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AMD Is 'Aggressively' Incentivizing Partners To Sell Ryzen Pro

'We're really taking steps that are new and substantial investments on the AMD side, relative to what we've done in the commercial business historically, to go grow this market for us,' AMD's Matthew Unangst says of the chipmaker's new enterprise-level laptop processors.

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What would you say are AMD biggest priorities for Ryzen Pro this year?

The key thing we're focused on is delivering a leadership class of product for our commercial products and frankly raising the bar in terms of the performance, battery life and technology capabilities there. If you look at what we have with Ryzen Pro 4000 coming out with our products, in the first half of this year, it is substantially more advanced and more capable than anything we've ever delivered. And it really positions us in a leadership position to compete and continue to grow that business in the market.

Has the pandemic changed how AMD plans to promote Ryzen Pro this year?

The pandemic is obviously a very real situation. It's very scary for people personally, and the businesses are trying to adjust to it. What I would say is, we have actually worked very well with our OEM partners to make sure that we keep our products on track here. It has not fundamentally changed any of our launch plans.

From a standpoint of marketing, I think what we are certainly seeing is that more and more focus is being put on how people work from home, and the tools and capabilities around how people work remotely. It's yet to be seen how lasting of an impact that becomes. But for us, the timing of the products we've got coming out here is actually great because, we're confident that with the growing portfolio we have, coupled with the performance gains [as well as] the power efficiency aspect and the substantially improved battery life that we're delivering, that actually really delivers a great portfolio that is ideal for addressing either remote workers or the work-from-home environment on both the [small- to medium-sized business] and the enterprise side.

What would you say are the biggest differentiators between AMD Ryzen Pro and Intel vPro?

On a couple aspects. The first one, on terms of raw performance capabilities, the fact that we are able to pack more cores and threads into ultra-thin commercial notebook platforms certainly is a big item there. And that's really enabled through the combination of that Zen 2 architecture as well as that 7-nanometer process technology. And so you've got more computing power in the same infrastructure, which is really delivering more performance ultimately.

But the other great thing is that with the combination of 7nm, coupled with the way we designed this product, you don't have to make a decision between great performance and great battery life. We actually did step function improvements in performance, and we're going to deliver substantially better battery life than we ever have. And so I look at that key area where we're differentiating, performance and battery life. And then certainly, the introduction of our AMD Pro Technologies, which deliver that feature set, especially on our Pro class of products, that enterprises need to run their business. That is a key part of our feature set to ensure that we have the products that our enterprise customers need.

What considerations for customers factored into the design of the Ryzen Pro 4000 processors?

If you take a step back, and you look at what AMD has been driving over three to four years now, every product that we developed, we're very, very focused on performance leadership and delivering great products that can disrupt and lead the market from a performance standpoint. So there's no question that that was priority number one.

But then, especially as we looked at the commercial market in our Ryzen Pro class of products, we got very focused on making sure that we're addressing customer needs, and, frankly, areas that historically have been a weakness on AMD platforms. That's where the battery life focus came in as a top priority.

And I know I almost sound like a broken record here, but also that's where we went and invested a significant amount of resources and focused on really bolstering those AMD Pro Technologies to make sure that our products have the feature set that enterprise customers need. There's a strong consistency here between the capabilities of the product and what we have been very focused on as we've developed this product over the last couple years.

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