The Channel logo

News

By | Tony Smith 23rd November 2005 11:01

AMD readies rival to Intel's Viiv

Battle of the brands

AMD is to launch a new brand to better associate its processors with PC-based home digital media systems, the company has revealed.

The news was broken by AMD's sales and marketing chief, Henri Richard, speaking at the company's annual analysts conference, the Financial Times reported last week.

At the event, AMD also said it is planning to put together a whitebox notebook reference design to boost its support among system builders and OEMs keen to break into the mobile computing market.

Curiously, the company initially told The Register that no such announcement had been made, but later, after checking the transcripts, a spokesman was forced to confess that AMD's processor chief, Marty Seyer, had indeed made statements to that fact. Whoops.

Richard's branding plan comes on the heels of the launch of Intel's home entertainment PC platform, Viiv, announced last August and due to arrive on the market in January. Sources familiar with Intel's retail strategy tell us the chip giant is having difficultly getting retailers to understand Viiv, which they irritatingly refuse to pronounce properly - 'viv' rather than 'vive', we're told.

Let's hope AMD is able to come up with a brandname whose name is not only less opaque but also easier to pronounce. Or not. How about... AMD niin (pronounced 'nine' - or should that be "nein!")? ®

AMD NiiN home brand

alert Send corrections

Opinion

Ship scrapyard photo via Shutterstock
Windows 10 Universal Apps
Windows 10 on Surface 3

Tim Anderson

It's do-or-die for Microsoft's new operating system on 29 July

Features

Steve Ballmer. Pic:  Aanjhan Ranganathan
Nokia is the biggest write-off yet, but it wasn't the first
Confused computer keyboard
Last Christmas, I gave you my Cloud, the very next day you gave it away
Time to pull out the magnifying glass to swot up on those Ts&Cs
Android icon desktop toys
Nice devices, now speak 'enterprise' to me