AMD undergoes massive internal shift

ONE OF THE things that everyone seems to have missed in the AMD blizzard-O-codenames(R)(C)(TM)(P)(ETC) was a massive shift in internal AMD strategy. This was of course done at the behest of the big OEMs, they are demanding a 'platform' strategy, and AMD is complying.

What you saw were a bunch of code names across three categories. Desktop/Gaming had Spider, Leo and Python in 2007, 2008 and 2009 respectively. Desktop/Boring has Pinwheel, Cartwheel and Copperhead across the same years, and mobile has Kite Refresh, Puma and Eagle. The first two sets, the 2007 and 2008 lines were pretty well known, if not by the name, and the 2009 models are the logical extension based on the upcoming parts.

What you are seeing is part two of the reason AMD bought ATI, they needed a robust chipset division so they could tightly couple things into a platform offering. OEMs like this, no love and need it, so AMD is doing it. OEMs have a single product to wrap a case around and put out for a defined time period, and they can plot, plan and scheme without additional headaches. They are simple creatures, and this makes their offerings simple.

It also shifts a lot of engineering burden onto the shoulders of AMD, which is fine by the OEMs because they don't have to do it. This level of engineering bandwidth would have been impossible without ATI, as would the tight coupling between CPU and chipset. Intel uses this strategy quite effectively, and now AMD is looking to do the same.

One interesting side effect is openness, AMD is really trying to be open to all chipset and related silicon vendors. They are not going down the destructive path of shutting out of partners like Intel, but you have to wonder if the partners can compete in this new paradigm. I am specifically thinking of Nvidia, but SiS and Via will have the same headaches. Will they devote the resources to putting out platforms like Intel and now AMD, or will they be left by the wayside? AMD has stepped up to the plate on the table Intel made, will NV?

In the end, this is a fundamental shift for AMD. They are doing what they have to to stay competitive, and have shown they have the will to compete. It will be quite interesting to see the battle moving from chips to platforms over the next few years. µ