元器件交易网讯 4月21日消息，据外媒报道，AMD迫切规避在低端平板芯片市场与英特尔及ARM竞争，这些低端平板售价通常低于100美元（约合623元人民币）。

　　AMD芯片目前仅在几种平板中使用，这些AMD芯片本质上是淡化了PC芯片强大的图形处理能力。但AMD计划推出代号为Beema和Mullins的平板芯片，它们基于全新核心并旨在提供更高性能及更长的续航时间。

　　AMD高管表示他们不会以提供补贴的方式进入平板电脑市场。相反AMD希望提供多种产品组合，并专注于高利润和高价值产品。

　　分析师表示AMD平板的定价将在300美元（1867元人民币）以上。虽然平板市场比较重要，但AMD更关注定制芯片级其他领域的收入。（元器件交易网毛毛  摘译）

　　以下为原文：

　　Advanced Micro Devices doesn’t want itschips in low-priced tablets, and is eager to avoid a battle with Intel or ARM,whose chips have driven tablet prices down to under $100.

　　Growth in the tablet market is driven bylow-end devices and Android, but AMD’s tablet strategy is driven by Windows andhigh-performance machines. So AMD’s avoidance of the low end of the marketnarrows options for people looking for name-brand chips in low-price machines.

　　AMD chips are in just a handful of tabletmodels. Those AMD chips that are available for tablets are essentiallywatered-down PC chips with strong graphics capabilities. But the company plansto introduce new chips, code-named Beema and Mullins, for tablets These newchips are based on a new core and designed to provide more performance andbattery life.

　　“If we miss out on some units in the low end, so be it,” said LisaSu, general manager of AMD’s global business units, during the first-quarterearnings call on Thursday.

　　No subsidies for AMD

　　AMD executives said they didn’t want to buytheir way into the tablet market like Intel, which has been subsidizing tabletmakers to use its x86 chips through its “contra revenue” program. Instead, AMDwants to be selective in its product mix, and focus on high-margin andhigh-value products.

　　“This idea of contra revenue is foreign to us,” said Rory Read, CEOof AMD, during the call.

　　AMD could go after tablets priced at $300,but won’t go under that, said Nathan Brookwood, principal analyst at Insight64.

　　“They are not chasing bad business,” Brookwood said.

　　AMD doesn’t have the financial resources toprovide subsidies to tablet makers to use its chips, Brookwood said.

　　Though the tablet market is important, AMDis more concerned about generating revenue from custom chips and other areas,Brookwood said.

　　AMD makes custom chips for game consoleslike Microsoft’s Xbox One and Sony’s PlayStation 4, which helped drive uprevenue by 28 percent in the first fiscal quarter of 2014. AMD’s revenue in thePC, server and tablet chip business declined.

　　Addressing the wide tablet market isn’t agood idea for AMD and its bottom line, said Dean McCarron, principal analyst atMercury Research. AMD is directing more resources out of tablets and intoconsoles, where there is more financial reward, McCarron said.

　　AMD needs big customers

　　But it does need one or two big customersto help their tablet business, he said.

　　“They are being very judicious in what part of the product stack theyare playing in,” McCarron said. “They are working on home-run customers.”

　　A $200 million chip deal is big for AMD,but peanuts for a company like Intel, McCarron said.

　　Intel also has its own factories and canafford to subsidize chips. AMD gets its chips made from contract chipmanufacturers like GlobalFoundries.

　　Intel is looking to ship 40 million tabletchips this year, and this week reported it had shipped 5 million tablet chipsin the first fiscal quarter. The tablet market is currently favorable to ARM,so Intel has to provide subsidies and incentives to device makers in an effortto establish x86 chips.

　　And just like in PCs, AMD could simplypiggyback Intel’s success and make its way into the x86-friendly tablet market.

　　“It isn’t the first time that’s happened,” Brookwood said. “But Idon’t think they want to do that.”