Danger of confusion
Fusion for Gaming was demonstrated to journalists over the web by the awesomely named AMD boffins Brent Barry and Casey Gotcher. HEXUS.channel asked Barry why they had chosen the name. "This is just one small piece of an overall AMD discussion about Fusion," he said. "We want people to understand that Fusion means bringing all the pieces together to improve the overall PC experience."
We then asked Gotcher what the commercial implication of this product launch is to AMD. "The benefit to us is in making the overall gaming experience better and making the overall solution better. We want the AMD Game brand to have meaning." On a more pragmatic level: Fusion for Gaming will only run on PCs with AMD CPUs and graphics.
On a corporate level, it looks like AMD has decided that Fusion is the word it wants consumers to associate with it and will be making as much noise as its marketing budget allows to bring that about in the coming months.
The challenge AMD faces is that Fusion now stands for the APU concept, a piece of software and an overall corporate identity. There's a danger that attempting to juggle all three balls at once will just end in confusion.
