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Technology Stocks : Advanced Micro Devices - Moderated (AMD) -- Ignore unavailable to you. Want to Upgrade?

To: chuckles58 who wrote (52978)	8/29/2001 12:20:36 PM
From: Road Walker	Read Replies (2) \| Respond to of 275872

Chuckles, re: I would much rather the presentation be Athlon A1600, 1400 Mhz /1600 EMhz* with a note describing equivalent speed compared to P4 performance, or something like that. This way they know the traditional clock speed, as well as the effective/comparative performance level. Any way they do it, it will be a source of confusion. There are so many things fundamentally wrong with the AMD strategy. First, they are abandoning MHz altogether. That's probably the only thing the average consumer has in his arsenal to make a price/benefit decision. Before they could say "OK the AMD system is slower, but it's also cheaper". Now what are they going to base their decision on? The AMD model number v. the Intel specification? Are they going to say "I think I'll buy the AMD system because the model number is higher than the Intel MHz rating". No way. All they will have is questions about the AMD systems, no answers. Uncertainty about the system, total confusion on the price to value equation. No reason to buy. Second, the OEM's set the PC model numbers, not AMD. They design the packaging, not AMD. The retailers write most of the POP (point of purchase signage), not AMD. AMD is sticking a model number on a chip, and expecting a complicated and obscure message to flow downstream to the OEM, from the OEM to the retailer and from the retailer to the consumer. Even if AMD could make the message concise and compelling enough for the consumer to understand (which they can't), it will get diluted and changed before it gets to the consumer. IMHO AMD has one simple message that they want to get across to the consumer, that MHz doesn't equate to performance. Forget cute trickery with model numbers, don't try to change the world by eliminating MHz. Just repeatedly hammer the same message, AMD performs X% better on XXX application than the higher MHz Intel processor; AMD performs X% faster on YYY application than the higher MHz Intel processor; AMD performs X% faster on ZZZ appliation than the higher MHz Intel processor. Over and over and over, in print, on TV. Keep it simple. The consumer would get the message as truth and fact. Even if AMD were to keep this limited to 3 applications, it would make the consumer wonder about all other applications. It would certainly appeal to the value buyer. The key is to take a very simple message and repeat it again and again and again. Eventually it sinks in. What they are attempting to do is nuts. John