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Oy vey!

Bitboys Oy. That's a name that I haven't heard for quite some time. The masters of all things vapor back in the early days of Rendition, PowerVR and 3Dfx has been acquired by ATI for $44 million dollars.

Bitboys technology will be folded into ATI's Handheld Business Unit where its expertise in power management will be used to produce powerful and efficient graphics solutions for mobile devices. The mobile handset market continues to explode and the demand for multimedia content on the go doesn't show any sign of waning. From ATI's press release:

"ATI gives us what we need to reach the next level," said Mikko Saari, CEO, Bitboys. "Their market presence and ability to sell our products as part of a complete multimedia lineup will prove incredibly valuable to us. It's a classic win-win, realizing value for both companies."

"Bitboys dovetails into ATI perfectly," said Paul Dal Santo, GM of ATI's Handheld Business Unit. "Handsets are transitioning to hardware acceleration for graphics and multimedia, and the Bitboys team will play a critical role as we drive this key inflection point to make ATI the platform of choice for content providers."

We recently reported that ATI is planning to invest some $50 million into an R&D center in India, that will be focusing on developing graphics for next generation hand helds. Considering that the market is exploding, and that Bitboys was working heavily in the mobile market, the acquisition comes at just the right time.





"If you look at the last five years, if you look at what major innovations have occurred in computing technology, every single one of them came from AMD. Not a single innovation came from Intel." -- AMD CEO Hector Ruiz in 2007
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