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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 7:38:10 PM , Rating: 2
You can bring on all the math you want, but you are ALL forgetting the most important number. WATTS. Your typical inexpensive tower has a 250Watt power supply. My cousin wanted to be able to play some of the newer FPS's and his coworker had him sold on a $300 graphics card. Oh sure, the card was awesome, but the thing needed well over 200Watts itself. The guy does a good job logging, but you can't imagine the hell I endured in convincing him that the card would toast his PSU and possibly the rest of the system.

In the end, he got a decent graphics card, but only after we put in a new PSU. Do you think the average Best Buy worker makes sure and ensures the customers PSU can handle the new graphics card? Doubtful.


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