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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.  Dual-core Agena processors will be labeled as Phenom X2; quad-core Agena as Phenom X4.  The halo products, Agena FX 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 Brisbane," for example, will be renamed the "AMD BE-2400."

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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RE: Phenom?
By johnsonx on 5/2/2007 11:06:18 PM , Rating: 0
No, you are incorrect. The correct pronunciation of 'Phenom' is 'feh-nom', just as the word 'phenominal' is pronounced 'feh-nominal' rather than 'fee-nominal'. It does seem that common usage of the slang term 'phenom' as a noun is to pronounce it 'fee-nom' (which by the way isn't short for 'phenomenal'; 'phenomenal' is an adjective). That doesn't make it correct however.

It is of course AMD's marketing name, so how their name is to be pronounced is up to them. So far the only guidance we have, via this article, is "Phenom is pronounced as an abbreviated version of the word "phenomenal." That would be 'feh-nom'. If AMD wants it to be pronounced 'fee-nom' instead, they'll have to say so.

You should make sure you have it right before casting slurs upon others.

As a final note, I asked my wife if 'fee-nom' sounded any less like a respiratory problem, and she said 'no, not really'.

RE: Phenom?
By LuxFestinus on 5/3/2007 12:02:13 AM , Rating: 3

more like fi nom e nl. (fi-nom'?-n?l). The fi is the sound of fit .

RE: Phenom?
By johnsonx on 5/3/2007 6:33:02 PM , Rating: 2
English is so very irritating that way, isn't it? The word is spelled with an 'e', yet the dictionary says it's pronounced as an 'i'? Whatever. I've said feh-nominal and fi-nominal several times, and the difference is very hard to detect. Oddly, short words with precisely the same vowel sounds like 'pet' and 'pit' do sound different.

This is one thing I really liked about learning Italian: there are very precise pronounciation rules, and they always apply. a='ah', e='A', i='ee', o='oh', u='oo'. Every word, every time. I'm sure there are a few odd words where the rules are broken, but it's not like English where every third word needs it's own set of rules.

RE: Phenom?
By Scrogneugneu on 5/3/2007 7:52:04 PM , Rating: 2
You think english has too many exceptions?

Take a look at french, my friend...

RE: Phenom?
By johnsonx on 5/4/2007 12:16:10 AM , Rating: 2
I prefer not to.

"If you can find a PS3 anywhere in North America that's been on shelves for more than five minutes, I'll give you 1,200 bucks for it." -- SCEA President Jack Tretton
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