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AMD News - 01/10/05
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AMD Promotes New AMD Holographic
Label and Security Features to Help
Ensure Customer Satisfaction

SUNNYVALE, Calif. - January 10, 2005 - 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 warranty.

"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 purchase."

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.

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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.
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