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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 gstrickler on 9/10/2009 12:59:04 PM , Rating: 2
its not the label on the box its the specs that matter this will be no different.
Actually, specs only matter to geeks. What matters is performance, capacity, and capability.

However, as anyone who has ever tried benchmarking a computer knows, there is no single number you can give that indicates how fast a computer will be. You need multiple "performance" numbers to rate the various aspects of performance. CPU, GPU, and storage (HD) being the 3 primary components of performance.

Likewise, you need multiple numbers to represent capacities and capabilities.

Clock speed, FSB speed, cache size, etc are all irrelevant, that much AMD got correct. Where they have failed is giving an alternative that was any more useful. Until someone comes up with something better than these specs, we're pretty much stuck with specs which the average consumer will need a geek to translate into something that will meet that consumer's needs.

As for educating salesmen, good luck with that. Salesman change jobs frequently (reasons too numerous for this discussion). Salesmen are also being "educated" by the marketing departments of various competitors, and you know how reliable that info is. Compound that with the fast pace of change in computer technology, and you've got a huge training issue that isn't going away in the foreseeable future.

We've got the same issue with cars, lots of specs, lots of prices, lots of different features. Ultimately, the consumer has to choose something that works for them, and most of the specs get ignored as irrelevant. The difference is that consumers know cars better and they can get a good sense of whether or not a car meets their needs with a short test drive. That's not the case with computers.

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