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Saturday | May 15, 2021
Availability, innovation, competition: Lisa SU takes stock of the situation

Availability, innovation, competition: Lisa SU takes stock of the situation

On the sidelines of the conference broadcast for the ESC, the CEO of AMD made a point of meeting in a more restricted framework where she discussed the major issues relating to the future of AMD and the environment in which we will be evolving in the coming months. Now that AMD is in a position of strength, she believes that the Reds should no longer make complexes and accelerate without worrying about others.

An ever stronger ambition but fears about manufacturing

Lisa SU spoke at length about the company’s ambitions for future generations of processors. For her, while desktop CPUs are AMD’s greatest strength, laptop processors and those at the heart of the company are the two biggest markets that AMD intends to conquer. The next generations are expected to push the nail in the coffin. Lisa Su says that AMD is putting a strong emphasis on Zen 4 and Zen 5, and expects them to be at least “extremely competitive”. However, the boss of AMD recognizes that the company cannot continue to invest in new products without guaranteeing the capacity to manufacture them. AMD will soon have new GPUs and Milan Epyc processors. Unfortunately, Lisa believes that the “tension in the first half of the year” is likely to continue and begin to fade for the next series of processors and GPUs in the second half of 2021. In terms of pricing, AMD expects prices to begin to fall in line with the same timetable and the Covid-19 crisis is put forward as the main reason for this, which remains highly questionable from our point of view. Lisa SU AMD

AMD’s strategy against Intel

Renewing her initial statement, Lisa SU said that AMD is now making its way without worrying too much about each other’s choices. The subject of Intel’s choices for its next generation came up in conversation. Intel seems determined to somehow mix technologies; the use of high performance and high efficiency cores in their Alder Lake processors. AMD does not plan to follow this path, and Lisa Su pointed out that their current designs already fit “very well from entry-level to enterprise, with the right mix of power, performance… ». Lisa also reaffirmed her “faith” in the X86 architecture in comparison to the solutions that some people seem to perceive with ARM, an option that requires heavy investment to get up to the level.


AMD’s specialization and the console market

AMD expects an increase in specialization over the “next few years”, but Lisa Su believes they are already equipped to meet the challenges. On the subject of consoles, she said that “AMD has a strong semi-customized division to seize these opportunities. She revealed that the strong demand for next-generation consoles from Sony and Microsoft had surprised them with higher than expected demand. AMD has already indicated that they are aware of existing demand problems and are looking at ways to increase chip deliveries in an attempt to ease the market tension. It appears, however, that AMD is largely focused on the console market at the moment, while in the processor market, without competition, they can afford to slow down and still benefit from the price increase.

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Edited by Calliers

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