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"Fusion" is AMD's New Future

By - Source: Tom's Hardware | B 10 comments

AMD today rolled out “Fusion,” which isn’t what you may think. Everything that we’ve heard about AMD Fusion up to this point has been something to do with the melding of CPU and GPU and a single die, but that’s not what AMD has to show today.

Rather, Fusion is a new brand campaign that AMD hopes to promote a combination of technologies, both with CPU, GPU and software tools.

“Fusion is AMD’s way to express how we blend our customers‘ needs, dreams and desires with our unique passion for enabling innovation,“ said Nigel Dessau, AMD senior VP and chief marketing officer. “While this unique approach has always been our practice, ‘Fusion’ is the most focused articulation yet of how AMD marries innovation with collaboration in ways that can yield benefits to the marketplace greater than the sum of its parts.“

The new marketing line is “The Future is Fusion,” and could soon replace the current “Smarter Choice” tagline before the next buying season. Dessau explains that the new words encompass an entire company philosophy across the product line: “At work, Fusion means delivering leading server performance against real-world workloads with best-in-class performance-per-Watt and powerful virtualization capabilities.”

“At home, Fusion means enabling people to share the full range of digital content on any screen they choose,” Dessau continued. “At play, Fusion builds on the AMD and ATI record of leadership in providing the first 3-D graphics processing unit and driving the graphics for both the Microsoft Xbox 360 and Nintendo Wii game systems.“

Essentially, AMD is hoping with its new ad campaign to convey the company’s technical prowess and the advantages it has over the competition by being able to integrate its CPU and GPU technologies in one box.

AMD’s new marketing strategy could be reflective of the changing times that the company is currently going through. AMD’s seen far better days and a new, fresh company image could be the first step in the company’s return to previous glory.

Unfortunately for those eager for new silicon, Fusion has nothing to do with a new chip design, though AMD did tell Tom’s Hardware specifically that an initiative to marry the CPU and GPU is still underway. Such chip will likely appear first as an APU (Accelerated Processing Unit).

See AMD’s newly launched Fusion website here.

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  • 0 Hide
    thr3ddy , September 18, 2008 5:32 PM
    The article link on the front page (with the image) gives a 404 error.
  • -7 Hide
    captaincharisma , September 18, 2008 5:47 PM
    well i will just sit back with my popcorn and watch all the loser AMD fanboys come in praising AMD on this. like catholics praise god
  • 0 Hide
    one-shot , September 18, 2008 6:04 PM
    Wow......sad person. I bet people dying makes you happy.^^
  • 1 Hide
    bf2gameplaya , September 18, 2008 6:20 PM
    “Fusion is AMD’s way to express how we blend our customers‘ needs, dreams and desires with our unique passion for enabling innovation,“ said Nigel Dessau, AMD senior VP and chief marketing officer.

    "Nigel Dessau is a feckless feel-good buzzword generator instead of a clear and concise channel of new product information from AMD." said bf2gameplaya, an AMD customer and enthusiast.
  • 2 Hide
    dvmoo7 , September 18, 2008 6:50 PM
    Well, so much for all the hype around Fusion saving the day for AMD. With no actual product or silicon, fusion turned out to be just an expression or idea? “Fusion is AMD’s way to express how we blend our customers‘ needs, dreams and desires with our unique passion for enabling innovation,“ LMAO...
  • 1 Hide
    Ryun , September 18, 2008 7:39 PM
    dvmoo7Well, so much for all the hype around Fusion saving the day for AMD. With no actual product or silicon, fusion turned out to be just an expression or idea? “Fusion is AMD’s way to express how we blend our customers‘ needs, dreams and desires with our unique passion for enabling innovation,“ LMAO...


    No, it says so in the article:
    Quote:

    Unfortunately for those eager for new silicon, Fusion has nothing to do with a new chip design, though AMD did tell Tom’s Hardware specifically that an initiative to marry the CPU and GPU is still underway. Such chip will likely appear first as an APU (Accelerated Processing Unit).
  • 0 Hide
    Area51 , September 18, 2008 7:54 PM
    I guess If you can't make a good CPU's then just write an application in 1/2 hr to turn off services and call it revolutionary. This must be a bit embarrassing for the AMD hardware engineers.
  • -2 Hide
    Pei-chen , September 19, 2008 1:10 AM
    Can't wait for Intel to combine a 9600GT and E8600.
  • 1 Hide
    one-shot , September 19, 2008 1:53 AM
    Pei-chenCan't wait for Intel to combine a 9600GT and E8600.
    I'm sure the chance of Intel and Nvidia getting together and sharing company secrets is very likely....or not very
  • 0 Hide
    mamaoyot , April 23, 2011 11:41 PM
    For information about the full article "AMD’s Fusion Blends CPU and GPU"
    http://devicegadget.com/news/amds-fusion-blends-cpu-gpu/1099/