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Monday, 06 September 2010 09:16

AMD's decision to kill ATI was a bad idea

Written by Fuad Abazovic
amd  ati_logo2009

Industry analysts agree

"If you are in the hole, stop digging," is what Mike Magee, founder of The Register and The Inquirer would tell you. AMD is trying to justify killing the ATI brand, a move that has not been well-accepted in the graphics world. In short, our readers are not happy (please express your feelings in comment section below. ed.), and most of the industry insiders we met in Silicon Valley seem to agree.

At this point, many believe that AMD should gradually fade away the ATI brand. A reasonable idea would be to simply announce the AMD Radeon 6000 Series family and let people speculate why the company ditched the gaming brand. But since this is AMD, and since this is the company that completely mutilated its Fusion brand, we cannot expect anything better.

Many people believe ATI is a stronger brand than AMD. Over the years, ATI has won more successful product rounds with graphics than AMD has with processors. It's been a while since AMD has had dominance over Intel in this respect, and it doesn’t look like anything is going to change in the processor market until 2011. It is especially unwise for AMD to execute any game-changing CPU plans now, at a point where ATI is winning in the 40nm race against Nvidia - the company that was more than six months late with its latest generation of graphics products.

We could continue ranting all we want about how disappointing AMD's decision was to drop the ATI brand, but the company has officially made its final word clear. ATI is dead, just like 3DFX. As far as we are concerned, however, the debate is still not over.
Last modified on Monday, 06 September 2010 11:00
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+72 #1 fudzillalololo 2010-09-06 10:32
You have no actual idea why they did that, do you?
-32 #2 Stewox 2010-09-06 10:39
I agree it was bad idea , they're just diminishing the brand for VISION and FUSION casual stuff , GPU world doesn't deserve that

That's bad bad thing for GPU cards , all those people AMD surveyed are casuals who don't buy cards ... you ask few thousand people in UK and think it's valid ?

EXACTLY , ATI is just WINNING over nvidia , this HAS to be the WORST time and WORST decision ever by AMD.
+59 #3 dtzy 2010-09-06 10:42
About time I believe.

AMD should get the credit for beating the crap out of NVIDIA the past few years. Why credit it to some brand you actually own? True AMD haven't won against Intel for quite some time and will continue to lose (maybe), so why deprive them some well deserved victories to their other competitors?
+78 #4 3doog 2010-09-06 10:58
couldn't care less, it still the same card, same company, just different name.

but look it in another point of view, it's like putting a fiat tag on a Ferrari car lol
+23 #5 HarHar232 2010-09-06 11:07
This is why you shouldn't put too much feelings and thoughts into things. It'll make you depressed, sad, confused, regret etc etc etc

Best to weigh things with whatever facts that you've found and see what's better and convenient for you =__=
-24 #6 limobar 2010-09-06 11:12
Quoting fudzillalololo:
You have no actual idea why they did that, do you?

+57 #7 LuxZg 2010-09-06 11:17
Fudo, if you've been reading comments on your articles (maybe now you will when you've invited us to do so), than you'd see that third of people don't care, third say it's not a bad thing at all, and third are cry babies that are just overly emotional about hardware. And that's enthusiasts reading these news.. I believe that in general public there is less than 1% people that will be sorry about ATI brand. And even that 1% had known it's actually AMD behind it anyway. So only bad idea about this all is you writing that it's a bad thing. Instead, give your support to AMD and help them make a stronger brand out of AMD and AMD Radeon respectively. Now go browse your other AMD/ATI articles, an read the comments please :) Love you Fudo, but you're making fuss over nothing this time :)
-4 #8 Peter Ong 2010-09-06 11:49
AMD could keep ATI for high-end or enthusiast segment, and use 'AMD Vision' for their mainstream. It's silly to go interview the open public whether ATI means anything to them and then draw the conclusion from statistic. Pls don forget the public/lay-men got their view from the hardcore ppl for advice & review before decide on their purchase. I wonder the top management from AMD marketing dept are lay-men by themselves.
+29 #9 yourma2000 2010-09-06 12:03
We could continue ranting all we want about how disappointing AMD's decision was to drop the ATI brand

Who's ranting? not us
+45 #10 canerpense 2010-09-06 12:41
our readers are not happy

Why should anyone be sad about a name change of a VGA Brand? I don't feel anything about it as I'm not a fanatic.

ATI-AMD has always been putting "AMD" brand on the highest end cards, instead of "ATI" brand. I used to like the AMD logo on my 4870X2 until I sold it.

AMD, ATI or MAD...

It's not the name, It's the thing under the hood.

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