AMD's main marketing man, Nigel Dessau, took to the stage at the company's press event in Taipei to explain the changes that are being made to the company's strategy for its Vision products - and if you don't like code numbers, you may want to stop reading.
When AMD first unveiled its Vision line, it had a clear plan for how it would differentiate between the various performance levels on offer throughout the range: the basic, embedded models would be branded as 'HD Internet,' with no mention of Vision; the entry-level chips would get basic 'Vision' branding; faster processors would be given the honour of being called 'Vision Premium;' while the company's top-end offering would be called 'Vision Ultimate.'
So far, you may think, so straightforward. Sadly, AMD has decided that such a naming convention is too simple - and has opted to rebrand the entire line-up.
As demonstrated in a slide unveiled by Dessau, the 'HD Internet' embedded branding has gone, to be replaced with a designation under a new, all-encompassing Vision brand: E2. Likewise, 'Vision' is now to be known as 'Vision A4,' Premium as 'A6,' and Ultimate as 'A8.'
While we applaud Dessau and AMD for ditching the superlatives, we can't help but feel that the new branding could lead to more confusion than it prevents - although it does give the company room to release a 'Vision A10' high-performance chip in the future without having to find a word that tops 'ultimate.'
The updated branding also carries new logo graphics, designed to quickly highlight what sort of technology is inside the box: AMD Radeon Dual Graphics, Quad Core and AMD Radeon Graphics, Dual Core and AMD Radeon Graphics, and Quad Core and Radeon Dual Graphics.
"When we launched Vision," Dessau explained, "for the first time we focused less on the technology that was inside the platforms, and much more on the experience. For the first time today, we show our new Vision brand. We hope this more simplified approach will really help consumers get the right platform for their needs."
While it's easy to see why AMD has extended its Vision line to encompass the embedded end of the market, Dessau's claim of a 'more simplified' approach is perhaps a little disingenuous: while a consumer would find it easy to describe himself as a mainstream, premium, or ultimate buyer, choosing from E2, A4, A6, and A8 is a little less obvious.
With Llano, the company's first A-series Vision part, expected to drop next month, the new branding will get its first proper test.