Advanced Micro Devices Inc. said it has created two new units within its memory group to spearhead its push into the high-end communications and entertainment market.
The Sunnyvale, Calif., company stated today that it formed an embedded products division and a wireless business unit to focus on the development of high-density flash memory products for a range of applications.
The two new units will manufacture products aimed at the consumer entertainment as well as the car navigation, networking and telecommunications markets, AMD said.
AMD's latest announcement is part of an ongoing effort by semiconductor manufacturers to diversify their revenue base into markets seen as less prone to the industry boom and burst cycles.
The consumer electronics and wireless communications markets, for instance, have been resilient through the latest market downturn, prompting companies like Intel Corp., the world's biggest semiconductor company, to more aggressively develop products for the communications and wireless market.
AMD said it promoted Amir Mashkoori to head the embedded business unit while Bertrand Cambou, group vice president of the company's memory group, will manage the wireless business unit.