Feeds

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

Vision thing

The Power of One Infographic

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? ®

Top three mobile application threats

More from The Register

next story
NEW Raspberry Pi B+, NOW with - count them - FOUR USB ports
Composite vid socket binned as GPIO sprouts new pins
Child diagnosed as allergic to iPad
Apple's fondleslab is the tablet dermatitis sufferers won't want to take
Microsoft takes on Chromebook with low-cost Windows laptops
Redmond's chief salesman: We're taking 'hard' decisions
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Seventh-gen SPARC silicon will accelerate Oracle databases
Uncle Larry's mutually-optimised stack to become clearer in August
EU dons gloves, pokes Google's deals with Android mobe makers
El Reg cops a squint at investigatory letters
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.