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AMD creates semi-custom chip business unit

Posted: 06 May 2013     Print Version  Bookmark and Share

Keywords:custom chip business  PlayStation 4  accelerated processing unit 

In an effort to break away from its reliance on the shrinking PC market, Advanced Micro Devices (AMD) has now launched a custom chip business unit.

The new business will provide tailor-made chip solutions to customers. With AMD’s semi-custom solutions, IP blocks can be tailored without having to design a new platform.

The ‘Semi-Custom Business Unit’, led by corporate vice president and general manager Saeid Moshkelani, will focus on high-volume, high-value applications across a wide array of markets, including: gaming, set-top boxes, smart TVs, PCs, tablets, servers, high performance computing, and infrastructure applications.

Sony PlayStation 4 is the first customer design win. Sony's upcoming PlayStation uses a customised Jaguar-based accelerated processing unit (APU) processor based on Sony’s requirements. If rumours are to be believed, its second win will be Microsoft's rival Xbox 720 console, however nothing has been confirmed yet.

“The charter of the semi-custom business unit at AMD is to provide OEM customers access to leading-edge IP to create tailored and differentiated solutions. AMD’s high-performance heritage, strategic investments in IP, and SoC design methodology enable customer-specific solutions that are truly one-of-a-kind,” AMD Senior Vice President and General Manager of Global Business Units Lisa Su said.

AMD hopes the new division will take the cash-strapped company back to profit.

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