Feeds

AMD to dump ATI brand

Soon: AMD Radeon and AMD FirePro

Choosing a cloud hosting partner with confidence

The ATI brand is about to disappear, AMD announced Monday.

"The timing is right as far as we're concerned," an AMD spokesman told The Reg, explaining that the company's brand strategy is moving to a "customer-centric approach" and away from processer-centric branding.

The company's Radeon and FirePro brands will remain, but they'll be transitioned to the AMD brand when the next-generation Radeon GPUs appear later this year.

AMD dropping ATI brand

The ATI Radeon and ATI FirePro GPUs will soon be AMD Radeon and AMD FirePro GPUs

According to the spokesman, internally conducted research showed that the AMD brand was stronger than the ATI brand. A company release explained that the survey, which polled "several thousand 'discrete graphics aware' respondents" in the US, UK, Germany, China, Japan, Brazil, and Russia discovered that the AMD brand was stronger than ATI's when compared with other graphics competitors.

In addition, preference for the AMD brand tripled when the respondent was aware of the AMD-ATI merger. It should be noted that those "discrete graphics aware" folks had plenty of time to learn about the merger, which was confirmed over four years ago — at which point, by the way, AMD said it was planning to keep the ATI brand.

The move comes as AMD prepares to launch its long-gestating Fusion line of what the company calls APUs — accelerated processing units — which include CPU, GPU, and other circuitry such as video processing and other application-specific accelerators, all on the same die.

Fusion ships were first discussed shortly after the AMD-ATI merger, and were originally scheduled for release in late 2008 or early 2009. The first Fusion chip, however, was demoed just this June at the Computex conference in Taiwan.

AMD expects to deliver the Ontario Fusion chips based on the company's new Bobcat core in the fourth quarter of this year, and Llano parts based on a tweaked four-core Phenom II core in the first half of next year.

And by then, the ATI brand will be nowhere to be seen. ®

Beginner's guide to SSL certificates

More from The Register

next story
Xperia Z3: Crikey, Sony – ANOTHER flagship phondleslab?
The Fourth Amendment... and it IS better
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Microsoft to enter the STRUGGLE of the HUMAN WRIST
It's not just a thumb war, it's total digit war
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.