Feeds

AMD preparing Centrino-esque laptop brand... again?

Vision thing

SANS - Survey on application security programs

AMD will launch a new brand, Vision, in a bid to create an alternative to Intel's Centrino... just as Intel starts to downplay its long-running laptop platform brand.

AMD hasn't said anything publicly, but the inevitable industry leaks indicate it's going to establish vanilla, Premium and Ultimate versions of Vision - echoes of Windows 7 there - each of which centres on an AMD CPU and integrated or discrete graphics core, and a third-party Wi-Fi controller.

Wi-Fi controllers are what Intel plans to limit the Centrino brand to as it shifts to a branding strategy that focuses almost entirely on its Core, Pentium, Celeron and Atom processors.

What's been said so far indicates Vision will comprise a Neo X2 processor and Radeon HD 3200 or 4200 integrated graphics. Neo is AMD's CPU for thin'n'light laptops. It's currently available as a single-core part, with a dual-core version having just begin shipping this month.

Vision Premium will use an unnamed AMD CPU - or possibly a choice of parts - and a Radeon HD 4330 discrete GPU. Vision Ultimate ups the spec to a Turion X2 processor and a Radeon HD 4780 graphic chip, it's said.

Ultimately, whether any of this makes any difference will depend not on the technology used but the marketing resources AMD brings to bear to get buyers thinking about Vision. AMD has a history of these kinds of branding initiatives, most of which have failed to come close to matching the brands Intel has created.

Heck, not even Intel's efforts have always been successful. Whatever happened to Viiv, by the way?

AMD simply doesn't have the same resources. Which begs the question: why this obsession with laptop stickers, guys? ®

SANS - Survey on application security programs

More from The Register

next story
Samsung Galaxy S5 fingerprint scanner hacked in just 4 DAYS
Sammy's newbie cooked slower than iPhone, also costs more to build
Leaked pics show EMBIGGENED iPhone 6 screen
Fat-fingered fanbois rejoice over Chinternet snaps
Oh no, Joe: WinPhone users already griping over 8.1 mega-update
Hang on. Which bit of Developer Preview don't you understand?
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Rounded corners? Pah! Amazon's '3D phone has eye-tracking tech'
Now THAT'S what we call a proper new feature
Feast your PUNY eyes on highest resolution phone display EVER
Too much pixel dust for your strained eyeballs to handle
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
US mobile firms cave on kill switch, agree to install anti-theft code
Slow and kludgy rollout will protect corporate profits
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.