Intel hires former AMD Marketing Director Chris Hook

[FIVR]

All they need to do is hire Lisa Su and Mark Papermaster and the bloodless coup de etat of AMD will be complete


https://www.eteknix.com/former-amd-marketing-director-chris-hook-now-intel/

 

[Abwx]

That s not a strategical guy, nothing to do with first rate enginers like Lisa Su and Mark Papermaster, even Koduri is no big loss.

 

[DisEnchantment]

All they need to do is hire Lisa Su and Mark Papermaster and the bloodless coup de etat of AMD will be complete


https://www.eteknix.com/former-amd-marketing-director-chris-hook-now-intel/

They could just merge already.

 

[Olikan]

Intel needs his experience in hyping delayed and subpar products... lol

 

[Hayateazekura]

Link doesnt work anymore. Maybe it was fake

 

[moinmoin]

Is that the "poor Volta" guy? Might be a good thing for AMD to have him at Intel then, lol.

 

[CatMerc]

That s not a strategical guy, nothing to do with first rate enginers like Lisa Su and Mark Papermaster, even Koduri is no big loss.

Koduri is a big loss. He is respected in the industry for a reason, and Intel wanted him for that same reason.

AMD simply doesn't have the monetary freedom that Intel has to allow Koduri to execute on his grand visions. The man has goals, and he needs more than what AMD can provide to achieve them.

 

[scannall]

All they need to do is hire Lisa Su and Mark Papermaster and the bloodless coup de etat of AMD will be complete


https://www.eteknix.com/former-amd-marketing-director-chris-hook-now-intel/

Rumor has it, the next Intel swipe will be Hector Ruiz.... ;-)

 

[CHADBOGA]

Rumor has it, the next Intel swipe will be Hector Ruiz.... ;-)

BK is shaping up to be more Hector than Hector.

 

[Thunder 57]

BK is shaping up to be more Hector than Hector.

I'm surprised he isn't on the hot seat. Or is he?

 

[epsilon84]

At this rate I wouldn't be surprised if Lisa Su is the next CEO.

Should rename the company to Amtel while they are at it

 

[CHADBOGA]

I'm surprised he isn't on the hot seat. Or is he?

He should be, but I don't know if he is.

Will the Board of Directors who picked him, admit they have made a terrible mistake?

 

[Dribble]

Being as he's spent most of his time marketing for the rebellion, not sure how well those skills will transfer to promoting the evil empire.

 

[Gikaseixas]

Koduri is a big loss. He is respected in the industry for a reason, and Intel wanted him for that same reason.

AMD simply doesn't have the monetary freedom that Intel has to allow Koduri to execute on his grand visions. The man has goals, and he needs more than what AMD can provide to achieve them.

Yeah I agree that Koduri is a big loss. The CPU division just got priority over the GPU one, as simple as that

 

[hasu]

Is Intel trying to brain drain AMD?

 

[positivedoppler]

I wonder what would stop Intel from offering everyone at AMD a job at 50% increase in salary.

 

[swilli89]

Koduri is a big loss. He is respected in the industry for a reason, and Intel wanted him for that same reason.

AMD simply doesn't have the monetary freedom that Intel has to allow Koduri to execute on his grand visions. The man has goals, and he needs more than what AMD can provide to achieve them.

Meh. Under Koduri we saw Polaris which was average at best, and Vega which is average at best. AMD was never really behind Nvidia with Cypress, Tahiti, and Hawaii. Once Koduri was at the helm and given a few years we got heavily delayed products that performed poorly. Not saying it wasn't his fault, AMD could have used more funding for more or better engineers but he certainly didn't stop the slip. I fail to see what makes him valuable.

 

[jpiniero]

Not saying it wasn't his fault, AMD could have used more funding for more or better engineers but he certainly didn't stop the slip. I fail to see what makes him valuable.

They did slash R&D for GPU pretty dramatically and laid off a bunch of people. Most of the GPU dev now happens in Shanghai.

 

[witeken]

I fail to see what makes him valuable.

It doesn't matter how good you are, if you are underfunded and don't have an adequate team, all bets are off. For instance, given AMD's funding, aiming just below the top-end might be a sensible strategy given that is where the volume is.

Koduri doesn't make the GPUs, he's just a single guy. His task is bringing together all the pieces (strategy, process, architecture, software, marketing) to make a competitive product.

 

[moinmoin]

Koduri doesn't make the GPUs, he's just a single guy. His task is bringing together all the pieces (strategy, process, architecture, software, marketing) to make a competitive product.

That's the issue though. RTG's "charming", "admirable" or whatever one would call their traditional weakness is and always had been that their technology is way too forward looking to the point they are amassing tech that's more often never decently supported by drivers, frameworks and software than not. Even under Koduri and after the reduction of R&D and staff this focus didn't change (at least drivers got better).

 

[CatMerc]

So you focus all of your effort on the short term, and then what happens long term? You get left behind.
NVIDIA is winning because they invested in the long term, they built the CUDA ecosystem that is now so difficult to dislodge even Intel's massive resources will require massive amounts of focused execution to make a dent. NVIDIA built the GPGPU focused Fermi before AMD brought GCN, and they kept investing heavily in CUDA even when initially it was giving them massive trouble to have multipurpose GPU's (HD 5870 vs GTX 480... yeah). AMD is now investing into machine learning and building their own open ecosystem to make inroads into the markets NVIDIA is dominating, and Vega 20 will likely be the first AMD GPU to never see the light of day for gamers (or only in expensive "Titan" form like Titan V).

I am always impressed by forum strategists and their mental gymnastics.

As for Koduri, AMD, by his own admission, lost focus on dGPU's after 2012. Management expected iGPU's to be the future. He was severely underfunded for the amount of markets he needed to target with his architectures.
I also wouldn't underestimate the major contributions he made with RTG's driver focus. As an R9 390 owner I felt the difference in quality and consistency that he brought about.

 

[moinmoin]

There is a thing called balance. RTG somehow managed to make Vega fare slightly worse at the same frequency than Polaris, with all the potential improvements locked behind new tech that need to be specifically supported first. That'd be a great approach when in a market leading position, but as is it won't help them any in their market position, reputation or the uptake of their new tech. And that's after coming from successfully having introduced significant parts of their Mantle API into DX12 and Vulkan, an effort that now profits AMD less than one would expect after all the efforts.

 

[CatMerc]

There is a thing called balance. RTG somehow managed to make Vega fare slightly worse at the same frequency than Polaris, with all the potential improvements locked behind new tech that need to be specifically supported first. That'd be a great approach when in a market leading position, but as is it won't help them any in their market position, reputation or the uptake of their new tech. And that's after coming from successfully having introduced significant parts of their Mantle API into DX12 and Vulkan, an effort that now profits AMD less than one would expect after all the efforts.

Slightly worse than Polaris at the same frequency? On what metric?

 

[Dribble]

So you focus all of your effort on the short term, and then what happens long term? You get left behind.
NVIDIA is winning because they invested in the long term, they built the CUDA ecosystem that is now so difficult to dislodge even Intel's massive resources will require massive amounts of focused execution to make a dent. NVIDIA built the GPGPU focused Fermi before AMD brought GCN, and they kept investing heavily in CUDA even when initially it was giving them massive trouble to have multipurpose GPU's (HD 5870 vs GTX 480... yeah). AMD is now investing into machine learning and building their own open ecosystem to make inroads into the markets NVIDIA is dominating, and Vega 20 will likely be the first AMD GPU to never see the light of day for gamers (or only in expensive "Titan" form like Titan V).

I am always impressed by forum strategists and their mental gymnastics.

As for Koduri, AMD, by his own admission, lost focus on dGPU's after 2012. Management expected iGPU's to be the future. He was severely underfunded for the amount of markets he needed to target with his architectures.
I also wouldn't underestimate the major contributions he made with RTG's driver focus. As an R9 390 owner I felt the difference in quality and consistency that he brought about.

For nvidia it's the software not the hardware, that's why CUDA is so successful. AMD puts effort into the hardware but doesn't do software instead expecting others to do it. As has always been the case 1 company actively developing and supporting software tends to win over open shared efforts where everyone agrees it's a nice idea but no one puts the money in to make it happen.

It's not just AMD - look at Intel, they have all the money you could ever need and they still can't develop a decent gpu driver!

I think they both got spoiled by MS, both companies just made hardware and expected MS to do the rest. Nvidia had the foresight to see beyond that - hate JSS all you like but he's the person that both Intel and AMD really need. Not Chris Hook, or Koduri or any of the others. Someone who sees the future, and is able to drive a company towards it. Same as Steve Jobs did with Apple.

 

[CatMerc]

For nvidia it's the software not the hardware, that's why CUDA is so successful. AMD puts effort into the hardware but doesn't do software instead expecting others to do it. As has always been the case 1 company actively developing and supporting software tends to win over open shared efforts where everyone agrees it's a nice idea but no one puts the money in to make it happen.

It's not just AMD - look at Intel, they have all the money you could ever need and they still can't develop a decent gpu driver!

I think they both got spoiled by MS, both companies just made hardware and expected MS to do the rest. Nvidia had the foresight to see beyond that - hate JSS all you like but he's the person that both Intel and AMD really need. Not Chris Hook, or Koduri or any of the others. Someone who sees the future, and is able to drive a company towards it. Same as Steve Jobs did with Apple.

Intel's current drivers are the result of a lack of a real effort. They don't expect anyone to game on them. But that's changing now that Intel is developing dGPU's, and their latest driver made major strides.