surround computing because the trend of device interconnection will continue. In addition to device interconnection, the biggest change in peripheral computing is that it can help people interact with machines. When talking about interactions between people and machines, people are most often talking about natural language and Gesture Recognition Technologies. In the future, we will provide users with immersive, rich, and exquisite application experiences through surround computing ." AMD's peripheral computing technology can be widely used in many industries. For example, in telemedicine, patients can have the same experience as seeing a doctor in a hospital at home. For example, when people are driving a car, they can fully communicate with the car. In addition, AMD's surround computing technology is also useful in Augmented Reality Technology and wearable devices.

The implementation of the above applications relies on powerful CPU capabilities and graphic processing performance. This is the two main technical fields that AMD has been focusing on and has been investing for years. "We not only have the world's leading CPU and graphics processing technologies, but also can achieve good interaction between CPU and GPU. We are committed to technological innovation to meet the needs of users who have high requirements on CPU and graphics processing capabilities. We have the ability to achieve rapid growth in emerging markets such as games through technological innovation and efficient solutions ." Mark papermaster.

Integration is AMD's technical expertise. The success of APU in the market has proved this point. Now, AMD's idea is to promote the APU originally developed for the PC market to more product fields, such as game hosts, embedded products and server devices. "In the next few years, one of AMD's important tasks is to promote the development of ARM technology. AMD is currently the only company on the market that can provide both arm processors and x86 processors. "Dual architecture computing" can expand our market and extend our business reach to emerging markets outside the x86 processor market ." Lisa Su said. AMD has launched a 64-bit server processor with the code "Seattle". This is the industry's first 64-bit ARM architecture product. On this basis, AMD will further improve its ARM-based Processor Technology and announce more new product progress in 2016.

"If a company wants to succeed in the market, the key is to have a very unique advantage. Our differentiated competitive advantage is that we can use new technologies and ideas like 'dual-architecture compute' to create more new solutions, open up more new markets, and serve more new customers, in this way, a virtuous circle can be formed to maintain the company's characteristics and prosperity." Rory read said, "Therefore, we must make changes now, follow the development trend of the market and technology, and work with customers to find the next generation of solutions, rather than looking back at what we did in the past."

During the interview, Rory read has always stressed that a company must have a "future thinking" and adventurous spirit, and be able to explore new opportunities and find new solutions. AMD is a typical technology company. The innovative and advanced technology is the foundation of AMD. Whether it is a processor architecture or graphic processing, AMD's goal is to achieve the best technology. Based on innovative technologies, amd can find more partners and business opportunities.

Facts have proved that AMD's initial acquisition of ATI and seamicro was a very correct decision. These acquisitions allow amd to move smoothly on the integrated technology road and open up new business areas. AMD's acquisition not only conforms to the industry's technological development trend, but also provides an opportunity for its own revival. Rory read said: "AMD has been paying attention to opportunities for mergers and acquisitions, but it is now a critical period of AMD's transformation. Finding more strategic partners is more important than buying them. Every day, we are thinking about how to bring our major partners around the world to the regions and markets that amd cares about and use our innovative technologies and advantages to open up emerging business areas. In the next 6 ~ In 12 months, we will announce some new strategic partners. Please wait and see ."

　Looking forward to the Chinese market

2014 is the tenth year since the founding of AMD Greater China. From the earliest construction in Suzhou to the migration of AMD's desktop business headquarters to China this year, amd attaches great importance to and invests heavily in the Chinese market. The amd executive team's collective visit to China was the first time after significant adjustments to the company's internal organizational structure and the 10 anniversary of AMD's Greater China region, it indicates that amd attaches great importance to the Chinese market and is full of expectations.

"We have had in-depth communication with the Chinese team and hope to take this opportunity to gain a deeper understanding of the Chinese market and Chinese customers ." Rory read said, "China is AMD's largest market in the world and it will play an important role in AMD's future success. We predict that the Chinese market will become one of the world's fastest growing markets in the technology field in the next decade. On the one hand, we want to bring the best technologies and products to the key market in China, and on the other hand, we hope to succeed in the Chinese market with the help of many strong partners in China ."

For AMD, both the DIY market and the graphic card channel market show that the business volume in the Chinese market is considerable and has broad development prospects. "From the global market perspective, China must be our first market. We have very clear expectations for the Chinese market ." Lisa Su told reporters that "through strategic and business adjustments, we want to change the external perception of AMD. Previously, amd was regarded as a company that provides low-cost processors. Now, through continuous technological innovation, especially in terms of CPU and GPU, we will truly achieve differentiated competition in the new market ."

After entering a new stage of development, amd also hopes to open up new market spaces. China is an ideal focus of AMD's emerging markets. For example, amd ranks first in the game host field, while China has a huge market space for games and game-related products. The Chinese market is also full of opportunities for embedded and semi-customized businesses. After entering the cloud computing era, AMD's painstaking PC and server business will also usher in a new turning point.

Pan Xiaoming, global vice president of AMD and managing director of Greater China after just 10 years of joining AMD, said: "AMD's success in the Chinese market is of great strategic significance to the entire amd company. We have high expectations for the Chinese market. With the continuous and strong support from the headquarters to the Chinese market and the appropriate products and solutions for Chinese customers, we will strive to achieve rapid growth in the Chinese market ."

At the just-concluded chinajoy conference in Shanghai, amd launched a variety of products specifically tailored for the Chinese market. China 4 ~ The broad development space of the 6-level market and the huge Internet cafe market are attractive to AMD. AMD will customize products for customers in these markets. "Many of our changes and transformations have been carried out and verified in the Chinese market, and are constantly pushed into depth. Over the past few days, our senior management team has visited a lot of customers, made new progress in cooperation, and showed us more new opportunities ." Pan Xiaoming said, "the relevant data shows that China's PC market will be stable in the next few years. Based on traditional PC services, amd strives to develop emerging markets, including embedded and professional graphics cards, to achieve balanced development between traditional PC services and new services. AMD has more than 1000 engineers and a very strong sales and marketing team in Greater China, which is the foundation for our continued success in the Chinese market ."

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Three major battles of passionate transformation reshape amd