"AMD is an admirable engineering company but it is difficult to imagine it taking a leadership role in this transition," he said. However, Heidarson told ZDNet Asia that AMD would still have to become "an entirely different company to leapfrog Intel and gain any significant share". This includes the tablet market, he said, where hardware vendors such as Acer and MSi have announced tablets based on the 2011 AMD low-power platform.Īsked how AMD is expecting Fusion products to perform in the market, Williams remained coy, noting that the chipmaker is "not making any forward-looking projections but is seeing positive reaction" now that AMD Fusion-based systems are available in Malaysia and across the Asia-Pacific region.Ĭhristian Heidarson, Gartner's principal research analyst for semiconductors, said AMD is moving in the right direction by refocusing its branding, from "cores and hertz" to consumers, to align itself with Intel's i3/i5/i7. He added that the company's Fusion family, with their low power and integrated CPU and DirectX 11 GPU (graphical processing unit) processing capabilities, are strong offerings that will allow AMD's manufacturing partners to design compelling form factors and meet consumer demand. "Our approach is to lead the next era of vivid digital experiences with our ground-breaking AMD Fusion accelerated processing units (APUs)." "This is especially relevant in the marketplace today as applications are more graphical," Williams said. In an e-mail interview with ZDNet Asia, Ben Williams, AMD's Asia-Pacific corporate vice president and general manager, noted that the chipmaker will continue to differentiate itself by leveraging AMD Radeon graphics technology to provide optimal visual experience on PCs. PETALING JAYA-AMD has outlined some broad strategies that include enhanced visual performance of its chips in a bid to regain some marketshare, but industry analysts remain cautious about the company's chances to turn things around.
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