Lisa Su is now CEO of AMD

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ShintaiDK

Lifer
Apr 22, 2012
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By far the main reason AMD is so far behind Intel in performance/watt and absolute performance is because they are stuck on 28nm node while Intel is soon to transition to 14nm with Broadwell. Let's see how Intel's CPUs would have been had AMD been at 14nm node and Intel was stuck at 28nm with GloFo. :sneaky:

Tried comparing SB vs BD lately?

Even 45nm Intel chips can compete with 28nm AMD chips.
 
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Mar 10, 2006
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That s not true..

Buy a BT at regular price and you ll receive four other with a 320$ check, the first is ventilated on regular PC sales while the rest is written under so called contra revenue accounts, that s just a matter of accounts manipulation, i thought that you knew more about all this given that you re writing articles.

All in all it s blatant anti competitive practices that take their toll in AMD s revenues.




I m starting to questionning your competence, seriously, have you the sense of $ numbers..?.

AMD s whole RD is 1.1bn/year and you think that BT, wich is a Kabini like CPU, would cost double AMD s whole budget..?.

Truth is that each chip is delivered with about 80$ subsides, otherwise ther wouldnt be BT tablets that cost at retail the same as the BOM, that is, less than 100$.

http://techreport.com/news/27130/hp-new-intel-powered-win8-1-tablet-costs-99

http://techreport.com/news/27125/chinese-vendor-preps-81-tablet-with-bay-trail-and-windows-8

Intel's Mobile and Communications Group not only (to my knowledge) spends its R&D money on developing the low-power Atom cores, but it also does the following:

- Various SoCs for mobile applications (Merrifield, Moorefield, SoFIA, Broxton, etc.); Intel needs an entire pipeline of SoCs targeted for the applications it's aiming to participate in.
- Processor IP development for mobile. Intel needs to develop IP such as image signal processors, low power CPUs, low power GPUs, video encode/decode blocks, and so on.
- Cellular/connectivity IP. Unlike AMD, Intel needs to have an entire pipeline full of cellular basebands, RF chips, in addition to various other connectivity blocks (Wi-Fi is a good example).

Qualcomm's company-wide R&D spending totals about $5 billion, with likely most of it going towards mobile chip development. It's not a surprise, then, that Intel needs to spend several billions of dollars per year in order to try to catch up.
 

mrmt

Diamond Member
Aug 18, 2012
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Exactly. And so did 2013. It filters big time to other areas than what we strictly consider mobile. And it doesnt have to be much to alter eg beema market. 200-300m a year should do it and there is easily crosseffect larger than that. Looking at bt -15% ipc deficit plus flat down non comparable graphics to beema it makes sense to battle it the usual way. Why not, its strategy used all over each day and it works fine.
I think more in detail than that its a topic for another thread imo so i will stop it here.

The 4 billion numbers include a huge R&D bill, totally unrelated to contra-revenue. Contra-revenue alone is 1 billion.
 

mrmt

Diamond Member
Aug 18, 2012
3,974
0
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Since his primary function was diversification and restructuring, now that he has completed most of these aspects, its time for engineers to lead the company and execute on new designs. RR is not an engineer so in terms of long-term vision, he would not have been able to succeed without Lisa Su. Since she understands technology/engineering a lot better than he does, she is more capable than he is for being the CEO at this time.

Exactly. It doesn't seem that people realize Rory is a turnaround specialist. His job when he is brought into a company is to keep them from going under and then to set them up for future success. He is extremely talented in this role. He has done this at AMD and did this at Lenovo prior. He isn't the exec that sticks around until he retires. There is no surprise in this announcement. He fulfilled his role and now it's time for him to move on.

If Rory was a turn around specialist then his tenure at AMD failed, because he is being ousted before turn around is completed. His tenure at Lenovo was about turn around, he reinvented the business and when he left he had a strong growth track record to show, with AMD he cannot say the same, to the point stock is in even worse shape than it was when he took over.
 

mrmt

Diamond Member
Aug 18, 2012
3,974
0
76
By far the main reason AMD is so far behind Intel in performance/watt and absolute performance is because they are stuck on 28nm node while Intel is soon to transition to 14nm with Broadwell. Let's see how Intel's CPUs would have been had AMD been at 14nm node and Intel was stuck at 28nm with GloFo. :sneaky:

How did 32nm Bulldozer fare against 32nm Sandy Bridge?
 

AtenRa

Lifer
Feb 2, 2009
14,003
3,361
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They dont even sell them, they have to give money with them, the amounts published make no doubt about it, 40 millions chips to be shipped with 4bn losses, that s 100$ per chip, the RD cost is at most 500 millions, wich put the net loss at 85$/chip, that is, 80$ subsides + 1 chip.

I can tell you they sell them around $5-$6 and then they give back $2-3, OEMs are doing a party dancing around the fire for more BayTrail SoCs to fall from the sky.
 

Sweepr

Diamond Member
May 12, 2006
5,148
1,142
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I can tell you they sell them around $5-$6 and then they give back $2-3, OEMs are doing a party dancing around the fire for more BayTrail SoCs to fall from the sky.

Before Bay Trail people would probably laugh at the idea of $100 Windows tablets / $200 Windows notebooks. It enabled a whole new class of low-end Windows / Android x86 devices with fairly good performance and respectable battery life. Thank god consumers don't have to wait for Mullins design wins to buy a cheap and decent x86 mobile device.
 

krumme

Diamond Member
Oct 9, 2009
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The 4 billion numbers include a huge R&D bill, totally unrelated to contra-revenue. Contra-revenue alone is 1 billion.

Yes its unrelated to the contrarevenue but not to the entire BT development - where you can distribute cost a long stretch as you like. Atom wouldnt sell a damn on the pc side bearing its own total cost - total cost - . Its a expensive 22nm fet product not beeing able to beat a 28nm cheap process. Its obvious at deficit at the pc side. Clearly better than beema for tablets, but thats arm market. The product is just as bad for pc as mobile. But mobile eats all the loss because it looks good for investors. Big time LIPSTICK standard version.

And as it have been proved the 1B discount also means pc products. And a third of that amount will easily kill off entire Beema market. 100M can easily do it imo.

I stand by my point. Intels war with arm in mobile trying to enter mobile, is as a sideeffect killing off Beema. Not that it matters much as big cores sucks big time, buts its an effect never the less.

And i stand by this analysis tomorrow.

As i stand byt the things i wrote about AMDs need to kill of big cores, cut cost, and go ARM 3 years ago at SA.

What i wrote about Meyers lipsticking AMD results before BD hit.

And what i wrote 1-2 year ago here at AT about the merrits of Lisa.

And that brings me back to topic. Its a damn fine CEO - if 10 years to late - but by far the best AMD CEO ever imo.

So congrats to AMD and Lisa from here.
 
Aug 11, 2008
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Tried comparing SB vs BD lately?

Even 45nm Intel chips can compete with 28nm AMD chips.

What does it matter? I am continually amazed by amd supporters who excuse their performance based on process inefficiencies. Point is the process is an integral part of the chip. It is not my problem if amd is using an inferior process. All I care about is the final product. That may sound harsh, but that is just the way it is. It is like saying if I were 25 years old, 250 pounds with 5% body fat I would be playing pro football. But I am an old, skinny guy so I'm not, and saying "what if" is pointless.
 

Abwx

Lifer
Apr 2, 2011
11,172
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The 4 billion numbers include a huge R&D bill, totally unrelated to contra-revenue. Contra-revenue alone is 1 billion.

In this case how much people could you pay with let say 2bn..?.

I would say about 15-20 000, that s a lot considering Intel s manufacturing and any other activities as well as the total workforce, so your estimation is that 15-20 000 people at Intel are devoted to BT and a few phones items that about no one buys.??.

Contra revenue, or rather anti competitive practices, amount to at least 3bn if not more, you have your numbers on the wrong ratios...
 

Abwx

Lifer
Apr 2, 2011
11,172
3,868
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I stand by my point. Intels war with arm in mobile trying to enter mobile, is as a sideeffect killing off Beema. Not that it matters much as big cores sucks big time, buts its an effect never the less.

That s not a side effect, that s the main effect, about all thoses subsided tablets use W8.1 since it cost nothing for thoses size, Intel announcement of anti competitive practices, one year ago, went at the time when Mark Papermaster stated that Mullins would be better than BT, ARM is only a pretense, there s few Android based BT sold, this policy was directed against AMD as mean to keep them from entering the X86 mobile market knowing that they had a better product coming.
 

mrmt

Diamond Member
Aug 18, 2012
3,974
0
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Yes its unrelated to the contrarevenue but not to the entire BT development - where you can distribute cost a long stretch as you like.

Bay Trail is already paid, what you are seeing on the OPEX is the future architectures of the group. You are basically mixing contra-revenue (1 billion) with Bay Trail R&D (0) with all the other stuff being developed (2-3 billion). Sorry, it doesn't make sense. Plus Bay Trail revenue gets to two different groups, PC Client Group and Mobile Group. You can't say that Bay Trail is losing all that money because you don't know how much Bay Trail is earning on the PC Client Group (which doesn't get contra-revenue).

I stand by my point. Intels war with arm in mobile trying to enter mobile, is as a sideeffect killing off Beema. Not that it matters much as big cores sucks big time, buts its an effect never the less.

An ant has no quarrel with a boot. That's all I have to say about Beema/Mullins and contra-revenue.
 

Ajay

Lifer
Jan 8, 2001
16,094
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Back a bit more OT...

That is the point I was making. This obvious rush-job could be as much of a disservice to her as it could be to AMD.

There are things one gains, such as knowledge and wisdom, that come from experience. It is not a simple matter of hitting key job milestones to register on a resume and all of a sudden you know how to do the job you are suddenly promoted to do (Peter principle).

It is great that she is the perfect candidate for the job, and it is awesome that she has the job. But if she is 9 months away from being prepared to take on the duties and responsibilities of the job, well then she is as screwed as the rest of AMD if that is that case.

The world is full of examples of CEO's who rushed into the position as quickly as possible only to then crash and burn (personally as well as the company they commanded), not so many are the counter-examples.

Dead on! Lisa Su has much to prove, going from SVP to COO (briefly) is proof of competence, not excellence. I've seen the Peter Principle personally at lower levels (VP) in at least one company. I figuratively wanted to hit that VP with a baseball bat (I was a well regarded Sr. Sftw. Eng.) and I wasn't alone. Thankfully, for that company, he's long gone.

She have shown results inside Amd )). This is no surprice.
For the embedded business she is the perfect candidate rushed or not. She is trustworthy because she knows what she is talking about. She is the kind of person you want to make big deals with. Exactly in that respect she is head and shoulders above other executives including nv and Intel. She is fit for amd future market position.

Head and shoulders above JHH and Krzanich; "thou doth protest too much" Seriously krumme, you can't be serious. Lisa Su hasn't proven yet that she has the depth of either or the success of Jen-Hsun Huang (even Krzanich still has more to prove).
 

AtenRa

Lifer
Feb 2, 2009
14,003
3,361
136
Before Bay Trail people would probably laugh at the idea of $100 Windows tablets / $200 Windows notebooks. It enabled a whole new class of low-end Windows / Android x86 devices with fairly good performance and respectable battery life. Thank god consumers don't have to wait for Mullins design wins to buy a cheap and decent x86 mobile device.

If Microsoft wouldn't give Windows for free, you wouldn't see any Windows Tablet at that low prices. ARM/Android competition is good for everyone
 

AtenRa

Lifer
Feb 2, 2009
14,003
3,361
136
An ant has no quarrel with a boot. That's all I have to say about Beema/Mullins and contra-revenue.

Yeap, but the boot here is the billions of ARM processors sold every year. Intel already started feeling the boot weight on its shoulders and trying to react by buying its way in to the ARM market. Lets see how dip in the pocket they are willing to put their hands on and bleed Billions each year just to get mobile market share.
 

krumme

Diamond Member
Oct 9, 2009
5,956
1,595
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Head and shoulders above JHH and Krzanich; "thou doth protest too much" Seriously krumme, you can't be serious. Lisa Su hasn't proven yet that she has the depth of either or the success of Jen-Hsun Huang (even Krzanich still has more to prove).

There i no point discussing to much here i think. As i wrote she have to prove it as a CEO and Krzanich is starting you can say - but thats the nature of it- hardly surpricing. My comment was specifically targeting the talent on the specific embedded market for what her cv and public performance looks like a perfet fit to me. But i admit, i take here credibility before some selfpromoting jack ass in a t-shirt (his other talent great talent for moving an organization forward, or striving for innovation, not mentioned = different talent imo - but yeaa we will see)
 
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krumme

Diamond Member
Oct 9, 2009
5,956
1,595
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Yeap, but the boot here is the billions of ARM processors sold every year. Intel already started feeling the boot weight on its shoulders and trying to react by buying its way in to the ARM market. Lets see how dip in the pocket they are willing to put their hands on and bleed Billions each year just to get mobile market share.

The difference from x86 hometurf to arm, shows the difference between beeing number 1 or 2/3/4... Its gigantic, and thats the big learning from this market. How important it is for a company to be number 1 in what they do. Its so obvious here, and the financial consequences so severe if not beeing nr 1 at what you do.

AMD forward on, needs to find its own markets where it can be number one, not trying everything like they still do, looking from the outside. The restructuring might give us some insight here but something radical needs to be done imo.
 

AtenRa

Lifer
Feb 2, 2009
14,003
3,361
136
The difference from x86 hometurf to arm, shows the difference between beeing number 1 or 2/3/4... Its gigantic, and thats the big learning from this market. How important it is for a company to be number 1 in what they do. Its so obvious here, and the financial consequences so severe if not beeing nr 1 at what you do.

AMD forward on, needs to find its own markets where it can be number one, not trying everything like they still do, looking from the outside. The restructuring might give us some insight here but something radical needs to be done imo.

They already are number one with the APUs(performance, features), they just cant leverage what they already have and turn it in to something bigger. RR was saying they need to take it easy with nodes, i say you have the best iGPU technology in x86, take the initiative, use the best process you can find (14nm) and produce the best APU for mobile that everyone would like to have form OEMs to end users.
Being only marginally better than Intel will not take you anywhere. Athlon was a big step away from what AMD was doing at the time, they had the best architecture and the better process. AMD needs to be more aggressive, focus on the APUs. You spend 5 Billions to acquire ATI for its GPU, use that technology and the best node and start selling APUs. That was the plan from the start (Fusion is the Future), what the hell they are waiting for ??
 

Ajay

Lifer
Jan 8, 2001
16,094
8,106
136
Thread title "Lisa Su is now CEO of AMD"
Maybe this thread doesn't quite fit into "CPUs and Overclocking".

Still, it would be nice to focus more on the management structure and the implications of this 'transition' rather than breakdowns of AMD and Intel semiconductors.
[Which are already discussed as nauseum at least once a week]

FWIW...
 
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