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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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Marketing from R&D money
By fzkl on 9/10/2009 1:20:29 PM , Rating: 2
At what seems like a time when AMD needs every penny to invest in R&D and come out with products that make up for its shortcomings against Intel, they choose to spend money on marketing.

Sounds pathetic. Is the end near and consequently a desperate measure to sell something from their inventory (this is probably why I am not running a company, maybe the management has some secret weapon) ?




RE: Marketing from R&D money
By crimson117 on 9/10/2009 1:43:00 PM , Rating: 3
That's kind of what they're doing here, I think.

Their immediate shortcoming is that AMD's CPUs can't compete with anything Intel has above $200. Below $200 where they do compete reasonably well, profit margins get pretty tight.

So they need to distinguish themselves, and they're taking a page from Centrino (which was a hugely successful consumer platform campaign). Intel's marketing then boiled down to: Centrino means it's a wireless laptop that works out of the box. They timed it perfectly and executed it perfectly.

So AMD wants that too - they want people who bought a laptop with crappy Intel graphics a few years ago to tell the salesperson their old laptop stutters when they watch HD movies on it, or try to edit their own HD camcorder movies. And the salesperson says, oh, you want guaranteed multimedia capabilities? Then you want this PC powered by AMD Vision.

Intel has gotten away with keeping prices down by using cheap graphics. AMD wants to turn decent graphics into the norm (leveraging their ATI brand), so Intel will have to catch up and raise prices by buying third party GPUs.

What I'm wondering is whether AMD can make any money off of this before Intel comes out with Larrabee. http://en.wikipedia.org/wiki/Larrabee_(GPU) . If they can make Larrabee look like it's Intel playing catch-up, AMD wins and their ATI investment really pays off. Otherwise, AMD will need a new plan.


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