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You can hardly go a week without there being a new smartphone announcement, some bigger than others. Thanks to a combination of lower prices (especially subsidized pricing) and advancements in mobile technology, smartphones are more popular than ever, but that doesn't mean AMD is anxious to jump in and start competing with ARM, its licensing partners (like Nvidia and Qualcomm), and Intel.
"We really want to play to our strength in microprocessors, design and graphic capability. Gaming is a major focus for AMD. We are looking for areas to differentiate and gaming is a place where we can differentiate," Lisa Su, senior VP and GM of Global Business Units for AMD, told Gulf News in an interview.
Su added that AMD is always on the lookout for "key opportunities," especially as the traditional PC market evolves with the times, but as far as smartphones go, the company isn't planning to enter the market.
Whether or not it's wise to ignore the smartphone sector remains to be seen. There's the potential to make a lot of money, but as Intel is finding out, it's no easy task taking on ARM in the mobile space. Furthermore, AMD can afford to be patient after scoring big wins from all three major console makers (Sony, Microsoft, and Nintendo) to have its hardware inside their respective next-generation consoles (PlayStation 4, Xbox One, and Wii U).