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It comes as not a surprise that AMD’s attention is on the premium side of the tech spectrum, however Senior Vice Head of state Lisa Su put to bed any notion AMD could broaden into lower-end hardware, especially in mobile.
“If you look at the whole ARM market segment, you are probably not visiting us in inexpensive smartphones, ” Su stated in answer to an audience concern during an ARM-heavy San Francisco press conference.
“Actually, I believe you can say you are not visiting us in affordable smartphones because that is not really our DNA, ” she clarified. “You are not visiting us in $2 micro-controllers since that’s not in our DNA. We selected an inflection point to truly delve into ARM. “
The press event consisted of a number of ARM server-side statements. Su prefaced these comments by noting AMD likes exactly how broad the ARM ecosystem is “in terms of volume and dynamics it drives, including the business is “very, extremely certain about where we’re going to differentiate. ”
ARM in arm
AMD made use of the press conference to detail its future roadmap, and the future is distinctly ARM. Even more to the point, it’s decidedly 64-bit ARM with APUs and SoCs intended for the server and information center space.
Su continued: “There’s a reason we started with 64-bit. There’s a reason we began with [Cortex] A57 and afterwards willing to K12. We’re catching the point where we think [there’s an] crossway of the ARM environment with higher-performance applications with graphics, with complete calculate, with our system-on-chip methodology … that’s actually where we are willing to differentiate.
“Those higher efficiency, power efficient, more complex SoCs that have actually normally been of the x86 range, we really intend to bring a few of those to the ARM environment, ” she concluded.
Simon Segars, Chief Executive Officer of ARM, said that as the smartphone market continues to grow, makers will need information saved in the areas AMD is targeting. The recently minted ARM architecture licensee, he said, is “enabling choice [and] enabling development through the whole supply chain. “
Just do not try to find that development to strike the lower-end of the mobile market.