Chip maker AMD finally found a way to transform

Absrtact: After the loss, layoffs, and take a series of hemostatic measures, chip manufacturers AMD finally find the road to transformation. Last week, Pan Xiaoming, managing director of AMD Greater China, said in an interview that its 2013 new product will be the main game market, the goal is to swim

After the loss, layoffs, and take a series of hemostatic measures, chip manufacturers AMD finally find the road to transformation. Last week, Pan Xiaoming, managing director of AMD Greater China, said in an interview that its 2013 new product will dominate the game market, with the target of 2013-year revenue from the game market accounting for 20% of the company's total revenue.

At the beginning of November 2011, AMD made a series of organizational changes and plans to tap into the fast-growing tablet market with its PC chip technology. But AMD has handed in a bad transcript. In the two quarter of 2012, AMD net profit fell 39%, three-quarter net loss of 157 million U.S. dollars. In January of this year, Deng Yuan Yun, president of Greater China, left the office and Pan Xiaoming, managing director of Greater China, took over his position.

Pan Xiaoming said yesterday that AMD has now embarked on a healthy track, "AMD has made some mistakes, always delayed the product release, and lost market share, now AMD will not do so." Pan Xiaoming said that AMD is now out of the mire, the first quarter of this year in China to complete the task.

However, the PC market continues to decline, the PC industry chain downstream enterprises feel chill. Pan Xiaoming said that, like Lenovo's PC strategy, AMD is also looking for new growth points.

Pan Xiaoming said the road is the game, he called it AMD's new blue sea. IDC data said that the current global game consoles a year of shipments in about 45 million, while the global PC market 2012 shipments of up to 348.7 million units. AMD has high hopes for the gaming market. Pan Xiaoming said AMD only entered the market this year, but it is expected that by the end of this year, the game host customized revenue will account for 20% of the total AMD revenue. It is said that the world's main three new home game Xbox ONE,PS4 and Wii U are using AMD's hardware architecture.

Pan Xiaoming said the future PC business will fall to about 50% of AMD, but this does not mean that AMD to shrink the PC market, but to increase the training and development of other markets.

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"Cell phone is not an AMD dish"

In an interview, Pan Xiaoming stressed that cell phone chips are not AMD's dishes. "Do you know how much the phone's CPU suite is?" A few bucks really can't get in. ”

According to AMD's plan, the proportion of traditional PC business in AMD will drop from 85% to 50% by next year.

Pan Xiaoming said that at present many technology companies are turning to adapt to market development, looking for the blue sea. In addition to games and PCs, AMD also has a blue sea, is in line with Baidu, Google and other Internet companies to customize the needs of the server.