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AMD hoping Zen fires it to the top end of the market

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AMD has admitted it needs to work on improving its public image and has also revealed its business strategy for the immediate future.

The chip maker accepts that it currently has a reputation for being a cheap and cheerful option, but wants to turn this around, this week declaring “It can't just be that we're the cheaper solution.”

In order to kick-start this transformation, the company says it will now place a greater focus on producing high-end chipsets, and is preparing to enter the virtual reality game.

"We have reduced our low-end PC exposure,” said CEO Lisa Su. “When you look at AMD's historical business, we were very, very heavily concentrated in consumer, low end PCs, that was actually our speciality.

Moving forwards, the company will be investing its efforts on developing high-performance products, and says the X86 core, codenamed Zen, will get a lot of attention.

“We are reinvesting in the high end desktop with the Zen core,” added Su. “Very clearly, we are an x86 company. We have tremendous X86 heritage, and opportunity to lead in that area. We are absolutely going to invest in high-performance X86.”

The chip is set to come out next year, and AMD says it will offer a 40 per cent performance improvement over its current processors.

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Su also said that AMD will turn its eyes to the datacentre and VR technology in a bid to enhance profitability.

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