AMD Finds Big Time Tough

It was a perfect arrangement for the smaller PC resellers, since they could differentiate themselves with machines featuring an AMD processor that was considered superior to Intel's yet that was not available from the top-tier PC makers.

Things have changed as Intel has improved its line of processors and stepped up its efforts to woo channel partners.

AMD now sells the majority of its chips to OEMs, rather than channel partners, says Ruiz. But he the channel will continue to be a strong part of the company's business going forward, particularly in overseas markets like Russia.

As AMD garners more sales from international markets, particularly in emerging economies, Ruiz said he believed microprocessor sales could grow at 20% levels in the coming years.

"Although, the PC industry in general, and the microprocessor industry in particular, are referred to as a very mature industry, it's sill in some ways in its infancy," Ruiz said.