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So how has John Byrne managed to turn around the sales fortunes of a company that was posting losses only a short while ago, with a business model that was squarely focused on traditional markets?
Historically, the company was selling largely on price, following market trends.
When we asked Byrne how this had changed, he told us, “Now, AMD is the processor of choice for every major gaming console and our APU technologies are leading the way in both the desktop and mobile PC spaces. In addition, we have superior graphics technology that allows us to scale into many verticals”.
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But what does Byrne mean by ‘leading the way'?
The top end Haswell CPUs from Intel have a clear performance lead, but that's not the mainstream/mass market.
“At the same time that AMD launched the APU, our competition was also seeing the benefits of integrated graphics, showing that the market was following our lead”, he explained.
“Almost half the die space on AMD's latest Kaveri APUs is now dedicated to graphics and that's an important reason for our success”, said Byrne.
“It means that in today's high-resolution 3D world an AMD Accelerated Processing Unit can, for less than £100, outperform competitor solutions that cost more than twice as much”.
That APU has been a long time coming, when you consider the process of evolution from early AMD processors like the DX4-120 and ATI's multimedia integration efforts into the 9800 All-in-Wonder etc, through to modern APU's like Kaveri.
