AMD is continuing ATI chipset
development for Intel processors despite the recent AMD and ATI merger. AMD
does not intend to take the market share crown from Intel however. Jochen
Polster, sales and marketing vice president for AMD, said their goal is to have
a reasonable share of the Intel chipset market -- nothing too large.
Relationships with NVIDIA will continue as well.
When asked if AMD has plans to launch an Intel Centrino-like mobile platform,
Polster denied such plans. “There is no such plan. In fact, a Centrino-like
platform is not a very good strategy for AMD. If we limit our business partners
to develop along the lines of a platform we set, then all PC products will
eventually develop into similar solutions, which in the end would lead to a
price war and minimize profits for all our partners,” said Polster. “We believe
in a open platform so our business partners can build and develop products that
build on their strengths.”
AMD is currently readying its Trevally mobile
reference design, though it lacks Centrino-like branding. Trevally is
based off a mobile variant of the recently released AMD
690G chipset, the RS690T.