AMD Drops Consumer Windows Exclusivity, Targets Android, Chrome OS Devices
June 6, 2013 1:18 PM
comment(s) - last by
Temash tablets should start landing by the end year's end
The world's second largest personal computer chipmaker, Advanced Micro Devices, Inc. (
) at an interview at the
trade show in Taipei, Taiwan announced it would be ending a decade long policy of Windows exclusivity in OEM products.
While it will continue to produce chips for the Microsoft Corp. (
) operating system, which remains the world's most used PC OS, AMD announced it will also target devices using Google Inc.'s (
Chrome OS PC
or Android mobile operating systems. Currently AMD supports system builders installing Linux on servers, desktops, and laptop machines, but its consumer face -- all of its widely distributed OEM design wins -- is Windows exclusive.
AMD's move comes at a time when PC sales are
posting historic percentage decreases
amid poor reception
of Microsoft's latest OS,
. Meanwhile mobile usage -- particularly Android adoption -- continues to soar. The Linux kernel-based Android is
creeping towards the billion device mark
, an adoption base that would put it on the same level as Windows for the first time.
Intel Corp. (
), the top PC chipmaker
jumped on the Android train some time ago
(back in 2011). But the AMD campaign is unique, as the company is also plotting
a transition to ARM CPU cores
, potentially dumping the x86 architecture that it had championed for years alongside Intel.
AMD wants to plant its mobile seed on Android.
Prior to the ARM rollout -- which will likely land sometime late next year or in 2015 -- AMD is pushing out mobile-geared A4 and A6-branded processors with on-die GPUs that support DirectX 11 (on Microsoft operating systems). The latest Fusion chips,
will hover around 3.9 watts -- a slightly thirsty mark than Intel's upcoming
22 nm, quad-core tablet-geared Atom design
), which is
targeting the 1.5 watt mark
AMD's Lisa Su
, "We are very committed to Windows 8; we think it's a great operating system, but we also see a market for Android and Chrome developing as well."
AMD's Lisa Su plugs Android at Computex [Image Source: PC World]
fallen considerably behind Intel
in terms of single thread performance; however, it has
done a good job staying reasonably competitive
on the basis of price. Thus Android, which built its empire on out pricing Apple, Inc. (
), BlackBerry Ltd. (
), and other rivals, may be the perfect target for AMD.
AMD's Temash chip may offer a powerful budget option for Android tablet makers.
[Image Source: PC World]
The company underwent a
major leadership change in 2011
, dumping CEO Dirk Meyer over his unwillingness to tackle the mobile market. Earlier this year it was reported that AMD was
poaching engineers from Qualcomm
, Inc. (
) and Apple, hoping to accelerate these efforts.
Windows tablets in general continue to struggle; and to boot AMD's previous tablet chips the Z-01 and Z-60 saw deployment in only a handful of models. Thus AMD is essentially starting from the bottom when it comes to the tablet market -- and it's eyeing the market's second biggest player (Google) to help that bid.
Some analysts have predicted that tablets will
outsell PCs by 2016 or 2017
This article is over a month old, voting and posting comments is disabled
6/6/2013 1:33:30 PM
...not sure about their existing "Windows exclusivity" - seeing how as AMD stuff has been used in gaming consoles (which are not Windows) and they've supported Linus for quite some time as well. Not to mention at least video card support for Macs.
The only thing that's *new* is their plans to do ARM hardware. Otherwise...they haven't been "Windows only" for a very long time.
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