AMD to Drop "Athlon" Moniker on the High End
May 2, 2007 9:48 AM
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AMD has big changes with K10, including a new brand
Over the next two weeks AMD will slowly begin to introduce its new brand name for high end desktop CPUs. The brand, Phenom, will succeed Athlon on all K10 offerings.
will be labeled as Phenom X2; quad-core Agena as Phenom X4. The halo products,
and its family, will receive the brand name Phenom FX.
Phenom is pronounced as an abbreviated version of the word "phenomenal." AMD's guidance states that the company will promote its Phenom X4 and X2 processors under the premise that Phenom allows its users to "experience the Phenomenal."
The company will still retain its Athlon and Sempron brand names -- Athlon on its mid-range products and Sempron on up the low-end.
Brand image is not the only nomenclature changing with AMD's next-generation processors. This summer, the company will start to phase out its descriptive SKU system for something
a little more esoteric
"Athlon 64 X2 4000+ 45W 1MB L2
," for example, will be renamed the "AMD
AMD representatives would not reveal the naming strategy for its Agena, Kuma and Rana processors, though they were able to confirm the K10 family would get names similar to the rollout ocurring on the low-power 65nm processors.
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5/2/2007 1:37:26 PM
1: Faster how? Clock for clock? Or after you take into account Intel's 30%+ clock advantage?
2: How hard is it for the people who make games to use SSE4 instructions? How much will SSE4 instructions be used in next-gen video games?
3: AMD is currently
on inventory because of the deal with Dell. Are you saying AMD is trying frantically to sell off existing stock, and that announcing K10 would interfere with that?
AMD's current chips in the channel are already selling for very low prices, how would releasing K10 change that?
4: There is no way AMD is sitting on their K10 chips until they can amass a "ton" of them to "flood the channel." They would be selling them right now, at very high prices, to the enthusiasts. This would accomplish:
a: AMD would get more money per CPU by selling them now rather than later
b: AMD would get the money NOW, rather than later (it's in debt!)
c: AMD would show consumers that Intel doesn't have a monopoly on the best processors, which is important for AMD's image
d: it would give enthusiasts and AMD fanboys hope to hold out for K10 and not buy Core 2 systems.
"If they're going to pirate somebody, we want it to be us rather than somebody else." -- Microsoft Business Group President Jeff Raikes
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