On Monday, during Oracle's ongoing Openworld convention in San Francisco, Advanced Micro Devices' (AMD) chief executive officer made a call to improve the business environment through innovative technology.

The semiconductor company's chief, Hector de J. Ruiz, in a keynote address to over 40,000 attendants explained the importance of information technology (IT) in different business environments, such as sports and the film industry, and the need to improve them.

Taking the example of major league baseball's MLB.com website, the executive commented that there is massive user's data and visitors, [and] hence a need to have technology in place to handle all these.

As the business environment continues to change it requires also changing the level of IT used in the business activities, he said.

At the end of the day these great technologies achievements are not just about creating better technology, but they were about creating better businesses for our customers.

Oracle, their partners, as well as other IT practitioners were left with a challenge of focusing more on technology innovation.