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Vision is AMD's attempt to simplify PC marketing for consumers

A few years back when a consumer went shopping for a new computer the thing that was advertised most was how fast the CPU was. The so-called gigahertz wars gave way ultimately to other naming conventions when PC makers reached the limit of being able to claim the fastest processors.

Today consumers aren’t as concerned about how fast the processor in their PC is or how much RAM it has as they are about what the computer is capable of doing. To help better communicate what the computer is capable of to shoppers; AMD has announced a new marketing scheme for its systems called AMD Vision.

AMD reports that Vision will communicate the value of the system as a whole and demonstrate the combined processing power of the CPU and GPU for the benefit of mainstream PC users. Vision will emphasize how AMD machines are optimized for video, digital media, and content creation activities and describe what types of things can be enjoyed on the system and help the shopper make better decision on what computer will best meet their needs.

“Today’s consumer cares about what they can do with their PC, not what’s inside,” said Nigel Dessau, CMO of AMD. “They want a rich HD and entertainment experience on their PC, delivered by the combined technology of AMD CPUs and GPUs, without having to understand what gigahertz and gigabytes mean. VISION technology from AMD reflects the maturation of marketing in the PC processing industry and communicates the technology in a more meaningful way.”

AMD reports that notebooks with Vision Technology will be on store shelves in time for the holiday shopping season and timed to launch along with the Windows 7 launch. That should put the machines hitting market in mid-October.

“We are excited for the upcoming launch of Windows 7, when our OEM partners will introduce some exciting new PCs that match our mutual customer’s needs and feedback,” said Mike Ybarra, general manager of Windows Product Management at Microsoft Corp. “Coupled with VISION Technology from AMD, customers can feel confident that the PC they purchase will deliver a rich, tailored PC experience.”

AMD has already unveiled its new notebook platforms that will feature Vision Technology with next generation graphics, Blu-ray, and 3D gaming capability. There are three levels of Vision Technology that represent different levels of performance. These three levels include Vision Basic, Vision Premium, and Vision Ultimate. AMD also plans to offer a fourth level of Vision called Vision Black in Q1 2010 to represent the highest level of performance for enthusiasts.

“We focus our attention on R&D and marketing communications to users that identify themselves with state-of-the-art and innovative products that can simplify life through technology,” said Gianpiero Morbello, Marketing and Branding Corporate Vice President of Acer, Inc. “VISION Technology from AMD represents an innovative PC usage and we are always ready to offer a superior visual experience to our customers for advanced HD video entertainment.”



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RE: Blah blah...blah
By Parhel on 9/10/2009 11:49:22 AM , Rating: 5
It sounds like you started off by saying average consumer doesn't care about specs, and then finished by saying that only the specs matter to the average consumer.

Either way, with the right ad campaign you can sell anything to anybody. Even when AMD had the price/performance lead, they stagnated through lack of advertising. This could be exactly what they need.


RE: Blah blah...blah
By MrBungle123 on 9/10/2009 2:58:04 PM , Rating: 2
quote:
It sounds like you started off by saying average consumer doesn't care about specs, and then finished by saying that only the specs matter to the average consumer.


The average consumer doesn't care or understand specs, but before buying a computer will ask about them because they will want to know what makes one system better than the next.

If joe average guy goes into office depot to buy a computer and sees 3 computers sittng next to each other one labled basic, one premium, and one ultimate, what does that tell him? Nothing. This person is very likely not going to recognize anything on a spec sheet, they probably don't know who AMD is, and they probably don't know that Radeon means "brand name" video card. They're clueless... thats what I meant by they don't care about specs... But when it comes time to buy a new computer they're going to ask the sales man what differentiates A Basic, Premium, and Ulitmate system and they're going to need to see a component list and have a salesman that knows enough to explain it.

All that this new marketing scheme does is put another level of branding between the consumer and the relevant information.

If AMD wants to run an ad campaign they need to push their existing brands... Phenom for their "high-end" Athlon for their "mainstream" and Turion for notebooks... This coming up with new classifications is hard to follow even for a computer enthusiast like myself... There are too many classifications and too much overlaping.


RE: Blah blah...blah
By StevoLincolnite on 9/10/2009 6:09:03 PM , Rating: 2
The Athlon looks like it's being phased out for the "Phenom 2 X2" brand, which might simplify things for the consumer, so it would more than likely be:

Low-End: Phenom 2 X2
Mid-Range: Phenom 2 X3
High-End: Phenom 2 X4

Then you have the overlapping clock speeds and price points to add into the confuzzle, and the Black Edition versions.

Personally they should stick with the Athlon Brand for the low-end segment, as unlike the Phenom it DOES have more brand recognition considering the amount of different variations and clockspeeds that we have had over the years under that banner.

However, I actually had a friend who had computer troubles, they actually thought they had a Pentium 4 2ghz processor, when in-fact they had an Athlon XP 3200+ processor, the funny part is they never even knew who AMD was, it took some explaining to them on how superior the Athlon XP 3200+ was over the Pentium 4 2ghz despite similar clock speeds.

I actually built a new rig to replace that Athlon XP with under a budget, and because they had the Athlon XP for so many years and was happy with it's performance they asked if I could build the system around a newer model Athlon, so they ended up with a 7750 Black edition Athlon X2, and are tickled pink, especially where 3D performance is concerned being powered by a Radeon 3300 instead of a Geforce 2 MX IGP.

I just get amazed how little the average joe knows about computers, I get phone calls asking "Is this better?" or "How do you do this?", it's gotten better over the years, but some people just don't know where to get the information they need to learn more about it.


RE: Blah blah...blah
By Taft12 on 9/11/2009 8:09:18 AM , Rating: 2
quote:
Personally they should stick with the Athlon Brand for the low-end segment


Yours was an interesting post, but not everything AMD does is as confusing as you seem to think it is. The Athlon brand *IS* staying put for the low end segment. AMD currently sells the Athlon II X2 and will begin selling Athlon II X3 and Athlon II X4 alongside Phenom II X2/X3/X4. It's not as straightforward as one line, but a lot less convoluted than what Intel is doing.


"You can bet that Sony built a long-term business plan about being successful in Japan and that business plan is crumbling." -- Peter Moore, 24 hours before his Microsoft resignation

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