Report: New AMD CEO readies strategy shift


— 9:42 AM on September 15, 2011

In case you haven't heard, there's a new man at the helm of AMD: freshly minted CEO Rory Read, who joined the chipmaker late last month from Lenovo. According to Fudzilla, which quotes an "insider hint," Read is working on a "twist in AMD's long-term strategy." The site says that twist may very well involve mobile devices:

We heard that Rory Read was famous for turning things around and that he helped Lenovo with some key transitions. Since AMD believes that smartphones and tablets are getting more important, and that they need even better mobile chips, its logical to assume that this new strategy can get AMD closer to these categories.

The lack of a solid game plan to tackle the ultra-mobile and handheld markets is said to have contributed to the dismissal of AMD's previous CEO, Dirk Meyer. Unsurprisingly, during Read's introductory conference call on August 25, many asked the new CEO about AMD's plans in those areas. Read and other AMD execs shied away from sweeping statements, but they did express a desire to go after ARM in "lower power bands." Perhaps we'll hear more about that soon, then.

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