Feeds

AMD to dump ATI brand

Soon: AMD Radeon and AMD FirePro

Security for virtualized datacentres

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. ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
How the FLAC do I tell MP3s from lossless audio?
Can you hear the difference? Can anyone?
iPAD-FONDLING fanboi sparks SECURITY ALERT at Sydney airport
Breaches screening rules cos Apple SCREEN ROOLZ, ok?
Crouching tiger, FAST ASLEEP dragon: Smugglers can't shift iPhone 6s
China's grey market reports 'sluggish' sales of Apple mobe
Apple's new iPhone 6 vulnerable to last year's TouchID fingerprint hack
But unsophisticated thieves need not attempt this trick
The British Museum plonks digital bricks on world of Minecraft
Institution confirms it's cool with joining the blocky universe
Turn OFF your phone or WE'LL ALL DI... live? Europe OKs mobes, tabs non-stop on flights
Airlines given green light to allow gate-to-gate jibber-jabber
Be your own Big Brother: Keeping an eye on Mum and Dad
All watched over by machines of loving grace
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.