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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 (opens in new tab) 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.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.