AMD: A customer-centric approach to innovation

Résumé du document

AMD was founded in 19691 by Jerry Sanders, formerly of Fairchild Semiconductor. The company started to focus on microprocessors in the mid 1970s. It designed and manufactured microprocessors for the computing, communications, and consumer electronics market. The company employed 9,000 employees2. In 2005, revenues were $ 5.8 billion, a 17% increase over 20043. Traditionally, AMD had been a distant follower to Intel, which had a dominant position in microprocessors for the server and personal computer markets. However, Intel's dominance was eroding as Opteron gained acceptance and AMD focused on "customer-centric innovation". Intel was founded in 19684 by Gordon Moore, and Robert Noyce also formerly of Fairchild Semiconductor.

AMD always offered low-priced clones of Intel's products, with high performance. What strategies use the brand to compete with Intel? In order to respond to this question we will see in a first part what would it take for AMD to see a significant increase in its market share processors used in corporate desktops and notebooks, then we will evaluate AMD's "power campaign"; in a third part the threats of intel's imminent new product plan; the new customer centric approach in another part, and its potential application into viable innovation.