Like Intel, AMD also missed the bus in the Smartphone and tablet markets. And now Windows 8 will enable ARM processor companies like TI, Qualcomm, Nvidia to grab the market more. AMD has some serious competition to beat before cashing in on the Windows 8 opportunity. It is ‘arming’ itself with two new chips targeting Windows 8 tablets. A chip named Honda is for 2012 and another version Temash will be ready for 2013. According to AMD’s conventions these are called APU – Accelerated Processor Unit.
In a recent interview, John Taylor, director of AMD’s client product marketing revealed that the Smartphone market is already crowded with about a dozen players and has lower profit margins. Therefore AMD will not invest much in this segment. He conveyed that AMD will be focusing more on tablets, convertibles and hybrid devices.
AMD’s APU chip Honda is based on low voltage and comes at 4.5 Watt. The company is aware that this is still too much power consumption for a tablet and therefore has plans for Temash, which will be at optimum power consumption for tablets. Until Temash is released, AMD will be focusing on getting a bigger pie of Windows 8 convertible and the ultra-thin laptop market. Its experience in existing Windows 7 laptops with PC manufactures gives enough leverage. But AMD’s real success will be measured when they can break into the Windows 8 tablet market, beating their old rival Intel and new ARM rivals like Qualcomm and Nvidia.
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