AMD Expands Vision

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New York - AMD announced a major increase in the number of computers expected to be equipped with AMD processors, and the expansion of its Vision brand into the desktop PC arena.

The four-tiered branding effort, rolled out last fall, is the company's primary effort to tell consumers which processor is right for their needs without relying on their understanding the chips speeds and feeds.

AMD reported that 109 mainstream and 41 ultra-thin notebooks will be equipped with the company's processors.

AMD said it has upgraded the chip architecture for the ultra-thin market, extending battery life out to eight hours and boosting overall performance by 22 percent. The architecture also sports integrated graphics allowing ultra-thin notebooks to deliver a better visual experience without a corresponding increase in the size of the laptop, said Leslie Sobon, AMD's product and platform marketing VP.

In the desktop space, AMD is including its quad- and six-core processors in the Vision campaign.

One major upgrade to the six-core processor is its ability to turn off unneeded cores as an energy- and heat-saving measure. In addition, computers equipped with these processors will come with a software utility allowing end users to overclock the processors to deliver more power. This is a task normally done by a vendor when a PC is being constructed.

Dell will use the high-end Black Vision Phenom II X6 six-core in its Dell Studio XPS 7100. This is the first time Dell has used an AMD processor in a premium-priced desktop, said Lane McCullough, Dell's product group consumer product planner.

"This is a low-cost, but fast PC," McCullough said, adding using the AMD processor allows Dell to offer a high-end machine to budget-conscious enthusiasts.

The XPS 7100 is available direct from Dell immediately with a starting price of $699 and will be at retail later this summer.


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