Advanced Micro Devices hopes a new focus on China will help narrow the gap with arch-rival Intel and allow it to continue gaining a share of the mainland market for computer desktops. The company's strategy could include tailoring chips specifically for the cost-sensitive mainland market or adjusting its product roadmap to suit. AMD, based in the United States, has cut deals with leading mainland PC manufacturers such as Lenovo, which relies on AMD for cheap chips as it pushes into third-tier suburban and rural markets. 'The old AMD didn't understand the importance of the China market,' said Henri Richard, AMD's executive vice-president of worldwide sales and marketing, speaking on the sidelines of the Computex trade show held in Taipei last week. AMD is a distant second to Intel in the computer processor market worldwide, but a strong showing last year and a reinvigorated Greater China strategy has made executives confident that it will see continued gains. 'It's the last very large market where we have a lot of growth opportunities in the consumer area,' Mr Richard said. The company has enjoyed continued revenue and market share growth on the mainland over the past few years, thanks to an expanded sales strategy and deals with mainland PC makers. In September, AMD set up a Greater China headquarters in Beijing under the leadership of Karen Guo. Last year, AMD's sales grew 42 per cent worldwide and 150 per cent in China, said Vanoy Wong, vice-president of Greater China sales. By comparison, Intel's worldwide sales grew 12 per cent last year, less than the 23.4 per cent growth in the semiconductor industry as calculated by research firm Gartner. AMD's desktop market share stands at 20 per cent, but 'there's no reason why we can't enjoy the same market share as France, Italy or Brazil', Mr Richard said. Its share in those three markets was in the 30 per cent to 40 per cent range, he said. The key to growth in China will be building a greater understanding of the market's needs and tailoring strategy to suit. 'It's a great opportunity for AMD. For future products, we'll take into account the China market,' Mr Richard said. Last week, AMD launched its dual-core Athlon processor, an expensive high-performance chip that is likely to be bought only by high-end users, increasing the divide between products for wealthy and poor markets. That divide opens up the possibility that AMD will take a different approach to markets such as India and China, which have larger populations but lower incomes. 'Eventually, it could get to the point where we have different product strategies across different markets,' Mr Richard said.