AMD 2007 Annual Report Download - page 14

Table of Contents
Workstation and Server Products. Our products for the professional workstation market consist of our FireGL™ and FireMV™ product families. We
designed our FireGL products for demanding 3D applications such as computer-aided design and digital content creation, while we designed our FireMV
multi-view 2D workstation cards for financial and corporate environments. We also provide products for the server market, where we leverage our graphics
expertise and align our offerings to provide stability, video quality and bus architectures that our server customers desire.
Consumer Electronics Products
Consumer Electronics Market
Video, graphics and media processors in consumer electronics products address the need for enhancing the visual experience provided by devices such as
mobile phones, digital TVs and game consoles. Consumers value entertainment and communications products that can deliver an engaging multimedia
experience. Accordingly, semiconductor suppliers of video, graphics and media processors strive to deliver products that improve visual realism and allow
manufacturers of mobile phones, digital TVs, game consoles and other consumer electronics devices the opportunity to differentiate their products.
Handheld Market. The latest generation of handheld devices, particularly mobile phones, are driving demand for more advanced media and application
processors. In recent years, mobile phones have transitioned towards color displays with higher resolutions that deliver a variety of multimedia features.
Manufacturers are offering functionality such as built-in digital cameras and camcorders, MP3 audio playback, video playback, mobile-TV reception, 3D
gaming, Internet web browsing, personal navigation and advanced user interfaces in an increasing percentage of mobile phones. The availability of these multiple
functions increases the opportunity to supply media processors to mobile phone manufacturers.
Digital TV Market. The market for digital TVs is growing, driven in part by the transition of terrestrial broadcast television transmissions from analog to
digital in many different regions throughout the world. For example, on February 18, 2009, full power television stations in the United States will stop analog
broadcasting and transition to digital broadcasting. This conversion is supported by a U.S. Federal Communications Commission mandate that required
electronics manufacturers to include digital tuners in all new television sets by March 2007.
There is also a worldwide shift in the television industry from analog cathode ray tube, or CRT, displays to digital flat panel displays such as LCD and
plasma. These flat panel displays are able to support larger screen sizes and higher resolutions. Producing the highest quality images on these advanced
televisions is a key goal for television manufacturers. Video processor semiconductor solutions play an integral role in improving video image quality to enhance
the user viewing experience.
Game Consoles. Semiconductor graphics suppliers have leveraged their core visual and graphics processing technologies developed for the PC market
by providing graphic solutions to game console manufacturers. In this market, semiconductor graphics suppliers work alongside game console manufacturers to
enhance the visual experience for users of sophisticated video games.
Consumer Electronics Products
We continue to leverage our core technology, visual processing expertise and power management know-how to meet the needs of certain consumer
electronics markets. We target three categories of the consumer electronics market: (i) handheld devices, including mobile phones; (ii) digital TVs; and (iii) game
consoles.
Our products for consumer electronics devices include media processors used in handheld devices such as mobile phones and video processors used in
digital TVs. We also license graphics core technologies to other
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Source: ADVANCED MICRO DEVIC, 10-K, February 26, 2008