AMD is also trying to shift focus from the processor when buying PCs to laptop usage scenarios through a new campaign called Vision, Taylor said. Depending on the laptop capabilities and price, Vision systems could list capabilities like e-mail and Web browsing for the low-end laptops to high-definition playback and accelerated video decoding for the higher-end laptops.
Fewer consumers in retail are buying PCs based on processors, and purchases being driven by budget and usage scenarios, Taylor said. "They will be sitting next to an Intel platform that won't be able to say any of that," Taylor said.
The Vision branding strategy is a good attempt by AMD to draw attention away from its parts, but the plan could backfire, Gabriel Consulting's Olds said. AMD had a chip development advantage for a while, but Intel is now catching up, he said. Intel also has enough money around to turn around and deliver better metrics claimed by AMD.
"Getting attention and consideration is much more expensive for AMD than Intel. They have to make sure their claims are solid," Olds said.
Nevertheless, AMD has a good story to tell in terms of price-performance and energy savings, Olds said. Instead of shying away, AMD should take on Intel by pointing out those advantages, much like Microsoft has taken Apple with the laptop hunters campaign, he said.
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