Announcement on Evolving the AMD Brand Portfolio

The personal computer is rapidly evolving … from yesterday’s productivity tool to today’s essential information, communication and entertainment resource. Seemingly overnight, virtually any PC user is at once a photographer, video producer, author and publisher, with a voracious appetite for HD video quality content.

Knowing that people have changed how they are using PCs, we are responding by changing how we help design personal computers as well the way we market them. And the industry is taking notice. For example:

Our “VISION Technology from AMD” initiative, launched less than a year ago, has been integral to the tripling of our notebook design wins this year over last. The VISION Technology message is simple: when you want a visually superior PC, you should look for the VISION sticker – it’s that easy. VISION is tiered to allow consumers to easily self-qualify based on the activities they want to do on their computer.

Over the past nine months, we introduced the industry’s only complete family of DirectX 11 graphics products– enabling the world’s most vivid PC experiences. As a result, AMD recently regained market share leadership in what has become a booming discrete graphics business. Additionally, Apple’s recently refreshed iMac and Mac Pro computer lines feature AMD graphics.

Recently we demonstrated our first AMD Fusion Accelerated Processing Units or APUs - and we expect to begin shipping our low power “Ontario” product later this year.

Finally, with Intel subject to ongoing governmental scrutiny as to its compliance with antitrust enforcement orders entered against it in the U.S., Europe, and Asia, AMD’s customers and partners have the freedom to make purchase decisions without fear of retribution.

AMD is on a roll, with Vision Technology - a refreshingly new usage-based marketing approach - as well as renewed leadership in the increasingly important discrete graphics market, and the upcoming launch of our first AMD Fusion products, engineered to reignite a whole new round of innovation in the IT and CE world. Now, in consultation with customers and enthusiasts worldwide, we are transitioning our ATI product family to the AMD brand later this year. This move will allow us to speak with one voice and focus our brand efforts, a very real benefit when striving to increase brand awareness on a global scale.

We may be saying goodbye to the brand, but the spirit of ATI lives on – in our AMD Radeon™ andAMD FirePro™ graphics products, our VISION Technology platforms and soon, in every AMD Fusion APU.

Thank you for your continued support,

John Volkmann
Corporate Vice President, Brand Marketing

PR CONTACT
Gap Marketing and Management Pty Ltd
Website: www.gapmarketing.com.au