AMD wants to get into Android and Chrome. Literally.

June 6, 2013
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AMD

At a Computex conference, Senior Vice President of AMD Lisa Su said “We are very committed to Windows 8; we think it’s a great operating system, but we also see a market for Android and Chrome developing as well”. This could bode well for mobile tech fans, as AMD processors can pack a punch.

Fortunately, this is not AMD’s first foray into mobile technology. They had processors in Windows tablets at one point, but those were poorly received by consumers and didn’t sell well. With Android and Chrome, AMD hopes for a fresh start.

Their new line of processors (Temash, A4 & A6) were announced last month, and promise low power consumption. The Temash chips are meant for Windows 8 tablets, designed as 64-bit processors, so we don’t expect to see those in any Android tablets or phones. Intel’s Bay Trail chipset have an upper hand, as those processors have been designed to meagerly sip power. They’re also meant for a lower price point, which is all many consumers care about.

AMD is a little late to the game, with ARM architecture having the advantage. Intel is also making strides into mobile, and have no designs on letting up. The commentary from AMD makes it sound as though they wish to make custom chipsets for manufacturers, and that just won’t cut it. In a world where Samsung dominates, and a lot of that success comes from controlling their supply line and pricing, a high-power, low-cost chip is what makes sense.

As the PC market wanes, AMD is probably looking to make up lost revenue they don’t see returning any time soon. The world isn’t waiting for the next cool PC, they’ve simply moved on to, well, Android and Chrome.

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