SAN FRANCISCO, Sept 9 Advanced Micro Devices Inc
, targeting new markets as personal computer sales
decline, unveiled chips designed to run slot machines, factory
robots, airport signs, medical equipment and other devices.
One of Silicon Valley's oldest chipmakers, AMD has been
losing money as consumers increasingly favor tablets over
laptops and desktops.
AMD wants to customize more of its chips for a wide range of
non-PC devices. It expects PC chip designs modified for those
new devices to account for at least a fifth of its revenue by
the end of 2013.
The chips announced Monday, all code-named after predatory
birds such as the Bald Eagle, are for graphics, low-power
devices and high-performance computing. They will be available
AMD is planning a push into the small but growing
microserver market, combining ARM Holdings' architecture
typically used in smartphones with the x86 architecture common
in servers. Unlike ARM chips for smartphones, AMD's ARM chips
will be 64 bits, allowing them to make better use of memory in
"With x86 it's something we've had a long time. With ARM,
we're helping build the 64-bit ecosystem along with industry
leaders," Arun Iyengar, general manager of embedded solutions at
AMD, told reporters at a news conference.
Asked about progress in non-PC markets, Iyengar said AMD's
chips are widely used in airplanes' heads-up displays as well as
in medical imaging equipment and factory robots.
AMD processors are being used in Microsoft Corp's
upcoming Xbox One and Sony Corp's
next-generation PlayStation game consoles, both set to launch
later this year.
Worldwide shipments of PCs are likely to fall 9.7 percent
this year as consumers continue to favor mobile gadgets, IDC
said in a recent report.