In both cases, AMD offers improved battery life with improved battery life. At the same time, AMD wants to break with the paradigm that in PC marketing the CPU and other specifications are set as sales features. "The problem is that users and even experts are often no longer able to judge from the built-in components, which device is more powerful or optimal for a particular application, " AMD spokesman Michael Schmid told pressetext. AMD wants to help with the marketing strategy "Vision". This is intended to communicate in an understandable way what the system really does.

According to AMD, it is not relevant for consumers what is in a PC, but what the system is capable of doing. "Customers want a rich HD and entertainment experience, made possible by the technologies of the CPU and graphics processor - but without having to understand what the gigahertz and gigabytes mean, " says AMD CMO Nigel Dessau. Therefore, Vision should communicate clearly for which applications a PC is actually optimized. First, AMD starts with three gradations. The spectrum ranges from "Vision Basic" for relatively undemanding content consumers to "Vision Premium" to "Vision Ultimate". The latter is to emphasize devices that are suitable for demanding tasks such as HD video editing, but apparently not yet the crown of the PC market. Because in the first quarter of 2010, "Vision Black" should follow and point to "high-end opportunities for enthusiasts", especially in the desktop segment.

So far, details such as processors on PCs were seemingly indispensable marketing information. As a result, IDC analyst Eszter Morvay predicted that the ARM processors coming out of the smartphone segment would have a tough start in entering the netbook segment. AMD is now focusing on new marketing access in the PC sector - a company that continues to hold back in terms of netbooks. "Many buyers were disappointed with netbooks, " says Schmid - which market researchers have already stated. Therefore, AMD continues to rely on ultra-thin, full-fledged notebooks as a particularly mobile computer. The second generation of the corresponding platform could outperform its direct competitors in entertainment applications - with up to 77 percent better performance in games or 3D applications is mentioned at AMD.

The battery life is said to be more than an hour higher than that of the previous generation in the new ultrathin platform, and the same applies to the current mainstream notebook platform "Tigris", according to AMD. According to the manufacturer, it is ideally suited as a basis for HD entertainment systems and offers up to 42 percent better performance than the 2008 generation in popular applications such as Quicktime or iTunes. Initial models based on the mainstream platform are already available in select markets, according to AMD, and Acer and Asus are already shipping second generation ultra-thin models. With a broad range of devices, both platforms are expected to fully develop around the launch of Windows 7. (Pte)