Visit the purchase page:AMD flagship store
Zheng Jun, Sina Science and Technology, originated from Silicon Valley in the United States.
After the release of the new product, Share prices rose sharply for two days in a row, with a market capitalization of more than $43 billion. Shares in AMD are now at their highest level in the past 15 years, down from less than $2 a few years ago and falling below $2 billion in market capitalization. And this magical reversal took place in just three years.
Get intoIntel backyard
In June 2017, AMD released its first generation of EPYC chips in Texas, reviving the impact on the data center processor market and opening up a new source of revenue for itself. Although AMD did not withdraw from the market, because the product has not been competitive for a long time, the previous market share has been minimal, it is not too much to enter the sector again. So far, AMD not only straddles the two major chip fields of CPU and GPU, but also covers the two markets of PC processor and data center processor.
Compared with the PC market, which has been in recession for many years, the data center processor market continues to grow, and the arrival of cloud computing has brought more data center demand. Investment bank RBC Capital expects 19 global cloud computing companies they track to spend $93 billion on capital last year, up 42 percent from a year earlier. In the second quarter of last year alone, GoogleMicrosoft 公司总部所在地：美国 主要业务：软件 Amazon and Facebook, the four Internet giants, have invested $18.3 billion, up 48% from a year ago. In 2018 alone, the data center processor business brought Intel $23 billion in revenue.
Server chips are more like Intel's own garden than the PC processor market. 98 percent of servers sold worldwide in 2016 use X86 architecture chips, while Intel dominates almost all data center X86 processors, according to IDC. It was not until AMD launched the EPYC processor that Intel had a real competitor in the market. (in addition, Google and Amazon have launched cloud computing data center processors that focus on artificial intelligence for their own use.)
It is clear that Intel, which is too comfortable in the data center market, is finally feeling competitive pressure. In early 2018, former Intel CEO Kozaiqi (Brian Krzanich) told analysts before leaving office that AMD was sure to take share of the data center processor market from Intel, and Intel would try its best to prevent AMD from getting the same 15 percent market share as the PC market.
However, this is the goal of AMD. After the Zen 2 architecture was released last year, Su said that the EPYC server chip performed better than the original Hao long and was confident of winning a market share similar to that of Hao long (AMD once had a 25 per cent share of the server chip market in the Haolong Opteron era). Interestingly, AMD's share of the PC processor market is also between 20% and 25%.
Strongest X86 architecture chip
Interestingly, AMD, nicknamed "Agricultural Enterprise", likes to name PC processors with bulldozers, road roller, pile driver and other engineering vehicles, giving people a feeling of being in the construction site and flying dust. When it comes to data center processors, AMD begins to change its literary and artistic youth line, naming EPYC processors after famous Italian cities, and "all the way north". The first two generations of EPYC processors are coded Naples and Rome in southern Italy, while the next two generations will be named Milan and Genoa in northern Italy.
The second generation of EPYC processors, Rome, is AMD's counterattack in the data center market. The processor features up to 64 Zen 2 cores using the 7nm manufacturing process and the world's first 7nm data center processor. The second generation EPYC 7002 Series processors can provide up to 64 Zen 2 cores per SoC. Compared with the previous generation, the performance of the second generation EPYC processor is improved by two cups, the IPC performance of each core server is improved by 23%, and the L3 cache is increased by up to four times.
Su said that the second generation EPYC (Xiaolong) is the most powerful X86 architecture processor at present, with record performance, and can reduce the total cost of ownership by up to 50% under a variety of workloads. For enterprise data centers, the second generation EPYC processors bring 83% performance improvement of Java applications, 43% performance improvement of SAPS 2 Tier, and a new industry record in real-time analysis performance of Hadoop.
As in the past, AMD processor new products are almost everywhere compared with Intel products. Su Zifeng made it clear that the competitiveness of, AMD EPYC processors is more flexible, affordable, and more powerful. The EPYC 7742 processor performance is 97 percent higher than Intel Xeon 8280L, and the cost is reduced by 50 percent.
7nm process technology is the biggest advantage of the second generation EPYC processor, while Intel, its old rival, has encountered the dilemma of jumping tickets for 10nm technology, and it will not be able to launch the data center processor of 10nm technology until at least next year. That means AMD is at least a year ahead of the track and can seize the opportunity to grab market share.
Construction of Ecology is the key
The success or failure of the server market is not only determined by strong processors, but also by a complete ecological platform. While returning to the data center market, AMD teamed up with dozens of industry partners. Microsoft, Baidu and Dropbox, Bloomberg, the seven giants of data center services, have also clearly expressed their support for the AMD EPYC chip family. They would rather see healthy competition in the server chip industry than an exclusive Intel family.
Over the past two years, AMD EPYC ecosystem has more than 60 partners, has launched more than 50 mass-produced server platforms, and has more than 15 partners in various sub-areas. It includes original design suppliers such as Gigabyte and Broadcom.Mei GuangIndependent hardware vendors, including Microsoft and many Linux operating system vendors, and moreHewlett-Packard 公司总部所在地：美国 主要业务：计算机 ,DELLAnd Lenovo and other server manufacturers. Amazon AWS and AMD Cooperate Amazon EC2 Based on EPYC (Xiaolong) Processor ChipCloud servicesIt was also launched three months ago.
At this San Francisco conference, AMD invited many partners in the industry to serve as its platform. Google announced that it has deployed the second generation EPYC processor in the internal architecture production data center environment, and will support a new general purpose computer with the second generation EPYC processor on the Google cloud computing engine at the time of writing this year. Twitter announced the deployment of the second generation EPYC processor in the data center architecture this year. Hewlett-Packard and Lenovo announced that new server platforms based on new processors would go on sale today.
Thanks to the growth of CPU and GPU business, AMD revenue grew by 23% last year compared with the same period last year. In the first quarter of this year, the market share of AMD EPYC processors in global server chips was about 2%. Although there is still a long way to go to Su Zifeng's long-term target of 20% to 25%, this is a new revenue source for AMD. In the server chip market, even if AMD gets 10% of the market share, it means more than $2 billion in new revenue, equivalent to nearly a third of AMD's annual revenue growth.
More importantly, demand for game mainframe chips, which once helped AMD out of its predicament, has slowed down, and AMD expects revenue to fall 20% in the third quarter of this year from a year earlier. The expansion of server chip business is an important way for AMD to offset the decline of game host chip revenue. However, Su said that AMD will launch Navi GPU with 7-nm technology by the end of this year, and that if nothing happens, Sony's next-generation Playstation host will adopt the GPU.
Fifty Years AMD of Agricultural Enterprises
It is worth noting that this year is the fiftieth anniversary of AMD's establishment. Like Intel, AMD was founded by several engineers from the legendary company Fairchild. On 1 May 1969, Jerry Sanders, with eight engineers, took a$1 million loan from Bank of America, officially founded AMD in Sunnyvale, Silicon Valley. The above picture shows the foundation ceremony of AMD's original founding team.
In the past half century, AMD has been the only processor manufacturer to compete with Intel and the only competitor to have X86 architecture authorization. In the shadow of Intel's giant, AMD has always maintained its tenacious vitality. Although AMD has fallen into a depression many times, even seemingly gloomy prospects, it can always rely on technological innovation, with the help of star products to get out of the predicament again. Leading AMD out of its latest downturn is Su Zifeng, the first Chinese-American CEO in the semiconductor industry.
The immigrant from Taiwan, China, took over the position of AMD CEO in 2014, and began a magical retrograde journey. When she took over, AMD was at its lowest level in decades: its market share had fallen to 10%, its performance had been losing money for years, and its market value had shrunk to only billions of dollars. But under the leadership of Su Zifeng, AMD has re-demonstrated its competitiveness in both CPU and GPU areas through business adjustment, not only turning losses into profits, but also creating a miracle of fifteen-fold stock price growth.
Thanks to the Rzen CPUs launched in 2016 and EPYC processors launched in 2017, AMD's share price has soared from its lowest level of less than $1.8 in 2016 to below the current level of $30, with a market capitalization of $31.25 billion. AMD shares have recovered 50% this year. AMD shares are at their best in the past decade.
Just before the EPYC announcement, American media had spread the news that Su Zifeng might leave AMD, saying that she might return to IBM as No. 2 executive and even succeed IBM CEO Ginni Rometty in the future. However, Su immediately relayed the report on Twitter, positively denying the news that she was leaving. "This rumor is groundless. I love AMD, the future will be better! "