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  • ATI to eliminate ATI brand?

    It is now being reported @ http://www.pcpro.co.uk/custompc/news...ati-brand.html that AMD is supposedly dropping the ATI brand name after the deal is complete....

    I rightly believe that this won't ultimately be the case, due to the involved factors. The newbies now being confused over a "AMD Radeon", etc... not to mention all of the technical details involved with a name-change, and the costs. Similar to the reasons why the United States will not covert to the Metric system

    What does everyone else believe?
    Michael Larabel
    http://www.michaellarabel.com/

  • #2
    I think AMD can drop ATi as a brand. I think most consumers don't know ATi from nVIDIA. The people that can differentiate the two companies know one graphics manufacturer from the other and would be keeping tab on the news, hence, they'd also know about AMD dropping ATi.

    AMD could drop ATi and the entire Radeon line and come up with its own line of products entirely based off the ATi graphics designs. The whole thing does entail a huge cost barrier for AMD just to make the new brand and new graphics offerings visible publicly through marketing ads and public press events.

    The cheaper way is to just keep the brands, though I think AMD will gradually have ATi bow out maybe by early 2007.

    EDIT:
    I saw this article in Anandtech. It's a pretty interesting read on AMD/ATi.
    http://www.anandtech.com/cpuchipsets...spx?i=2807&p=2
    Last edited by niniendowarrior; 08-07-2006, 07:13 PM.

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    • #3
      I don't have any real speculation on what happens, but it would be nice to keep things as they are...

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      • #4
        That would be the easy direct way of dealing with this AMD/ATi deal. But, it doesn't benefit either company if things stay the way they are. AMD will change ATi, I think, in a way that will benefit AMD. Already written are future plans on making cpu+gpu technology work for AMD powered machines. Perhaps AMD is taking the workstation market more seriously this time.

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        • #5
          Originally posted by niniendowarrior View Post
          That would be the easy direct way of dealing with this AMD/ATi deal. But, it doesn't benefit either company if things stay the way they are. AMD will change ATi, I think, in a way that will benefit AMD. Already written are future plans on making cpu+gpu technology work for AMD powered machines. Perhaps AMD is taking the workstation market more seriously this time.
          Na. I don't see them throwing away the ATI brand recognition.

          I could see them gradually dropping the name for the motherboards and simply using AMD vs ATI to denote the differences in generations between major chip revisions. For instance say you had a hardware review and the title went like this:
          "Are the new AMD chipsets better then the ATI-based ones?"

          But I don't think so for the video cards. It'll probably be subverted somewhat. Like they'll call it things like the 'ATI division' of AMD, or like with AMD64, they would be like this is the "ATI-6gen" cards, or the AMD chipset with the ATI-1800 IGP or something like that. Or use it to denote the differences between consumer grade and workstation grade cards.. like "How does the new AMD ATI stack up against it's AMD FireGL counterpart?

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          • #6
            I still am thinking that this will be the case...

            Originally posted by Michael View Post
            I rightly believe that this won't ultimately be the case, due to the involved factors. The newbies now being confused over a "AMD Radeon", etc... not to mention all of the technical details involved with a name-change, and the costs. Similar to the reasons why the United States will not covert to the Metric system

            Haven't heard any other details yet.
            Michael Larabel
            http://www.michaellarabel.com/

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            • #7
              www.ati.com is now at ati.amd.com

              With green colors now
              Michael Larabel
              http://www.michaellarabel.com/

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              • #8
                Thank God. Sorry, but just hearing the name ATI makes me want to puke, I have absolutely nothing positive to say about them, the only thing they brought me was unnecessary problems and disgust. And unless AMD makes some DRASTIC changes to their drivers, I won't be recommending them anytime soon to anyone.

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                • #9
                  This is one step closer to ATi's disillusion. Now we'll see if AMD can make ATi Linux experience better. A new hope perhaps?

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                  • #10
                    Just provide the goddamn Data Sheets, so good drivers like "radeon" has been for so long may be included in every mainstream distribution, and I strongly believe ATI's love-o-meter will skyrocket for users of GNU/Linux in a few months.

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                    • #11
                      If ATi opens up its source code, many Linux users will be happy. For me though... I don't ask for open source development. I ask, first and foremost, for functional and stable drivers regardless of either open or close source code. I just think opening the source code might be a quicker means of arriving at the stability I like.

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                      • #12
                        Originally posted by colo View Post
                        Just provide the goddamn Data Sheets, so good drivers like "radeon" has been for so long may be included in every mainstream distribution, and I strongly believe ATI's love-o-meter will skyrocket for users of GNU/Linux in a few months.
                        Heh... If only it that were THAT simple...

                        I won't argue with Mr. Tippet's (Of ATI's OpenGL driver fame...) assertion that it's one of the more complicated tasks, writing code for OpenGL acceleration. He's pretty much dead to rights on that one. Not everybody can do it, especially with things like programmable shaders, etc.- it's not JUST about registers, it's about telling the extremely high performance dedicated processing units in the GPU what to do to render scenes in the right way nowadays... It can be done, but it's not as simple as the work that was done with the fixed path devices of the earlier eras like the RagePRO, Rage128, i810, or G200/400/500.

                        The big problem with this all is that companies like ATI have "Intellectual Property" attorneys that have indicated to them that info of this nature may impair patentability, etc. Right or wrong, they think that leakage of any of this material will cost them a business edge or some valuation in their company.

                        I think we all know what our opinions and thoughts are on this. They think they're being careful, but they use Taiwanese and Chinese fab partners, which have NO qualms about cribbing from them to make their own stuff, albeit poorer quality- if they so chose. There's really nothing much to "protect" except the income of the IP Attorneys...

                        Intel's fired the first shot across the bow with this one. The current drivers for the 3000 series are a mixed bag, some things it pastes ATI's drivers with (Though not NVidias...Go figure...). Others, it just gets pasted and badly at that. But they're largely open and they're improving as we discuss this. I can only hope AMD figures that one out with their new purchase. Intel's trying to one-up them, and it's up to AMD to decide if they want to steal that thunder or not.

                        Not sure whom to believe, though. The OpenDesktop people indicate that their contacts within AMD indicate that this is pretty much a certainty- that there will be some sort of genuine opening up of things. From my perspective (can't say how I know all of this- just let it suffice to be that I DO know what I'm talking about here...), I just don't see that happening right at the moment.
                        Last edited by Svartalf; 10-31-2006, 09:48 AM.

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                        • #13
                          Some interesting document changes with the latest drivers when it comes to ATI/AMD -- http://www.phoronix.com/redblog/?p=blog&i=NjAwMA
                          Michael Larabel
                          http://www.michaellarabel.com/

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                          • #14
                            You may have to change the red blog to the green blog soon Michael. I think the ATi brand is going.

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                            • #15
                              Originally posted by niniendowarrior View Post
                              You may have to change the red blog to the green blog soon Michael. I think the ATi brand is going.
                              Heh...I don't think...I pretty much know...

                              It's kind of obvious, especially in light of the statements of a desire to move the bulk of GPU computational ability into the x86 ISA- that means ON CPU, like MMX/SSE/SSE2- hopefully the new stuffle will do better than the prior attempts. Biggest kill in the other previous attempts wasn't that it wasn't performant- it's that the poor damn CPU ends up stalling at start and stop points for all the "extension" instruction sets; so it's of limited usefulness in providing computational boost for 3D graphics or anything else.

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