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AMD reveal their new "The Uprising" marketing campaign

AMD reveal their new The Uprising marketing campaign

AMD reveal their new

AMD reveal their new "The Uprising" marketing campaign

 

AMD has revealed their new "The Uprising" marketing campaign, highlighting the aims and goals of AMD's Radeon Technologies Group and how AMD's leadership plans on transforming the company by focusing on the user experience instead of the companies bottom line.  

One of the major changes that have occurred single the Radeon Technologies Group was formed was a transformation in how AMD created and released new GPU drivers, moving to release more frequent driver updates with a new and improved internal testing methodology, greatly reducing the number of issues that end users have with AMD Radeon drivers while also providing early access to game optimised drivers. 

Since the Radeon Technology group formed AMD's GPU market share has raised 3.2%, which is a hugely impressive gain for a time when no new products have been released. Below is a quote from Raja Koduri, the head of the Radeon Technologies Group. 

 

 We knew it was going to be a real crazy journey,

What we were trying to attempt was not easy. Many people in the industry called me and said ‘Are you crazy? You have two very formidable competitors in front of you.

Frankly, AMD had fallen behind significantly, If you look at our market share before RTG was formed, it was falling to single digits in the desktop channel, which is very important from a gaming standpoint. So that was a huge, tall mountain ahead of us.

We had to change the culture, When people ask me who I work for, I always tell them ‘I work for my user. He’s my boss.

  AMD reveal their new

 

Under Raja Koduri's leadership, the AMD Radeon Technologies Group is not focused primarily on making money, they are focused on developing future technologies and rendering pixels as fast as possible.  Koduri's plan is simple, work to deliver the best hardware and consumer experiences and the rest will fall into place. Below is another quote from Raja Koduri.

 

  We’ve discussed this internally, and our goals are not based on how to be a $10 billion company,

They’re based on how do we create these pixels super fast and super smooth?

We had to change the culture, When people ask me who I work for, I always tell them ‘I work for my user. He’s my boss

 

  
AMD's Chris Hook has stated that AMD had 5 goals when they were conceptualising their Polaris architecture, asking themselves what the community wanted and desired from AMD. Below is their 5 key takeaways.    

 

1: Prestige “They wanted the prestige of a $700 graphics card, but they didn’t want to have to pay for it,” Hook begins.

2: VR that just works “They wanted the ability to have a great VR experience today or two years from now without worrying about upgrading power supplies and digging into their PC. They wanted to buy a headset at some point and just have it work.”

3: Respect their investment “They wanted us to pay respect to the dollars they were giving us and do things in the architecture or transistors or APIs or ASync Compute, that provided a measure of ‘futureproofness.’ They wanted to be reassured that even if they’re only spending $200 they’d feel secure in their investment for a couple years.”

4: More overclocking control “We brainstormed what kind of voltage control could be given to them to create a better experience.

5: Better drivers “We feel we’ve made a great first step there, and we’re only going to be putting a heavier foot on the gas this year and next year to make those drivers better and better.”

 AMD reveal their new

 

AMD will be releasing their new $200 RX 480 GPU on June 29th, promising to be a new price to performance champion for the GPU market. The Radeon Technologies Group hopes that this new GPU will capture the mainstream GPU market and dramatically increase their market share during the second half of 2016. 

 

You can join the discussion on AMD's "The Uprising" marketing Campaign on the OC3D Forums

 

«Prev 1 Next»

Most Recent Comments

12-06-2016, 21:53:31

SeekaX
Ah man, why can't they just market their GPU with performance numbers instead of this cringefest. I admit, it's not the worst i've seen (MSI holds that spot and i doubt they'll ever lose it), but this whole fight the power/social justice thing is so burnt out and tired, i just associate it with left wing extremists making ridiculous demands and rioters looting and burning down the stores and homes of innocent people these days.Quote

12-06-2016, 22:35:57

Chrazey
Quote:
Originally Posted by SeekaX View Post
Ah man, why can't they just market their GPU with performance numbers instead of this cringefest. I admit, it's not the worst i've seen (MSI holds that spot and i doubt they'll ever lose it), but this whole fight the power/social justice thing is so burnt out and tired, i just associate it with left wing extremists making ridiculous demands and rioters looting and burning down the stores and homes of innocent people these days.
I gotta say to this... What the f*** did I just watch? Like for real?.

Why does every company that do these so awkwardly and embarrassing ads, so lame? Like the way the actress speaks and all of the unecessary "Wow" "Yes!" "It was easier than I thought" etc. Just lame and I just lost some brain cells watching that video from MSI.Quote

13-06-2016, 03:15:46

NeverBackDown
Quote:
Originally Posted by SeekaX View Post
Ah man, why can't they just market their GPU with performance numbers instead of this cringefest. I admit, it's not the worst i've seen (MSI holds that spot and i doubt they'll ever lose it), but this whole fight the power/social justice thing is so burnt out and tired, i just associate it with left wing extremists making ridiculous demands and rioters looting and burning down the stores and homes of innocent people these days.
Knew you would come along and say something like this lol
Did you even read the article or look at the source? Or even know what the reasoning behind it is? It's not a literal uprising. It's metaphoric in the sense that the big underdog is coming up and rising.. aka in market share. Doing this through multiple ways, from the source:
1: Prestige. “They wanted the prestige of a $700 graphics card, but they didn’t want to have to pay for it,” Hook begins.

2: VR that just works. “They wanted the ability to have a great VR experience today or two years from now without worrying about upgrading power supplies and digging into their PC. They wanted to buy a headset at some point and just have it work.”

3: Respect their investment. “They wanted us to pay respect to the dollars they were giving us and do things in the architecture or transistors or APIs or ASync Compute, that provided a measure of ‘futureproofness.’ They wanted to be reassured that even if they’re only spending $200 they’d feel secure in their investment for a couple years.”

4: More overclocking control. “We brainstormed what kind of voltage control could be given to them to create a better experience.

5: Better drivers. “We feel we’ve made a great first step there, and we’re only going to be putting a heavier foot on the gas this year and next year to make those drivers better and better.”

So that whole social justice thing?? Not even relevant. Even looking at the ad directly and ignoring everything else, you can tell the posts they have(from left to right) means
1: More Streaming. Because everything is more accessible.
2: Lower cost of entry to VR. More VR instead of the 1% who are buying now.
3: Make GPUs more quiet.
4: Buy our product!

Put it together and it basically falls under the 5 previous things I mentioned earlier from Koduri. So yes there roadmap looks childish, but looking at it directly you see a dedicated company following there roadmap they believe will work. And with a pretty potent $200 GPU, that's a great start.

AMD for the meantime are letting Nvidia holding the GPU crown for performance. Instead, they are altering there market strategy. For the better too. 80% of GPU buyers are within the $100-300 range. Hence the 970's success. Bringing the cost down to $200 and better performance than a 970 at lower power consumption should really entice people to buy AMD and possibly another down the road. It's a wiser business move and hopefully it works out. I'd like to see AMD get more market share, means more revenue and better future products. Even if that means letting Nvidia win the crown for now.


WYP: Thank you for the article. Would not have seen it otherwise since it was exclusive. Keep up the good workQuote

13-06-2016, 04:23:29

Thelosouvlakia
This should be accompanied by some fine soviet anthem style music :PQuote

13-06-2016, 05:11:24

SeekaX
Quote:
Originally Posted by NeverBackDown View Post
Knew you would come along and say something like this lol
Did you even read the article or look at the source? Or even know what the reasoning behind it is? It's not a literal uprising. It's metaphoric in the sense that the big underdog is coming up and rising.. aka in market share. Doing this through multiple ways, from the source:
1: Prestige. “They wanted the prestige of a $700 graphics card, but they didn’t want to have to pay for it,” Hook begins.

2: VR that just works. “They wanted the ability to have a great VR experience today or two years from now without worrying about upgrading power supplies and digging into their PC. They wanted to buy a headset at some point and just have it work.”

3: Respect their investment. “They wanted us to pay respect to the dollars they were giving us and do things in the architecture or transistors or APIs or ASync Compute, that provided a measure of ‘futureproofness.’ They wanted to be reassured that even if they’re only spending $200 they’d feel secure in their investment for a couple years.”

4: More overclocking control. “We brainstormed what kind of voltage control could be given to them to create a better experience.

5: Better drivers. “We feel we’ve made a great first step there, and we’re only going to be putting a heavier foot on the gas this year and next year to make those drivers better and better.”

So that whole social justice thing?? Not even relevant. Even looking at the ad directly and ignoring everything else, you can tell the posts they have(from left to right) means
1: More Streaming. Because everything is more accessible.
2: Lower cost of entry to VR. More VR instead of the 1% who are buying now.
3: Make GPUs more quiet.
4: Buy our product!

Put it together and it basically falls under the 5 previous things I mentioned earlier from Koduri. So yes there roadmap looks childish, but looking at it directly you see a dedicated company following there roadmap they believe will work. And with a pretty potent $200 GPU, that's a great start.

AMD for the meantime are letting Nvidia holding the GPU crown for performance. Instead, they are altering there market strategy. For the better too. 80% of GPU buyers are within the $100-300 range. Hence the 970's success. Bringing the cost down to $200 and better performance than a 970 at lower power consumption should really entice people to buy AMD and possibly another down the road. It's a wiser business move and hopefully it works out. I'd like to see AMD get more market share, means more revenue and better future products. Even if that means letting Nvidia win the crown for now.


WYP: Thank you for the article. Would not have seen it otherwise since it was exclusive. Keep up the good work
It's not meant in a literal way? And there i was assuming they'd publicly execute nvidia employees at E3, how stupid of me.
It doesn't matter what the Ad is trying to sell me when i'm talking about the cringe, the MSI commercial was for a good product and the message was that building PCs is easy, it was still cringy. The same applies to this, good product, bad packaging.Quote
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