AMD Changing Mindset As ARM Threat Looms

If AMD spokesperson Mike Silverman is to be correctly interpreted, the company is set to re-evaluate its position as it tackles an even greater threat than Intel, its new frenemy, ARM.

The San Jose Mercury News quotes Silverman as saying "we will all need to let go of the old 'AMD versus Intel' mindset, because it won't be about that anymore."

AMD has not been faring as well as many had expected. After losing marketshare both in desktop and server to Intel and missing the Netbook boat altogether, AMD is set to face a new threat, ARM-based chipsets from the likes of TI, ST Ericsson, Nvidia and Qualcomm.

Considering that AMD doesn't have any mobile products at the moment, one can only fear for the future of the semiconductor company, especially given the fact that Windows 8 will run on ARM as well.

AMD does have a wild card though with its GPGPU and a newly found interest in Heterogenous computing, where it shares a common platform with ARM.

Yet, unless AMD embraces the ARM architecture like Nvidia did with the Tegra chipset, the company risks missing the boat and jeopardising its future altogether.