AMD simplifies data to tell people what processors do

By Ryan Kim, September 11, 2009

For a chip company, AMD is pushing a curious but refreshing strategy. The No. 2 chipmaker is embarking on a marketing campaign in which it is de-emphasizing its chips in favor of appealing to how consumers will actually use the computer. With the new "Vision Technology from AMD" campaign, the Sunnyvale company will spend less time talking about CPU clock speeds and more about what people can do with its processors and graphic cards. This addresses the confusion that many consumers feel as they enter a Best Buy and are bombarded with specifications that often don't answer the basic question: What can I do with this computer? AMD believes the marketing push, and working with retail partners to train their associates, will help consumers get over the intimidation and confusion. And, of course, AMD hopes that translates into a purchase. There will be three classifications assigned to computers using AMD chips: Vision Basic, Vision Premium and Vision Ultimate, which will replace the more than 20 categories AMD now uses.

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