Brandweek: AMD recently began a campaign to simplify computer shopping for people. What told you there was even a need for that?
Leslie Sobon: It’s a recognition that what matters most to mainstream consumers is the experience they get from their PCs. As we’ve moved over the last couple of years to digital media, that experience [has really become] a visual experience. It’s about how rich your photos are, how well your video works, how easy it is to transfer digital content from your PC to iPod. AMD happens to be uniquely positioned to serve that market with our platforms, and we wanted to use a program like Vision to help our OEMs [original equipment manufacturers like Hewlett-Packard and Toshiba] bring that visual experience to life for consumers.

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