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

To: Gopher Broke who wrote (78570)	4/27/2002 7:55:26 PM
From: Monica Detwiler	Respond to of 275872

Duron is a variation of the Latin root "durare," which means "to last," AMD's new Duron processor is an 'instant classic' By Mark Hachman, Electronic Buyers' News Apr 27, 2000 (7:21 AM) URL: ebnews.com NEW ORLEANS -- Advanced Micro Devices Inc. today rolled out its new low-cost processor family, dubbed the "Duron," proving once again that you should have paid attention in Latin class. While the details may be of secondary importance to OEMs, AMD's latest branding strategy is a classicist's dream. Duron is a variation of the Latin root "durare," which means "to last," just the latest semiconductor product to borrow its name from the ancient tongue. Intel Corp., for example, derived its low-end Celeron processor from "celere," which means "quick," while graphics chip maker ATI Technologies Inc. just this week launched the Radion 256 in a nod to the Latin root "radiare," meaning "to emit light." According to AMD executives, the Duron moniker suggested a name that was "lasting, dependable, reliable, and stable," and one that was easy to pronounce across a variety of languages. The AMD Duron and the Intel Celeron will be direct competitors, a company spokesman said. Duron is the brand AMD has adopted for its K6 product generation and the forthcoming Spitfire line. AMD said the Spitfire family will ship in June. At the same time, the spokesman said, the company decided not to use "Athlon Professional" as the brand name for its workstation-class chips, while extending the "Athlon Ultra" brand across the server and workstation space. www.cmpnet.com The Technology Network