Security and advanced multi-media capabilities have evolved into the two most critical technology features students seek in new PCs this back-to-school season, according to Current Analysis, a consumer electronics research firm.
AMD (NYSE: AMD) meets the needs of these often tech-savvy users with the award-winning AMD Athlon(TM) 64 processor family for desktops and notebooks.
"Many students today are performance-hungry users, taking games and multi-media applications to the next level. AMD delivers high-performance, cutting-edge processors based on what our customers desire," said Pat Moorhead, vice president, global marketing, Microprocessor Business Unit, Computation Products Group, AMD. "The security strength offered with AMD64 technology is unparalleled, enabling students and parents to avoid many significant PC virus complications as they head back into the school year."
The back-to-school buying season kicked into high gear this month as PCs continued to climb in priority on students' back-to-school wish list. A recent eBrain Market Research back-to-school report stated 73 percent of respondents ranked access to home PCs as a school supply necessity.
"Students are a powerful, driving force in the consumer PC market. They are savvy users that often trigger widespread technology trends," said Matt Sargent, senior director of research for Current Analysis. "This year, security and multi-media performance are the chief concerns among this group, and students often foretell what the larger consumer population will demand in the future."
AMD Athlon 64 processors feature the Enhanced Virus Protection (EVP) capability, which combined with Microsoft(R) Windows(R) XP Service Pack 2 (SP2) and properly enabled, protects the computer's operating system and applications against certain malicious viruses, computer worms and Trojan horses.(a) This security component is not available on any other desktop or mobile processor on the market today, making AMD Athlon 64 processors the premier choice for comprehensive security encompassing both PC hardware and software components.
Due to the continuous onslaught of computer-related viruses implemented worldwide, security has become a major concern for students and consumers alike. According to McAfee AVERT Labs, a worldwide anti-virus research organization, within the first half of 2004, nearly 100,000 viruses were identified. AMD Athlon 64 processors protect computers specifically from buffer overflow attacks. More than half of computer viruses are executed by buffer overflow attacks, according to a recent Microsoft Security Bulletin analysis.
Students are also pushing the envelope as digital entertainment grows in popularity, downloading and creating music, games, photos and film. AMD provides the ultimate cinematic experience with the AMD Athlon 64 processor family, as it is based on AMD64 technology, which is highly utilized by entertainment production professionals. Hollywood producers and musicians using AMD64 technology for cinematic computing include Dweezil Zappa, Peter Frampton and Elliot Scheiner, record producer of such acts as The Eagles, Fleetwood Mac and Beck.
"Students can have the power of a professional recording studio at their fingertips," said Moorhead. "Combine this capability with enhanced PC security and it is apparent why the AMD Athlon 64 processor is a vital asset for today's students."
AMD Athlon 64 processor-based systems are currently featured at Best Buy, Circuit City, CompUSA, Fry's Electronics, Sam's Club, Costco, Staples, Microcenter and Future Shop nationwide and through more than 2,000 system builders and OEMs today.
About the AMD64 Technology
AMD64 evolves the industry-standard 32-bit x86 architecture to support the demanding 64-bit environment that will enable future generations of computer functionality and productivity. AMD designed the AMD64 platform to allow end users to enjoy reliable, best-in-class performance on the 32-bit software they own today while preparing for a seamless transition to high-performance 64-bit applications. The AMD64 architecture is also designed to enhance the security of your computing environment by integrating Enhanced Virus Protection technology enabled by advanced anti-virus features in Windows(R) XP Service Pack 2 and the upcoming Windows Server 2003 Service Pack 1.
Since the introduction of the AMD64 architecture in 2003, the AMD Opteron(TM) processor for servers and workstations and the AMD Athlon(TM) 64 processors for desktop and notebook computers have earned more than 45 awards for innovation and performance and the support of more than 2,000 OEMs, hardware and software developers, system builders, and distributors.