AMD Opteron

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Case Details:

Case Code : BSTA086
Case Length : 13 Pages
Period : 2002
Organization : AMD's (Advanced Micro Devices)
Pub Date : 2003
Teaching Note :Not Available
Countries : Global
Industry : SemiConductors

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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With the launch of our Opteron and Athlon 64 processors, we have the ability to revolutionize computing - from high-end servers to high-performance desktop systems, to small form factor devices. We have the potential to change the very landscape of computing based on an architecture that represents the essence of customer-centric innovation.

- Hector Ruiz, CEO, AMD¹

Introduction

In early 2003, Hector Ruiz (Ruiz), CEO of Advanced Micro Devices (AMD), was reflecting on how his company was faring in its battle with Intel in the 64-bit microprocessor market. Itanium, Intel's first 64-bit microprocessor had failed. Opteron, AMD's 64-bit microprocessor released in mid-2003 had received strong performance reviews. Many companies such as Dell and IBM, which had been staunch supporters of Intel had announced plans to use Opteron. As Intel prepared itself for the launch of Itanium 2, Opteron looked well placed to face the challenge. But AMD also knew that a powerful player like Intel could never be underestimated...

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Excerpts >>

1] Annual Report 2002, February 27, 2003.

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