Maanta, waxaan haysanaa maqaal gaar ah oo loogu talagalay akhristayaashayada: wareysi lala yeeshay Roger Benson , mid ka mid ah hoggaamiyeyaasha sare ee AMD ee gobolka EMEA . Waxaan la yeelanay sheeko ku saabsan sannadkii hore, waxa uu bartay, iyo qorshaha AMD ee 2021. Haddii aad rabto inaad wax badan ka ogaato hawlaha AMD, ganacsiga iyo ganacsiga, iyo qorshayaasha muddada gaaban ee shirkadda, bixi waraysigan. akhri:

La kulan Roger Benson^{(Meet Roger Benson)} : Agaasimaha Sare^{(Senior Director)} , Iibka Ganacsiga , ^(Commercial)EMEA

Roger Benson

Roger Benson waa mid ka mid ah khubarada hormuudka u ah warshadaha ee iibinta semiconductor wuxuuna mas'uul ka yahay ganacsiga ganacsiga AMD ee Yurub^(Europe) , Bariga Dhexe^{(Middle East)} , iyo Afrika^(Africa) . Wuxuu safka hore kaga jiray dadaallada AMD ee lagu caawinayo la-hawlgalayaasha wax ka qabashada masiibada iyo xaaladaha suuqa ee isbedbeddelaya ee ay abuurtay.

Waa maxay mudnaanta AMD ee qaybaha ganacsiga iyo ganacsiga 2021?^{(What are AMD’s priorities for the commercial and enterprise sectors in 2021?)}

Mudnaanta ayaa ah in aan la shaqayno la-hawlgalayaasheenna si aan u daboolno baahida sii kordheysa, taas oo ay horseedayso kororka weyn ee isticmaalka IT-ga ee ganacsiga iyo qaybaha dadweynaha. Hadda AMD waxay isu caddaysay go'aan-qaadayaasha IT-ga ganacsiga, waxaanu muujin doonaa ballan-qaadkayaga muddada-dheer iyo fulinta khariidad-bararka. Waxaan tan ku gaarsiineynaa 2021-ka iyada oo loo marayo qaab dhismeedka "Zen 3"^{(“Zen 3” architecture)} , kaas oo ku quudiyay server- keena AMD EPYC^{(AMD EPYC)} , iyo Ryzen mobaylada^(Ryzen) iyo khadadka alaabta miiska. Kobaca IT-ga ganacsiga ayaa sii wadi doona inuu dardar galiyo 12ka bilood ee soo socda, waxaanan ka shaqaynaynaa sidii aanu baahidaas uga buuxin lahayn alaabadayada Ryzen iyo EPYC . Waxaan sidoo kale la shaqeyneynaa OEM -ga^(OEM)iyo la-hawlgalayaasha daruuraha si ay u siiyaan alaabada iyo tignoolajiyada ay u baahan yihiin si ay uga faa'iidaystaan ​​​​kor u kaca baahida.

Waa maxay farqiga ugu weyn ee u dhexeeya AMD iyo tartamayaasheeda ugu weyn qaybta ganacsiga?^{(What are the biggest differentiators between AMD and its main competitor in the commercial sector?)}

AMD waxay si dhow ula shaqeysaa shuraakadayada aasaaska silikoon si ay u qaataan jago hogaamineed wax soo saarka silikoon, taas oo aan ahayn wax warshadaha oo dhan ay ku guuleysteen inay qabtaan sanadkii la soo dhaafay. Iyadoo qaar ka mid ah tartamayaasha ay la kulmeen dhibaatooyin la taaban karo, AMD waxay ku hogaamisay warshadaha leh chips 7nm ee server-kayaga iyo alaabada macmiilka.

Meesha server-ka waxay u baahan tahay waxqabadka xisaabinta asaasiga ah iyo nidaam dheellitiran. Alaabadayada waxaa loogu talagalay inay isku dheelitiraan oo ay wanaajiyaan waxqabadka asaasiga ah, bandwidth xusuusta, iyo waxqabadka bandwidth IO si ay ugu habboonaato culeyska shaqada iyo baahida codsiga macaamiisha. Diiradeenu waxay tahay sidii macaamiisha looga caawin lahaa inay xaliyaan mashaakilaadka ganacsiga laga bilaabo naqshada fikradeed ee ugu horeysa ilaa badeecada ugu dambeysa.

Faafida ma beddeshay suuqa xarumaha xogta, qalabka xisaabinta server-ka, iyo teknoolajiyada la xidhiidha?^{(Has the pandemic changed the market for data centers, server computing hardware, and associated technologies?)}

Waxaan arkay oo aan ka akhriyay kanaalada dhijitaalka ah, halkii aan ka ahaan lahaa kanaalada jireed ee ganacsiyadu ay ku tiirsanaayeen kahor masiibada, iyagoo noqonaya isha dakhliga ugu kobcaya ee shirkado badan oo caadi ah.

Ganacsiyadu waxay ku qasbanaadeen inay la qabsadaan iyagoo awood u siinaya inay meel fog ka shaqeeyaan guud ahaan hawlahooda oo dhan, taas oo inta badan u baahan kaabayaasha IT-ga cusub iyo xalalka si loo hubiyo sii wadida ganacsiga iyo in la ilaaliyo wax soo saarka shaqaalaha. Tignoolajiyada awood siinta ee ugu habboon halkan waa xisaabinta daruuraha iyo amniga internetka. AMD aad bay ugu diyaarsan tahay inay wax ka qabato labada aag, hadda iyo mustaqbalka. Suuqa wuxuu u baahan yahay awood xisaabeed badan waxaanan ka caawin karnaa bixinta xarumaha xogta goobta iyo daruuraha.

Qaar badan oo ka mid ah macaamiisheena ayaa cusboonaysiiyay khadadka isku xirka si ay u hubiyaan inay haystaan ​​kaabayaal ku filan oo u dhexeeya shirkadda iyo guryaha shaqaalaha. Waxaan sidoo kale aragnay baahida macaamiisha ee kombuyutarada cusub ee miiska iyo laptop-ka. Waxaan filaynaa in baahidan iyo dardargelinta adeegsiga xisaabinta daruuraha ay sii socon doonto illaa 2021.

Waxay runtii ku dhufatay guriga dadka inta lagu jiro dhammaan carqaladaha in tayada shaqadooda iyo wadashaqeyntu ay u baahan yihiin tignoolajiyada ugu dambeeyay iyo tan ugu weyn. Laga soo bilaabo jilicsanaanta muuqaalka aad samaynayso ilaa wax soo saarka codsiyada aad isticmaalayso, waxay dhammaan ku xiran tahay waxqabadka. Waxaan aragnay baahida xooggan ee alaabada dhexdhexaadka ah iyo kuwa sare ee natiijada.

AMD waxay ku hawlan tahay macaamiisha dhammaan meelahaas waxayna keentay jiil cusub oo soo-saareyaal ah suuqa kuwaas oo bixiya xal ku habboon qof walba, laga bilaabo macaamiisha iyo macaamiisha ganacsiga ilaa xarun xogeed ee ugu dambeysay iyo codsiyada daruuraha.

Maxay AMD ka sameyneysay la dagaallanka COVID-19? Yay la shuraakoobaysaa?^{(What has AMD been doing in the fight against COVID-19? Who is it partnering with?)}

Chips-yadayadu waxay ku dhex milmeen dhawr ka mid ah hawo-mareenada caawinaya bukaannada COVID-19 inay soo kabtaan, waxaananu deeqo u fidinnay machadyada xisaabinta ee waxqabadka sarreeya si ay u taageeraan cilmi-baarista fayraska. Waxaan sidoo kale ugu deeqnay tignoolajiyada iyo qalabka Jaamacadda Cambridge^{(Cambridge University)} ee Boqortooyada Midowday, Xarunta Supercomputing Leibniz^{(Leibniz Supercomputing Centre)} iyo Xarunta Waxqabadka Sare ee Stuttgart^{(Stuttgart High-Performance Computing Centre)} ee Jarmalka^(Germany) , iyo machadka cilmi-baarista GENCI ee Faransiiska^{(GENCI research institution in France)} .

Sanduuqa Xisaabinta Waxqabadka Sare ee AMD COVID-19^{(AMD COVID-19 High Performance Computing)} ( HPC ).

Dhammaan khadadka wax soo saarka ganacsiga ee AMD iyo qaybaha, goobaha shaqada, laptops-yada, iyo CPU-yada serverka, iyo sidoo kale GPU-yada shaqada, waa maxay isbeddellada muddada-dheer ee beddelaya warshadaha? Saamayntoodu maxay noqon doontaa?^{(Across AMD’s commercial product lines and segments, workstations, laptops, and server CPUs, as well as workstation GPUs, what are the long-term trends transforming the industry? What will their impact be?)}

AMD waxay diiradda saareysaa bixinta xalalka guusha ee goobta iyo daruuraha. Qeybta dhismaha, waxaan la shaqeynaa iibiyeyaasha caadiga ah ee server-yada, sida HPE , Dell , Lenovo , Supermicro , iyo kuwo kale oo badan. Si wadajir ah oo ay weheliyaan la-hawlgalayaasheenna, waxaan soo saareynaa xalal kaabeyaasha agabka qalabka weyn si aan u daboolno baahiyaha goobta geynta shirkadaha.

Marka laga hadlayo daruuraha, waxaan la shaqeynay bixiyeyaasha caalamiga ah, sida AWS , Microsoft , Azure , Google Cloud , IBM , iyo Oracle . Waxaan sidoo kale la shaqeyneynaa bixiyeyaasha daruuraha EMEA , sida OVH , Hetzner , Ionos , Scaleway , iyo kuwa kale. AMD waxay diiradda saaraysaa naqshadaha dhaqameed ee daruuriga ah iyo xalalka isku-dhafka ah, waxaanan si dhow ula shaqeyneynaa bixiyeyaashan, iyo sidoo kale Iibiyeyaasha Software-ka Madax-bannaan^{(Independent Software Vendors)} ( ISVs ) sida VMware , si loo awoodo heerarka ugu sarreeya ee amniga daruuraha.

Nabadgelyada internetka^{(Cybersecurity)} waa aag muhiim u ah AMD kaas oo ku fidsan khadka badeecada server-ka ilaa iyo khadka badeecada macmiilkayaga. Waxaanu bixinaa hab-samayn sir ah oo sugan, kaas oo ah aasaaska xisaabinta sirta ah. Qaar badan^(Many) oo ka mid ah adeegyada xisaabinta sirta ah ee Google Cloud iyo Microsoft Azure ay bixiyaan waxaa xoojiya tignoolajiyadayada.

Goobaha macaamiisha, waxaan ku aragnay baahi weyn oo aad u badan iyadoo dadku ay shaqeeyaan ama wax ka bartaan guriga. AMD waxay sidoo kale ka caawisaa halkan marka la eego sifooyinka amniga iyo maaraynta. Tignoolajiyadayada Amniga ee AMD PRO^{(PRO Security)} waxay bixiyaan ilaalin dheeri ah si ay u caawiyaan hubinta in dadku ay meel fog ka shaqayn karaan oo ay maamuli karaan xogtooda.

Doorkee ayay daruurtu u ciyaartaa AMD? Intee in le'eg ayay daruurta dadweynuhu arrintan u leedahay?^{(What role does the cloud play for AMD? How important is the public cloud in this regard?)}

Shirkadda IT waxay doonaysaa waxa ugu fiican labada adduunba, si ay u awooddo in ay si fudud u dhaqaajiso culayska shaqada inta u dhaxaysa xarumaha xogta goobta iyo daruuraha dadweynaha. Waxaan si dhow ula shaqeyneynaa ISVs , sida VMware , Koofiyada Cas^{(Red Hat)} , Microsoft , iyo kuwa kale, si loo hubiyo in xalalka isku-dhafka ah ay si fiican ugu shaqeeyaan macaamiisha marka ay ku shaqeynayaan soosaarayaashayada.

Maxay AMD samaynaysaa si loo hubiyo in aan looga tagin tartanka AI?^{(What is AMD doing to ensure it is not left behind in the AI race?)}

Hay'aduhu waxay isticmaali karaan adeegayaashayada AMD EPYC^{(AMD EPYC)} si ay u taageeraan go'aan qaadashada AI ama culayska shaqada. Waxay sidoo kale u isticmaali karaan AMD Instinct data xarunteena qoyska GPU ee alaabta si ay u taageeraan fikradda AI, iyo sidoo kale culeyska shaqada tababarka barashada qoto dheer. Waxaa jiri doona diiradda weyn AMD 2021 iyo sanadaha soo socda ee ballaarinta faylalka GPU -ga; ^(GPU)Tani waxay noqon doontaa hanti cajiib ah oo lagu ballaarinayo ganacsigeena qaybta AI.

Waa maxay qorshayaasha AMD ee tignoolajiyada 5G?^{(What are AMD’s plans for 5G technologies?)}

Qaybta kaabayaasha caalamiga ah ee telco waxay u gudubtay shabakado lagu qeexay software dhowrkii sano ee la soo dhaafay. Xalalka telco badan ayaa hadda ku saleysan ganacsiyada caadiga ah ee ka baxsan shelf-shelf-ka ee ka socda server-yada OEM^(OEMs) -yada caalamiga ah sida HPE , Dell , Lenovo , iyo kuwa kale. Waxaan si dhow ula shaqaynay OEM^(OEMs) -yadan iyo ciyaartoyga waawayn ee telco sida Nokia iyo Ericsson . Waxaan rumaysanahay in dariiqa hore loo maro ay tahay in si fudud looga faa'iidaysto kala guurka ku qeexan software-ka iyadoo la isticmaalayo adeegayaasha caadiga ah ee iibiyaasha.

Sidee ayay AMD mudnaanta macaamiisha ugu samaysay naqshadaynta alaabteeda iyo habka ay ula shaqeyso la-hawlgalayaasha muhiimka ah sida OEM-yada iyo kanaalka?^{(How has AMD factored customer priorities into the design of its products and the way it works with key partners such as OEMs and the channel?)}

Waxaan dhagaysanay la-hawlgalayaasha oo noo sheegay in loo baahan yahay waxqabad sare oo ay weheliso waxtarka tamarta. Hufnaanta tamarta^(Energy) waa halbeeg muhiim ah haddii aad dhisayso xarun xogeed ama haddii aad rabto oo kaliya nolosha batteriga kumbuyuutarkaaga. AMD waxay samaysay dadaal badan dhowrkii sano ee la soo dhaafay si ay u hubiso inaan ka faa'iideysaneyno hababka wax soo saarka ee ugu dambeeyay, sida farsamada 7nm. Waxaa sidoo kale jira naqshadeynta naqshadeynta ee AMDayaa uuraysatay laga soo bilaabo dhulka si loo yareeyo isticmaalka tamarta. Tani waxay ka dhigan tahay hoos u dhac weyn oo ku yimid isticmaalka korontada ee macaamiisheena, taas oo saameyn weyn ku leh khadkooda hoose iyo maamulkooda shaqo. Shakhsiyaadka, waxtarkan korodhay waa qayb ka mid ah sababta ay u isticmaali karaan laptop-yadooda muddo dheer iyaga oo aan dib u buuxin.

Waa maxay istaraatiijiyada AMD ee riixaya qaadashada tignoolajiyada ganacsigeeda?^{(What is AMD’s strategy for pushing the adoption of its commercial technologies?)}

Midda ugu muhiimsan waa wacyigelinta. Marka^(Once) shirkaduhu isku dayaan AMD , waxay gartaan faa'iidooyinka. Waxaan isticmaalnaa qaab dhismeedka x86 kaas oo gabi ahaanba software la jaan qaadaya tartamayaashayada, markaa isticmaalayaasha dhamaadka waxay si aan kala go 'lahayn ugu guuri karaan AMD iyagoon walwal gelin. Waxaan si guul leh u dhisnay kalsoonida suuqa in AMD ay ka go'an tahay ganacsiga muddada dheer, anagoo gaarsiinayna dhowr jiil oo badeecado guul leh oo dhan server iyo macaamiisha. Tani waxay bixinaysaa saami-qaybsiga iyadoo AMD hadda si joogto ah loogu tixgeliyo caddaynta fikradda taasoo horseedaysa in la geeyo mugga alaabadayada server-yada iyo maraakiibta macaamiisha ee shirkadda IT.

Waa maxay tillaabooyinka aad qaadayso si aad u xoojiso xidhiidhka lammaaneyaasha kanaalka iyo kuwa isku xidha?^{(What steps are you taking to strengthen relationships with channel partners and integrators?)}

Waxaan ogaanay in silsiladda qiimaha buuxda ay muhiim tahay. Waxaan kordhinaynay shaqaalaynta hay'adaha kanaalkayaga adduunka oo dhan si aan u hubinno waayo-aragnimo isku mid ah oo wanaagsan. AMD waxay si dhow ula shaqeysaa macaamiisheeda muhiimka ah sida HP, HPE , Dell , iyo Lenovo labada boos ee macmiilka iyo serverka. Halkii aan ka shaqayn lahayn silos, waan hadalnaa oo is barbar dhignaa qoraallada si aan u hubinno inaan sameyneyno sida ugu wanaagsan ee aan awoodno si aan u daryeelno dhammaan shuraakadayada kanaalka. Tani waxay ka dhigan tahay bixinta tayada tayada ay u baahan yihiin, barnaamijyada dhiirigelinta saxda ah, iyo agabka waxbarasho ee macaamiishooda, isticmaalayaasha dhamaadka, iyo isku dhafka maxalliga ah. Iyadoo la isku daray OEMiskaashiga kanaalka iyo inagoo ku dadaalnayna inaan ka dhigno dhammaan agabkayaga iyo barnaamijyadayada sida ugu wanaagsan fasalka, waxaan si joogto ah u xoojineynaa xiriirka aan la leenahay shuraakada kanaalka.

Macaamiisha ka beddelay badeecada la tartame ee AMD waagii hore, waa maxay xeeladaha ka shaqeeyay AMD, OEM, ama aragtida lammaanaha kanaalka?^{(For customers who have switched from a competitor product to AMD in the past, what strategies worked from an AMD, OEM, or channel partner perspective?)}

Waxaan guuleysanaa marka aan kobcin karno rabitaanka maskax furan si aan ugu tijaabino AMD macaamiisha sababtoo ah mar ay isku dayaan, waxaan ogaanay inay u beddelaan nidaamyada AMD ku salaysan oo aad u sarreeya. Waxaan si dhow ula shaqeynaa la-hawlgalayaasha, OEM^(OEMs) -yada , iyo macaamiisha si aan u fududeyno caddaynta fikradda. Xaaladaha qaarkood, waxaan si dhow ula shaqeynaa iibiyaasha software-ka si aan u hubinno in xalka la hagaajiyay oo la hagaajiyay baahidooda iyadoo la helayo wiish kasta oo waxqabad ah oo ka mid ah alaabtayada.

Wax ma nooga sheegi kartaa khariidadaha dariiqyada shaqada AMD iyo agabka adeegaha? Maxay tahay in suuqu uu eego sanadka soo socda?^{(Can you tell us anything about the roadmaps for AMD’s workstation and server products? What should the market be looking out for over the next year?)}

Ka digtoonow OEM-yo badan oo ku^(OEMs) dhawaaqaya goobaha shaqada adoo isticmaalaya tignoolajiyada AMD sanadkan, oo ku saleysan AMD Ryzen Threadripper PRO iyo soo-saareyaasha EPYC^(EPYC) . Waxaad arki doontaa badeecooyin cusub oo ku saleysan AMD EPYC adoo isticmaalaya qaab dhismeedka Zen 3 ee xarunta xogta iyo qaybaha daruuraha, iyo sidoo kale badeecooyinka iyo adeegyada ballaaran ee OEM iyo wada-hawlgalayaasha daruuraha.

Ilaa intee in le'eg ayay OEM iyo ISV jawaab celinta ka ciyaaraan doorka horumarinta alaabta AMD?^{(To what extent does OEM and ISV feedback play a role in the development of AMD products?)}

Waxaan si dhow u dhageysanaa macaamiisheena heer kasta, laga bilaabo isticmaalayaasha ugu dambeeya ee isku dayaya inay xalliyaan mashaakilaadka ganacsiga ilaa OEM-yada si dhow ula shaqeeya sidoo kale. Tusaale ahaan, sanadkii la soo dhaafay ama labadii sano ee la soo dhaafay, waxaan sii deynay noocyada waxqabadka la hagaajiyay ee soo-saareyaashayada server-ka AMD EPYC . Kuwaas waxaa loo isticmaalaa xaaladaha ay macaamiishu u baahan yihiin soo noqnoqoshada aad u sarreeya, daahitaan aad u hooseeya, iyo guud ahaan waxqabadka guud ee aad u sarreeya ee asaasiga ah.

Waxaan tan u samaynay annagoo ka jawaabayna jawaab-celinta macaamiisha ee kiisaska isticmaalka gaarka ah, sida isticmaalayaasha CAD iyo codsiyada-automation-ka xogta oo noo sheegay in tani ay tahay waxa ay uga baahan yihiin processor-ka. Tani waa sida AMD ay ula jaanqaado baahiyaha qaybaha shakhsi ahaaneed oo ay dhegaysato OEM iyo macaamiishayada dhamaadka isticmaala marka la abuurayo alaabooyin cusub.

Sidee ayay caqabadaha ugu kala duwan yihiin suuqyada 2021 iyo intee bay u adag tahay in la helo istiraatiijiyadda saxda ah ee dhammaan suuqyada da'da COVID-19?^{(How do the challenges differ across markets in 2021 and how difficult is it to get the right strategy for all markets in the age of COVID-19?)}

Portfolio -ga AMD waa mid ballaadhan oo tignoolajiyadayadu aad u adag tahay si ay u daboolaan baahiyaha suuqyo iyo qaybo badan oo kala duwan. Tani waxay ina siinaysaa annaga iyo OEM-yada awoodda loo baahan yahay si looga jawaabo baahiyaha macaamiisha ee ugu ballaaran ee suurtogalka ah.

Maxaa kuugu yaab badnaa mise waxa ugu xiisaha badnaa ee aad baratay sannadkii hore?^{(What surprised you the most or was the most interesting thing you have learned during the last year?)}

Waxa iigu yaabka badnaa oo igu dhiirri-galiyey waa la qabsiga dadka iyo sida awoodda IT-ga ay u taageerto iyaga. Waa dabeecadda aadamiga in uu is-hortaago is-beddelka, laakiin waxa ay ahayd mid dhiirri-gelin leh in la arko sida, marka lagu qasbo in ay si degdeg ah ula qabsadaan, dadka iyo ganacsiyadu ay u soo baxaan caqabadda.

Xaddiga ay waaxyada IT-gu taageereen ururadooda ayaa sidoo kale ahaa mid aad u wanaagsan. Waa mid soo jiidasho leh sida ay u dhiirigelinayso in la arko isbeddelka dhijitaalka ah ee ruxay ajandaha shirkadda iyo bulshada sannadkii la soo dhaafay.

Sida aan dhammaan ula qabsanay shaqada guriga iyo waxbarashada oo aan u hagaajinay kaabayaashayaga dhinaca IT ayaa ahaa mid cajiib ah. Sidaan horay u soo sheegay, dadka meel kasta oo ay joogaan waxay cusboonaysiiyeen shabakadooda, waxay u guureen xisaabinta daruuraha, waxayna si weyn u isticmaalayaan barnaamijyada wax soo saarka shakhsi ahaaneed si ka badan sidii hore.

Maxaad ugu xiisaynaysaa, ee soo socda 12 bilood ee soo socda?^{(What are you most excited about, that lies ahead in the next 12 months?)}

Waxaan ku faraxsanahay fulinta aan naxariista lahayn ee AMD ee ka dhanka ah waxa noqon doona khariidadda ugu dhiirigelinta badan ee warshadaha. Waxaan la shaqeeyay AMD tartame maamulaha in ka badan 24 sano, waxaanan ku biiray AMD sababtoo ah waxaan arkay xoogga iyo kartida khariidaddaas. Waxaan si gaar ah u meel dhignay sidii shirkadda kaliya ee adduunka ku leh awoodaha ugu muhiimsan ee labadaba awoodaha xisaabinta iyo sidoo kale tignoolajiyada sawirada.

AMD’s priorities in 2021: Interview with Roger Benson -

Today, we have a rather unique article for our readers: an interview wіth Roger Benson, one of AMD’s top leaders in the EMEA region. We had a conνersation with him about the past year, what he has learned, and AMD’s plans for 2021. If you want tо know more about AMD’s activitieѕ, both in the commercial and enterрrisе sectors, and the company’s short term planѕ, give this interview a read:

Meet Roger Benson: Senior Director, Commercial Sales, EMEA

Roger Benson

Roger Benson is one of the industry’s leading experts in semiconductor sales and responsible for AMD’s commercial business in Europe, the Middle East, and Africa. He has been at the forefront of AMD’s efforts to help partners respond to the pandemic and the fluctuating market conditions it created.

What are AMD’s priorities for the commercial and enterprise sectors in 2021?

The priority is working with our partners to meet rising demand, driven by the dramatic increase in IT usage in the enterprise and public sectors. Now AMD has proven itself to enterprise IT decision-makers, we will demonstrate our long-term commitment and roadmap execution. We are delivering this in 2021 through our “Zen 3” architecture, which has fed into our AMD EPYC server, and Ryzen mobile and desktop product lines. Enterprise IT growth will continue to accelerate over the next 12 months, and we are working towards meeting that demand with our Ryzen and EPYC products. We are also working with our OEM and cloud partners to give them the products and technology they need to capitalize on the continued surge in demand.

What are the biggest differentiators between AMD and its main competitor in the commercial sector?

AMD works closely with our silicon foundry partners to take a leadership position in silicon manufacturing, which is not something the whole industry has managed to do over the past year. While some competitors have faced significant difficulties, AMD has led the industry with our 7nm chips in our server and client products.

The server space demands core computing performance and a balanced system. Our products are designed to balance and optimize core performance, memory bandwidth, and IO bandwidth performance to suit our customers’ workloads and application needs. Our focus is on how to help customers solve business problems from the first conceptual design to the final product.

Has the pandemic changed the market for data centers, server computing hardware, and associated technologies?

I have seen and read about digital channels, rather than the physical channels businesses had relied on before the pandemic, becoming the fastest-growing revenue source for many companies in this new normal.

Businesses have had to adapt by enabling remote working across their entire operations, which often requires new IT infrastructure and solutions to ensure business continuity and employee productivity is maintained. The most relevant enabling technologies here are cloud computing and cybersecurity. AMD is extremely well prepared to address both areas, now and in the future. The market needs more computing power and we can help provide it for on-premise data centers and the cloud.

Many of our customers have upgraded their networking lines to make sure that they have good enough infrastructure between the company and the employees’ homes. We have also seen a surge in client demand for new desktop and laptop PC products. We expect this demand and acceleration in the use of cloud computing will continue through 2021.

It really hit home for people during all the disruption that the quality of their work and collaboration demands the latest and greatest technology. From the smoothness of the video you’re making to the productivity of the applications you're using, it all depends on performance. We have seen strong demand for mid-range and high-end products as a result.

AMD has engaged with customers in all these areas and brought a new generation of processors to market that offer a suitable solution for everyone, from consumer and business clients to the latest data center and cloud applications.

What has AMD been doing in the fight against COVID-19? Who is it partnering with?

Our chips are embedded in several of the ventilators helping COVID-19 patients recover, and we have made donations to high-performance computing institutions to support research into the virus. We have also donated technology and hardware to Cambridge University in the UK, the Leibniz Supercomputing Centre and Stuttgart High-Performance Computing Centre in Germany, and to the GENCI research institution in France.

AMD COVID-19 High Performance Computing (HPC) Fund

Across AMD’s commercial product lines and segments, workstations, laptops, and server CPUs, as well as workstation GPUs, what are the long-term trends transforming the industry? What will their impact be?

AMD is focused on providing winning solutions on-premise and in the cloud. For the on-premise segment, we work with traditional server vendors, such as HPE, Dell, Lenovo, Supermicro, and many others. Together with our partners, we produce great hardware infrastructure solutions to meet enterprises on-site deployment needs.

Regarding the cloud, we have worked with global providers, such as AWS, Microsoft, Azure, Google Cloud, IBM, and Oracle. We are also working with EMEA cloud providers, such as OVH, Hetzner, Ionos, Scaleway, and others. AMD is focusing on traditional cloud architectures and hybrid solutions, and we are working closely with these providers, as well as Independent Software Vendors (ISVs) such as VMware, to enable the highest levels of cloud security.

Cybersecurity is a key focus area for AMD which extends from our server product line through to our client product line. We offer secure encrypted virtualization, which is the foundation for confidential compute. Many of the confidential compute services that Google Cloud and Microsoft Azure offer are powered by our technology.

In the consumer space, we have seen a massive surge in demand as people work or learn from home. AMD helps here too in terms of security features and manageability. Our AMD PRO Security technologies offer extra layers of security to help ensure people can work remotely and manage their data.

What role does the cloud play for AMD? How important is the public cloud in this regard?

Enterprise IT wants the best of both worlds, to be able to easily move workloads between on-premise data centers and the public cloud. We are collaborating closely with ISVs, such as VMware, Red Hat, Microsoft, and others, to make sure hybrid cloud solutions work well for customers when running on our processors.

What is AMD doing to ensure it is not left behind in the AI race?

Organizations can use our server AMD EPYC processors to support AI decision-making or inference workloads. They can also use our AMD Instinct data center GPU family of products to support AI inference, as well as deep learning training workloads. There will be a greater focus from AMD in 2021 and in the coming years on expanding that GPU portfolio; this will be an incredible asset for expanding our business in the AI segment.

What are AMD’s plans for 5G technologies?

The global telco infrastructure sector has been transitioning to software-defined networks over the past few years. Many telco solutions are now based on standard commercial off-the-shelf servers from international server OEMs such as HPE, Dell, Lenovo, and others. We have been working very closely with these OEMs and large telco players such as Nokia and Ericsson. We believe the way forward is simply to take advantage of that software-defined transition using standard servers from vendors.

How has AMD factored customer priorities into the design of its products and the way it works with key partners such as OEMs and the channel?

We have listened to partners who told us there was a need for high-performance together with energy efficiency. Energy efficiency is a key criterion whether you are building a data center or whether you just want longer battery life from your laptop. AMD has put a lot of effort in over the past several years to make sure we are taking advantage of the latest manufacturing processes, such as 7nm technology. There is also the architectural design that AMD has conceived from the ground up to reduce energy consumption. This represents a massive reduction in electricity consumption for our customers, which has a dramatic effect on their bottom line and their operational management. For individuals, this increased efficiency is part of the reason they can use their laptops for much longer without having to recharge.

What is AMD’s strategy for pushing the adoption of its commercial technologies?

The most fundamental one is raising awareness. Once enterprises try AMD, they realize the advantages. We use an x86 architecture that is completely software compatible with our competitors, so end users can seamlessly move to AMD without having to worry. We have successfully built confidence in the market that AMD is committed to the enterprise for the long term, by delivering several generations of successful products across server and client ranges. This is paying dividends as AMD is now regularly considered for proofs of concept which leads to volume deployments of our products across servers and in fleets of clients for enterprise IT.

What steps are you taking to strengthen relationships with channel partners and integrators?

We realize the full value chain is important. We have been increasing staffing for our channel organizations worldwide to ensure a uniformly good experience. AMD works closely with its key customers like HP, HPE, Dell, and Lenovo across both the client and server spaces. Rather than operate in silos, we talk and compare notes to make sure we are doing the best we can to take care of all our channel partners. This means providing the quality content they need, the right incentive programs, and the educational materials for their customers, end-users, and local integrators. Through a combination of OEM partnerships with the channel and by striving to make all our materials and programs best in class, we are continually strengthening our relationships with channel partners.

For customers who have switched from a competitor product to AMD in the past, what strategies worked from an AMD, OEM, or channel partner perspective?

We win when we can foster an open-minded willingness to try AMD in customers because once they try, we find that they switch to AMD-based systems at a very high rate. We work closely with partners, OEMs, and customers to facilitate proofs of concept. In some cases, we work closely with software vendors to make sure the solution is tuned and optimized for their needs while getting every ounce of performance out of our products.

Can you tell us anything about the roadmaps for AMD’s workstation and server products? What should the market be looking out for over the next year?

Keep a lookout for more OEMs announcing workstations using AMD technology this year, based on AMD Ryzen Threadripper PRO and EPYC processors. You will see new products based on AMD EPYC using the Zen 3 architecture in the data center and cloud sectors, as well as broader product and services portfolios from our OEM and cloud partners.

To what extent does OEM and ISV feedback play a role in the development of AMD products?

We listen closely to our customers at all levels, from end-users who are trying to solve business problems to OEMs who are working closely with them too. For example, in the last year or two, we have released performance-optimized versions of our AMD EPYC server processors. These are being used for situations where customers need very high frequency, very low latency, and very high overall performance per core.

We did this in response to feedback from customers for specific use cases, like users of CAD and data-automation applications who told us that this is what they needed from a processor. This is how AMD tunes into the needs of individual segments and listens to our OEM and end-user customers when creating new products.

How do the challenges differ across markets in 2021 and how difficult is it to get the right strategy for all markets in the age of COVID-19?

The AMD portfolio is broad enough and our technology robust enough to meet the needs of many different markets and categories. This gives us and OEMs the agility needed to respond to the widest possible range of customer needs.

What surprised you the most or was the most interesting thing you have learned during the last year?

What surprised and encouraged me most is people’s adaptability and how capable the IT industry is at supporting them. It is human nature to resist change, but it has been inspiring to see how, when forced to adapt at speed, people and businesses have risen to the challenge.

The extent to which IT departments have supported their organizations has also been extremely positive. It is as fascinating as it is encouraging to see digital transformation rocket up the corporate and social agenda over the past year.

The way that we have all adapted to home working and learning and adjusted our infrastructure from an IT perspective has been remarkable. As I mentioned before, people everywhere have upgraded their networks, moved to cloud computing, and are making greater use of personal productivity apps than ever before.

What are you most excited about, that lies ahead in the next 12 months?

I am excited about AMD’s relentless execution against what must be the industry’s most inspiring roadmap. I worked with AMD’s principal competitor for just over 24 years, and I joined AMD because I saw the strength and the potential of that roadmap. We are uniquely positioned as the only company in the world to have key core strengths in both computing capabilities as well as graphics technology.

Related posts

• AMD vs. INTEL sanadka 2022: Waa kuwee CPU-yada ka wanaagsan?

• AMD Zen 3 iyo Ryzen 5000 soo-saareyaal ayaa soo socda (qeexadaha, qiimaha, taariikhda la sii daayo)

• AMD Ryzen 5 5600X ayaa lagu daboolay 4.8 GHz: ma u qalantaa? -

• Xad dhaafka AMD Ryzen 7 3700X: Maxaad helaysaa iyo waxa aad lumisay? -

• Xad dhaafka AMD Ryzen 5 3600 vs. Ryzen 5 3600X: Miyaad heshay waxqabad la mid ah?

• AMD Ryzen 5 3600 dib u eegista processor: Qiimaha ugu fiican / saamiga waxqabadka!

• Dib u eegista processor-ka AMD Ryzen 9 3900X

• Sida loo hubiyo nooca BIOS ee Windows (8 siyaabo)

• Saamaynta waxqabadka ee Precision Boost ee soo-saareyaasha AMD Ryzen

• Windows 11 vs. Windows 10 ee 12th Gen Intel Core Processor

• ASUS ZenBook Duo: Waa tan sababta ay u door weyn u tahay shaqada fog!

• Isbarbardhigga waxqabadka: Isticmaalka AMD Ryzen 5 3600X ee X570 vs. X470 Motherboards

• Sida looga soo galo UEFI/BIOS Windows 11 (7 siyaabood) -

• Waa maxay macnaha TDP? Sideed u fasiri kartaa ereygan?

• Muhiimadda P5 500GB PCIe M.2 2280SS SSD dib u eegis -

• 7 shuruudood oo aad isticmaasho marka aad dooranayso kaadhka xusuusta ugu fiican

• Dib u eeg Intel Core i5-10600K: Processor heer-dhexe oo heersare ah!

• Waa maxay macnaha 720p, 1080p, 1440p, 2K, 4K? Waa maxay saamiga dhinaca & hanuuninta?

• AMD Ryzen 3 3300X dib u eegis: Boqorka cusub ee ciyaaraha miisaaniyada!

• Sida loo galo BIOS gudaha Windows 10