Feeds

AMD changes tack on developing-world PC

Wants to sell chips, not finished systems

Beginner's guide to SSL certificates

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. ®

Internet Security Threat Report 2014

More from The Register

next story
PEAK APPLE: iOS 8 is least popular Cupertino mobile OS in all of HUMAN HISTORY
'Nerd release' finally staggers past 50 per cent adoption
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Apple spent just ONE DOLLAR beefing up the latest iPad Air 2
New iPads look a lot like the old one. There's a reason for that
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Lawyers mobilise angry mob against Apple over alleged 2011 Macbook Pro crapness
We suffered 'random bouts of graphical distortion' - fanbois
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
New hybrid storage solutions
Tackling data challenges through emerging hybrid storage solutions that enable optimum database performance whilst managing costs and increasingly large data stores.
Website security in corporate America
Find out how you rank among other IT managers testing your website's vulnerabilities.