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Advanced Micro Devices introduced its Vision brand for PC platforms just about three years ago. Different versions of Vision were intended to show end-user performance and capabilities of different notebooks and desktops. However, it looks like now the company has lost faith into Vision and plans to phase out the brand in 2013.

Originally, AMD Vision featured four types of platforms: Vision (dual-core processor, integrated graphics core), Vision Premium (low-power dual-core processor, higher-performance integrated graphics); Vision Ultimate (low-power premium-performance dual-core processor, standalone graphics processor); Vision Pro (professional-grade hardware). Starting from April 2011, AMD dropped monikers like “Premium”, “Ultimate” and “Pro” monikers and instead of that started to put microprocessor types on the Vision stickers as well as additional labels that revealed the number of x86 cores and type of graphics sub-systems.

It looks like dual-logo approach was not exactly appreciated by AMD’s partners simply because its platforms are nowadays too different and simple classification does not simplify choice. Moreover, many traditional performance metrics are no longer as important as several years ago. For example, core-count inside accelerated processing units will no longer matter once AMD unveils its low-power quad-core solutions based on Jaguar cores later this year. In general, it will be impossible to clearly determine which desktop or notebook platform will be premium and which will be mainstream or ultimate. Moreover, considering the fact that with the cancellation of code-named Kaveri APUs AMD will not be able to target high-end part of the market with ultimate parts, it makes a perfect sense to start de-emphasizing positioning and emphasize product/family brand only.

With the roll-out of next-generation accelerated processing unit (APU) solutions – code-named Richland, Kabini and Temash – AMD will cease to use Vision platform brands, reports SemiAccurate web-site citing its own sources. Instead, the company will emphasize product family, e.g., FX (for Vishera products); A10, A8, Athlon or Pro (for Richland products); A6, A4, E2 or E1 (for Kabini series) as well as something for APUs aimed at ultra-low power platforms, such as Temash.

In many ways, AMD’s product branding will resemble that of Intel, which phased out platform brands, such as Centrino, and now only promotes CPU families: Core i7, Core i5, Core i3, Pentium or Celeron.

AMD did not comment on the news-story.

Tags: AMD, Vision, Llano, Trinity, Vishera, Richland, Jaguar, Kabini, Kaveri, Temash, Business


Comments currently: 26
Discussion started: 01/02/13 02:59:28 AM
Latest comment: 06/13/16 01:16:21 AM
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AMD needs to get their marketing right. They need good product branding of features that they can whack on laptops as stickers to differentiate their products and attract consumers - for example: AMD Games Advantage TM or AMD Super Compute TM (for APU). It is important to build up a brand when selling products. I just don't understand why they can't get the fundamentals right. It's textbook stuff. Anyone got a different opinion?
15 13 [Posted by: linuxlowdown  | Date: 01/02/13 02:59:28 AM]
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They are believed to have received feedback time and time and again to the marketing division that the AMD branding's visibility ranges from 'appalling' to 'not enough'. They haven't gotten many 'good enough' or 'excellent' remarks

I don't know, but "AMD Vision" still doesn't mean much to the average consumer. We know what it means because we took the pains to understand it thoroughly or maybe we are more savvy about these things?. But for many others "What is Vision?" they might think, what does that imply when you first hear it.

That is more important, if you have a branding program it should be catchy and at the same time be able to drive a good point home.

I am not a marketing guy so I have no brilliant ideas to offer but those who are they are the ones who are being given the big bucks so they need to come up with something that works. Tough job but someones gotta do it. The engineers are doing their part of the bargain now its upto marketing and management to step up.

By the way I haven't heard of this 'rumor'. If it comes to pass good on Charlie's team on getting first piece on this info. If it doesn't? wouldn't be the first time they got something wrong.
7 2 [Posted by: vanakkuty  | Date: 01/02/13 03:25:16 AM]
show the post
3 6 [Posted by: jks  | Date: 01/02/13 12:24:01 PM]
I eat, sleep and breathe AMD, but still NEVER understood the Vision crap! I know I have had many of my customers ask me what it means. I just told them to look for the A8 or A10. Good move on ending what seems pointless anyways.
7 2 [Posted by: bigbrave  | Date: 01/02/13 05:14:00 PM]
I think what AMD needs is excellent products that will sell themselves however AMD doesn't have that right now. A 5 watt kaveri would be a very good place to start.
2 4 [Posted by: ten  | Date: 01/03/13 08:17:51 AM]
Kaveri/steamroller is never aimed at lower power of that range, you are looking more towards the speculated Tamesh type jaguar solutions for anything near 5 watts. The logic and optimizations are done for maximal performance without the stringent Jaguar style power constraints.
6 2 [Posted by: vanakkuty  | Date: 01/03/13 08:39:26 AM]
show the post
2 6 [Posted by: ten  | Date: 01/03/13 09:04:55 AM]
Jaguar isn't good enough at 5 watts it will wedged between a rock and a hard place.

Are you saying "if" jaguar is not good enough? I think you missed out "if". Because otherwise it seems your post is making an absolute statement that Jaguar isn't good enough when its not even tested yet by the public.

10 Watts is still not great for tablets. Jaguar can easily beat those levels if they want to enter tablet market. The architecture is engineered for low power.
7 1 [Posted by: vanakkuty  | Date: 01/03/13 09:13:18 AM]

last thing to do is copy intels branding what a cluster fuck of a branding that is. i mean the pentiums and celerons are soo close to each other in price and performance now they pretty much cancel each other out. Instead of intel just renaming them a lower class core i3's, they continue to use branding names that should have been axed a long time ago once the core i series came out. trying to explain to the avg consumore what a core i7, core i5, and core i3 are is hard enough let alone trying to explain to them that pentiums aren't the same pentiums that they remember, because many avg consumors still think a pentium is the best intel chip due to years and years of intel's marketing on the pentium chip touting it as the best. So when they hear pentium they just automaticly assume that it's the best intel chip still, which is another reason why intel needs to remove the name from its lineup to help reduce confusion to the avg consumors.
14 11 [Posted by: SteelCity1981  | Date: 01/02/13 04:01:45 AM]
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Unfortunately, not all marketing is made to be clear and can be purposely deceptive. I honestly gave up some time ago trying to follow Intel's CPU branding because the ixxxx naming scheme has blown out. At least AMD's naming scheme is a tad easier. But it needs to improve to make it easier for consumers to make purchasing decisions on their own, who often get no help from the sales assistants who don't know AMD product (yes that's my real life experience from selling computers in a big flagship department store 9 years ago).
13 12 [Posted by: linuxlowdown  | Date: 01/02/13 05:12:22 AM]
Interesting to know you and linuxlowdown mention that about Intel's naming scheme as well.

I was under the impression Intel's heavy marketing funds paid off and people knew i3 means lowest i5 means middle and i7 means the top end.
6 3 [Posted by: vanakkuty  | Date: 01/02/13 05:23:17 AM]
I am very technical person and it is hard to describe the difference between an i3 to an i5 to an i7. The best thing I can say is the pricing. An i3 pricing peaks out on $150 and then i5 peaks at on $250. Then i7 peaks at on $350. These are rough figures, but you pay the premium as you go upward. It is hard to compare the features of the i3, i5, and i7. It is best to not look at i3, i5, i7, but to look at the model number because that relates closer to the processor actual performance.

The only thing that paid off for Intel is Intel's determination to make sure whatever happened during Pentium 4 VS Athlon does not happen again. Intel says exact same thing. The i-core series is Intel's ongoing plan to make sure AMD does not succeed at beating Intel again. I think it is inevitable because ARM is catching up in a hurry even though ARM is a complete different instruction set than 80x86.
5 2 [Posted by: tecknurd  | Date: 01/02/13 12:03:21 PM]
Well, I would describe the Core i7 as having the HyperThreading turned on where as the Core i5 has it turned off. When you look in the Device Manager the Core i7s show up with eight cores, but it's just a quad-core with hyperthreading. That's one way.
6 1 [Posted by: bigbrave  | Date: 01/02/13 05:17:21 PM]
Thats true common consumer may not know the finer details why i7 is a higher model than i5 model for example. But I thought they atleast knew i7 means better than i5, obviously costing more for the privilege.
5 2 [Posted by: vanakkuty  | Date: 01/02/13 08:16:54 PM]
i ran into many avg consumors that get confused by the core i branding and if you start going into technical details it's like speaking another langauge to many of them. Just last week i had a client tell me she wanted a nice computer with a pentium processor. lol i had to explain to her that the pentium processor is no longer what you think it is and that it's intel's budget brand now.
5 1 [Posted by: SteelCity1981  | Date: 01/03/13 12:00:29 AM]
I honestly once read on a website review that this core i5 was faster than one of the lower i7. I just got confused and switched off. In the beginning I understood the i3,i5,i7 thing because I bought an i5 Lenovo laptop. But I believed that the boundaries had been blurred. Maybe I'm wrong or have read the wrong thing.
5 1 [Posted by: linuxlowdown  | Date: 01/03/13 05:40:20 AM]
There are some ULV laptop SUKs for example that get the i7 treatment. That can confuse anyone.

Like this one Core i7 2677M:

Just by looking at basic specs once can tell this should really not be thought of as a true i7 league chip its an i7 in a different TDP class. This is definitely confusing to the vast majority.
7 2 [Posted by: vanakkuty  | Date: 01/03/13 05:56:14 AM]

Won't mean a thing. I'll bet 99% of PC consumers have no idea what the "Vision" brand represented so dropping it is no loss. Probably the only ones who actually knew what it was is the OEMs.
7 1 [Posted by: beenthere  | Date: 01/02/13 07:05:35 AM]
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I think vPro and Centrino are the same deal as Vision. Nobody knows these names unless people look them up. Kinda funning of stating a price or requirement for sticker because that is all is vPro, Centrino, and Vision which are stickers.
3 1 [Posted by: tecknurd  | Date: 01/02/13 11:06:36 AM]

Perhaps, they should just have the basic clean looking AMD logo like Apple does. To attract interest of consumers who don't know anything about PC parts, they could have removable stickers where the palm rest on the laptop is to advertise key features:

- Have a graph with 3Dmark 11 score of their APUs/GPUs against competing products in the same price range
- Have a graph of battery life

This way the consumer can see right away the graphics performance and the battery life. The rest comes down to price.

The average consumer doesn't like technical data but they love easy benchmarks they can understand like battery life, PCMark or 3DMark. So feed them this marketing instead. Maybe to make it even cleaner, create small 8x6 inch marketing point of purchase displays that can highlight 3dMark/battery life and some key features next to each laptop sold.

Similar to how motherboard makers unveil new boards - they have a little marketing pamphlet with all the key features next to it:
6 3 [Posted by: BestJinjo  | Date: 01/02/13 11:02:26 AM]
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I agree that AMD needs to modernise its logo and a change of colour away from green. Red, black and silver does it for me.
6 2 [Posted by: linuxlowdown  | Date: 01/03/13 05:43:13 AM]

show the post
3 8 [Posted by: jks  | Date: 01/02/13 12:29:20 PM]
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You have inside sources at the company? Or just a half-glass empty type of guy? What do you even mean about "discontinued products" in 2013? Of course AMD is going to discontinue HD7000 series and Trinity in favor of their replacements, unless you think there will be no HD8000 series or Richland?
5 2 [Posted by: BestJinjo  | Date: 01/02/13 03:49:10 PM]


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