he was Nokia (China) Investment Co., Ltd. Vice Chairman and Nokia Communications Co., Ltd., has joined AMD as Senior Vice President and President, Greater China.
Tang: I think the AMD study is worthwhile after I attended.In order to understand the market situation
he had personally went to Zhongguancun do “undercover” salesman.
Tang: from which I can personally interact directly with consumers.
in popularity of smart phones and tablet PCs today,
chip companies as AMD, has a kind of industry trends to determine?
issue Ease “Finance Room” interview with AMD Senior Vice President, Greater China president Tang,
Section AMD should I join
Tang, AMD senior vice president, AMD Greater China President. Mr. Deng Yuanjun overall responsibility for the operational implementation of AMD Greater China for a comprehensive and unified global strategy, these operations include research and development, operations, marketing and sales.
Prior to AMD, Mr. Deng Yuanjun served as Nokia (China) Investment Co., Ltd. Vice Chairman and Nokia Communications Co., Ltd., responsible for government relations, strategic partnerships, business strategy, corporate brand image and other sustainable development term business forward. During his tenure at Nokia, he was in command five-year China sales team, so Nokia’s business in 2005 and 2009 to achieve significant growth.
NetEase: Your position as in the AMD already very high, but AMD has added six months, how do you evaluate this decision at that time choose to join AMD?
Tang: I spent a little time to study the future direction of AMD, as well as its products and the overall trend of the financial aspects, in my study after I think AMD is too participated. A few simple reasons, the first course introduced this year APU, I think this is the IT PC industry, which the last 40 years a major revolution. The second is the importance of AMD in the Chinese market, of course, China is a very big market, estimated this year will become the world’s largest market. But in addition to the largest market, China is in fact there are many other advantages, for example, there are many very good people, in the overall development of the IT side, many applications are leading the global trends, including cloud computing this is a . So for me, AMD’s emphasis on the Chinese market for me is very, very attractive. The third course, I had the opportunity to participate in the entire global management team, reporting directly to the CEO as a member, I might think of some of the practices that affect global development, which for me is very attractive.
NetEase: After six months of time in fact we can see, AMD Board of Directors or senior management, whether there are some changes, how do you see this impact on the business?
Tang: In general, I think AMD’s current direction is very good. For example, the board wants us to see the market bigger, broader, management is now moving in this direction. I am now a member of management, every month to the United States to participate in management meetings, for the overall development of AMD I am full of confidence, and I think the market is also looking forward to a better product, more energy, more environmentally friendly , led the entire IT development in this area, I think it is very (very) exciting opportunities.
Section AMD AMD Greater China, the world’s engine to do
AMD Founded in 1969, is headquartered in Sunnyvale, California, USA. AMD as an innovative fabless semiconductor company to accelerate its breakthrough AMD Fusion processor (APUs) can be used for a variety of computing devices, as a vivid experience of the new digital era precedent. AMD’s server computing products focused on the promotion of industry-leading cloud computing and virtualization environments. From the console, PC to supercomputers variety of solutions can be found in the AMD graphics technology, excellent figure. Currently, AMD’s business has been around the world, has about 11,000 employees.
the same time, as the world’s second largest IT market, China has become one of the key global strategy AMD. Since 1993 has been doing business in China, AMD continues to expand investment in China, business in China has gradually grown to include sales from the research and development, channel management and marketing, including the full range of expansion.
NetEase Finance: China, the market is constantly changing, and PC makers have attached great importance to China this on you know, six months can often be heard, and saw some of the news, the Chinese market has a kind of expected?
Tang: The Chinese market is the world’s largest PC market, China itself is a whole chain of the most important base, how do you say? Basically the world is now about 90% of the ODM, is to design firms, you see these big brands of PC, server, laptop, ODM are basically designed to help the common, about 90% of our Greater China, So the Chinese region of such a position is very, very important. These ODM We need local support, technical support, support in all aspects, so as to have more AMD products in these companies which designed. In fact, more and more now in the IT industry with emphasis on software applications, I think China has a large number of people in this area is that we can take advantage of AMD’s, so my goal is to make us successful AMD AMD Greater China to become the engine of global We are dynamic.
NetEase Finance: Microsoft began slowly not only for the X86 architecture, he began to develop the ARM architecture, including previous contacts in addition to chip manufacturers have begun operating system platforms other than Windows, so we have a big AMD in the overall context What is the big strategic approach?
Tang: Our direction is that, first we want to see changes in the market, including high-end we see in this part of the cloud, so the server side, we will use for cloud computing create our advantages a good opportunity. In addition, we look at the terminal part, because of our APU features have also talked about multi-media content, in this regard, we will reduce our power consumption of increasingly low, in just the past Computex Taipei we have also introduced our Z-series of low power of this APU, it is also suitable for tablet computers in the launch. There are two companies with the MSI with the Acer AMD APU our products do Tablet PC. So the direction is high-end cloud computing; in this thin client terminals, flat panel, as well as thin and light notebook, of course, our desktops, especially in the Chinese market, AMD is the possession of a very good advantage.
Section APU record success in the first quarter
AMD can provide the central processor, graphics processor and chipset platform solution for all. Since Tang, since he took office, AMD in a big way to promote their APU technology. And Tang, I said: he is come to APU. APU’s Chinese name is accelerated processor, the CPU and GPU will really “fusion” in a chip, the CPU and GPU to achieve synergies and accelerate the intelligent computing, with significantly reduced power consumption and dramatically improve performance.
NetEase: Deng took the total to AMD has been more than six months, we heard some time ago a very interesting news, you have to investigate AMD’s product sales in the market, when once in Zhongguancun ” undercover “, and has been a sales staff, is this is a kind of experience?
Tang: Actually this is my usual, because I want to better understand the market, so the city went to the computer to do the mysterious visitor, but also about when the one or two hours of sales, from which I can personally with consumers direct communication (guides), you can live with the first-line sales staff learn what, exactly how they like to sell. The whole process is very good, I know that consumers are in fact our current release of these products is in need, but we want to know how to enable them to more good things out of AMD.
NetEase: do not know the APU in the past six months, sales in the country how to?
Tang: We basically see is how much in the first quarter on all sold out, and the second is in ODM, OEM these partners, they are responsible for designing products, product launch, their acceptance of the APU is high, for example, we recently launched A-Series APU to having more than 150 models come out, this is a proof of acceptance of very large, so in this respect is concerned, the company’s current development trend of APU is particularly satisfied.
fourth quarter rally partners to create a complete ecosystem
recent years, with smart phones and tablet PCs popular, end IT products market is undergoing a dramatic change. Smart phones like the personal computer as an independent operating system, can access the wireless Internet, you can install a variety of applications, so that the phone functions to be infinitely expanded. According to market research firm Sino forecast 2011 sales volume of China’s smart phone market will reach 47 million, representing an increase of 70% in 2010. And to replace physical keyboard touch-screen tablet PC, under the leadership of the Apple ipad, already opened a new era, a single large did not happen. So, AMD how to treat this industry change? Is prepared to do?
NetEase: how do you think now of IT spending trends and products to?
Tang: It is now more and more IT products go personal, individual needs. You in each different level, for example, first we geographical level, cities, rural areas like this. Today, there are already many products of manpower in the city is a smart phone is very common, while in rural areas are now beginning to come more intelligent hands of rural consumers. Because it has been getting better and better all cost, increasing performance, it can be the application you need, you need to bring the contents of your hands, so in mobility, personal, personalized, long battery battery a capability in this regard, etc., etc., IT will increasingly change people’s lives. It will be after you in his hands what content, what knowledge needs to how to contact with people, whether it is local knowledge or the rest of the world, you can easily contact with the outside world, it is very very good development.
NetEase: the process of change in product companies are constantly changing, and some enterprises through the introduction of new products have been growing quickly, and some companies like Nokia are also caught in a transition, you are Apple, Nokia had such well-known companies to be a very long time, how do you see business in this transformation to seize these opportunities, how to look at the companies in this new situation, ups and downs?
Tang: the development of the market is really changing, as a business manager should always look to the future, and how to see the whole market, and sometimes to lead the development of this market, like AMD In fact, we see the future is really go after more multimedia content, consumers might be just what I say, or business in the future application of large amounts of data storage, which requires a lot of computing power, and these More and more multimedia content, and if we look at the video, graphics, play games such, it requires very, very strong ability to do the calculations, we now introduce the APU is the management of the CPU with the GPU can play to the extreme, so the future of multimedia content on the APU on such a structure can more easily achieve the best results, which we see in the future, this is a direction to lead the trend.
another I see the strength of a company on its own is not enough, be sure to find more partners, to create a complete ecosystem together. Now we see the industry’s most successful examples is not only that they have a very good development, but it is the use of the entire ecosystem, the ecological environment to the joint forces of many partners to gather together, so that consumers experience greater increase, this is the future we see AMD to continue to innovate and make technology leader, but also continue to build this ecosystem good. For example, we are introduced to the APU, but the hardware just is not enough, we must in all aspects of the application, the construction of all aspects of the program with such a truly excellent hardware, the use of such hardware to play with these software applications function, so in order to improve the consumer experience, so we will continue to put our resources into creating the whole ecosystem.
NetEase: I find this process of creating an ecological system is very interested in what specific measures which it has, or what software manufacturers we have the case of co-operation?
Tang: For example, if the local storm video, he used the APU will be able to put our standard definition video into high-definition quality, as well as the Internet, our collaboration with Microsoft to IE9, use our APU’s ability to speed of the Internet, download video aspects of the application speed reached about three times.
NetEase: Many analysts believe that the form of a tablet may replace laptops before, of course, some analysts are bothered with this view, how do you think about this point of view, this form is a continuous change process, or it the same as the Internet became one of the small branch?
Tang: We look at the needs of users, the habit is how he changed, in fact, will occupy the Tablet PC is indeed a very important component of the terminal, indeed it is relatively easy to carry, and it is very easy to use , but it is an absolute monopoly of the terminal it? I think not, because we see this part of the overall input a lot of people still feel you inside the manufacturing process of the content, but also need a keyboard, but also other ways to create the content, up to now mainly flat Enjoy, enjoy the content, but in dealing with the content or create content, or need to have some improvements, so I see the future trend is indeed more mobile, the battery need longer battery life, and the third is easy to can do better with respect, the overall interface is easier for consumers to use. There is a concept called Always On, Always Connected (always online), is often can be opened, and is often linked, is the future of these terminals do not need you to start out at any time, restart the need to wait a long time, basically is always there, often linked with, I think this trend will be, this mobility means that it is very light, very thin, as it is all flat, or are now starting to do some thin and light notebook, And there is no fan, so very light, very thin, and very green, very low power consumption, this will be a future development. There is of course a smart phone, smart phone more intelligent, but its function is also very good, so in this respect it is also a link can always, always open, so they have it end this part of the future , the next major consumer or different, depending on their end-users will need to use a variety of different terminals, but the most important thing is how to make better content, better applications, so that they have in their hands a better experience.
NetEase: flat, but we will put much of this market power, in the technical development of this product is a kind of strategy?
Tang: low power consumption is relatively simple, in fact, low-power AMD has been placed on a very important position, not only in our end, in fact, our server, this area is known for low power consumption , for example in this regard for the application of cloud computing, cloud computing center actually takes a lot of servers, a lot of CPU, if the large scale that can be 10 million to count, so it requires a very large power When you order a few hundred thousand units to count the words, our servers in low power consumption is very important, it is not only low power consumption, but also to maintain a high performance, low power consumption, the same in the end we also have to downward, so the low power consumption will lead us in a Tablet PC or other thin and light notebook, there are other aspects of thin client to have more opportunities, it simply is a low-power to do. In addition, I have just talked about, APU’s own characteristics able to handle video, images, graphics, this is very consistent with the current capabilities of these terminals, so continue to develop APU, continuing to develop low-power objective of this part of our .
NetEase: In recent years we see a statement from the performance of personal computer hardware has been gradually to meet the needs of our usual, as in previous years continue to buy the next generation of computer, buy the next generation of hard disk , the next generation of processors that enhance the demand is not so urgent, and the next generation of R & D direction should be?
Tang: I think mainly in software applications, as well as man-machine interface in this area, in fact, see the Tablet PC it does have some disruptive change, is really very easy to use, from old to eight children years old or older are easy to use, so how to use the next higher performance hardware, provide a better human experience, especially in the current hand to touch the touch screen, with the action in the future may be input , voice, or even eyes, face, expression, many of our future is looking more and more powerful processing capability of hardware, software applications, but must have to meet, to be a person who does not understand computers can easily full use of it. The story I’ve said before, I think when a child to study so hard, if an invention can have a thing on my head inside, what I want, want to know what can be, how much better? In fact, this concept today, I have not given up, the ability of our hardware can really do the first, anywhere in your hands, or in your body, what it can be anywhere you want, because at any time Well, all the time, the information you need to go, the future can be based on your actions, your facial expression at any time to do what you want it to do things, equal to the part of your body, which I now see a future development, I think We can do this, this is a need for hardware and software aspects of the co-ordination. Of course, business models have to do, so more people have put their effort to explore these things.
NetEase: really so, our industry may vary greatly.