AMD Desktop business headquarters relocated to Beijing: aiming at DIY market

Sina Science and technology news Beijing time, February 26 morning, Taiwan Digitimes website quotes Supply chain sources said that AMD has moved the desktop business Headquarters from the United States to Beijing, and the desktop business General manager Stephen Liu (Steve Liu) assigned a new office. The aim is to strengthen AMD's ability to compete in China's DIY desktop (which means that users buy their own accessories to assemble computers), and AMD is also interested in strengthening its relationship with Lenovo. AMD Desktop business headquarters relocated to Beijing: Aiming at DIY market AMD has recently laid off workers in China and Taiwan. Sources say AMD will also carry out another round of layoffs, mainly targeting marketing and sales staff. Through these business adjustments, AMD wants to solve job overlap problems and improve competitiveness. With regard to layoffs and product strategy adjustments, AMD Taiwan pointed out that AMD would allocate resources reasonably among various departments to meet the changing needs of the market. Reducing the staffing and workload of Taiwanese companies will make sales and related resources more suitable for current market opportunities. Sources said that AMD's recent layoffs are mainly aimed at the notebook department. This suggests that AMD is trying to shrink the size of the notebook business and boost profitability. On the other hand, AMD's desktop business has been relatively stable, with a market share of about 25%. The source said that in the DIY channel, AMD's share has exceeded 30%. In mainland China, the ratio is even as high as 40%. In addition to processors, AMD's independent graphics market share is also improving. Sources expect that by the middle of 2014, AMD's independent graphics will account for 40% of total shipments. AMD is also strengthening the custom chip design business, Sony and Microsoft are the business's two major customers, the game host to use the AMD solution. (Chu Yue)