Following AMDs Vision

By Jeffrey Burt  |  Posted 2010-05-12 Print this article Print


AMD officials also predict healthy growth in the notebook space, and expect the company's Vision strategy to help fuel sales and revenue increases.

Vision was introduced in 2009 as a way of marketing PCs more along the lines of how people buy them-focused less on technical details and more on functionality.

"We were going to change how PCs were purchased," said Rick Bergman, senior vice president and general manager of AMD's Products Group. "We moved away from the technical jargon that, to be honest, no one understood anyway."

Many AMD notebooks are now sold under the Vision strategy, with different Vision tags signifying different capabilities within the systems.

Executives of several OEMs spoke at AMD's event, praising the Vision initiative.

"We've quit talking about specs and speeds and feeds," said Nick DeMarco, director of global marketing at Dell. "We're focused instead on what users want."

Bergman said 90 percent of AMD-based laptops sold now go out with the Vision identification.

Chris Cloran, corporate vice president and general manager of AMD's Client Division, said the company has added a fourth Vision level-Vision Black-for high-end enthusiasts looking for systems in which the processors, like the Phenom II, can be overclocked.

The basic Vision label is for such systems as netbooks and ultrathin notebooks, Premium Vision is for systems designed for viewing media like videos and photos, and Ultimate Vision is for media viewing and media creating.

AMD also is bringing the Vision strategy to desktops for the first time.

AMD's Bergman said over the next few months he expects a flood of Vision-based systems to come rolling out from such OEMs as Hewlett-Packard, Dell, Acer, Lenovo and Asustek Computer.


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