“We look around and find that since Nvidia won’t open up CUDA the only alternative would be AMD, that’s why we got in touch and started to explore options with them. They quickly identified us an important partner, and told us they wanted us to be a co-founder [of the alliance]. That’s how it got started: because we wanted to enter the “third era” of heterogeneous computing.

VRZ: How did the first meeting with AMD happen? Did you pitch to them?

CPL: It’s almost like a couple falling in love with each other at first sight [laughter]. I forget who pitched to whom, but I think when we first met we [pitched the idea] to each other.”

http://vr-zone.com/articles/hsa-mediatek-interview/74251.html