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AMD Veep calls Intel's social media strategy "offensive"

Intel antisocial
Saturday, 21 March 2009, 01:40

THE VP of advanced marketing at AMD, Patrick Moorhead, has publicly called Intel's refusal to deal with issues like battery life on blogs and Twitter, "offensive and derogatory to consumers".

At an impromptu panel of executives at SXSW this week, Moorhead advised the corporate world to bog it up a bit and act the twit by getting active on social media. "If you're a large company, a small company or a medium company, it doesn't matter," said the Veep, adding, however, it was of the utmost importance to, "keep it honest, have integrity and have transparancy".

"At the end of the day, this whole system is based on trust" said Moorhead, warning, "If you violate that trust, you're screwed".

Sylvieandpat

AMD is certainly making a concerted push into the social media space, seeing possibilities for a long-term strategy to strengthen its brands and interact with end users. It isn't always plain sailing, however, and we've heard the firm's legal beagles have oft gotten their collective knickers in a twist due to unauthorised posts or aggressive twit fights with rivals.

But Moorhead seems unperturbed by the potential pot-holes ahead, emphatically declaring that it was important to "inject personality" into corportate social media (*Cough, Intel) and saying, "If you're not making mistakes, you're not pushing the envelope and if you're not pushing the envelope, you're not going to get anywhere."

Neutering people from the corporate brand was the worst mistake a firm could make, said Moorhead, adding, "Social media is social because it's about people".

Patpanel

So, if it's all about openness and transparency, would AMD be willing to publicly release all documents relating to the cross license agreement? The INQ asked. Moorhead's answer? "If Intel is prepared to unredact all the confidential information they don't want to open up in the antitrust suit, we will open up the redaction from the cross license agreement" said Moorhead, as AMD's lawyers mopped sweat off their crinkled brows.

Moorhead may well be playing a dangerous (and sometimes aggressive) game, but the Vice President, dubbed AMD's 'social media guru' (and 'the cat with nine lives'), doesn't seem too concerned. After all, according to him, it's all about "fast fail".

"There are no experts here. Get in, have a simple startegy, hurry up and make mistakes," he told us.

We hope AMD's legal team are prepared to pick up the pieces! µ

 

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Comments
The Intel agent we know as Sylvie

That cute rabbit face of yours may get you first in line to take a deep look inside AMD, but don't forget AMD is owned by Arabs these days. They'll smell you from Phenom III days aways.

posted by : cvcvcx, 21 March 2009 Complain about this comment
AMD and Intel Need to Open Up

Whatever Patrick said, I agree with his opinion 100%. What have they got to lose to share the information of the suit.

What it says Intel is doing, has done and will do, is use the massive marketing budget it controls to unfairly force manufacturers to use Intel exclusively. And that is NOT GOOD FOR ANY OF US.

I wish AMD chips had gotten in the Macbooks, but perhaps next round they will have a better mobile offering.

Intel is like the 1000 lb. gorilla in the ring. Their budgets and market share is close to 90% of the Windows computers on the market. That does not make them the better chip, just the more successful. And they DO like to use their marketing muscle to keep competition down.

Let them market all they want. But when they start using those marketing dollars, known as affiliate marketing programs, to influence large manufacturers like Dell to NOT offer AMD options, that is called unfair. And it should not be tollerated by Microsoft in Europe or by Intel in the US, or anywhere.

Your concerns for Patrick's well being are cute but of little relevance. Mr. Morehead is a smart cookie. He knows stirring up the talk is good for AMD. And public awareness of the entire situation would be BAD for Intel.

It's sort of a social media slam dunk.

I'd say, "Well played, Mr. Morehead."

@jmacofearth
http://uber.la

posted by : John McElhenney, 21 March 2009 Complain about this comment
VP of "Advanced" Marketing?

What the heck is this job title - I take it, it is separate from a simple VP of marketing? This guy sounds like a clown when he uses phrases like "you're screwed" in an interview.

And what is lost in all of this... somehow Intel asking that an actual industry consortia develop the standards is being portrayed as not listening to twits (I was thinking of a word with a different vowel). The purpose of consortia is to get all the major players together to agree... the "average joe" research should still be done, but it should be brought to the consortia as an input, not DRIVING the consortia.

Believe it or not the public is not always right about what is needed on technical matters or how to MEASURE technical performance. Should we have blogs decide what the best way to test temperature and humidity operating range testing should be? Perhaps they can help develop reliability testing standards, metrics and methodology? And perhaps the people blogging and tweeting with AMD are not a representative slice of the overall user population?

AMD is simply trying to muddy the waters. Intel is not saying ignore consumer inputs, they are saying at the end of the day it is ultimately up to the consortia to decide what is best as they are the ones ultimately accountable and are the ones that have to use and deal with any standards that are developed.

posted by : a bit off, 21 March 2009 Complain about this comment
Yeah, blogs...

Of course, the standards should be decided through blogs. That's what blogs are for - calling the average joe who doesn't know the difference between watt and watt-hour - for voting on battery life standards. What's AMD going to do next? Design their processors through blogs? Oh yeah, folks would love it. and AMD would love to point out that it's "offensive" that Intel wants its well-trained and experienced scientists to design their processor ISA rather than let people vote on it.

posted by : ssj4Gogeta, 21 March 2009 Complain about this comment
Spell check????

All you have to do is push one button to check your spelling. "Startegy" f---ing hilarious.

posted by : Tom, 21 March 2009 Complain about this comment
theBANGLADOREping....

News Friends, Does anyone know how to PING Bangladore? Bet on Slow People. Once You Got PING, Go Long Distance Voise @ $7.95/pinger & Speak W/Machine. Hello Dave, I Have idea....TS Drashek

posted by : SpeedyRelief...., 22 March 2009 Complain about this comment
AMD is on to something

And in other news, Obama has decided to start soliciting US residents on how to spend money for the next budget, sure it might run a little bit of a deficit, but hey give the people what they want - ultimately it's their call, right? Also if the folks have any inputs on the Fed Funds rate, they should just hit Obama on his Blackberry.

Not wanting to feel left out, the FDA has scrapped their drug testing protocols and have setup blogs asking people to help define protocols on how they would consider a new drug "safe'

Heck we could just setup a website where people vote like American idol for everything!

I really think AMD is onto something and is just helping get to a "smarter choice".

posted by : lunacy, 22 March 2009 Complain about this comment
Really?

Folks, anyone can take an example to the extreme and make a case for why it is a bad idea...

You want the CPU industry to work disconnected from what users need and want? Quick poll on how many of you are using Itanium? How is that working for you? Good thing user opinion wasn't injected into that design......

posted by : AMD Drew, 23 March 2009 Complain about this comment
Yes, really

Noone is arguing AGAINST user inputs... AMD is taking an Intel comment about saying industry consortia should set the standards and AMD is using some crazy logic that this means they are against blogs.

AMD (or any company) is free to bring user/customer inputs to the standards committee - but ultimately the consortia, and NOT THE BLOGGING PUBLIC, need to decide on the standards. If AMD wants to do some of that research through blogs, more power to them.

Where in the comments above are people suggesting that the industry should work disconnected from the users?

posted by : Intel Drew, 24 March 2009 Complain about this comment
Intel's standards ARE that bad.

Intel seems to like to start out with simple standards but does not prepare them for future additions and features properly. For instance there is USB, which Intel defined nearly entirely on its own, or other standards defined along with its cronies that include Rambus and Silicon Image. The decision by Intel to sabotage Firewire and to only promote USB 2.0 has been a disaster. USB 3.0 is probably going be a nightmare for computer users. It may be an opportunity for Firewire, however, as USB 3.0 may have similar silicon requirements Firewire 3200. USB 3.0 has added features like an additional data pair and additional device types. Intel also graced the world with PCI and its variants like PCI Express were defined by Intel but used important patents owned by Rambus. Available for licensing cheep, from Rambus. Also, don't expect to find PCI Express to be a low latency <100ns t remember, but AMD may not have even had a vote in the issue anyway. Fortunately for AMD, a different design of DDR3 SO-DIMM was decided on that was acceptable to AMD. Not that DDR3, even at 1600MHz, is much to get excited about anyway.

In other words, Intel will make up proprietary standards, start or join standard bodies corrupt them, and we as computer users end up dealing with whatever steaming pile of poo Intel thinks will make it the most money and Intel gives a good go to the hell to the rest of us.

posted by : RG, 26 March 2009 Complain about this comment
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