AMD Educates Customers on Genuine Product Boxes

by Anton Shilov
01/10/2005 | 06:43 PM

Advanced Micro Devices said Monday newly designed packaging boxes of its microprocessors will have a special holographic label that helps customers to ensure they buy genuine microprocessors.

“AMD believes these security enhancements provide customers a fast, effective way of authenticating AMD PIB, and also help better protect their consumer rights upon purchase,” said Marty Seyer, corporate vice president and general manager, Microprocessor Business Unit, Computation Products Group, AMD.

Boxed processors are a popular choice for PC consumers and system builders who want the flexibility of choosing their components to assemble their PC. Each processor-in-box (PIB) product includes an AMD-branded processor, an AMD qualified heatsink and fan, and a three-year limited warranty.

Advanced Micro Devices also sell so-called tray-versions of processors, which are mostly intended for system integrators and computer makers. However, portions of such batches emerge in the retail market and sometimes certain companies sell counterfeit chips that are either remarked or defect. Usually such CPUs work unstably, malfunction and probably lack any overclocking potential, a capability that is valued by computer enthusiasts. It is unclear whether it was possible to duplicate and sell fake AMD PIB products in the past.

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All authentic boxed AMD Athlon 64 FX, AMD Athlon 64, AMD Sempron and AMD Opteron PIB products have the holographic label on the bottom left corner of the packaging. The label combines overt authentication feature, tamper evident construction and a tightly controlled secure supply chain, making it extremely difficult to duplicate, AMD said. It consists of a three-dimensional, full-parallax view surrounding the AMD Arrow logo that shows dots arranged in a pattern: from one dot to two dots, three dots and four dots as it is viewed from different angles.

AMD will use various communication vehicles to inform worldwide customers about this new feature, including e-communication, customer training, and point-of-sale marketing materials.