The AMD Bobcat Family 14h is a microarchitecture created by AMD for its AMD APUs, aimed at a low-power/low-cost market. It was revealed during a speech from AMD executive vice-president Henri Richard in Computex 2007 and was put into production Q1 2011. One of the major supporters was executive vice-president who felt it was difficult to compete in the x86 market with a single core optimized for the 10–100 W range and actively promoted the development of the simpler core with a target range of 1–10 W. In addition, it was believed that the core could migrate into the hand-held space if the power consumption can be reduced to less than 1 W.