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AMD spells out Windows 8 tablet strategy

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Windows 8 tablet? Windows 8 tablet?

So, does AMD have a solid Windows 8 tablet strategy this year? I'll let the reader decide, but AMD needs to be extra aggressive on the power-efficient chip front because it's not just an Intel-AMD fight now.

Windows 8 will bring ARM chip players like Texas Instruments, Qualcomm, Nvidia, and Freescale into the market, presenting AMD with plenty of heavyweight Windows competition.

Earlier in the week, I spoke with John Taylor, director of client product marketing and software at AMD, who cited two major chip designs for tablets, Hondo (2012) and Temash (2013). AMD now calls its chips APUs or Accelerated Processor Units because they integrate both the central processing unit (CPU) and the graphics processing unit (GPU).

To get a better insight into AMD's position in the small computing device market, I first asked him about the company's smartphone strategy. At the moment, AMD has little interest in smartphones, according to Taylor. Intel announced an aggressive strategy for smartphones at CES based on partnerships with Lenovo and Motorola.

Q: Before we go to Windows 8, what is your smartphone strategy, if any?
Taylor: The smartphone market is eight, nine, ten, maybe a dozen players. [They have] lower ASPs (average selling price), lower [profit] margins, different competitive dynamic. So, there is no shift on the smartphone strategy.

And Window 8?
Taylor: But you will see much more focus on tablets, the convertible or hybrid devices that fit between tablets and notebooks, very thin [designs].

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