In a bid to simplify PC buying process for consumers, Advanced Micro Devices has rolled out its new series of PC platforms called Vision. The move will help AMD’s partners to offer better tailored solutions for end-users, which is likely to transform into better sales for AMD itself. In addition, the new Vision branding schemes mark the first time when the chipmaker introduces guidelines for its partners how to build notebooks.

“Today’s consumer cares about what they can do with their PC, not what’s inside. They want a rich HD and entertainment experience on their PC, delivered by the combined technology of AMD CPUs and GPUs, without having to understand what gigahertz and gigabytes mean,” said Nigel Dessau, chief marketing officer of AMD.

From now on, AMD-based notebooks will be marked using three Vision brands:

• AMD Vision: AMD Athlon X2/Athlon II X2/Athlon Neo X2 processor, integrated ATI Radeon HD 3200/4200 graphics core, third-party Wi-Fi controller;
• AMD Vision Premium: AMD Athlon II X2/Turion X2/Turion II X2/Athlon Neo X2 processor, ATI Radeon HD 4200 (DirectX 10.1 compliant) integrated graphics core or ATI Mobility Radeon HD 3450/4330 dedicated graphics core, third-party Wi-Fi controller;
• AMD Vision Ultimate: AMD Turion II X2/Turion II Ultra X2 processor, ATI Radeon HD 4650/4570 (higher-end DirectX 10.1 compliant) dedicated graphics core, third-party Wi-Fi controller.

What should be noted is that Vision platforms are all AMD-based, which means that notebook makers will not be able to use chipsets or graphics processors from companies like Nvidia Corp. and will have generally rather strict recommendations for compliance with AMD Vision platform.

AMD Vision is a platform strongly aimed at consumers: AMD demonstrates various multimedia applications that can enrich multimedia experience. Moreover, recommendations to install discrete graphics cores into premium and ultimate Vision notebooks clearly points to video games. In the first quarter of 2010, AMD plans to introduce its fourth Vision platform: Vision Black enable the highest end capabilities sought by enthusiasts, primarily on desktop PCs.

Notebook PCs based on AMD Vision are expected to be widely available on retail shelves and online during the holiday buying season timed to the release of the Windows 7 operating system from Microsoft.

At present AMD has about 20+ platform wins for its second-generation ultra-thin notebook platform as well as 40+ platform wins for mainstream notebook platform.

Tags: AMD, Vision, Congo, Turion, Athlon, 45nm, 65nm