AMD unveiled its corporate brand campaign under a new tagline: "The Future is Fusion".
The campaign will focus on the combination of AMD technologies, its relationships with computer manufacturers and an understanding of customer needs, results in next-generation capabilities and experiences, according to AMD.
With this global campaign, AMD aims to sharpen its focus around its core microprocessor and graphics technology business. The company recently signed an agreement to sell its digital TV business to Broadcom as part of its efforts to focus resources on its core computing and graphics businesses. The brand and campaign were designed to address marketplace directions that AMD identified through internal research, and to work closely with its customers and partners worldwide.
According to SA country manager, Imi Mosaheb: "Fusion is AMD's way to express how we blend our customers' needs, dreams and desires with our unique passion for enabling innovation. While this unique approach has always been our practice, Fusion is the most focused articulation yet of how AMD marries innovation with collaboration in ways that can yield benefits to the marketplace greater than the sum of its parts."
The Fusion brand concept was created to connect AMD people and technology with those of its partners. It is the AMD philosophy that seeks to marry innovation with collaboration, and is the process by which the company and its partners can enable next-generation technologies that change the way people live, work and play, the company says.
Fusion Architecture is one of the products under the Fusion banner. The architecture aims to combine the photo-realistic imagery of its graphics processing units with the processing power of its central processing units. The company believes its new Fusion brand concept captures the benefits of this same collaborative initiative across a range of technology platforms, partner relationships, employee teams, and market segments.
"We anticipate AMD's new 'Fusion' campaign will spark new opportunities in the market," said Michael Mendenhall, senior VP of AMD. "For some time, we've enjoyed a successful collaborative relationship with AMD that's helped our business offer differentiated solutions that address our customers' most pressing challenges."
PC gaming fans can experience the power of Fusion on their desktop PCs. Available for download, the AMD Fusion for Gaming utility beta2 is designed to allow gamers to experience greater performance on AMD processor-based PCs with a click of a button, says AMD. It works by temporarily reducing resource-consuming background services while boosting compute performance with advanced acceleration technologies. This tool is currently being released in a beta form and is designed to give gamers performance optimisation previously reserved for a highly-technical PC enthusiast community, the company adds.
"At work, Fusion means delivering leading server performance against real-world workloads with best-in-class performance-per-Watt and powerful virtualisation capabilities," Mosaheb says. "At home, Fusion means enabling people to share the full range of digital content on any screen they choose. At play, Fusion builds on the AMD and ATI record of leadership in providing the first 3-D graphics processing unit and driving the graphics for both the Microsoft Xbox 360 and Wii by Nintendo game systems," he concludes.
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