Published in Graphics
AMD's booth at CES is all about "VISION"
CES 2010: The "Vision Experience Center"
At CES 2010, AMD managed to leverage its floor presence significantly over its competition in regards to mass crowd attraction and its emphasis on a hardware performance simplification strategy for the mass consumer market.
Dubbed the “Vision Experience Center,” AMD’s booth in the Grand Lobby was also significantly larger than the Nvidia cubicle right next to it which featured a single demonstration of 3D Vision Surround.
Back in September, we wrote about the company’s introduction to a new hardware buying guide program called Vision. In perspective, it is basically the equivalent of Intel’s “star” rating program that the company uses to differentiate performance levels between its Core series products. AMD Vision gives mass consumers and non-enthusiasts a broad oversimplification of the hardware differences between the devices they see on display at the company’s booth.
On Tueday, January 5th, the company announced Vision Pro Technology, a new commercial PC platform brand that delivers a “superior visual computing experience” for business-oriented notebooks and desktops. It supports Trusted Platform Module (TPM), AMD’s Enhanced Virus Protection (EVP), AMD client virtualization technology (AMD-V) and well as out of the box support for multi-monitor configurations. Several notebooks were displayed carrying the Vision Pro logo as well as others with Vision and Vision Premium logos.
AMD’s latest innovation in mobile graphics capabilities was also demonstrated on two Acer Ferrari 10.1-inch notebooks. Since 2008, the company has been silently showcasing a new external GPU technology for notebooks, dubbed eXternal Graphics Platform, which allows notebooks equipped with proprietary XGP connectors to harness the power of its new Mobile Radeon HD 5000-series from a convenient, 50-watt box.
The company also had several large triple-monitor EyeFinity setups on display running DiRT 2 in DirectX 11 greatness at very high resolutions. Surprisingly, each setup was using only a single Radeon HD 5870 and the graphics quality was impressive to say the least.
Meanwhile, Nvidia’s largest significant presence resided in the upper level of the South Hall, where an occasional mass of journalists, buyers and analysts would stop by to observe demonstrations of the latest Tegra-powered multitouch slate devices.
All in all, both companies experienced much more floor demand than 2009 and we look forward to observing the resonating effects of each company’s unique CES marketing campaigns in the upcoming months.