AMD launches new PC platform brand VISION

Advanced Micro Devices Inc (AMD), the world’s second-largest chip provider, recently unveiled in China its new mainstream consumer PC platform brand, called VISION.
VISION will market the platform to consumers based on what they’ll experience with the computers, instead of on technical features.
By the end of November, there will be 19 notebook models with the VISION logo available in the Chinese market.
Rather than highlighting lots of brand names and technical specifications of individual hardware components, AMD uses VISION as the single brand and offers three levels of capabilities — VISION, VISION Premium, and VISION Ultimate. Their purpose is to simplify its brands.
“We have lots of different stickers on the PCs, and we are replacing them with just one sticker, a sticker that talks about the experience a PC gives,” said Nigel Dessau, senior vice president and chief marketing officer of AMD.
Dessau said the PC industry has overemphasized technical properties of PCs, which make no sense to most consumers. These properties tell how a PC is manufactured, but not what experience a user can get from it. AMD, he said, will try to “talk in the language of the consumer”.
Intel, the world’s largest chipmaker, also simplified its brands in June. It decided to replace a set of derivatives of the Intel Core brand with shorter and less complicated names to make it easier for consumers to choose from different ones.
Experts say that consumers’ needs will play a more important role in the market and that their decisions will be based more on their own needs than technical properties of PCs in the future.