AMD to modify marketing strategy: no longer with Intel spell performance

Beijing Time September 10 Noon news, according to foreign media reported today, AMD Global marketing vice President Leslie Soben (Leslie Sobon) in the media interview that AMD is ready to change marketing strategy, no longer compete with Intel performance.

Surrender in Disguise

Soben says users don't need to know the technical details of microprocessors, and what's more important for them is what the computer with the chip can handle. The new marketing strategy based on this idea is expected to be released in Thursday and named "Vision".

AMD's inability to gain an edge over the years in the microprocessor war with Intel may have prompted AMD to change its marketing strategy. Industry insiders believe that, in a sense, the strategy means that AMD has surrendered. AMD has been competing with Intel from 2003 to 2006, but has been unable to gain the lead, partly because of AMD's own performance problems and Intel's own advantages.

As Intel launches the latest generation of Nehalem architecture chips, the gap between the two sides increased, such chips not only have the core technology to contend with AMD, but also add some new elements. The Nehalem architecture was launched last November for high-end desktops, with the first chips named Core i7 priced at $999. But Intel introduced a cheaper product for mainstream users in Monday, at a price ranging from 284 to 562 dollars, with a product priced at only $196. The introduction of these products has led to a further increase in the pressure on AMD.

At the same time, Intel has also taken the initiative in the netbook market with the move (Atom) processor, which is rarely used by AMD.

Advantages still exist

But AMD still has one big advantage, that is the ATI that spent a lot of money to buy in a few years ago. The company produces high-performance display chips and is able to support high-quality video content. AMD executives believe that today's users are increasingly valuing multimedia performance, as well as the corresponding general ability to ignore the microprocessor. "The situation is getting better for us," said Rick Bergman, senior vice president and general manager of AMD Products group Rick Bergman in a recent interview. ”

At the same time, Intel is troubled by the complexity of the brand name. Although the company has simplified its brand in June and retained only the four brands of the move, Celeron, Pentium and Core™, Intel will continue to promote its products according to different technologies.

Roger Kay, Endpoint Technologies Associates analyst at the US market research firm, believes that AMD can help customers choose the right products while weakening technology, a move that will win the favor of PC makers. He says AMD can use new marketing campaigns to tell users which products are suitable for viewing regular video, which are suitable for high-definition video, and which are suitable for making high-definition video.

"Users don't care whether the products they buy are equipped with AMD chips," Rogge Kei said. It's like Zen, the first thing to do is to deny yourself. ”