The PC is dying… or so goes the opinion of some. It is true that there has been some reduction in overall PC unit volumes in recent years, although many current forecasts indicate that despite weak consumer PC volumes, commercial client PC units are growing. AMD believes we have a tremendous opportunity to grow share in the commercial client space based on our products and current market trends and have doubled our number of commercial design wins this year compared to last.

 

52914B_AMD_Pro_E_RGB.pngOne of AMD’s goals is to derive approximately 50% of our revenue in high-growth adjacent markets by the end of 2015. That growth is dependent upon our core IP in CPU and GPU compute products and we continue to drive innovation in those areas. Our Compute and Graphics unit is focused on the areas where our IP gives us differentiation and we can be competitive. It’s to that end that AMD introduced AMD PRO Series products in June 2014.

 

New devices entering IT infrastructures are based on various operating systems and processor types. This has introduced new problems for IT managers as what was once a (relatively) simple infrastructure in terms of security and manageability became increasingly complex. Bring your own device (BYOD) became the bane of many IT managers lives. As a result, older, proprietary security and manageability solutions need to be replaced by industry standard, cross-platform solutions.

 

This shift from closed/proprietary standards to open standards is where AMD is focused. AMD is a member of the Distributed Management Task Force (DMTF) which is “an industry standards organization working to simplify the manageability of network-accessible technologies through open and collaborative efforts by leading technology companies.” DMTF is the organization behind the Desktop and mobile Architecture for System Hardware (DASH) Standard, “a suite of specifications that takes full advantage of DMTF’s Web Services for Management (WS-Management) specification – delivering standards-based Web services management for desktop and mobile client systems.” AMD has also recently introduced AMD Secure Technology utilizing the Platform Security Processor (PSP) to enable ARM® TrustZone providing a secure platform for service and content. AMD is enabling evolving specifications like DASH and TrustZone that today’s IT managers need to maintain secure and manageable infrastructures.

 

We believe AMD is well positioned for growth in commercial client PCs and are seeing some positive indicators. DASH enabled AMD-powered systems have been growing in numbers. With one of the most ubiquitous management consoles, Microsoft® System Center 2012 Configuration Manager (SCCM) supporting DASH manageability, the AMD PRO solution is a great fit for existing IT infrastructures moving away from proprietary “solutions.” The very first AMD PRO-powered touch enabled and thin & light commercial client systems have been launched. In the Q3 2014 earnings, AMD announced that we have met our goal to double our commercial client design wins from last year.1

 

AMD is known as a graphics leader and this is helping meet the demands of today’s commercial client system user. Gone are the days when data could only be presented in a spreadsheet. In today’s fast-paced world, information reporting can be done in easily digestible, highly visual formats as described in a recent Jon Peddie Research article. Video is increasingly being used to convey thoughts and ideas. Desktop phones are being replaced with PC-based video conferencing applications. Most system users are not concerned with how things happen, only that they do happen and that the experience is great. The methods of evaluating systems used for purchase tenders has been changing to utilize more modern benchmarks that address total system capabilities, like Futuremark’s PCMark® 8 v2. IT departments are increasingly working with more strictly controlled or limited budgets making the needs to use these new benchmarks more and more important to show that they are considering everything relevant to performance in their purchase decisions. The IT managers’ internal customers are expecting devices that look and feel like their personal devices, thin, light and responsive. Feedback from customers on the AMD PRO-based HP Elite series systems and how the systems meet their needs today has been quite positive.

 

You can find more information on AMD’s renewed focus on delivering the complete solutions required by IT managers in our newly revamped AMD PRO website. It may be true that PC sales are not going to experience the traditional growth as has been seen through history. But industry analyst forecasts of PC sales appear to be somewhat stabilizing… and AMD is poised, with the AMD PRO solution, to deliver the solutions that IT managers need.

 

Ryan White is a Product Manager – Commercial Client at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites, and references to third party trademarks, are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.

 

1 See http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MjU1MDY0fENoaWxkSUQ9LTF8VHlwZT0z&t=1

 

*Originally Posted by System Admin in AMD Business on Nov 3, 2014 2:01:42 PM