Print 87 comment(s) - last by EricMartello.. on Sep 10 at 7:23 PM

New AMD graphics branding

The evolution of AMD/ATI branding
AMD's market research shows that it's time to get rid of the ATI brand

It's been a long four years, but AMD has finally hits its stride after its acquisition of ATI Technologies way back in 2006. After agreeing to purchase ATI for $5.4B, AMD was besieged with quarterly losses stemming from the purchase, constant pressure from NVIDIA in the graphics market, and beatdowns from Intel (who wasn't exactly playing by the rules of fair business) in the processor market.

With most of its troubles now behind it, AMD is looking to kill off the long-standing ATI brand and bring Radeon and FirePro graphics solutions solely under the AMD umbrella according to AnandTech.

According to AMD's own research in markets from around the world, it came to the following three conclusions:

  1. AMD preference triples when respondent is aware of ATI-AMD merger
  2. AMD brand [is] stronger than ATI vs. graphics competitors
  3. Radeon and FirePro brand awareness and consideration [is] very high

The move will also help to further consolidate AMD's branding which has pretty much gotten out of hand in the past few years [see figure on right]. AMD will begin the transition later this year to phase out ATI branding and move to a more simplified product branding lineup. By 2011, AMD's product lineup will consist of AMD's Opteron for server processors, Vision (which consists of a CPU/GPU hybrid) for consumer processors, and Radeon/FirePro for graphics.

With AMD now taking the discrete graphics market lead from NVIDIA (51.1 percent for AMD versus 44.5 percent for NVIDIA) and preparing to take the fight straight to Intel with three new CPU designs, the next year should be a fruitful one for enthusiasts.

Comments     Threshold

This article is over a month old, voting and posting comments is disabled

RE: Huh?
By freeagle on 8/30/2010 8:01:19 AM , Rating: 5
Larger memory .... no.... video memory doesn't impact performance nearly as much as the GPU design and type.

That's undoubtedly true, but all my friends that don't really understand computer hardware ( read "majority" ) are comparing GPUs based on the amount of memory.

RE: Huh?
By Motoman on 8/30/2010 2:22:48 PM , Rating: 2
That is correct. To the vast majority of average consumers, a video card is as good as the amount of memory on it.

As absurdly wrong as that is, it's what the market perception is.

...which is why Ma & Pa don't get it when they go to BBY and buy the new $400 Dell thing for sonny, only for him to complain that it won't play WoW.

RE: Huh?
By spread on 8/30/2010 6:26:11 PM , Rating: 2
I blame this on the vast majority of poor sales people. It was such a pain shopping around for a laptop this year.

"Yes, yes I know it has 1 jigglybits of memory, but on WHAT? What IS in there?" -Me talking to a sales rep.

"I mean, if you wanna break down someone's door, why don't you start with AT&T, for God sakes? They make your amazing phone unusable as a phone!" -- Jon Stewart on Apple and the iPhone

Copyright 2016 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki