Company: AMD
Authour: James Prior
Editor: Charles Oliver
Date: August 24th, 2010
AMD's VISION

AMD
AMD
Rage3D recently had the opportunity to speak with AMD executives about two exciting topics - Hot Chips, and AMD VISION. Now, the former is obviously of interest to everyone, covering AMD's brand new, built from the ground up, x86 microprocessor architecture. The second - well, we'll show you how that's interesting, too.


AMD VISION
AMD VISION

AMD launched the VISION Technology branding in September 2009, at the Eyefinity unveiling and HD 5000 series press preview, of which you can read more about here. The purpose behind VISION was to simplify the purchasing experience for consumers, by getting rid of the meaningless (to most people) details and stickers adorning the products on display in stores.

VISION branding is not a lead branding, it's a co-branding designed for partners to use with their own brand and models; e.g. advertising will be in the form of 'HP Whatsitdodad based on AMD VISION technology', reinforcing the platform experience. The branding is not reliant on a single component, rather a summary of the system's overall capabilities.

VISION Premium
VISION Premium

The VISION branding is designed to aid both sales persons and customers identify the target use and satisfy those requirements. For AMD partners, it's easy to articulate an up sell - this VISION level will benefit the customer for these uses. VISION puts usage based scenarios first.

Usage Most Important
Usage Most Important

Traditionally this has been done by describing the technical aspects of the hardware - hypertransport version and speed, clock pumps per second, doubled data rate RAM speeds, and cache sizes. However that doesn't make it easy for the casual computer user or gamer to understand what they're getting. In the place of CPU, GPU, HDD and Display nomenclature bombarding the customer with megahertz, gigahertz, terabytes and HD something or other, came four stickers - VISION, VISION Premium, VISION Ultimate, and VISION Black.

  • VISION is the entry level, for basic computing operations

  • VISION Premium is for HD content consumption, including movies, pictures and music

  • VISION Ultimate provides a platform for the content creator, the gamer

  • VISION Black is for the enthusiast who wants to be the best, always needing the fastest processor and graphics, plus unlocked overclocking and tweakability.

Today's computer users are more connected and consume more video, audio and pictures than ever before. They look for a rich, smooth high-definition experience in all that they do, from browsing the web and watching movies both online and locally, to gaming and editing their own pictures and home movies. The days of simple email boxes are long gone.

VISION Platform
VISION Platform

Target use and budget are the primary considerations for new purchases. Consumers only get side-tracked into Gigahertz, L2 cache and Stream Processors because they don't know how to evaluate the information on the side of the boxes - all stemming from the 'bigger is better' school of bamboozle marketing. Sure, you can run Adobe CS4 or Hulu or a 3D Game on a netbook, but the experience will be crap. You need more power, but you don't know how much - or of what kind.


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