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AMD Kills ATI Brand, Future Products to Feature Brand Change

DaMulta

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#51
I'm throwing one out there!!!


RIP
TEAMATi
 
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#53
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#55
Seems like this is designed to help AMD cpu sales.

Maybe they are hoping some of their gpu success rubs off?
 
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#58
This is too bad. Although I guess it is a good PR move to make AMD seem bigger. Now when you buy a laptop, you can have an Intel processor and an AMD GFX sticker. Very clever as AMD will become more well known.
Not true, Intel have their ways and they don't want that little CPU maker AMD next to their logo, so any OEM rigs with Intel guts and an AMD GFX card will not display the AMD logo, it just says Radeon, big fail by AMD, they gain no more publicity yet kill of a massive GFX brand established 25 years ago. :laugh:



http://www.anandtech.com/

OEM logo





And on hardware next to Intel logo

 
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#59
so according to those graphs, AMD has gained a crapload of marketshare. its split bout even now between it n nvidia correct.
 
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#60
Well, when i go to my local computer store to order me my shiny new radeon 6xxx, i bet my ass that i'll say: one ati radeon 6xxx, please! and the guy behind the counter will go WTF dude... :shadedshu

anyhow, i shall always remember my ati radeon 9600pro that fell honourably to my overclocking tortures and my current X1800gto is still faithfully ticking @ 675/1350mhz since 2006. (it can even pull off 700/1400mhz, which is a pretty damn high oc for the said card if you ask me!)

ATi 4evah!!!1! :rockout: :rockout: :rockout:
 
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#61
Meh. Three little letters don't make any difference to me.
 
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#62
Those in the know will see no difference but those who don't will ask for ATI - not see them and then purchase NVidia because they think ATI is no longer available. Talking about shooting yourself in the foot!
 
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#63
Totally wasn't necessary. Don't know anyone that would have mixed up APUs with ATI. The CPU side has always been linked with AMD while GPU to ATI. The new APUs would have been seen as an AMD part regardless. Using the ATI name in marketing likely would have helped sales for those too since its got a stronger like factor than AMD.
 
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#64
Farewell ATI!

You will be missed :(


The end of an era...
 

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#65
Isn't it going to cost a shit load of cash re-naming there gpu's?

Any way I welcome the change :D
 

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#66
IMO the Radeon moniker is what ppl relate to ATI/AMD cards. The color scheme on the logos are pretty much same as before and most ppl I know go by the board partners name... i.e. Sapphire, XFX, etc.
I disagree. Nobody I know refers to them as Radeon or by partner name. They refer to them as ATi (insert model number here).

That said, I don't think it will make much difference in the grand scheme of things.
 
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#67
Now here's a good read, something AMD should highly listen too. There will be a lot of I Told You So AMD after the ATI brand is no more.


Ramifications of ATI Brand Drop
But there are more issues than just the value of the brand for the particular market. For many years Intel used ATI Radeon graphics boards for public performance measurements, in addition, the large chipmaker helped to advertize Intel- and ATI-based personal computers. In fact, ATI was invited to Intel Developer Forums even after it was acquired by AMD. Will the world's largest chipmaker in some ways help to promote personal computers with "AMD Radeon", thus helping its arch-enemy to gain brand recognition? Will it invite AMD to take part of IDF? At present ATI commands 51.1% of discrete GPU market and 24.5% of all graphics adapters market, thus, ATI Radeon boards are installed into Intel-based systems and GPG's market performance is not limited to market share of AMD platforms. If ATI logo is dropped in favour of AMD's, so will likely market share of the graphics division.

It should be noted that with the dawn of the accelerated processing unit (APU) era it would make sense for AMD to sell them under one single trademark since AMD Fusion 2000 with ATI Radeon HD 5610 graphics core does not sound easy for average consumers. Still, when selling chipsets AMD barely notes the class of the integrated graphics core and it hardly will in the Fusion era.

For years both AMD and Intel "borrowed" numerous technical and marketing solutions from each other. AMD went platformization route, just like Intel, whereas the latter integrated memory controller into its microprocessors and introduced point-to-point interconnection for multi-socket platforms. Intel is unlikely to drop Havok or McAfee brands despite of the fact that Intel is among the world's most known trademarks. The reason is simple: Intel is not known for cross-platform middleware or antivirus software. Will AMD, which is not known for graphics processors, dare to drop the very well known ATI trademark?

For over a quarter of a century ATI has been a renowned graphics brand, whereas AMD has been known for microprocessors. Although Bentley is owned by Volkswagen Group, the Continental GT is still Bentley Continental GT, not Volkswagen Continental GT or Volkswagen Bentley Continental GT. Rebranding "ATI Radeon" premium graphics label into anything else will require AMD to do something it has never been truly keen of: to greatly alter its advertising and marketing initiatives so that to tell the market that the heritage of ATI is still there and the Radeon GPUs are still premium computer components, not inexpensive solutions with nice price to performance ratio. Perhaps, some things should just remain as they is?

AMD did not comment on the news-story.

LINK:
http://www.xbitlabs.com/news/video/display/20100824064709_AMD_s_Rumoured_Rejection_of_ATI_Brand_May_Be_the_Worst_Branding_Decision_by_the_Company.html
 
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#68
You Heard it here first :) (Dan Rathers asks 20mmrain for News Advice) J/K I am just happy I found a story first this time and my thread didn't get closed down LMAO!

***Edit***
Never mind Sigh It was closed now. It was fun while it lasted!
 
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#69
Join the Stay Alive Campaign for ATI :D


 

MadCatMk2

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#71
I can see a lot of people being confused by this in the near future. Most people who are not into these things, not only are not aware of AMD buying ATi, but are just now realizing that ATi cards are just as / better than what Nvidia has to offer.

If one thing bugs me though it's that I won't see the name "Athlon" again from what I can tell. I can't forgive this to AMD.

"Vision" sounds like something Microsoft(R)(TM) would make.
 
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#72
I would , if there's more people , im in !!!

That's not becase of a hope of getting it back , but that's the least we can do for celebrating demise.



btw:

 
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#73
I don't think the move add value to AMD in any way. What is driving this is some vested interest in some department/external marketing company/consultancy that will get a lot of DOLLAR due to the changes.

The industry IS SEGMENTED between CPU and GPU technology and separated in how build and purchase decisions are made. It has been for many years and will continue to be. It's like Jaguar being bought by Ford and calling it a Ford. Or Ferrari being bought by Fiat and calling it a Fiat. It doesnt help anyone.

AMD really need to think out of the box. If ATI is so successful in the consumer space, perhaps they should have used AMD for enterprise computing and ATI-PROCESSORS for consumer. ie. use ATI for CPUs also. Now that would have been smart.
You could also say like calling it FIAT but it is owned by Ford..........SO if we named changed Ferrari it would go under Ford brand not FIAT that is what Henry Jr bought FIAT for.
 
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#74
I can see a lot of people being confused by this in the near future. Most people who are not into these things, not only are not aware of AMD buying ATi, but are just now realizing that ATi cards are just as / better than what Nvidia has to offer.

If one thing bugs me though it's that I won't see the name "Athlon" again from what I can tell. I can't forgive this to AMD.

"Vision" sounds like something Microsoft(R)(TM) would make.
If they can`t read the logo on the XFX card by the pci-e fingers then well.......They have had AMD on the cards this whole time look here (srry if i get in trouble for the pic )http://www.techpowerup.com/reviews/AMD/HD_5000_Leaks/images/xfx5870.jpg
 
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#75
Me to. First of all, ATI was, like, gonna live forever... Second: I don't think this will come to be a very successful move. Imagine future laptops with both, Intel and AMD logos... I don't think Intel's gonna like this...
They are keeping the Radeon name so it wil have the new Radeon sticker .