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Friday, 11/30/2007 12:55:12 PM

Friday, November 30, 2007 12:55:12 PM

Press Release
Source: Advanced Micro Devices
AMD Announces Rebranding of Native Quad Core Desktop Processors
Thursday November 29, 12:01 am ET

New Branding And Logo More Accurately Reflect Quad Core Attributes

SUNNYVALE, Calif.--(BUSINESS WIRE)--AMD (NYSE: AMD - News) today announced today that it has rebranded its Native Quad Core 64 bit desktop processors to reflect the new status of this product.

As the CPU does contain some minor bugs such as the TLB (Translation Lookaside Buffer) error, AMD has decided to rename the product as the Phleanom™ and incorporate this Phlea™ Bug symbol into its corporate branded logo, featured below for the first time.

Nathan Brookwood, principal analyst and founder of Insight 64, a chip industry consultancy based in Saratoga, Calif., hails this as a marketing breakthrough. "AMD has once again shown a leadership position by rebranding an already successful product to more accurately reflect its composition and position within the CPU industry. "

Rob Enderle, president and principal analyst of the Enderle Group, San Jose, CA., considers this a stroke of marketing genius. "I just love the little Phlea™ Bug critter in the new Phleanom™ Logo and I can't wait for AMD to ship me my new system with this logo plastered on the front side. It will look stunning next to my AMD Quad FX 'Quadfather' platform that AMD sent me for my review of that system last year."

Mercury Research's Dean McCarron was shown this new branding scheme in his recent trip to Lake Tahoe (In the spirit of full disclosure, Mr. McCarron acknowledged that this trip and all expenses were paid for by AMD). According to McCarron, "Hector Ruiz has shown even more imagination in marketing than that other guy who quit a few months ago. AMD fans can be confident that this new approach to Native Quad Core designs will insure them a more challenging future with these new Native Bugs now becoming part of AMD's marketing and branding approach."

In a statement from Dirk Meyer, CEO and newly-elected board member at AMD, Mr. Meyer said "Our new Phleanom™ is no dog of a processor., despite what the fanboy reviews have indicated."

Randy Allen, AMD's server and workstation Vice President, states that the Phleanom™ campaign will eventually be migrated to the Barcelona platforms, as these CPUs share a common silicon base. "Our Phleanom™ bugs are 50% faster than any Intel bugs", according to Mr. Allen.

Mr. Allen also added that AMD is working with Microsoft to transition the Blue Screen Of Death due to the Phlea™ Bugs into the Green Screen of Death, to properly signify the AMD connection to these system crashes.

Steve Ballmer, President and CEO of Microsoft, stated that "We are excited to work with AMD to produce the Green Screen Of Death for the Phleanom™ architecture. This new color represents another innovation by AMD which has a tradition of engineering innovation such as the new Black Box Editions for their Athlon and Phleanom™ processors. These color innovations are carrying the industry forward and rival the significance of Moore's Law on the continued success of the computer industry" added Mr. Ballmer. "The Black Boxes really add value to the consumer", noted Mr. Ballmer.

In a related marketing move, AMD will be packaging Phleanom™ Collars in every boxed Phleanom™ CPU that they sell at retail as part of the new marketing effort. These collars can be worn by AMD gamers as they operate their new Phleanom™ based computers. Wearing of these collars will assist in warding off the bugs inside the Phleanom™ processors themselves.

About AMD

Advanced Micro Devices (NYSE: AMD - News) is a leading global provider of innovative processing solutions in the computing, graphics and consumer electronics markets. AMD is dedicated to driving open innovation, choice and industry growth by delivering superior customer-centric solutions that empower consumers and businesses worldwide. For more information, visit www.amd.com.

AMD, the AMD Arrow logo, AMD Opteron, AMD Phleanom™ the AMD Phlea Bug and combinations thereof are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.

Contact:
AMD Public Relations
Andrew Fox, 512-602-9002 (PR)
andrew.fox@amd.com
or
Mike Haase, 408-749-3124 (IR)
mike.haase@amd.com
Source: Advanced Micro Devices