US multinational Intel Corporation (NASDAQ:INTC) is shaking up its graphics processing unit (GPU) output in a bid to increase its market share against leading competitor Nvidia Corporation.
Nvidia is easily the largest manufacturer of discrete graphics cards, accounting for some 80% of the total market.
The US$360bn corporation has a smaller share of the integrated market, being the graphics cards found in portable computing devices, where Intel reigns supreme with more than a 60% market share.
But in a statement shared with Bloomberg, Intel aims to take Nvidia’s dominance of the discrete market head on.
“Discrete graphics and accelerated computing are critical growth engines for Intel,” read the statement, “We are evolving our structure to accelerate and scale their impact and drive go-to-market strategies with a unified voice to customers.”
As part of the shake up, Raja Koduri, who heads the accelerated computing systems and graphics unit, will return to his previous position as chief architect to oversee Intel’s long-term technology roadmap