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AMD Mullins tablet chip lacks design wins

Posted on Friday, May 16 2014 @ 10:25:00 CEST by

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VR Zone reports AMD's tablet-focused Mullins SoC has yet to see any design wins. The site says one of the main reasons why there aren't any AMD-based tablets is because Intel offers more incentives and can easily undercut AMD in terms of price.
“In terms of tablets, we haven’t been disclosing the design wins. But it’s fair to say that within [AMD] the focus is on the mainstream, value and premium clamshells,” AMD’s Bernd Lienhard told VR-Zone. “Where we are today with the products given the performance and graphics, that’s the best fit for us and we believe that’s where our value sits so that’s what we’re going to focus on.”

AMD didn’t elaborate more than that on the issue, but it’s not hard to see why OEMs are hesitant about placing AMD silicon in their tablets. Intel, with its contra revenue program, can simply undercut AMD by giving OEMs a better deal. It’s no secret; that’s the purpose of Intel’s $100 million development fund in Shenzhen. Whether this is a fair business practice is a debate that one day might happen in the courts, but until then that’s simply a market reality for AMD.



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