Feeds

AMD changes tack on developing-world PC

Wants to sell chips, not finished systems

Gartner critical capabilities for enterprise endpoint backup

AMD isn't quitting the low-cost, developing world-oriented PC arena after all - it's simply changing its business model, the company has claimed. Instead of manufacturing a box - such as the Personal Internet Communicator, aka 'Emma', it canned earlier this month - it will devise reference platforms system builders can use as a foundation for their own products.

So said AMD's Chief Innovation Officer, Billy Edwards, in an interview with EETimes published this week. "We will make reference designs and work with OEMs and ODMs, but we will not do an end product," he said.

"We are going back to our core competency of selling chips."

The scheme makes sense, allowing AMD to focus on the core technology while its system builder partners with better local knowledge tailor finished boxes for specific markets. Edwards indicated a range of reference designs would be produced, all based on AMD's Geode line of low-power x86-compatible CPUs. Some designs will focus on low-cost systems, others to offer more processing power, each aimed at different usage models.

Edwards said the reference designs will not tie in with Microsoft's FlexGo initiative, the software giant's own attempt to devise a PC for the developing world and a business model - bank-subisidised sales - to get the machines into users' hands. However, he said the two platforms will "eventually" merge.

In June, AMD said it was licensing Transmeta's FlexGo-friendly Efficeon processor to pitch to OEMs keen to make FlexGo machines. ®

Next gen security for virtualised datacentres

More from The Register

next story
Reg man looks through a Glass, darkly: Google's toy ploy or killer tech specs?
Tip: Put the shades on and you'll look less of a spanner
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Now that's FIRE WIRE: HP recalls 6 MILLION burn-risk laptop cables
Right in the middle of Burning Mains Man week
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
HUGE iPAD? Maybe. HUGE ADVERTS? That's for SURE
Noo! Hand not big enough! Don't look at meee!
Samsung Gear S: Quick, LAUNCH IT – before Apple straps on iWatch
Full specs for wrist-mounted device here ... but who'll buy it?
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
One step closer to ROBOT BUTLERS: Dyson flashes vid of VACUUM SUCKER bot
Latest cleaner available for world+dog in September
prev story

Whitepapers

Best practices for enterprise data
Discussing how technology providers have innovated in order to solve new challenges, creating a new framework for enterprise data.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?