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Thursday, May 02, 2013
AMD to Create Customized SoCs For Clients


AMD plans to focus on developing one-of-a-kind solutions through its Semi-Custom Business Unit based on the set of intellectual property (IP) amassed across AMD processors, graphics and multimedia.

The company plans to provide to its customers flexibility and differentiation that goes beyond standard AMD products. AMD's business unit will develop tailor-made solutions using a flexible System-on-a-Chip (SoC) design methodology.

AMD's high-performance SoC processor design methodology provides a modular approach, leveraging practices to re-use silicon IP and design building blocks. With the Semi-Custom Business Unit features a team of engineers who are well-versed in graphics and compute processing, and is led by Corporate Vice President and General Manager Saeid Moshkelani. Moshkelani joined AMD last year from Trident Microsystems and reports to AMD Senior Vice President and General Manager of Global Business Units Lisa Su.

"Innovation in computing over the next decade will come from deep knowledge and integration of hardware, software and system expertise," said Su. "The charter of the Semi-Custom Business Unit at AMD is to provide OEM customers access to leading-edge IP to create tailored and differentiated solutions. AMD's high-performance heritage, strategic investments in IP, and SoC design methodology enable customer-specific solutions that are truly one-of-a-kind."

"AMD has a strong intellectual property portfolio and a nimble approach to chip design. That combination should help the company capitalize on new opportunities by customizing its IP building blocks for specific applications and use cases," said Charles King, president and principal analyst, Pund-IT, Inc. "AMD's ability to flexibly collaborate with customers should lead to the development of high-value solutions that deliver superior performance and end-user satisfaction."

The Semi-Custom Business Unit will focus on high-volume, high-value applications across a wide array of markets, including: gaming, set-top boxes, smart TVs, PCs, tablets, servers, high performance computing and infrastructure applications. The PlayStation 4 from Sony Computer Entertainment Inc. is the first announced customer design win.


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