Feeds

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

Vision thing

The Power of One Brief: Top reasons to choose HP BladeSystem

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? ®

Using blade systems to cut costs and sharpen efficiencies

More from The Register

next story
Report: American tech firms charge Britons a thumping nationality tax
Without representation, too. Time for a Boston (Lincs) Macbook Party?
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
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
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
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.