Let’s face it, the folks at AMD need to look to every market they can to keep up with the competition. One option they are working toward is getting their Opteron chips into the embedded market. Sounds like a plan to me, just as long as they do not loose focus on their key markets in existence already.

Advanced Micro Devices Inc. is aiming its 64-bit Opteron processors at the high-end embedded market.

Citing the chip’s standard x86 architecture, low power envelope and Direct Connect technology, the Sunnyvale, Calif., company on Tuesday is outlining a program designed to make Opteron a viable option in such areas as storage, digital imaging and media, communications and the military.

The program, which will be announced at the Embedded Systems Conference in San Francisco, doesn’t offer new products but incentives to bring attention to the processor, said David Rich, director of 64-bit embedded markets at AMD.