This is a bad deal for AMD but good for ARM and Intel. AMD will be joining a long line of ARM licensee's all trying to out do one another with basically the same arch (ARM). AMD is currently in a market where it hold #2 (very distant but still #2) and has lots of experience at x86. They will be entering a crowed market which they have no expertice. Intel will pretty much own 100% of the x86 market at that point. ARM just gets sell yet another license.
ARM based processors lend themselves to the low current requirements for smartphones, tablets, and small laptops. In this sense, AMD might benefit by being able to sell into this rapidly expanding market. However, there are lots of competitors with their own ARM based processors, including Apple, Qualcomm, Nvidia, and Samsung. Qualcomm has years and years of experience combining its Snapdragon (ARM based processor) with its modem chips on a single chip, with smaller size, lower current draw, and other features that offer challenges to less experienced competitors. What can AMD offer to survive in this market?
I think this is a great strategy idea for AMD. They will not win a head-on competition with Intel, yet they have tremendous resources and skills at their disposal. Qualcomm has done a nice job with their Arm-Licensed Snapdragon processor...optimized for mobile use. AMD could choose another tangent such as chipsets for low-cost, low-power multiprocessor servers (like SeaMicro except using ARM's instead of ATOM's).
Another possibility is for AMD to support both architectures. They can support the x86 for markets such as PCs; and ARM for mobile computing and smartphones. Or augment their x86 product with an ARM processor; but that could turn out to be an expensive solution.
For ARM this is a good move, because AMD would add another licensee to their ecosystem; moreover it can help them get into computing markets where they traditionally havenít had much traction. For AMD it makes sense because its destiny will be defined by more than what its chief competitor (Intel) does. The only caveat for AMD would be that, they would now enter a chip space with a sea of competition including Broadcom, Freescale, Infineon, Qualcomm, Samsung, ST Micro, and TI.
Maybe there is a need for benchmark software to help IT guys analyze their own wares to determine if AMD chips can do the jobs every bit as good as Intel's. AMD enjoys a very low market share in the server business to make me suspect a whole lot!! at 7% of the server market just do not jive !
Most users can really save with AMD chips instead of Intel's because they dont really need Intel chips to do the jobs most of the times. IT teams often picked Intel chips just to play it safe but AMD chips can really do the jobs for less. Resellers seek to maximize revenues with higher priced Intel chips inside the throats of users.