If you thought 2016 was as busy a year could get for AMD, that would be a gross misinterpretation of what the chip giant is planning to pull off in the foreseeable future. As it turns out, the Sunnyvale, California-based company is hell bent on capturing no less than half of the worldwide GPU market real soon. And if we are to go by the words of Dr. Lisa Su, serving CEO of AMD, the company will be focusing on mainly two fronts to help accomplish that objective.

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Speaking at the 20th annual Credit Suisse Annual Technology, Media & Telecom conference, the AMD head highlighted some of the keys to growth, as well as market share expansion in an increasingly discrete GPU market.

“I think we’ve gained a good amount of  share over the last few quarters, we’re going to continue and consistently drive [share growth]. We believe that there’s no reason we can’t be at 50/50 share overtime, but it will certainly take some time to get there,” Dr. Su stated [transcript via WCCFtech]

She underlined that improving the relationship with the company’s customers will play a pivotal role in AMD’s future growth.

“The key thing is enhancing our relationships with customers, because we believe that it’s also important to have a very sticky business going forward.”

The other key ‘ingredient’ will be Vega. It seems the company is leaving no stone unturned to carry on with the momentum it has so far gained in 2016 with the launch of 14nm Polaris-powered Radeon graphics products. For that, the platform has already been set as AMD prepares to expand its graphics portfolio with the introduction of a new family powered by the high-end Vega architecture.

“[…] We started with gaining share in consumer and that’s why Polaris is so important for us this year. As we go into more of the higher-end markets with our next generation Vega architecture what you will find is the hardware is very very competitive,” Dr. Su added.

Worth noting, the last time AMD stepped closer to a 50:50 market share position against arch rival NVIDIA was in 2010. That year, NVIDIA lagged considerably behind AMD in the discrete graphics market as the latter wooed the market with the first 40nm graphics chip earlier that year which was followed the HD 5870.