AMD to retire ATI branding

Summary:News in from AMD today confirms both rumors that I've been hearing, along with something that I've been expecting for a long time - that the company plans to get rid of the ATI branding on its graphics line.

News in from AMD today confirms both rumors that I've been hearing, along with something that I've been expecting for a long time - that the company plans to get rid of the ATI branding on its graphics line.

The reasoning for this is two-fold. First, the AMD believes that dragging along two brands - the AMD brand and the ATI brand - is unnecessary since consumers it seems find the AMD brand stronger than the ATI brand. Personally, I find this a little odd since AMD when put alongside Intel is a little like a Lilliputian alongside Gulliver, but there you go, marketing knows best.

AMD offers us proof that it's making the correct decision here in the form of data on the following slides:

 

This change means new branding. Existing products on shelves won't see a name change, but new products will be branded AMD Radeon and AMD FirePro.

The other reason behind this shedding of the ATI brand is new products. Specifically Fusion, which brings together a melding of CPU and GPU.  The first of these products, codenamed Ontario, will feature two low-power "Bobcat" CPUs combined with a Radeon GPU. This is expected to ship later this year. The more powerful Llano which features a quad-core Phenom II with a GPU is on track for the first half of 2011.

 

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In other news, making use of Eyefinity just got cheaper as AMD announces a new active DisplayPort-to-DVI dongle. Making use of DisplayPort used to mean having to buy at least one new monitor, but no more - the new $29.99 dongle means that any DVI monitor can now become make use of a DisplayPort port of a graphics card. The resolution is limited to 1920x1200, but unless you sit in front of a mammoth monitor, this is not going to be a issue.

 

Topics: Processors

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Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology -- whether that be by learning to program, building a PC from a pile of parts, or helping them get the most from their new MP3 player or digital camera.Adrian has authored/co-authored technic... Full Bio

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