Menu
ATI to be re-branded as AMD

ATI to be re-branded as AMD

The first products that will contain the consolidated brand will be introduced late this year.

Graphics chip manufacturer, ATI, is set to be re-branded as AMD.

The chip giant purchased ATI in 2006. The first products to be introduced under the new AMD Radeon banner are expected to hit the shelves late this year.

Graphics technologies such as ATI Eyefinity multi-display technology, and ATI Catalyst drivers, will also change over to the AMD brand during the next few months.

Local AMD head,Brian Slattery, said the transition from ATI to AMD had been under consideration for some time.

“With our momentum in the marketplace and support from our partners, we feel the timing is right to make the switch from ATI to AMD,” Slattery said. “We did a lot of internal global research and found that when a respondent was aware of the connection between AMD and Radeon, their preference for Radeon graphics card tripled.”

"Replacing ATI with AMD will be beneficial to strengthening the AMD brand and that associating AMD with the product and technology brands of Radeon, FirePro, Eyefinity and others has a net positive effect."

Slattery could not disclose the cost of the re-branding exercise.

He anticipates the change would be well embraced by the local market and hopes to increase its market share.

“We’re going to have to wait and see how it plays out, but it is a positive change for AMD and it is going to help strengthen Radeon in the market place as well,” he said.

AMD corporate vice-president of brand marketing, John Volkmann, said the transition would allow it to increase its brand awareness on a global scale.

The chip giant is anticipating launching its Ontario product units in Q4 this year and Llano units in the first half of 2011.

Existing ATI products will retain their brand until they reach end-of-life, Slattery said.

In a statement, Sapphire Technology director of international marketing, Adrian Thompson, said the decision by AMD to consolidate under one brand was a good move.

“It will ultimately lead to a broader recognition of AMD as a CPU and GPU powerhouse,” Thompson said.

XFX senior vice-president of worldwide market, Eddie Memon, said it had some reservations about the move, but after viewing the market research, it now sees it as an important step in establishing a stronger global brand.


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags AMDatibrandingATI Radeon

Featured

Slideshows

The making of an MSSP: a blueprint for growth in NZ

The making of an MSSP: a blueprint for growth in NZ

Partners are actively building out security practices and services to match, yet remain challenged by a lack of guidance in the market. This exclusive Reseller News Roundtable - in association with Sophos - assessed the making of an MSSP, outlining the blueprint for growth and how partners can differentiate in New Zealand.

The making of an MSSP: a blueprint for growth in NZ
Reseller News Platinum Club celebrates leading partners in 2018

Reseller News Platinum Club celebrates leading partners in 2018

The leading players of the New Zealand channel came together to celebrate a year of achievement at the inaugural Reseller News Platinum Club lunch in Auckland. Following the Reseller News Innovation Awards, Platinum Club provides a platform to showcase the top performing partners and start-ups of the past 12 months, with more than ​​50 organisations in the spotlight.​​​

Reseller News Platinum Club celebrates leading partners in 2018
Meet the top performing HP partners in NZ

Meet the top performing HP partners in NZ

HP has honoured its leading partners in New Zealand during 2018, following 12 months of growth through the local channel. Unveiled during the fourth running of the ceremony in Auckland, the awards recognise and celebrate excellence, growth, consistency and engagement of standout Kiwi partners.

Meet the top performing HP partners in NZ
Show Comments