AMD utilizes strategic industry partnerships to further its business interests as well as to tackle Intel's dominance and resources.
A partnership between AMD and Alpha Processor Inc. developed HyperTransport, a point-to-point interconnect standard which was turned over to an industry standards body for finalization. It is now used in modern motherboards that are compatible with AMD processors.
AMD also formed a strategic partnership with IBM, under which AMD gained silicon on insulator (SOI) manufacturing technology, and detailed advice on 90 nm implementation. AMD announced that the partnership would extend to 2011 for 32 nm and 22 nm fabrication-related technologies.
To facilitate processor distribution and sales, AMD is loosely partnered with end-user companies, such as HP, Compaq, ASUS, Acer, and Dell.
In 1993, AMD established a 50-50 partnership with Fujitsu called FASL, and merged into a new company called FASL LLC in 2003. The joint venture went public under the name Spansion and ticker symbol SPSN in December 2005, with AMD shares drop to 37%. AMD no longer directly participates in the Flash memory devices market now as AMD entered into a non-competition agreement, as of December 21, 2005, with Fujitsu and Spansion, pursuant to which it agreed not to directly or indirectly engage in a business that manufactures or supplies standalone semiconductor devices (including single chip, multiple chip or system devices) containing only Flash memory.
On May 18, 2006, Dell announced that it would roll out new servers based on AMD's Opteron chips by year's end, thus ending an exclusive relationship with Intel. In September 2006, Dell began offering AMD Athlon X2 chips in their desktop line-up.
Since 2002, AMD has been a sponsor of the Scuderia Ferrari Marlboro F1 Team. Since 2004, AMD has been a sponsor of the Discovery Channel Pro Cycling Team. In 2009, AMD became the jersey sponsor of the USL expansion team Austin Aztex FC.
In June 2011, HP announced new business and consumer notebooks equipped with the latest versions of AMD APUs – accelerated processing units. AMD will power HP's Intel-based business notebooks as well.
In the spring of 2013, AMD announced that it would be powering all three major next-generation consoles. The Xbox One and PlayStation 4 are both powered by a custom-built AMD APU, and the Wii U is powered by an AMD GPU. According to AMD, having their processors in all three of these consoles will greatly assist developers with cross-platform development to competing consoles and PCs as well as increased support for their products across the board.Litigation with Intel See also: AMD v. Intel
AMD has a long history of litigation with former partner and x86 creator Intel.In 1986 Intel broke an agreement it had with AMD to allow them to produce Intel's micro-chips for IBM; AMD filed for arbitration in 1987 and the arbitrator decided in AMD's favor in 1992. Intel disputed this, and the case ended up in the Supreme Court of California. In 1994, that court upheld the arbitrator's decision and awarded damages for breach of contract. In 1990, Intel brought a copyright infringement action alleging illegal use of its 287 microcode. The case ended in 1994 with a jury finding for AMD and its right to use Intel's microcode in its microprocessors through the 486 generation. In 1997, Intel filed suit against AMD and Cyrix Corp. for misuse of the term MMX. AMD and Intel settled, with AMD acknowledging MMX as a trademark owned by Intel, and with Intel granting AMD rights to market the AMD K6 MMX processor. In 2005, following an investigation, the Japan Federal Trade Commission found Intel guilty on a number of violations. On June 27, 2005, AMD won an antitrust suit against Intel in Japan, and on the same day, AMD filed a broad antitrust complaint against Intel in the U.S. Federal District Court in Delaware. The complaint alleges systematic use of secret rebates, special discounts, threats, and other means used by Intel to lock AMD processors out of the global market. Since the start of this action, the court has issued subpoenas to major computer manufacturers including Acer, Dell, Lenovo, HP and Toshiba. In November 2009, Intel agreed to pay AMD $1.25bn and renew a five-year patent cross-licensing agreement as part of a deal to settle all outstanding legal disputes between them. Events and publications
Although AMD frequently refuses to provide information about upcoming products and plans, it does hold annual Analyst Days to reveal and explain key future technologies, and to present official technology roadmaps. The event held in mid-year is referred to as "Technology Analyst Day", with its main focus on upcoming technologies and trends. The end-of-year event is referred to as "Financial Analyst Day" and focuses on the financial performance of the company through the previous year.
In addition to these events, AMD also publishes printed media. Publications include the AMD Accelerate and the discontinued AMDEdge. The AMD Accelerate magazine, originally published through Ziff Davis Media, focuses on SME and business applications, while AMD Edge focused on overall technologies from AMD. Since Ziff Davis Media filed for Chapter 11 bankruptcy protection, the AMD Accelerate magazine has been published through IDG. AMD also has electronic newsletters to promote its server-oriented Opteron processors and related business solutions.Guinness World Record Achievement
On August 31, 2011, in Austin, Texas, AMD achieved a Guinness World Record for the "Highest frequency of a computer processor": 8.429 GHz. The company ran an 8-core FX-8150 processor with only one active module (two cores), and cooled with liquid helium. The previous record was 8.308 GHz, with an Intel Celeron 352 (one core).
On November 1, 2011, geek.com reported that Andre Yang, an overclocker from Taiwan, used an FX-8150 to set another record: 8.461 GHz.Corporate social responsibility
In its 2012 report on progress relating to conflict minerals, the Enough Project rated AMD the fifth highest of 24 consumer electronics companies.