Insights are only Half the Battle: The Importance of Compelling Communications Nathan Nuttall...

Insights are only Half the Battle:The Importance of Compelling Communications

Nathan NuttallDirector, AMD Business Strategy

August 21, 2008

Agenda

“We Want to See the Data”

“We Need New Code Names”

“You Spent How Much Money? For What?”

“We Want to See Heat Maps”

Additional Steps to Ensure (Your) Success

August 20082 CMAG 41 War Story

Agenda







Before:CPU Units by Performance Band

Desktop 2008 2009 2010 2011P2 5,184,320 5,111,494 5,091,570 5,074,459 P1 553,889 658,106 607,075 588,937 M3 4,863,509 5,273,193 5,946,572 5,784,725 M2 31,980,465 32,155,262 32,665,135 31,993,966 M1 25,500,879 22,958,618 21,263,656 20,943,872 M0 18,710,254 18,334,038 18,141,266 17,802,493 V3 21,575,861 21,117,342 20,901,380 20,509,575 V2 25,093,539 24,807,804 24,431,760 24,003,781 V1 24,613,551 30,421,557 31,961,973 31,281,917 UV2 2,652,974 5,087,142 9,882,966 17,506,964 Total 160,729,241 165,924,556 170,893,352 175,490,689

Notebook 2008 2009 2010 2011P2 9,052,130 10,309,717 10,925,337 11,940,425 P1 5,202,636 6,215,886 7,191,318 7,871,494 M3 10,372,210 13,130,755 15,434,206 17,031,952 M2 13,136,882 15,767,803 16,268,115 18,399,999 M1 24,930,013 26,071,846 24,972,198 25,808,645 M0 23,769,927 26,889,853 30,269,153 33,882,542 V3 17,965,694 18,810,974 21,850,673 22,112,746 V2 9,769,504 12,584,082 14,881,930 16,604,961 V1 6,454,979 9,334,892 13,631,176 15,385,812 UV2 4,519,620 6,073,201 8,109,179 13,982,629 UV1 2,722,604 4,301,943 6,416,468 7,829,787 SUV 1,235,852 2,122,589 3,468,361 4,893,617 Total 129,132,053 151,613,541 173,418,114 195,744,608

Server 2008 2009 2010 20114P 1,560,170 1,625,379 1,692,830 1,762,165 2P 13,492,434 14,056,364 14,639,686 15,239,298 1P 2,341,396 2,439,257 2,540,483 2,644,536 Total 17,394,000 18,121,000 18,873,000 19,646,000


Notebook 2008 2009 2010 2011P2 1,239,236,591$ 1,411,400,323$ 1,495,678,593$ 1,634,644,164$ P1 563,785,051$ 673,586,113$ 779,289,037$ 852,996,517$ M3 975,930,435$ 1,235,484,360$ 1,452,218,079$ 1,602,551,405$ M2 1,042,684,024$ 1,251,502,185$ 1,291,212,325$ 1,460,421,506$ M1 1,771,432,697$ 1,852,567,026$ 1,774,430,205$ 1,833,864,942$ M0 1,356,293,689$ 1,534,314,262$ 1,727,134,509$ 1,933,311,679$ V3 833,780,951$ 873,010,075$ 1,014,081,350$ 1,026,244,051$ V2 355,609,962$ 458,060,585$ 541,702,252$ 604,420,571$ V1 168,474,964$ 243,640,677$ 355,773,687$ 401,569,685$ UV2 85,420,818$ 114,783,491$ 153,263,484$ 264,271,687$ UV1 31,037,687$ 49,042,150$ 97,530,307$ 119,012,759$ SUV 7,266,812$ 12,480,823$ 34,961,077$ 49,327,657$ Total 8,430,953,680$ 9,709,872,069$ 10,717,274,906$ 11,782,636,623$

Server 2008 2009 2010 20114P $936,512,880 $973,244,744 $968,171,290 $949,400,9582P $3,666,957,184 $3,683,732,247 $3,664,529,219 $3,593,483,4961P $330,329,675 $384,345,597 $382,342,032 $374,929,411Total $4,933,799,738 $5,041,322,588 $5,015,042,540 $4,917,813,865

Desktop 2008 2009 2010 2011P2 808,753,979$ 797,393,085$ 794,284,846$ 791,615,546$ P1 65,137,391$ 77,393,231$ 71,392,060$ 69,259,028$ M3 456,197,144$ 494,625,506$ 557,788,411$ 542,607,169$ M2 2,478,486,046$ 2,492,032,791$ 2,531,547,940$ 2,479,532,348$ M1 1,405,098,451$ 1,265,019,867$ 1,171,627,471$ 1,154,007,356$ M0 778,346,563$ 762,695,962$ 754,676,672$ 740,583,726$ V3 693,879,680$ 679,133,711$ 672,188,382$ 659,587,947$ V2 521,945,602$ 516,002,333$ 508,180,602$ 499,278,641$ V1 261,888,182$ 323,685,369$ 340,075,388$ 332,839,597$ UV2 14,113,820$ 27,063,598$ 96,853,062$ 171,568,247$ Total 7,483,846,857$ 7,435,045,452$ 7,498,614,834$ 7,440,879,605$

Before:CPU GM$ by Performance Band


P2P1

M3

M2

M1

M0

V3

V2

V1

P2P1M3

M2

M1

M0

V3

V2

V1

2008 2010

Desktop CPU Category Profit Map ($GM)

UV

Revenue (

$)

GM-% GM-%

P2

P1

M3

M2

M1

M0

V3

V2

V1

P2

P1

M3

M2

M1

M0

V3

V2V1

UV

2008 2010

Notebook CPU Category Profit Map ($GM)

UV

GM-% GM-%

4P

2P

1P

4P

2P

1P

2008 2010

Server/ WS CPU Category Profit Map ($GM)

GM-% GM-%

After:GM $


After:GM Value & Unit Map (2010)

P2P1

M3

M2

M1

M0

V3

V2

V1

Units GM$

Desktop CPU Category

UV

Reven

ue (

$)

Units GM-%

P2

P1

M3

M2

M1

M0

V3

V2

V1

Units GM$

Notebook CPU Category

UV

GM-%

4P

2P

1P

Units GM$

Server/WS CPU Category

GM-%Units Units

P2P1

M3

M2

M1

M0

V3

V2

V1

UV

P2

P1

M3

M2

M1

M0

V3

V2

V1

UV

4P

2P

1P


Agenda







Before:Product/Platform Codename Matrix

Type A Type B

(Carnivores)Predator

MauraderVorare

Ferus (Latin - wild)

(Domesticated)Domus

Damayati DamahDomos Daman

Server - Aquatic Predators DT - Land Carnivores - Reptiles DT - Land Carnivores - Mammals NB - Birds of Prey DT - Domesticated Land NB - Domestic BirdsSharks Snakes Foxes Hawks Horses SwansHammerhead Anaconda Artic Cooper Paint BlackMako Boa Grey Swainson Quarter WhiteThresher Python Red Black Appalosa TrumpeterGreat White Slider Pale Eagles Pappalosa WhoopingSandtiger Copperhead Kit Steppe Arabian MacawsSilvertip Diamonback Tibeten Tawney Mustang LearTiger Laugerhead Corsac Bald Darft SpixReef Viper Cape Golden Rabbits Military

Barracudas Asp Bengal Crowned Sable ScarletSharpfin Krait Swift Crested Angora Cuban RedRed Mamba Fennec Owls Havana HahnBlackfin Boomslang Bears Crested Lionhead NobelSawtooth Adder Brown Horned Rex ParrotsPickhandle Lizards Black Screech Siberian African Grey

Orca Komodo Grizzley Red Silver JardineGame Fish Gila Polar Sooty Sussex HawkheadedSwordfish Monitor Spectacled Falcons Volcano EclectusPike Tegus Atlas Golden Sumatran SenegalMarlin Crocodiles Sun Merlin Brush CanoursWahoo Nile Kodiak Sooty Desert Patagonian

Osprey Nias


Just as an aside…

• “Hey, Steve – can you talk with Joe and find out if he is OK with being carnivorous fishes? Notebook called and they want to be birds of prey…”

• “I don’t like plants – they aren’t aggressive enough.”

• “I thought bears were vegetarians?”


After:Product/Platform Codenames “Decoder Ring”

Brand NameMarketing Platform Name

Greyhound familyGreyhound CPU core

RidgebackXXX

XXXXX

DeerhoundAAA

BBBBB

RidgebackAAA

BBBBB

Socket xxx

Socket xxx

AMDOpteron™

Socket xxx

Socket xxx

BarcelonaXXX

XXXXX

BudapestAAA

BBBBB

ShanghaiXXX

XXXXX

SuzukaAAA

BBBBB

DeerhoundXXX

XXXXX

Monster familyGreyhound CPU core

Monster-BXXX

XXXXX

IstanbulXXX

XXXXX

Formula 1 Cities Family

Socket xxx


Agenda







Before:Content Management System Changeover – analysis and recommendations

CMAG 41 War Story13

Step number

Step Avg. Turn Time

Avg. Turn time (cum)

Cost Cost (Cum)

1 Content created by business owner

14 days

14 $XK $X

2 content translated into HTML by content team

3days 17 $XK $XK

3 Put into design 3 days 20 $XK $XK

4 mock up checked by business owner

7 days 27 $XK $XK

5 revision sent back to content team

6 days 33 $XK $XKX

6 Edits made in HTML by content team

3 days 36 $XK $XKX

7 Page redesigned 2 days 38 $XK $XKX

8 Redesign checked by business owner

3 days 41 $XK $XKX

9 Final approval sent

3 days 44 $XK $XKX

10 page published 2 days 46 $XK $XKXXX

Step number

Step Avg. Turn Time

Avg. Turn time (cum)

Cost Cost (Cum)

1 Assets and templates loaded

5 days

5 days $XK $XK

2 Business owner creates content, designs page, edits and redesigns

20 days

25 days $XK $XK

3 GIM checks VID and publishes

3 days

28 days $XK $XK

And the point is???

CURRENT PROPOSED

C O N F I D E N T I A L

Content created by business owner

AFTER:Content Management System Changeover – Current state analysis and recommendations

Translated into HTML by content

team

Put into design

Mockup checked by

business owner

Revision sent back to

content team

Page published

Final approval

sent

Redesign checked by

business owner

Page redesigned

Edits made in HTML by

content team

Resou

rces


Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

Days: 5Cost: $XK

C O N F I D E N T I A L

AFTER:Content Management System Changeover – Future State Analysis and Recommendations

Resou

rces

Asset and template

toolkit

GIM

eVID check andpublish

Business Owner

Creates contentPuts into Design

Edits and re-designs

GIM

• Requires 60% fewer people• Cost savings of 70%• Cuts execution time in half


Days: 5Cost: $XK

Days: 20Cost: $XK

Days: 3Cost: $XK

Agenda







Before: 2008 Worldwide CSG Market Opportunity

Consumer Systems

Component Channel

Commercial Systems

DesktopCPU

GPU

Chipset

GM $1.5B Rev $X.XBUnits (ku) XX,XXX

GM $3.2BRev $X.XBUnits (ku) XX,XXX





GM $0.1B Rev $X.XB

GM $0.2B Rev $X.XB

GM $0.2B Rev $X.XB

Notebook CPU

GPU

Chipset


GM $0.4BRev $X.XBUnits (ku) X,XXX



GM $0.0B Rev $X.XBUnits (ku) X,XXX


GM $0.2B Rev $X.XB

GM $0.0B Rev $X.XB

GM $0.2B Rev $X.XB

Server & Workstation

CPU

GPU

Chipset





GM $0.0B Rev $X.XB

GM $0.2B Rev $X.XB

Highest GM $Medium GM $Low GM$

Insignificant GM $


Consumer Systems

Component Channel

Commercial Systems

DesktopCPU

GPU

Chipset







GM $0.1B Rev $X.XB

GM $0.2B Rev $X.XB

GM $0.2B Rev $X.XB

Notebook CPU

GPU

Chipset







GM $0.2B Rev $X.XB

GM $0.0B Rev $X.XB

GM $0.2B Rev $X.XB

Server & Workstation

CPU

GPU

Chipset





GM $0.0B Rev $X.XB

GM $0.2B Rev $X.XB

Before: 2010 Worldwide CSG Market Opportunity

Highest GM $Medium GM $Low GM$

Insignificant GM $


Commercial NB$X.XB

XX.X Mu

Component Server$X.XBX.X Mu

2008 R

even

ue

2008 Units

Commercial Server$X.XB

XX.X Mu

Component NB$X.XBX.X Mu

Consumer DT$X.XB

XX.X Mu

Commercial DT$X.XB

XX.X Mu

After: 2008 Worldwide CSG Market Opportunity

Consumer NB

$X.XBXX.X Mu

ComponentDT

$X.XBXX.X Mu Desktop

Notebook

Server


Component Server$X.XBX.X Mu

5

Commercial Server$X.XB

XX.X Mu

Component NB$X.XBX.X Mu

Consumer DT$X.XB

XX.X Mu

Commercial DT$X.XB

XX.X Mu

ComponentDT

$X.XBXX.X Mu

Consumer NB$X.XB

XX.X Mu

After: 2011 Worldwide CSG Market Opportunity

2011 R

even

ue

2011 Units

Desktop

Notebook

Server


Agenda







You and Your Audience Must Reach the Same Conclusion

• Data does NOT speak for itself – you have to help

• Know your audience – spend time to tailor each presentation

• Beauty is in the eye of the beholder, not the creator

– Put yourself in the shoes of your audience

– Eliminate “chartjunk”

– Content is king but looks matter

• Show comparisons and provide context for the data

• Tell a story• Make your point


But Looks MatterContent is King


Eliminating “Chartjunk”


Show Comparisons

2006 Fatal shark attacks: 4

2006 Fatal dog attacks: 26

2006 Murders: 17,034

2006 Fatal car crashes: 38,588


A word about Edward Tufte


• Use the dreaded “slow reveal”– Use meaningless hierarchies

• TLAs• Stupid boxes• Use text that is too small

•Or Too big• DON’T CAPITALIZE EVERYTHING• Don’t Capitalize Every Word (Unless It Is A Title)• Don’t bold everything, or italicize everything• Don’t underline anything that’s not a hyperlink• Don’t use weird fonts• Over-decorate Excel tables

Don’t

Use meaningless graphics or excessive animationJust because you

can, doesn’t mean you should


Questions? Comments? Feedback?


Insights are only Half the Battle: The Importance of Compelling Communications Nathan Nuttall...

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