Taking a leaf of out Intel's book, its main rival today announced AMD LIVE! Ultra - a core set of software and hardware (CPUs, Radeon HD graphics solutions and AMD chipsets) that it will use as a PC-branding tool intended to, "help consumers identify forthcoming desktop and notebook PCs designed to deliver the ultimate visual entertainment experience".
Ultra is, of course, an extension of the AMD's LIVE! branding tool but PCs carrying the LIVE! Ultra logo are, in effect, guaranteed to use high-performance components.
Desktop systems branded as AMD LIVE! Ultra will feature quad-core Phenom processors, while notebooks will use AMD's forthcoming dual-core Turion Ultra processors.
Commenting, Bob Brewer, corporate vice president of marketing and strategy at AMD's computing solutions group said, "Built on our next-generation platforms, AMD LIVE! Ultra PCs intensify and enhance the popular AMD LIVE! solution, renewing our commitment to enable the most advanced, visually rich and realistic digital entertainment, delivering the Ultimate Visual Experience to consumers whenever and wherever they choose."
The company says that AMD LIVE! Ultra desktop PCs will be introduced by leading OEMs and system builders in the first half of 2008.
Notebooks, it reckons, should follow in the second half of 2008.
AMD has also launched a beta software application - AMD LIVE! Explorer - that will run on AMD-based PCs that meet minimum system requirements. The app is said to let consumers easily browse their music, photos and videos in a 3D moving carousel format or surf the Internet while simultaneously watching on the PC live television or stored video files.
OEMs and system builders will be able to customise AMD LIVE! Explorer with their own applications and we'd expect the LIVE! Explorer software to be bundled with all LIVE! Ultra systems in the long run.