Gitex 2008: The platform gets its name
We had a chance to chat with Jochen Polster, the Vice President of Marketing at AMD EMEA in Dubai today and we found out that AMD is excited about its emerging Fusion brand. When we asked what is this brand about, we found out that it stands for the whole platform that embraces graphics, chipset and CPU under a single roof.
Fusion for AMD is what Centrino is for Intel, and this is the direction that AMD wants to take. So far, AMD learned that consumers like one capital brand and they are aware of the Centrino success. Microsoft was the first to make a huge step up with branding its Windows 7 codenamed product Windows 7.
AMD hopes to make a huge impact with this new brand, but so far this is not product specific. Next generation platform on both desktop and notebook platforms might be called Fusion, but this is not something that AMD wanted to comment about at press time.
Now you at least have a clue which direction AMD wants to go.
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Fuad Abazovic
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