Company: AMD
Authour: James Prior
Editor: Charles Oliver
Date: August 24th, 2010
VISION - A Winning Strategy

Notebooks and AMD VISION

AMD are currently prioritizing notebook design wins. This means they are most serious about getting AMD technology into portable computers, and boosting their 'new' Ultraportable market segment (more about this later).

AMD VISION Powered Notebooks
AMD VISION Powered Notebooks

VISION Branding lets everyone simplify the buying experience. With pre-certified performance branding, the sales person need only match up the buyers needs with the range of products that fits them, and then let the consumer pick out the OEM brand, additional features and styling in the price band they prefer.

Today's Usage
Today's Usage

This ought to boost consumer confidence in their purchase, as the decision is then theirs as to the final selection - that feeling of being 'taken' by the smooth-talking sales dude on commission should evaporate. In reality, this has just moved the smooth talk from the physical or telephone representative or website you are dealing with, to being the manufacturers'. At this point, natural distrust and echoes of 'caveat emptor' come to mind, as consumers now have to deal with faceless mega-corps who kill our environment to make a buck off our backs. Well, maybe not all of them, but they all buy and use petroleum products at some point ... anyway, the main point here is this: corporations exist to make money.

Buy With Confidence?

AMD aims to restore that consumer confidence by providing flexible platforms for the VISION Technology certifications. First of all, AMD doesn't certify every product they produce. You won't find an Athlon Neo single core mobile processor in an AMD VISION branded product - it's not good enough. The certifications start with dual core processors. The graphics side is a little different, as even the lowly HD4200 Integrated Graphics can be featured in AMD VISION platforms.

AMD Ultrathin Platform Specifications
AMD Ultrathin Platform Specifications

AMD are strong to stress the importance of balance; balanced central processor (CPU) and graphics processor (GPU) performance and use. This is what gives the smooth and rich end user experience the consumer is looking for. In fact, they have gone as far as to say that the CPU and GPU are the left and right sides of the brain, both logical and creative. This isn't quite true, as the function of the modern GPU is an accelerator - it's more akin to turning on the 'savant', making massively parallel and complex problem solutions faster, delivering an intuitive and smoother end user experience.

Differentiated VISION Capabilities
Differentiated VISION Capabilities

Balanced Computing

AMD's focus on a balanced computing platform is for two reasons. First of all they have a strong set of components to build with. A 'triple-A' platform of AMD Graphics on AMD Processor on AMD Chipset has a lot going for it - low power, SATA 3, lots of expandability, lots of display output options. The AMD Graphics division execution of the 'sweet-spot' strategy has given AMD a full range of DirectX 11 graphics components for use with VISION, in both desktop and mobility platforms.

Secondly, VISION lets AMD's newest venture come to market. The understanding of balancing of CPU and GPU is necessary for the introduction of FUSION, AMD's combination of CPU and GPU in one product, called an Accelerated Processing Unit (APU). Without working with Independent Software Vendors (ISVs) like Microsoft, Adobe, Cyberlink, Corel, etc. to generate an infrastructure of software that uses the extra compute power of the GPU, the APU isn't going to be a success.

AMD Ultrathin Platform Benefits
AMD Ultrathin Platform Benefits

To start the ball rolling, AMD's VISION branding creates pseudo-APU environments, using the current products from AMD to build a platform similar to that contained within the APU. AMD demonstrates this in their 'new' product market, Ultrathin notebooks. At this point you might be looking around for your netbook or MacBook Air clone, thinking it's already here. To a certain extent it is, but AMD want to define the market and redefine the user experience expectations.


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