Featured Articles

Snapdragon 400 is Qualcomm’s SoC for watches, wearables

Snapdragon 400 is Qualcomm’s SoC for watches, wearables

We wanted to learn a bit more about Qualcomm's plans for wearables and it turns out that the company believes its…

More...
Qualcomm sampling 20nm Snapdragon 810

Qualcomm sampling 20nm Snapdragon 810

We had a chance to talk to Michelle Leyden-Li, Senior Director of Marketing, QCT at Qualcomm and get an update on…

More...
EVGA GTX 970 SC ACX 2.0 reviewed

EVGA GTX 970 SC ACX 2.0 reviewed

Nvidia has released two new graphics cards based on its latest Maxwell GPU architecture. The Geforce GTX 970 and Geforce GTX…

More...
Nvidia GTX 980 reviewed

Nvidia GTX 980 reviewed

Nvidia has released two new graphics cards based on its latest Maxwell GPU architecture. The Geforce GTX 970 and Geforce GTX…

More...
PowerColor TurboDuo R9 285 reviewed

PowerColor TurboDuo R9 285 reviewed

Today we will take a look at the PowerColor TurboDuo Radeon R9 285. The card is based on AMD’s new…

More...
Frontpage Slideshow | Copyright © 2006-2010 orks, a business unit of Nuevvo Webware Ltd.
Friday, 20 January 2012 01:18

AMD replaces "Fusion" brand with new name

Written by Jon Worrel

fusion

Heterogeneous Systems Architecture (HSA)

When it comes to product marketing, Advanced Micro Devices is one of those companies that really doesn't know how to remain loyal to the branding schemes it invests time, energy and resources into for the benefit of its consumers. Call us pundits, but if you look at the company's track record for remaining persistent with its naming conventions, many of the commonplace psychological rules in marketing and consumer-friendly product explanations seem to go downhill after a while.

Nevertheless, AMD has decided to replace its "Fusion" brand, or Fusion System Architecture (FSA), with the more technically correct name Heterogeneous Systems Architecture (HSA). In short, HSA was chosen as the rebranding for Fusion because AMD believes the name will gain them more traction in corporate, enterprise and professional computing environments.

While any marketing name with the concept of "heterogeneous computing" speaks volumes about the future roadmap of any multi-billion dollar chip manufacturer, AMD believes the name will help distinguish the company's focus on building truly heterogeneous CPU / GPU architectures that Intel and Nvidia continue to build on their already successful high-performance CPU and high-performance GPU architectures, respectively.

'We have built a heterogeneous compute ecosystem that is built on industry standards,' boasted AMD corproate fellow Phil Rogers in a statement regarding the renaming exercise. 'As such, we believe it’s only fitting that the name of this evolving architecture and platform be representative of the entire, technical community that is leading the way in this very important area of technology and programming development.

Of course, AMD also insists that the rebranding is more than just a marketing strategy to attract the attention of professional computing crowds. Rogers promises to reveal recent advances in the Heterogeneous Systems Architecture during AMD's Financial Analyst Day on Thursday, February 2, 2012 that is expected to demonstrate a clear improvement worthy of the platform's new name.

Jon Worrel

E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
blog comments powered by Disqus

 

Facebook activity

Latest Commented Articles

Recent Comments