Could AMD be designing ARM-based processors and outmaneuver Intel? It appears that AMD and ARM are getting rather close, especially since ARM will be keynoting at an AMD developer conference in June.

You don’t get story pitches like this every day. AMD’s PR firm described AMD and ARM as “strange bedfellows”, brought together by an apparently changing software environment that favors open platform standards such as OpenCL. AMD pitched ARM as a chip company “with excellence in CPUs and GPUs” and did not forget to mention that this would leave, of course, Intel at a disadvantage.

AMD is advertising its upcoming Fusion Developer Summit (AFDS), which will open its doors in Bellevue, WA from June 13 to 16. AMD told ConceivablyTech that the location in the neighborhood of Microsoft was chosen because of the extensive software developer base in the region as well as the climate in Seattle in June. The general description of the conference sounds a bit like AMD’s version of Intel’s IDF, but this is a purely software-focused event and AMD says there will be no marketing slant and there will be no celebrities lighting up the stage. Celebrities such as will.i.am, that is.

There are plenty of software celebrities such as AMD’s top software architect Phil Rogers and Microsoft’s C++ guru Herb Sutter. And then there is ARM’s Jem Davies, who is advertised up and down by AMD – in the kind of way that makes sure you don’t accidentally overlook it.

Did I mention that ARM’s Jem Davies will be at the conference as well and holding a keynote?

Wait: ARM? ARM appears at an AMD conference that focuses on x86 architecture, a conference that promises some news surrounding AMD’s next-generation GPUs as well as sessions that will aim to educate 500 to 600 software developers how to develop great software for APUs?

This just doesn’t sound right. Perhaps this is just a slap for Intel, since we know how much Intel focuses on competing with ARM. Now there’s ARM at an AMD conference, and the two suddenly seem to be best buddies. Don’t tell me that this won’t prompt some discussions in Santa Clara.

Of course I asked AMD what’s up with that ARM keynote: John Taylor, in charge of the marketing of the event, noted that ARM’s participation simply highlights the OpenCL oppportunity for both companies. Seriously? If AMD is, as previously promised, in fact developing smartphone and tablet processors, then I would consider ARM to be a rival for AMD just as much as ARM is a rival for Intel. You just don’t invite rivals to keynote at your events that are created to promote your products. When asked whether AMD would be interested in a partnership with ARM, Taylor did not deny such an interest, but said that AMD “is always evaluating new technologies” and noted that AMD has done more than just x86 in the past. For example, the company bought MIPS processor company Alchemy back in 2002. So, will there be a partnership announcement? It may be a bit early: Davies is “just” vice president at ARM and an announcement of this magnitude would call for CEO participation. Also, Taylor told us that AMD’s focus at the conference will be x86 and not ARM.

However, it is clear that there seems to be a mutual interest between the two companies – which actually makes sense. Imagine how quickly AMD could be getting into the smartphone game and leverage its GPU technology against Intel. AMD could be planning a platform similar to what Nvidia is doing with Tegra. The problem is that AMD could be torpedoing its own x86 interests, as long as there is an opportunity for x86 in smartphones and tablets. However, AMD may be so far away from having a competing x86 product available and even if it has a product for sale later this year, it would mean that there would be no AMD (x86) smartphone before late 2013 – if the company can score design wins right away. The overalls takes to get into this market are so high, they require massive hardware and software campaigns that need to be perfectly planned and supported with huge amounts of cash. And even then it isn’t certain that AMD could succeed.

If AMD uses ARM architecture, however, it may be able to be in the market in 2012. There is already a software developer base and at least one part of AMD’s problem would be solved. We should not forget that both AMD and Intel live by selling more chips every year. A cooperation with ARM would mean that AMD would have to license ARM architecture, but it could position its GPUs very efficiently and potentially sell millions of units into an already established market. There seems to be a lot of of opportunity for AMD.

There is a good chance that ARM and AMD are not strange bedfellows anymore. They could already be very comfortable with each other. Keep your eyes on this one.

Did I mention that ARM’s Jem Davies will be holding a keynote at the conference? Tickets are, by the way, $300.

You can leave a response, or trackback from your own site.