How Dr. Lisa Su Made AMD Relevant Again
1 of the almost important leaders in tech today is Dr. Lisa Su, the CEO of AMD. She became CEO three years agone and has since made AMD a formidable competitor to Intel in the PC CPU space and a force to be reckoned with in server fries.
At CES, I saturday downward with Dr. Su and asked her near her tenure as CEO thus far. If you follow AMD, you know it has dealt with some serious financial challenges. While it stabilized under former CEO Rory Read, AMD'south strategy was muddled and the company ofttimes over-promised and under-delivered.
Dr. Su told me that when she first took over as CEO, her mantra was "don't worry most the financials. Just focus on delivering smashing products." At the strategic level, she worked with her teams to create a production roadmap that reflected future trends and coalesced around their core competencies. "Put all of your energy into building those products and concentrate on executing this visionary roadmap," she told them.
She besides made an important strategic decision: "AMD would concentrate on being a loftier-performance computing company," which meant annihilation that did not meet this criteria would not pass muster with her.
I detour the company took during Read's leadership was pursuing what at the fourth dimension seemed like a safe bet: developing a processor for tablets. Unfortunately, that market stalled, and so under Dr. Su's guidance, all piece of work is focused on high-functioning computing, designs, and platforms.
One interesting observation she shared with me is that when she took over every bit CEO, the manufacture thinking was that demand for discrete graphics would decline and the graphics functions integrated into core CPUs would increase. Merely need for discrete graphics chips and graphics cards is on the rise, driven past the higher demand for gaming PCs. In the near future, they will also be needed in PCs and laptops that back up 4K and eventually 8K graphics screens.
Ane factoid from my inquiry at Creative Strategies is that nosotros are seeing more and more millennials movement from consoles to high-functioning gaming PCs in droves. This trend has helped AMD abound its market and, given the interest in higher-resolution screens, should aid AMD drive greater sales.
Three of its most recent products have already had a huge bear on on AMD's bottom line, and more importantly, helped it rise in stature and acceptance in the eyes of OEMs and concern partners. AMD's EPYC server fries are world class in power and functionality. Equally Dr. Su told me, "the network guys are jumping in with two feet" to buy them and apply them in their server operations.
Ryzen CPUs compete head on with Intel. In fact, I spoke with ii of the top PC makers about AMD, and for the showtime fourth dimension in many years, they were extremely bullish about the company's prospects. Add to that AMD's new Radeon Graphics fries and cards, and information technology now has a trifecta of products that are competitive and industry leading in their scope and achieve.
Intel will always be the dominant histrion in PC CPUs and server fries, but AMD is now a worthy competitor. This blazon of competition is not only skilful for Intel in that it keeps it on its toes but it's likewise great for consumers, who now accept powerful alternatives when they store for PCs.
As an annotator, I have covered AMD since its early days and dealt ofttimes with their colorful founder, Dr. Jerry Sanders, while he was CEO. AMD has e'er had great potential, but the post-Sanders leadership took AMD on many bumpy rides. My sense is Dr. Su has now brought a great bargain of vision and discipline to the company and has set it on a path for steady growth.
About Tim Bajarin
Source: https://sea.pcmag.com/opinion/19325/how-dr-lisa-su-made-amd-relevant-again
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