Print 95 comment(s) - last by Pakman333.. on Mar 25 at 2:28 AM

Declining to follow the price cut plan

DailyTech revealed last week ATI's new pricing strategy to compete with NVIDIA's GTS 250 rebrand, also known as the 9800 GTX+.

The ATI Radeon HD 4850 512MB was to drop to $129, while the Radeon HD 4870 512MB was scheduled to be cut to $149. This was supposed to be accomplished primarily through the use of mail-in rebates, which ATI would help offset.

Most of the board partners took up the offer on the 4850. However, due to several factors converging at once, the 4850 can now be picked up for around $120 at several e-tailers, albeit with the mail-in rebate.

The story with the 4870 is something else entirely. The Radeon HD 4870 512MB was supposed to drop to $149 with a mail-in rebate, but some of ATI's graphics card partners are resisting this as they feel that since the card outperforms the GTX 260, it should compete against that card. They instead are positioning the 1GB version of the 4850 against the 1GB version of the GTS 250 at the $149 price point.

One of our sources in Taiwan told us: "The ATI lineup is very strong, and we feel the 4850 should go against the GTS 250 and the 4870 against the GTX 260".

ATI has been very aggressive with its pricing, with lower prices and higher performance in the same segments as its nemesis NVIDIA. This has led to declining revenues for board manufacturers, already hard hit by lower demand due to the global recession.



GTX 280

ATI Radeon 4870

GTX 260 Core 216

ATI Radeon HD 4850

GTS 250

Stream Processors






Texture Address / Filtering

80 / 80




64 / 64







Core Clock






Memory Clock


900MHz GDDR5 (3600MHz eff)


993MHz GDDR3 (1986MHz eff)


Memory Bus Width






Frame Buffer






Transistor Count






Price Point






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RE: Huh?
By Reclaimer77 on 3/11/2009 3:41:25 PM , Rating: -1
The card isn't being priced against the GTX 260, it is being priced against the GTS 250


ATI announced the price cuts BEFORE Nvidia announced the GTS 250. So that doesn't fit.

RE: Huh?
By Pakman333 on 3/11/2009 3:58:17 PM , Rating: 3
"The ATI Radeon HD 4850 512MB will drop to $129, and is designed to compete at the same price point as NVIDIA's GTS 250 512MB version."

RE: Huh?
By Cypherdude1 on 3/15/2009 8:26:23 AM , Rating: 2
I like ATI over nVidia because ATI has better support for their drivers. I am currently using an older Radeon video card with s-video out. I use it to see DVD's ported to my TV. The picture is amazing, very clear. Even if you sit a foot in front of the TV, you cannot see any artifacts, ghosting, nothing. I cannot get over just how clear the picture is. Also, the picture is centered nearly perfectly on the TV. There's no over or under scan. I often pause the movie, switch to FireFox, and access the 'Net right on the TV. My previous nVidia card was never like this.

$129 for a top-of-the-line PCIe video card is also amazing. That's an incredible price.

{UPDATE} I just read the reviews for the 4850 and I'm disappointed. Apparently the 4850 runs HOT:

RE: Huh?
By lexluthermiester on 3/16/2009 12:28:39 PM , Rating: 2
I like ATI over nVidia because ATI has better support for their drivers.

I'm going to have to disagree with that. The very reason I switched from ATI to Nvidia was because of the pain in the back-side drivers ATI started pumping out in 2006. Nvidia's drivers are entirely easier to use. I've installed and used ATI cards in client's machines and nothing has changed over the past few years. Properly configuring Nvidia drivers takes half the time.

Now allow me to qualify myself. I never use standard mode configurations. I always access the advanced modes in driver settings. ATI's drivers require more non-essential programs running and this annoys me to no end.

RE: Huh?
By Sagath on 3/11/2009 4:01:49 PM , Rating: 5
False: Dated Mar 2, 2009

and Dated Mar 3, 2009

So if anything, ATi knew about the existence of the GTS250 before they announced the price drop. Hell, most people have been reading about the 'new' 250 on forums for 6+ weeks. The price drops was suprising, but not unforseen.

RE: Huh?
By MrPoletski on 3/12/2009 10:19:15 AM , Rating: 4
exactly, coz GPU manufacturers have no idea what the competition might be releasing in the near future... not

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