Feeds

AMD readies rival to Intel's Viiv

Battle of the brands

Internet Security Threat Report 2014

AMD is to launch a new brand to better associate its processors with PC-based home digital media systems, the company has revealed.

The news was broken by AMD's sales and marketing chief, Henri Richard, speaking at the company's annual analysts conference, the Financial Times reported last week.

At the event, AMD also said it is planning to put together a whitebox notebook reference design to boost its support among system builders and OEMs keen to break into the mobile computing market.

Curiously, the company initially told The Register that no such announcement had been made, but later, after checking the transcripts, a spokesman was forced to confess that AMD's processor chief, Marty Seyer, had indeed made statements to that fact. Whoops.

Richard's branding plan comes on the heels of the launch of Intel's home entertainment PC platform, Viiv, announced last August and due to arrive on the market in January. Sources familiar with Intel's retail strategy tell us the chip giant is having difficultly getting retailers to understand Viiv, which they irritatingly refuse to pronounce properly - 'viv' rather than 'vive', we're told.

Let's hope AMD is able to come up with a brandname whose name is not only less opaque but also easier to pronounce. Or not. How about... AMD niin (pronounced 'nine' - or should that be "nein!")? ®

AMD NiiN home brand

Providing a secure and efficient Helpdesk

More from The Register

next story
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
Jaguar Sportbrake: The chicken tikka masala of van-sized posh cars
Indian-owned Jag's latest offering curries favour with us
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Here's your chance to buy an ancient, working APPLE ONE
Warning: Likely to cost a lot even for a Mac
Xiaomi boss snaps back at Jony Ive's iPhone rival 'theft' swipe
I'll have a handset delivered. Judge us after you try us...
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.