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HEXUS.TalkingShop: AMD as a consumer electronics company

by Scott Bicheno on 25 January 2010, 13:41


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The future is gadgets

2009 wasn't easy for anyone, but for AMD it marked the culmination of a transformation that had been underway for several years.

Speaking at CES 2010, AMD chief marketing officer Nigel Dessau explained that the completion of the spin-off of its manufacturing operations has allowed AMD to focus more fully on its market. One of the big things Dessau and his colleagues have concluded is that most consumers don't care about ‘speeds and feeds' they just want to know what a PC can help them do.

This was the thinking behind Vision, which Dessau described as the consumer-friendly version of his ‘Future is Fusion' slogan. Vision was the main focus on CES for AMD, especially appropriate as it essentially encourages people to look at the PC as a consumer electronics device, rather than a collection of components.

We also asked Dessau what we can expect to see from AMD this year and, as well as launching new notebook and server platforms, he revealed things are still very much on track for the long-awaited appearance of the CPU/GPU ‘fusion' product that we were promised years ago when AMD bought ATI.


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