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This is what AMD has been doing for years under their CEO, Dr. Lisa Su: building custom solutions for their clients. See the CPUs in the past couple of generati
by basilgohar 5y ago
This is what AMD has been doing for years under their CEO, Dr. Lisa Su: building custom solutions for their clients. See the CPUs in the past couple of generations of Playstation and Xbox as well as thr recently announced Valve Steam Deck – all feature custom X64 chips suited to the needs of those platforms. So, once again, Intel is playing catch up to AMD.
- aero-glide2 5y agoAnd also the new Tesla Model S
- mzarate06 5y agoAll true. To add some history - AMD's semi-custom segment dates back prior to Su's CEO seat. It was initiated in 2012-2013 under CEO Rory Read [1], although Su was heavily involved in it back then too (as SVP, and eventually as COO, before taking over as CEO in 2014). It ended up primarily targeting game consoles, though it claimed residual wins in other markets too. It turned out to be an excellent move at the time, as it proved to be a bit of a lifeline during AMD's rough years. And modern-day AMD continues executing on it well. I also agree w/your general point - given AMD's history doing this kind of thing, it's tough to see what Intel could do in this segment that AMD couldn't do better. [1] https://www.anandtech.com/Show/Index/7281?cPage=4&all=False&sort=0&page=1&slug=understanding-amd-semi-custom-strategy https://www.anandtech.com/Show/Index/7281?cPage=4&all=False&...
- basilgohar 5y agoThank you for the additional context, I didn't recall that it started even before Dr. Su's term.
- tadfisher 5y agoAMD was willing to accept margins that Intel wouldn't, and probably still won't. I doubt their custom business will target the same markets.