AMD, amazing again in 20 years

2020 will come to a close. The stock price of the chip giant AMD has nearly doubled over the course of this year and its share cap has reached the U.S. dollar threshold of 100 billion. Consumers have consistently lauded the new products, and they have been a success in the chip cycle.

This threatened chip business was in the sights of many people in the industry as a ‘trouble’ back in the fall of six years ago, when Su Zifeng, a Chinese female engineer, was in danger and took over as AMD’s new CEO.

This management transition was somewhat unfavorable at the time. Many people think that this giant chip car, which has become almost motionless, will sink to the bottom of the sea in time, and its story will be enclosed in heavy history books, and people who are used to looking ahead will forget it.

Yet there is no better chance in the eyes of Su Zifeng than this. She was all planning for this moment, heading a semiconductor corporation, from the time she joined the Massachusetts Institute of Technology to study undergraduate and master’s degrees, to the business experience gained 20 years after graduation.

In doing so, Su Zifeng became the first female CEO in the 45-year history of AMD. AMD has not ushered in defeat in the past six years, but its market is thriving. Its stock price has risen too heavily, the lowest was less than $2 in 2016, and it is now up to $95.

Over the last 25 years, AMD inventory price changes

Su Zifeng became the United States’ highest-paid CEO in 2019, with an annual salary of around 400 million yuan. In November 2020, Su Zifeng was given the “Robert N. Noyce Award” by the 2020 American Semiconductor Industry Association (SIA), becoming the first female recipient and the second Chinese winner in the history of the award.

Who could have thought that in the bloody semiconductor war, a small and frail organization that initially relied on Intel’s authorization and lived in the cracks would be able to hunt so tenaciously for its own territory, only temporarily surpass it and collapse into the deep pool, and then accumulate its power to reverse it. Compete in the market among the best. AMD has staged a high and low and highly inspiring “Millennium Second” counterattack drama in Silicon Valley over the past 20 years.

AMD is like an unbeatable Xiaoqiang versus an irresistible Deadpool in a decades-long business match. It’s very rewarding and touching to witness bringing it to death several times and finally being resurrected. AMD has been advertised in recent years to be a big traffic customer with a range of items of outstanding performance in the chip circle. Wherever there is haunting news, there are still netizens who are excited about “AMD yes!”

AMD was not strong enough to battle Intel in the past. When waiting patiently for Intel’s next-generation products, buyers could only curse the “toothpaste factory” The actual version of the counter-attack drama is about to be staged, seeing that Su Zifeng is leading the rise of AMD. The audience immediately shifted to a small table, and the latest plot can’t wait for heavy CPU and GPU users to wait.

Let’s review it first before the new storyline is staged. If in 20 years, can AMD reach a brand new self? How did Su Zifeng, only two years after joining AMD, take over the CEO position and lead AMD to fight back?

  1. 1969-1998: 30 years of past ties, from alliance to resistance

AMD was founded in 1969 by Jerry Sanders, one year after Intel was founded. The two companies’ founders were from Fairchild Semiconductor, but the market situation was very different.

In Sanders’ own words: “Intel raised 5 million US dollars in just 5 minutes, and in 5 million minutes I raised only 50,000 US dollars.” It’s unfair, but I will persevere.

Robert Noyce, Gordon Moore, and Andy Grove, co-founders of Intel, are all prestigious technology pioneers with their own capital attraction talents; AMD’s Sanders, established, is a sales history, no money, no technology, no prestige, and struggled in the early stage of his venture. Sanders has always called himself the’ Silicon Valley Warrior’ during his 25 years as CEO of AMD.

But thinking about his feelings at Fairchild Semiconductor, with Sanders, Noyce was pretty sweet. When Sanders was searching for a nominee for general counsel for AMD, Noyce not only offered advice, but also closely looked at Sanders. The 70-page strategic strategy and investment judgment helped AMD address the pressing need for initial funding.

Intel focuses on technical creativity due to diverse backgrounds, while AMD is placed as a “second supplier” to concentrate on cost efficiency and their respective production directions complement their own strengths. Originally, the two sides had their own company, but a few years back, the rut of destiny started to collide, opening the tale of the entanglement of the two firms over half a century.

When Intel produced the first commercial 4004 processor in 1971, the computing and Internet revolution began. Earlier, the predominant business of Intel was memory. The Japanese government, however, accepted the “ultra-large-scale integrated circuit” plan three years later. Five firms, including Hitachi, NEC, Fujitsu, Mitsubishi, and Toshiba, were coordinated to lead the growth of the semiconductor industry by the Ministry of International Trade and Industry. In the valley of death, roaming.

In response to competition from Japanese semiconductor firms, Intel founder Robert Noyce (left) and other Silicon Valley companies founded the American Semiconductor Industry Association (SIA).

In 1981, the net profit of AMD plummeted by nearly 2/3; Intel was forced to lay off 2,000 workers in 1982; Intel declared its exit from the DRAM storage market in 1985. By 1986, their DRAM company had been broken off by more than 70% of Silicon Valley technology firms.

Fortunately, the times presented an important chance for Intel to become the leading semiconductor, and the demand for personal computers (PCs) continued to grow. IBM, which needs to efficiently and reliably manufacture PCs, set a “red line of cooperation” in the minds of Intel and AMD.

IBM put an order for the Intel 16-bit 8086 cpu “x86 originator” in 1981. In order to ensure adequate availability, Intel expanded the x86 approved olive branch to AMD due to the restricted capability of the 8086, and the two jointly developed the 8086 .

Intel has since become popular and joined a new CPU track that Japanese businesses have not caught. AMD has now had a more reliable income stream, and against Intel, it has also accumulated a family for the future.

The harmonious bond did not last long between the two families. Sanders lost the “protective umbrella” of unique friendship with Noyce when Noyce left Intel, not waiting to see Sanders, Intel’s new Grove CEO, willing to break off AMD’s “love relationship”

Ex Intel CEO Andy Grove (left) and Bill Gates, founder of Microsoft (right)

In 1986, Intel unveiled a new “Intel, Microprocessor Company” slogan and released the processor 80386. The x86 architecture started to steadily occupy the civilian market for PC processors, but AMD introduced the 286 processor approved by Intel at the same time, which is better than the Intel 80826 processor. The pulse rate of the clock is higher.

In the semiconductor industry, the cornerstone of one’s life is technology. Intel, felt challenged, agreed to cancel the technology license agreement negotiated with AMD five years earlier, when AMD made high-quality products, and declined to share the 386’s technological information.

This breach of contract left AMD very angry, and a court dispute that lasted for several years was quickly initiated between the two parties. First in 1987, AMD sued Intel for violation of contract, then Intel sued AMD for breach, then AMD sued Intel for industry monopolization, and AMD was sued again by Intel Counter. Violation… AMD prevailed in the end.

Su Zifeng was on the path of studying God in MIT’s electrical engineering major during this time. He earned a master’s degree in one year and a doctorate in three years after completing his undergraduate degree in 1990. When he graduated with a doctoral degree, he was less than 25 years old. He worked in technology firms such as Texas Instruments and the IBM Washington Research Center after graduation and started turning up a few months after joining IBM. These insights allow her to address AMD’s world-class challenges in the future, gaining potential and knowledge.

Su Zifeng, who earned his Ph.D. at the MIT graduation ceremony in 1994,

AMD’s revenues overshadowed Intel for a time as the legal battle between Intel and AMD was intractable, and it was not until 1993 that Intel introduced the 586 (Pentium), which had a soaring technology, which left AMD behind again.

AMD knew that it was time to take a new direction separate from the one, veiled in the shadow of Intel sweeping the market. It is important to begin reserving independent technology research and development to continue for a long time.

The independently designed K5 processor was introduced in 1996 by AMD, which triggered a technological dispute with the Intel Pentium processor. Since then, every year, AMD has released new independently-designed processors. AMD has begun to make a beautiful turnaround since 1999.

  1. 1999-2006: Intel’s hard-core, more irritated

AMD launched the K7 processor in 1999, which was eventually dubbed ‘Athlon.’ With the same frequency, the average output exceeds the Pentium III, and it exceeds the 1GHz clock speed barrier before Intel, taking the CPU speed battle to a new level. Uh. Height.

Four years later, AMD introduced the industry’s first 32-bit x86 architecture and K8 architecture-compatible 64-bit Athlon processor, and began to get rid of a follower’s picture. The same Opteron server processor based on K8 is here as well. It was introduced during the century, and for some time, it gave AMD a slight peak in server market share.

Launched in 2003, the Opteron helped AMD to hit a minor peak in server processor market share.

The AMD-funded aerobatic team wrote the AMD “Turion 64” propaganda term over the conference in the shape of a plane pulling smoke at the Intel IDF Developers Conference in March 2005.

This kind of “Bungee” conduct on the home court of the adversary indicates that at that time, AMD questioned the confidence of Intel. In 2004, with a market share of over 50 percent, AMD beat Intel for the first time in the laptop market share. In 2006, in just three months, Intel’s stock price plummeted by 20 percent, revenues dropped by 57 percent, and it reported the layoffs of 1,000 managers; the profit of AMD rose by 53 percent that year and at one point its stock price exceeded Intel.

Intel, which is renowned for its big business, has not seen a downturn in the face of the steady growth of AMD. On the contrary, in this era, Intel’s golden decade has also begun.

Intel was the first to introduce dual-core CPUs in 2005. AMD was unable to lag behind and put forward the “true and false dual-core theory” and challenged Intel as a “glue dual-core.” So the Tick-Tock pendulum approach was proposed by Intel, which is to launch new process technologies every two years and to launch a new micro-architecture every two years. The condition started to be reversed by this policy.

In 2006, the 65nm Core 2 blockbuster device from Intel came out, citing an energy consumption improvement of 40 percent. The benefits of AMD Athlon 64 X2 were wiped out immediately by this product.

Since then, Intel introduced the 45nm Penryn processor after the Tick-Tock model in 2007, the 45nm Nehalem microarchitecture process in 2008, the 32nm Westmere processor in 2010 and the 32nm Sandy Bridge microarchitecture process in 2011, allowing Intel to return to the output king’s seat, and the genius revolution of AMD is about to stop.

Intel closed off non-main business lines, including the processor business for cell phones, when faced with the challenge of AMD, and laid off more than 10,000 staff. It was also during this time that Apple Computers got crucial orders from Intel. Intel CEO Paul Otellini wore Intel’s classic bunny suit at the 2006 Apple meeting, and jointly revealed this landmark partnership with Apple founder Jobs.

On the same point, former Intel CEO Paul Otellini wore a bunny suit and Apple founder Jobs

The judicial grievances between the two sides did not stop within the same time. Lu Yizhi has consistently accused Intel of being a monopoly in the 21st century. In order to negotiate a comprehensive arbitration deal with AMD, Intel agreed to pay US$ 1.25 billion by November 2009. Sanders had served for 7 years at this time and Grove had retired for 11 years. The reconciliation of this century not only resolved one of the American business community’s longest and most intense conflicts, but also signaled the beginning of a new age in the chip industry.

AMD and Intel had initially tested and matched each other in the market. In 2006, AMD made a decision to purchase the then-second GPU, ATI, for roughly US$5.4 billion, which has been the focus of industry discussion so far. In other words, AMD was already designing a heterogeneous computing system combining the CPU and GPU as early as 14 years ago.

Many individuals were shocked by this “double-A marriage” AMD partnered very well with GPU boss Nvidia and they were involved in combining. A lot of people wanted to see the two co-creating a modern age as well. At the point, Huang Renxun, founder and CEO of Nvidia, asked the CEO of the combined company to do so but AMD did not accept, and ultimately the two merger plans fell apart. AMD, which initially decided to focus on ATI’s acquisition to make a major leap, nearly killed itself.

The growth after ATI’s acquisition was not steady. Originally, AMD just used to combat Intel, but it will face a new situation of 1 to 2 since then. In order to take market share, Nvidia launched a range of powerful new products, but AMD was struggling to integrate its business and it took several years to eventually reclaim its vitality in the graphics market.

Intel’s golden decade opened with the introduction of the Core 2 series of processors, and AMD’s decade-long period of loss also kicked off.

Let’s quickly popularize the root of AMD’s “agricultural enterprise” nickname before talking about AMD’s demise. As the term is too close, and the abbreviation of Agriculture Computer Devices is precisely ‘AMD,’ A well-known major agricultural product corporation ADM in the United States happened to run into time with AMD when it entered China. Any people who have no understanding of the facts only eat melons. AMD was mistaken as a farming enterprise.

Coincidentally, it was also quite similar to the picture of a grounded migrant worker when AMD laid the foundation.

AMD puzzlingly sold the Imageon product line of ATI’s mobile business unit to Qualcomm for $65 million less than two years after the purchase of ATI, thereby skipping the era of the mobile Internet. Today, in the smartphone chip industry, Swordsman’s Qualcomm Snapdragon processor equipped with Adreno GPU is rumored to be named after ATI’s “Radeon” swapping letters; because of Apple cell phones’ favor, another GPU firm, Creativity, also quickly became famous.

A false decision will take years to make up for. Since then the business of AMD has deteriorated exponentially, from almost 50 percent to the market share of Intel’s CPU, and eventually crashed to occupy just a corner.

But, because it can be exceeded once or twice, it can be overtaken again. In order to balance the market, AMD, which has tasted the sweetness of its own technology, is no longer able to be the second position that only depends on low-price strategies.

  1. 2007-2016: A decade that has been wasted, humiliating creativity