AMD shuffles corporate deck to target PCs, ''high-growth markets''

AMD is reorganizing its corporate structure in a bid to better serve both traditional PCs and "adjacent high-growth markets." Starting July 1, the firm will split its efforts between two divisions that consolidate previously separate entities. Dr. Lisa Su, AMD's current GM of Global Business Units, will oversee the transition in her new role as Chief Operating Officer.

The PC market will be served by the new Computing and Graphics Business Group, which consolidates "client, consumer graphics and professional graphics businesses, as well as their related product engineering and sales functions." The Enterprise, Embedded and Semi-Custom Business Group covers exactly what you'd expect: servers, embedded systems, and semi-custom silicon. Chief Sales Officer John Byrne will take on a new role as GM for the client and graphics group, while Su will be the "acting lead" of the enterprise division. AMD will presumably name a permanent head of the enterprise group at some point in the future.

Here's a snippet from the press release, which quotes AMD President and CEO Rory Read:

“During the past two years, we have been successfully executing our three-step strategy to reset, accelerate and ultimately transform AMD,” said Read. “Today’s announcement represents the next step in our long-term strategic plan to help ensure AMD’s operating structure and culture are better aligned to drive consistent growth and profitability by leveraging our leadership IP to create differentiated products that help our customers win across a diversified set of high-growth markets."

Given AMD's recent efforts to meld CPU and GPU technologies, combining its computing and graphics businesses makes sense. Joining the enterprise and semi-custom divisions also has some intriguing potential, especially now that AMD is sticking ARM cores on some of its server CPUs.

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