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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.

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By GoneToPlaid on 8/30/2010 8:29:42 AM , Rating: -1
I have mostly used AMD processors for over 15 years since every computer which has been hit by lightning (about a dozen over the years) with an AMD CPU and AMD certified motherboard always has survived even though the power supply of course got fried. I couldn't come close to making the same statement for several Intel based computers. Thus AMD is my preferred CPU brand.

Others have commented that ATI built up something of a reputation for slack driver support. It is a shame that AMD plans to kill off ATI -- just when they were finally getting into stride with the brand and technology acquisition. AMD -- don't kill ATI -- at least try to sell ATI to VIA since VIA updates motherboard and chipset drivers even for products which are years old.

By mattclary on 8/30/2010 8:47:56 AM , Rating: 2
12 computers killed by lightning?!?

1. You have really bad luck

By GoneToPlaid on 8/31/2010 8:05:52 AM , Rating: 2
Thanks Matt,

I use UPS backups on all of my computers, but when lightning hits the power line 200 feet from the house then there isn't too much that one can do -- except curse mother nature!

By mattclary on 8/30/2010 8:51:08 AM , Rating: 1
And, this will help a lot...


By Blight AC on 8/30/2010 9:04:21 AM , Rating: 4
I guess you missed it, but it's just a rebrand. They aren't dropping the Radeon GPU's, just the ATI name on them.

By Cheesew1z69 on 8/30/10, Rating: -1
By jvillaro on 8/30/2010 12:38:30 PM , Rating: 2
It is a shame that AMD plans to kill off ATI -- just when they were finally getting into stride with the brand and technology acquisition. AMD -- don't kill ATI -- at least try to sell ATI to VIA since VIA updates motherboard and chipset drivers even for products which are years old.

Slap yourself...
The original poster got it wrong and he´s just explaining

By sgtdisturbed47 on 8/30/2010 9:27:20 AM , Rating: 2
That's protection built-in to the PSU, which isn't brand-specific for CPU protection.

Anyway, I was about to call B.S. on this article but after they clarified that it is the brand they are killing, not the product, then I was able to hold myself back from laughing uncontrollably.

By Taft12 on 8/30/2010 12:08:39 PM , Rating: 1
Save your thanks for the motherboard OEM's (Asus, Gigabyte, ...)

They use the same manufacturing process for Intel and AMD boards.

By justjc on 8/31/2010 6:57:50 AM , Rating: 1
They're not killing ATI, they're killing a company name.

AMD will continue to make GPUs, the only difference is that future products like the Radeon HD6xxx series will be coming from AMD instead of the subsidiary company ATI. Because of this you can expect AMD graphics drivers to support ATI branded cards for quite some time. At least that is the case for those of us who have motherboards using ATI chipsets which AMD re branded back in 2006.

"You can bet that Sony built a long-term business plan about being successful in Japan and that business plan is crumbling." -- Peter Moore, 24 hours before his Microsoft resignation

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