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Thursday, September 18, 2008
AMD Starts "Fusion" Campaign

AMD today launched a new corporate brand campaign under a new tagline, "The Future is Fusion," in an effort to promote its core microprocessor and graphics technology businesses.

The campaign is intended to focus on how the AMD combination of technologies, coupled with close relationships with computer manufacturers and a deep understanding of customer needs, results in next-generation capabilities and experiences at work, at home, and at play.

"Fusion is AMD's way to express how we blend our customers' needs, dreams and desires with our unique passion for enabling innovation," said Nigel Dessau, AMD senior vice president and chief marketing officer. "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 adoption of the "Fusion" brand and the accompanying global campaign, which is expected to run through the end of the year, are among several steps AMD is taking as part of a broader transformation designed to sharpen its focus around its core microprocessor and graphics technology businesses. AMD recently signed an agreement to sell its Digital TV business to Broadcom as part of its efforts to better focus resources on its core computing and graphics businesses.

An example of "Fusion" in the AMD product roadmap is its Fusion Architecture - the stated intent to combine the photo-realistic imagery made possible by 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.

"At work, Fusion means delivering leading server performance against real-world workloads with best-in-class performance-per-Watt and powerful virtualization capabilities," Dessau said. "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."

AMD also relesed the AMD Fusion utility today. Addressed to desktop users and gamers and available today 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 simple click of a button. It works by temporarily reducing resource-consuming background services while boosting compute performance with acceleration technologies, including:

- Auto-Tune for AMD processors and chipsets, which is designed to optimize platform performance while maintaining system stability;
- Clock Multiplier Control and Advanced Clock Calibration from within the AMD Overdrive utility allows gaming enthusiasts to customize the performance level of their processor and platform.
- AMD Overdrive is able to monitor the temperature, frequency and stability of the processor and platform to allow users to find the optimal settings for the task at hand;
- Auto-Tune for ATI graphics from within the Catalyst Control Center software, providing complete control of the performance and visual quality of ATI Radeon graphics; and
- Hard Drive Acceleration to decrease data seek time and increase hard drive performance.
This tool is currently being released in a beta form. Advanced users may then customize profiles by selecting specific processes for temporary disablement and degrees of hardware tuning depending on usage scenarios.

To download the AMD Fusion for Gaming utility beta version for AMD processor-based PCs, visit

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