When AMD CEO Lisa Su told BARRON’S what it takes to be successful in the IT industry, she said: “What you need to be successful is, you need to execute, you need to have attractive markets, you need to have that product roadmap, and you need to keep up with the cycle.”
This is even more true when it comes to commercial client business, a very attractive market that you can win only by offering the right product but even more importantly by demonstrating the capability to respond to business users’ needs and optimizing customer’s ROI.
When we first launched our Ryzen PRO CPUs for the commercial market in the summer of 2017, we revitalized the commercial market. In May this year, we expanded our offering with our new Ryzen PRO processors powered by built-in Radeon™ Vega graphics.
In just 8 months we launched 20 new Ryzen processors– including seven of Ryzen PRO processors built for the modern commercial user. The Ryzen PRO 2700U, 2500U and 2300U for mobile, and the 2400G, 2400GE, 2200G and 2200GE for desktop, and we are not stopping there. Earlier this month we announced availability of three new desktop Ryzen PRO CPU models and the return of Athlon™ products to the commercial space. It’s our largest commercial portfolio ever, but even more notable is the broad offering of AMD-based commercial systems from industry top players like Dell, HP and Lenovo.
Unique needs, massive opportunity
The market for PC processors is estimated as being a $30 billion,1 one third of which is commercial.
So, our goal with Ryzen PRO was to unlock that $10 billion opportunity of the $30 billion market. And we are succeeding because we focused intensely on three areas of utmost importance to business users: Security, Reliability, and Performance. By delivering high-performing, premium PCs with excellent ROI and low TCO, focusing on the quality of the end-user’s experience for productivity and business-critical applications, we’re seeing unprecedented adoption in the commercial market.
Too many of today’s leading products end up being tomorrow’s paperweights. Not so with AMD Ryzen PRO processors, which include technology specifically designed for future demands, so our customers don’t have to worry about early obsolescence.
Industry recognition from the analyst community
It’s been particularly rewarding to witness the positive response, acknowledgment and recognition from respected technology industry analysts’ firms on our momentum in the commercial client space.
Canalys, a leading global technology market analyst firm with a distinct channel focus, said in one of its notes“Ryzen and EPYC have shined in the consumer and server spaces by hitting three critical targets: better than expected performance, greater core counts and lower pricing relative to Intel Core… there is a real possibility that AMD will surpass Intel in performance in 2019 with its third-generation Ryzen processors.”
As well as:
“Ryzen PRO processors are particularly competitive for mobile professionals who require GPU performance for industrial and graphic design workloads.”
And: “Security is paramount for many businesses, and across its lineup AMD can argue greater hardware security than Intel.”
Another market note from IDC, analyzing the Ryzen Pro APU launch, commented:
“By embedding GuardMI technology with the standout feature of Secure Boot Process which ensures BIOS level security from power-on to power-off, AMD addressed one of the crucial needs of current enterprise solutions - security.
And also, that:
“SenseMI technology, offering processor-level machine intelligence, and DASH (Desktop and Mobile Architecture for System Hardware) manageability are some of the additional features baked into the processor to boost performance and enhance controllability aspects most suitable for various business usages.”
Gartner has listed AMD Ryzen PRO based solutions in its July 2018 “Recommended Configurations for Notebooks and Desktop PCs, 2018” report in the Mainstream user, Price-Driven user, and Technology-driven user profiles categories. They are listing 8 AMD PR0 processors out of a total of 15 processors they recommend for both notebook and desktop solutions for different users’ scenarios.
We’re just getting started
At AMD, we’re working hard to develop business solutions for the challenges professional users face every day. We don’t create technology for technology’s sake – we’re focused on meaningful innovation that delivers real value, with real world productivity in mind. For enterprise customers who need flexible client PCs, we’re committed to providing a flexible, no-compromise experience, through AMD Ryzen PRO APUs with Radeon Vega Graphics.
As encouraging as our success is, with these new enterprise platforms from the likes of Dell, HP and Lenovo representing an important milestone for AMD - we’re really just getting started. In 2018 and beyond, we’ll strive to lead this space, and address the needs of the premium commercial market - from top-to-bottom.
John Morris, Sr. Director and General Manger Commercial Sales and Workstation Business at AMD