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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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RE: Huh?
By priusone on 8/31/2010 7:28:44 PM , Rating: 3
A buddy of mine just spent $2,100 building a computer that would 'run circles around my POS computer'. It sure does. Talk about one fast machine. Man, it sure makes my $369 Walmart machine look like crap. It makes my two netbooks, which are hooked up to my LCD TV's, seam like they are running even slower. It even makes my $1000 Dell Studio 15x run somewhat slow. Problem is, my living room netbook and my bedroom netbook are both setup like media centers and are controllable by either my Droid or my Dell. My Walmart PC is basically a glorified file server, but it does have a $50 ATI Radeon 4570 for the occasional trip to the Wasteland.

Yeah, my friend loves giving me grief about my lowly PC offerings, but they suit me just fine. But my 9TB of storage trounces his 1TB. Different priorities I guess.

Now as far as AMD doing away with the ATI namesake, we could take your itty bitty market share $2100 machine or our extremely large $369,$399,$350,$1000 market share, and what do you know, there are way more of US. Your average PC user probably doesn't know the difference between discreet and integrated graphics cards. So, be it ATI or AMD, chances are they have heard of AMD. You and Curtis can have a blast playing WOW with max settings, but I'm going go out camping while the weather holds out.


RE: Huh?
By Major HooHaa on 9/3/2010 12:15:21 PM , Rating: 2
The components in my P.C. may once have cost £2,000+ to buy, for the level of performance they give, but I got them for a quite reasonable sum.

Oh and I read a quote from some bloke at AMD, saying that no one cares about branding. But what about the "Intel Inside" campaign? It helped Intel get where it is today.

In one of Terry Pratchett's Diskworld novels, there was even a strange primitive computer called 'Hex' with an "Anthill Inside" logo on the side. They could get it to work, if they could just get enough bugs into the system.


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