Feeds

ATI move on chipset market targets Intel

Chromatic Research buyout starts to make sense at last

  • alert
  • submit to reddit

Bridging the IT gap between rising business demands and ageing tools

PC graphics specialist ATI yesterday signalled a move into the chipset market. The announcement marks the latest stage in a strategy hatched last year, which led to the acquisition of PC-on-a-chip developer Chromatic Research last October. ATI is well known for its graphics acceleration products, such as the Rage Pro and Rage 128. That positions the company against the likes of S3, nVidia and 3dfx as a provider of graphics cards sold into the add-ons market. However, the majority of ATI's business comes through selling graphics chipsets to computer and logicboard manufacturers who then integrate them onto their motherboards, along with chipset components from other vendors. The trouble is, the chipset vendors are increasingly trying to find ways to compete with Intel, and that has led SiS and Via to add graphics to their core logic products. Even Intel is getting in on the game, with the 810 chipset it announced earlier this week. That worries ATI, not least because Chipzilla is getting its graphics technology form ATI's erstwhile arch rival in the graphics chip market, S3. Yesterday's announcement was a direct response to Intel's challenge, but this is clearly an issue that has been bothering ATI for some time. Last year's takeover of Chromatic positioned ATI to move into the set-top box market with a mix of Chromatic's system-on-a-chip products and its own 2D/3D graphics and TV/DVD decoder products. However, that mix also allows ATI to attack the low-end PC market, a move turned from a sideline into a necessity by the chipset vendors' moves into graphics. Even processor vendor Cyrix is getting in on the act -- its upcoming MIII chip also integrates graphics acceleration on the die, and will be aimed at the same sector. ATI's sales pitch centres on its Shared Memory Architecture (SMA), which integrates North Bridge and graphics acceleration chipsets, and hooks them in to the PC's main memory bank, eliminating the need for dedicated VRAM. The company promises a "full family" of SMA-based products. Samples will come on stream in the second half of the year. ®

The Power of One Brief: Top reasons to choose HP BladeSystem

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple ran off to IBM
But never fear fanbois, you're still lapping up iPhones, Macs
Nadella: Apps must run on ALL WINDOWS – PCs, slabs and mobes
Phone egg, meet desktop chicken - your mother
HP, Microsoft prove it again: Big Business doesn't create jobs
SMEs get lip service - what they need is dinner at the Club
ITC: Seagate and LSI can infringe Realtek patents because Realtek isn't in the US
Land of the (get off scot) free, when it's a foreign owner
White? Male? You work in tech? Let us guess ... Twitter? We KNEW it!
Grim diversity numbers dumped alongside Facebook earnings
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.