January 10, 2005 00:02 ET

AMD Promotes New AMD Holographic Label and Security Features to Help Ensure Customer Satisfaction




JANUARY 10, 2005 - 00:02 ET

AMD Promotes New AMD Holographic Label and Security
Features to Help Ensure Customer Satisfaction

SUNNYVALE, Calif.--(CCNMatthews - Jan 10, 2005) -

AMD (NYSE: AMD) today announced an educational campaign focused on the
security features of AMD boxed processors (also known as
Processor-in-a-Box, or PIB) in order to help ensure high customer
satisfaction. By promoting a newly designed AMD holographic label using
one of the most secure authentication technologies available, AMD is
committed to helping customers more easily authenticate AMD PIB
products. Genuine AMD boxed processors purchased through an authorized
AMD distributor or reseller helps ensure that customers are receiving a
high-performance AMD processor that meets AMD's rigorous qualification
requirements, an AMD approved thermal solution, and a three-year limited

"As a customer-centric company, AMD is always striving to improve the
overall computing experience for end users," said Marty Seyer, corporate
vice president and general manager, Microprocessor Business Unit,
Computation Products Group, AMD. "AMD believes these security
enhancements provide customers a fast, effective way of authenticating
AMD PIB, and also help better protect their consumer rights upon

Boxed processors are a popular choice for PC consumers and system
builders who want the flexibility of choosing their components to
assemble their PC. Each PIB product includes an AMD-branded processor,
an AMD qualified heatsink and fan, and a three-year limited warranty.

"As a worldwide distributor, Avnet welcomes any activities from its
suppliers that allow its customers to easily identify original product
through the channel and to the point of purchase," said Raj Suman,
European product marketing director, Avnet EMEA. "We believe that AMD's
educational campaign on authentic "Processor-in-a-Box" can only help to
ensure our customers are even better protected moving into 2005."

All authentic boxed AMD Athlon™ 64 FX, AMD Athlon 64, AMD Sempron™
and AMD Opteron™ PIB products have the holographic label on the
bottom left corner of the packaging. AMD is among the first in the
industry to adopt a 3-D holographic label produced using Dupont Izon
technology. The label combines overt authentication feature, tamper
evident construction and a tightly controlled secure supply chain,
making it extremely difficult to duplicate. It consists of a
three-dimensional, full-parallax view surrounding the AMD Arrow logo
that shows dots arranged in a pattern: from one dot to two dots, three
dots and four dots as it is viewed from different angles. AMD will use
various communication vehicles to inform worldwide customers about this
new feature, including e-communication, customer training, and
point-of-sale marketing materials. For more information, visit

About AMD64

AMD64 evolves the industry-standard 32-bit x86 architecture to support
the demanding 64-bit environment that will enable future generations of
computer functionality and productivity. AMD designed the AMD64 platform
to allow end users to enjoy reliable, best-in-class performance on the
32-bit software they own today while preparing for a seamless transition
to high-performance 64-bit applications. The AMD64 architecture is also
designed to enhance the security of your computing environment by
integrating Enhanced Virus Protection technology enabled by advanced
anti-virus features in Windows® XP Service Pack 2 and the upcoming
Windows Server 2003 Service Pack 1.

Since the introduction of the AMD64 architecture in 2003, the AMD
Opteron™ processor for servers and workstations and the AMD
Athlon™ 64 processors for desktop and notebook computers have earned
more than 60 awards for innovation and performance and the support of
more than 2,000 OEMs, hardware and software developers, system builders,
and distributors.

About AMD

AMD (NYSE:AMD) designs and produces innovative microprocessors, Flash
memory devices and low-power processor solutions for the computer,
#25004 communications and consumer electronics industries. AMD is
dedicated to delivering standards-based, customer-focused solutions for
technology users, ranging from enterprises and governments to individual
consumers. For more information visit .

AMD, the AMD Arrow logo, AMD Athlon, AMD Opteron 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 Information

    AMD Public Relations
    Suzy Pruitt, 512-602-4392 (PR)
    Mike Haase, 408-749-3124 (IR)