Pretty sure AMD ain't trying to win the smartphone race.
AMD is only challenging Intel in tablets and very small devices.
Phones is all Intel vs [Insert many companies here].
And I don't see Intel competing well in 2013.
I mean, it would be great if there was like a Win8 OS in a phone, then Intel would have quite a few wins because of it. And Ubuntu OS in phones is way off.
What's the benefit of a phone running x86? None, yet. A tablet? Many.
AMD needs to concentrate on the tablet and small form devices, it has better gpu's than Intel and its x86, something that NVIDIA will soon probably get away from.