If so, they need to somehow develop a cool brand so they can attract irrational fans. This is not something which develops around servers AFAIK.
But they might have ideas about vertical integration in the back end Cloud. I suppose that could work, and it doesn't take to much in a hot segment to generate more market cap than AMD currently merits.
No, if the market wants ARM microservers, this is exactly how AMD/Seamicro will serve that market.
They don't need to be a hype machine ala Apple. They need to make an end-to-end solution that is highly innovative. That will sell very well into that market, and will encroach on HP/Dell/IBM territory. See where this line of reasoning is leading to? Apple printed gold bars by innovating in the PC/client/consumer space while the traditional PC companies sat on their thumbs and truly believed "there's nothing more to be done". AMD could be looking to do the same thing in the server/backend/cloud market, and if it pays out it will probably payout big (anyone remember Sun?). Could seem as quite the stroke of genius 2 years from now... or just another AMD "bet the company" hail mary :)
Intel's Medfield the product of desperation, says Qualcomm
Thursday 01 March 2012 13:41
Intel's latest Atom-based wireless chip-set Medfield is the product of desperation rather than inspiration, Sy Choudury, director of product management at Qualcomm tells SlashGear at MWC.
"Medfield is a good product in that it works" says Choudury, "their previous devices all failed."
ARM CEO Warren East made much the same point to the Wall Street Journal, though rather more tactfully: "We think from a technical point of view the Intel solution is much better than it has ever been before for smartphones, but they are still a generation or two behind."
At CES in January, East said Intel's designs were "roughly good enough for mobile phones."
East points out that ARM's business is: "Delivering real solutions in a phone environment - that's what the ARM partnership has been doing for the last 15 years or so, and that's what Intel is getting to grips with right now. ARM's building on that lead, taking that system expertise that we've built up over the last 15 years or so and turning it into things like Big-Little which we announced back in October, where we have the benefits of high performance with a big processor married in a seamless way to the power efficiency of a small processor."
"That sort of system-level solution is moving the goalposts significantly, so you end up with something that has the performance of a Cortex-A8, a smartphone of 2 or 3 years ago delivered in a power envelope that uses about 20% of the power," adds East, "and so we're continually moving those competitive goalposts."
And that's pretty much in tune with how Qualcomm feels about Intel's wireless chips: "They're getting better," says Choudury, "but so are we."
AMD is setting up a significant data center of their own somewhere in the S.E. of the USA (IIRC). It makes we wonder if they are aiming at servers for others or themselves.
It still strikes me as dangerous to compete with your customers. AMD's share of the server market is so low, perhaps they think they have nothing to lose. But such antics by companies generally have consequences.