Featured Articles

Nvidia Shield 2 shows up in AnTuTu

Nvidia Shield 2 shows up in AnTuTu

Nvidia’s original Shield console launched last summer to mixed reviews. It went on sale in the US and so far Nvidia…

More...
AMD CSO John Byrne talks ARM

AMD CSO John Byrne talks ARM

We had a chance to talk about AMD’s upcoming products with John Byrne, Chief Sales Officer, AMD. We covered a number…

More...
AMD Chief Sales Officer thinks GPU leadership is critical

AMD Chief Sales Officer thinks GPU leadership is critical

We had a chance to talk to John Byrne who spent the last two years as Senior Vice President and Chief…

More...
OpenPlus One $299 5.5-inch Full HD phone

OpenPlus One $299 5.5-inch Full HD phone

OnePlus is one of the few small companies that might disrupt the Android phone market, dominated by giant outfits like Samsung.…

More...
KFA2 GTX 780 Ti Hall Of Fame reviewed

KFA2 GTX 780 Ti Hall Of Fame reviewed

KFA2 gained a lot of overclocking experience with the GTX 780 Hall of Fame (HOF), which we had a chance to…

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

To be able to post comments please log-in with Disqus

 

Facebook activity

Latest Commented Articles

Recent Comments