AMD Could Enter Mobile GPU Market As Part of a Partnership or Licensing Deal
AMD sold off its mobile graphics division to Qualcomm back in 2009, but that doesn’t mean the company has truly bid farewell to mobile graphics. Recently, Raja Koduri, SVP & Chief Architect, Radeon Technologies Group at AMD, said in a statement that the chip maker is still open to making GPUs for mobile devices.
Apart from GPUs for PCs, AMD has been making custom chips for years. Last year, it shipped more than 50 million customized solutions (APUs), including chips for Xbox One and PlayStation 4 consoles. Making a mobile GPU can be expensive and difficult, but AMD says it could make one if it is offered a licensing agreement or a large custom chip deal, potentially worth millions of dollars.
AMD making a mobile GPU is interesting considering the company has access to cutting edge GPU technology which could help it turn its graphics chips into smaller cores and tweaked to consume less power, said Jim McGregor, principal analyst at Tirias Research.
This is in contrast to Nvidia’s design philosophy which has so far focused on making power-hungry, high-end graphics cards – which unfortunately didn’t fly in the mobile GPU market.
“AMD’s low-power GPUs for embedded devices are capable of running 4K video, and the company could flip that architecture over to mobile devices,” McGregor said. He further noted that AMD’s decision to hang on until a partnership agreement or long term custom chip opportunity is a smart one, as finding success in the mobile GPU market can be difficult.