AMD's Vision to Make Branding Notebooks Simpler

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Besides just launching new mobile platforms today, AMD is also bringing out a new branding scheme that hopes to simplify the computer buying experience for the mainstream consumer.

While the Tom's Hardware reader will understand the difference in notebook capabilities down to GHz, cores, cache, and GPU type, the casual shopper doesn't have much else to rely on other than immediately evaluable traits such as screen size and other outward appearances. AMD hopes to change this by bringing in a type of branding that speaks to the buyer in a good, better, best format.

Following the launch of Windows 7 and the launch of the new mobile platforms, AMD-powered systems – that is, those with both AMD CPU and ATI GPU – will be branded as Vision technology.

"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 is adopting a naming system that we've heard before attached to Windows SKUs. Three initial tiers will hit notebooks: Vision Basic, Vision Premium and Vision Ultimate.

Vision Basic will be aligned with the idea of users being able to "See" content mainly presented via the web. Vision Premium adds the idea of being to "Share" content with greater focus of video media. Vision Ultimate brings in 3D gaming and video and music editing.

Later, in the first quarter of 2010, AMD plans to introduce a fourth level, Vision Black for an even higher tier of performance – typically sought after by enthusiasts and gamers.