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Advanced Micro Devices may can specific brand-names of its microprocessors in order to emphasize its corporate AMD Vision trademark and attract attention to its corporate brand. As a result of the move, Athlon, Phenom and Sempron will vanish into oblivion.

When AMD completes its consumer desktop processor lineup with code-named Llano and Zambezi microprocessors later this year, it will not introduce any new brand-names for them, but will divide then into different classes of its Vision platforms, according to a document seen by X-bit labs. Instead of traditional Phenom, Athlon and Sempron, AMD's product family will include FX-series, A-series and E-series microprocessors.

The code-named Zambezi processors based on Bulldozer micro-architecture with four, six or eight cores will belong to FX-series and will be sold under AMD Vision Black and AMD Vision Ultimate labels.

The accelerated processing units known as Llano - which will have two or four cores as well as ATI Radeon HD 6000-class graphics core - will become A-series processors. Such chips will power AMD Vision Ultimate and AMD Vision Premium platforms.

The low-end of the market will continue to be served E-series accelerated processing units with one or two cores and a basic Radeon HD 6000-class graphics endine code-named Zacate under AMD Vision sticker.

While it is regrettable that brands like Athlon, Phenom or Sempron will be essentially gone (provided that the information is correct), from marketing perspective the decision is hardly very strange. For example, Mercedes does not name its cars, but has various classes (A, B, C, E, R, S, etc.) that may be based on similar chassis, engines, etc., but provide experience that is expected from a particular class (e.g., A provides maximum compactness, S provides maximum comfort).

A transition to any new branding scheme naturally takes time, so the end-users will most-likely have a hard time understanding the difference between AMD Vision Ultimate FX-based system and an AMD Vision Ultimate A-based personal computer.

"What you saw AMD do with APUs on the 'Brazos' platform is get component-level branding out of the way so that our OEM partners can imbue their products with branding of their choosing without sub-brands cluttering things up. Vision is AMD's contribution, which comes with the intention of simplifying the purchasing for folks who know what they want to do with their PC and don't care to learn the intricate sub-component technical nuances to make a buying decision. Will we do the same with Llano and Zambezi?  You'll have to wait and see," said Damon Muzny, a spokesman for AMD.

Tags: AMD, Fusion, Llano, Zambezi, Bulldozer, 32nm, Phenom, Athlon, Sempron


Comments currently: 16
Discussion started: 02/10/11 05:48:44 PM
Latest comment: 02/15/11 12:39:11 AM
Expand all threads | Collapse all threads


yet another amd confusion mess-up scheme took its birth.

i'm happiest consumer on planet (rather, i'd be even happier if this rebirths should came out more frequently, name changes every 18-24 month seems like perfect period)
0 0 [Posted by: OmegaHuman  | Date: 02/10/11 05:48:44 PM]

Sure, Mercedes has it's various classes, but I would be rather driving Porsche Boxster, than any of Mercedes' class.
0 0 [Posted by: FLA  | Date: 02/10/11 06:49:46 PM]

FX still sounds badass!
0 0 [Posted by: PFX  | Date: 02/10/11 08:09:40 PM]

and I thought Intel's naming scheme was confusing when it first came out.... >.>"
0 0 [Posted by: deltatux  | Date: 02/10/11 08:40:02 PM]

The most important thing AMD needs to deliver is performance > $130 price level. Since A64, they have remained more or less uncompetitive during Core 2 Duo/Quad generations, Core i5/i7 generation and are now completely behind compared to Sandy Bridge processors. AMD can change naming conventions all they want, but unless they can deliver a performance competitive 4-, 6- and 8-core processor, it's all just marketing fluff.
0 0 [Posted by: BestJinjo  | Date: 02/10/11 11:02:18 PM]

The class system will make sense to the avg consumer, instead of having diff names for a prcoessor brand like there is now. The avg consumer really doesn't know the diff between a Phenom, Athlon of Sempron. So by putting each brand in a class it will make more sense to the consumor, because it will make each class easier to understand by using a letter grade system.
0 0 [Posted by: SteelCity1981  | Date: 02/10/11 11:04:22 PM]
- collapse thread

I agree, it is a sensible move. I don't see what the outrage is about
0 0 [Posted by: taltamir  | Date: 02/12/11 03:02:35 AM]

Just shoot the marketeers and let the engineers define the names.

Every screw up in processor designation has come via these red braced buffoons. Sack the lot of them and allow those with a stake in the product to define the right name.

While intel is concentrating on the J3456sa part 3 para 14 you can define a name that actually means something to those that matter, the customers.

Take the money you would have paid these clueless twits and have a good party instead.
0 0 [Posted by: sanity  | Date: 02/11/11 01:18:06 AM]

Can I puke ?!

Who pays these compele morons ?
0 0 [Posted by: East17  | Date: 02/11/11 02:40:09 AM]
- collapse thread

Me too!
0 0 [Posted by: jonup  | Date: 02/11/11 04:50:08 AM]

Every product has a name change throughout its history, so what is the big deal about this one? There will no doubt be a product comparison chart or something similar so you can find out what it is you want before you go and spend your hard earned cash on it.
0 0 [Posted by: GavinT  | Date: 02/11/11 04:31:16 AM]

Another purposely confusing made plan for the consumer slave class.
0 0 [Posted by: ratnik  | Date: 02/12/11 12:44:22 AM]
- collapse thread

fx = high end
a = everybody else
e = ultra-light
whats confusing about that?
0 1 [Posted by: Countess  | Date: 02/13/11 06:39:53 AM]

wtf is so confusing about 3 different classifications?

fx = high end
e = ultra-light
a = everybody else
seriously whats confusing about that?
the article does a poor job of communicating this but that's the fault of this article, not the naming itself.
0 1 [Posted by: Countess  | Date: 02/13/11 06:42:26 AM]

To stand by GavinT and Countess: this new naming scheme makes perfect sense, unlike all the codenames used recently by AMD (one layer too many imho).

AMD Vision Black = extreme segment
AMD Vision Ultimate = enthusiast segment
AMD Vision Premium = mainstream segment
AMD Vision = low-power segment (they could have added a 3rd word to it for convenience)

Unlike Intel who messed it up big time by using the i7 naming in 2 different platforms.
0 0 [Posted by: phobia26  | Date: 02/14/11 02:53:16 AM]

Its about time AMD, should make thinks a lot more readable to joe average
0 1 [Posted by: alpha0ne  | Date: 02/15/11 12:39:11 AM]


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