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AMD/Intel antitrust case falls below CIOs’ radar

Legal wrangling? What legal wrangling?

AMD’s antitrust case against Intel doesn’t occupy the minds of enterprise CIOs (chief information officers), according to Intel Australia/New Zealand managing director Philip Cronin.

Not a single corporate customer has raised the subject of the court case, Cronin said. Instead they are focused on the primary interests that relate to their business.

In June, AMD launched an antitrust case against Intel claiming the company uses intimidation and the selective distribution of cash rebates to ensure PC and server companies limit their use of AMD processors. Intel has denied any wrongdoing and claims AMD is attempting to shield itself from competition.

“We aren’t losing market share and we are still winning on merit,” Cronin said.

“We don’t just make CPUs; it isn’t a processor sell. CIOs want to know about the whole platform and how we fit into the entire ecosystem. Our goal is to demonstrate value and rest on the laurels of our technology.”

While AMD wants to make significant inroads into Intel’s dominance, Cronin said the focus is on growing the market, not “slicing and dicing” what’s already there.

He said the company has never simply invested in pure processors, but in education as well.

That has taken the form of targeting the IT health sector, where Cronin believes there is plenty of room for growth and mobility.

Describing the past 12 months as “extraordinary”, Cronin said there have been a lot of desktop refreshes, accounting for 22 percent growth in the second quarter of this year.

The mobility trend, he said, will create three types of devices. There will be the work device – either a laptop or tablet PC – a home entertainment system and a personal device that will be a smartphone or ‘smarter phone’. “It will be the next-generation smartphone,” Cronin said.

In the first quarter of 2005, Intel shipped 81.7 percent of the world’s desktop, server and notebook processors based on the x86 instruction set used by both AMD and Intel to run their processors, according to data from Mercury Research.

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