AMD Plans on Windows 8 Tablets and Smartphones Spelt Out

February 6, 2012, By Sanjeev Ramachandran

It is not just an Intel-AMD fight in the power efficient chip front anymore. Along with Windows 8 will come ARM chip players like Texas Instruments, Qualcomm, Nvidia, and Freescale into the space. Competition is going to get tougher and AMD better have a solid strategy.

John Taylor, director of client product marketing and software at AMD, talked about two major chip designs for tablets: Hondo (2012) and Temash (2013).

AMD now calls its chips APUs or Accelerated Processor Units because they integrate both the central processing unit (CPU) and the graphics processing unit (GPU).

For tablets, it will decidedly be the Hondo chip,Taylor said. We’re acknowledging that we still have a couple of watts to shave off to really be a more ideal tablet platform to achieve optimal power efficiency.

But we think Temash gets us much closer to that in 2013. Hondo will also allow us to get into fanless clamshells, he added.

Moving on to Windows 8 convertibles,Taylor said a 17-watt power consumption is the lowest that AMD will offer and it will be unmatched in the space. 17-watt refers to the same power envelope as Intel-based ultrabooks.

AMD has no thoughts on the smartphone market though. The smartphone market is eight, nine, ten, maybe a dozen players. They have lower average selling price, lower profit margins, and different competitive dynamic.

So, there is no shift on the smartphone strategy. Intel however, is looking forward to making it big in the smartphone space.

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