The development of Internet of Things technology is changing the old landscape of the semiconductor industry. AMD relies on the advantages of dual architecture and display technology to meet the diverse needs of customers in the Internet of Things era, and its digital signage, medical electronics and industrial control. A series of breakthroughs prove that the embedded business will be the driving force for AMD's future development, so it has ushered in a new development opportunity in the Internet of Things era.
Compared with the traditional PC era, the Internet of Things era is a â€œdecentralizedâ€ era. Its open features and diversity of needs give different enterprises a more complete and fair market competition environment. The development of the entire industry in the future requires a more robust industrial ecosystem, from processors, sensors to wireless connectivity, from data centers to cloud computing, the overall workflow will be more consistent.
With the strong development of the Internet of Things, future product functions will become increasingly diversified, processors will move toward low power consumption, and product design will also require different types of servers and enterprise infrastructure as a support to meet different market needs.
In this context, the innovation power of the long-term suppression of the PC era will be greatly released, and the IC design enterprises represented by AMD will become the driving force for the development of the global semiconductor industry.
Which is more suitable for ARM and x86?
For a long time, the x86 architecture processor featuring high-performance computing occupies the desktop computing and server market, while the ARM architecture processor is another way to tightly grasp the mobile computing field with low power requirements.
The development of ARM architecture processors is rapid. In 2013, the total shipments exceeded 10 billion, and now this number has exceeded 50 billion.
After so many years of development, ARM architecture processors are in fact ubiquitous. Mobile phones and tablets are familiar to most ordinary consumers, and a large number of enterprise and embedded fields are unknown.
However, with the enterprise-level computing processor vendors represented by AMD adopting ARM's A57 architecture, the development of ARM architecture in the data center and server field will be greatly accelerated.
But compared to the low-power ARM architecture, the advantages of the x86 architecture processor are still obvious, especially in terms of high performance, the demand for high performance will remain the same: complex programs, processing large amounts of data, complex Video games, video editing software, and many other applications, the processing of these programs still requires high-performance processing chips, which will depend on the x86 instruction set.
Therefore, in the IoT world, ARM and x86 architecture will share different important roles. The dual architecture meets the requirements of the embedded market in the Internet of Things era. The low power consumption of the ARM architecture and the perfect ecological environment can better satisfy the computing center and The need for communication infrastructure, while the x86 architecture is the choice of high-end computing, and the joint solution based on the two can provide a better integration solution, while AMD, which has ARM architecture and x86 architecture technology, will also usher. Gold development period.
AMD's dual architecture computing roadmap
In the Internet of Things era, the market demand presents diversified features, and the processor product system that can meet the needs of different users can catch up with the Internet of Things and cooperate with partners in the semiconductor industry. AMD hopes to target different market segments and launch real Products that meet market needs.
Last year, AMD released a roadmap for computing solutions designed to exploit the best features of the x86 and ARM ecosystems. The milestone of the roadmap called "dual-architecture computing" was the release of AMD's 64-bit ARM architecture license. Customized development for high-performance cores for high-growth markets. AMD is the only company that offers differentiated solutions and the ability to penetrate vast markets. At the same time, as an important processor supplier, it is the first time in the industry to create an intellectual property channel that allows others to innovate using ARM and x86 ecosystems.
AMD's dual-architecture computing roadmap includes a rich product development plan.
1. "SkyBridge Project": The design framework will be launched in 2015, including a new line of APU and system chips for the 20nm process. This is expected to be the world's first pin-compatible ARM and x86 processor. Among them, the 64-bit ARM processor in the "Aerial Bridge Project" will be based on the ARM Cortex-A57 core, and will be AMD's first "heterogeneous system architecture" (HSA) platform for Android, while the x86 processor Will carry the next generation of "Puma+" CPU core. The "Aviation Bridge Project" series features complete system-on-chip integration, AMD's Next Generation Graphics Architecture (GCN) technology, HSA and AMD security technology through a dedicated Platform Security Processor (PSP).
2, "K12": The new ARM-based high-performance, low-power core. It leverages AMD's ARM architecture licensing, multi-faceted 64-bit design expertise, and a core development team led by semiconductor architect Jim Keller. The first product plans based on the "K12" core will be launched in 2016.
Graphics technology powers AMD's embedded business
In recent years, AMD is undergoing tremendous changes. The traditional x86 chip business is no longer the only one of AMD. The high growth market including the embedded market has become AMD's new force. Because in AMD's view, with the rapid development of terminal equipment, mobile internet, and Internet of Things technology, the development of the embedded market will enter a golden age, and this new era will give AMD a new vitality.
Digital signage is a fine-grained class in the embedded market. It refers to public places where large-scale shopping malls, supermarkets, hotel lobbies, restaurants, cinemas, and others converge. It publishes commercial, financial, and entertainment information through large-screen terminal display devices. Multimedia professional audiovisual system. According to global industry analysts, the global digital signage system market will reach $13.8 billion by 2017, and the Asia Pacific region will become the fastest growing market with a compound annual growth rate of 22%.
AMD's layout is embedded, and the digital signage market will naturally be a breakthrough point. In the face of new and old rivals, AMD is ready. AMD has an "unparalleled" quality that will help AMD differentiate and gain core competitiveness in the marketplace.
AMD has unparalleled technical leadership in visual embedded computing solutions. AMD is also the only vendor to span both X86 and ARM architectures. AMD has HSA architecture and heterogeneous computing in all market segments. solution.
Beijing Yunlong Vision Technology Co., Ltd. is an important partner of AMD in the field of digital signage. The cooperation between the two companies has brought AMD's advantages in combining embedded processors and graphics processors.
Built-in AMD embedded G series SoC, Tengyun intelligent showcase combines transparent display, intelligent interaction, multi-touch and other technologies to enhance the human-computer interaction experience with clear images, sensitive multi-touch and vivid display effects. And the fun of the show, without the need for a separate graphics card, you can play 4 videos at the same time, plus the independent graphics card, you can additionally support the simultaneous playback of 6 videos, bringing shocking visual impact to the audience and users. force.
In traditional cognition, AMD is an upstream manufacturer of chips, and its cooperation with partners is basically around the hardware level. For example, in the embedded field, AMD can provide embedded G series and R series CPU, APU, system-on-chip (SoC) and AMD embedded Radeon graphics processing unit (GPU), but in cooperation with Yunlong Vision, AMD not only provides The chip hardware is also supporting the Yunlong Vision in software.
It is in the support of companies like Yunlong Vision that AMD has seen significant growth in embedded and semi-customized services. The reason is that the embedded market is growing rapidly, which brings new market opportunities to AMD. On the other hand, AMD provides a stable and stable product roadmap in the embedded field. The products are in performance, energy consumption and graphics. Leading edge in terms of capabilities, cost performance, etc., is the fundamental reason why AMD is in the embedded market.
Summary: In AMD's transformation strategy, the goal is to be expected to be available from high-growth markets including embedded solutions, semi-custom, ultra-low-power clients, professional graphics cards and high-density servers by the end of 2015. Operating income, accounting for 50% of AMD's total revenue Today, AMD has established itself in the embedded market with its rich CPU, GPU and APU combination, and unique advantages in HSA and dual-architecture computing. More exciting. As a world-renowned semiconductor supplier, AMD will make a beautiful turnaround with its years of accumulation in processors and display technologies and its development strategy in the era of the Internet of Things.
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