Advanced Micro Devices (AMD) chief executive Hector Ruiz admitted Tuesday that the semiconductor industry has pushed performance for technology's sake, not necessarily to the benefit of customers.
Addressing the Comdex tech trade show, Ruiz said that as the industry rushes to speed up chips, users' needs often are overlooked.
AMD now is pursuing a more customer-centric approach to technology, he said.
"We have pushed capacity more and more for no better reason than because we can," he said. "When all is said and done, someone has to be able to do something a whole heck of a lot better than they did before. It's time to do a reset around the customer."
Ruiz's comments extend the company's argument that the speed of a microprocessor as measured in megahertz or gigahertz should not be the sole measurement of performance. As a result, AMD's Athlon processors are marketed with numbers based on AMD's interpretation of performance.
AMD rival Intel Corp has continued to increase the speeds of its processors and claims AMD is not stressing speed because it is unable to keep up.
AMD has been posting losses and earlier this month announced it was cutting 2,000 jobs, or 15 percent of its work force.
Ruiz made no comments about AMD's financial performance, though he has said the company hopes to return to profitability next year.
He also demonstrated the company's next-generation Hammer desktop and server processors, which handle data in 64-bit chunks rather than the 32-bits in most desktop processors today.
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