AMD: "consumers don't care about processors"

Posted on 10 Sep 2009 at 14:29

AMD has today released its new branding strategy for laptop computers, which aims to simplify the buying process for less technically literate consumers.

The company will bin its various different labels that appear on its partners' laptop designs in favour of a simple three tiered system known as Vision. It downplays technical specifications and instead divides AMD-based laptops into three distinct performance categories dubbed Vision, Vision Premium and Vision Ultimate.

Leslie Sobon, AMD's vice president of worldwide marketing, admitted that consumers don't care about what's inside their laptop. Instead, they just care about what it looks like and what it can do. "We calculated that we had 221 different brands out there, but the consumer simply doesn't care about what's inside the box," admitted Sobon. "We need to stop talking about processors and start talking about usage."

The three tiers are categorised as See, Share and Create. Entry-level Vision laptops offer basic capabilities for playing music and videos and browsing the internet, while Vision Premium adds support for ATI Stream for video transcoding and DirectX 10.1 for gaming. Vision Ultimate adds extra power for video editing.

While AMD hopes Vision will provide some clarity for mainstream consumers, Sobon said that full technical specifications and information will also be available for those who want it.

Author: Tim Smalley

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