Feeds

AMD to dump ATI brand

Soon: AMD Radeon and AMD FirePro

Mobile application security vulnerability report

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. ®

Boost IT visibility and business value

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
Seventh-gen SPARC silicon will accelerate Oracle databases
Uncle Larry's mutually-optimised stack to become clearer in August
EU dons gloves, pokes Google's deals with Android mobe makers
El Reg cops a squint at investigatory letters
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
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.