MANILA, Philippines – With high definition (HD) videos becoming a normal staple in the desktop and notebook computers space, electronic components manufacturers are trying to squeeze in as much power into computers that are becoming ever smaller.

Advanced Micro Devices (AMD) is already realigning its strategies to accommodate the growing HD market. Calling it the VISION Technology, AMD aims to give consumer the technical requirements based on their exact needs from each of the components they put in on their computers.

AMD will also take on rival Intel's approach on the HD market, especially as Intel is harking on providing HD on its Atom processors for netbooks and nettops.

The AMD VISION is nearly the same re-branding strategy that the company took several years ago when it migrated from using CPU speed to a new nomenclature, apparently in response to Intel's processor technology advancement.

Incidentally, Intel also dropped the “Gigahertz” nomenclature in its processor branding.

AMD executives visited the Philippines recently to announce its new VISION strategy, as well as its intention to grow back its business in the Philippines, which slowed down for the past years as more people preferred to buy small form factor desktop and laptop computers powered by Intel's ultra-small Atom processor.

Tiered strategy

Tomo Kamiya, recently appointed as AMD South Asia Region Vice President for Sales and Marketing said VISION is more of a buying guide than a technology update for the company.

AMD did launch a new graphics processing technology through graphics company ATI, which it acquired in 2006, but the inclusion of ATI in its re-branding fold shows what AMD wants to do with the market.

Kamiya said AMD is also building up its partnerships with original equipment manufacturers to incorporate their new motherboard chipsets, GPU, and processor designs into their manufacturing processes. This is also in parallel with the launch of Microsoft Windows 7 operating system.

The strategy is currently split into three tiers, corresponding to different consumer segments: VISION Basic for the entry-level user; VISION Premium for the mid-level home and business user; and VISION Ultimate that targets the more graphics and processor power-hungry user.

A fourth tier, called VISION Black would be the highest tier and will target the most serious PC enthusiast.

For their Philippine visit, Kamiya said they intend to growth their presence by talking to more retailers particularly in promoting the VISION technology as well as to carry some of their devices. Kamiya admitted that they have not been strong in the Philippines lately.

“But that does not mean we're surrendering. We're in fact, ramping up our presence here and will take on the netbook market as well,” Kamiya said.