Farewell to ATI, AMD to retire the ATI Brand Later this Year

[blackroseMD1]

Look on the bright side, there won't be any "ATI vs NVidia" flamewars anymore...

Nope, just AMD vs Nvidia flamewars lol

Sent from my HaxTC EVO4G using Tapatalk

 

[OneSerious]

"AMD vs NVidia" might look better to AMD, but I'm not sure it looks better to consumers... Average joe consumer will wonder if the "AMD" video card will even work in his "Intel" computer. Plus, unless people KNOW that AMD bought ATI, they'll be wondering just what AMD knows about video anyway and why theyshould be trusted with it.

To me AMD has less marketing cache than ATI did. If anything rebranding AMD CPUs to ATI would have been just as "smart" (or not smart).

I'm kind of surprised that that merger was even allowed to happen. What happens if AMD makes "AMD Video" cards somehow proprietary with custom AMD busses. Then intel and nvidia get in bed and do the same? A MASSIVE amount of choice will be removed from the consumer.

But from that point of view does the average joe consumer even worry about what brand of video card he's using? Why whould said person trust an AMD card any less than an Nvidia card or ATI as it was? Most people who aren't in the know don't worry about these things.

I don't understand peoples complaints, ATI is now AMD, it happens all the time in business. It was only a matter of time before ATI got consumed. I generally use ATI cards because that's what I know and have used before, next time I pick up a card I'll go AMD, same thing. It's like Opel Fruits to Starburst (that's one for the UK members)

 

[Nemix]

Couldn't care less if the brand is ATI or AMD. Hopefully this transition brings better driver support for current Radeon 4000/5000 series cards.

 

[Thorsen]

One thing I noticed here is that computers with Intel/ATI combo's had both logo stickers.

Now, it would be Intel/AMD, but that is being rejected by OEM's so instead you will see neither AMD or ATI anywhere on anything that has Intel chips in it. And instead you will see Vision or Firepro or Radeon?

Not sure how this is helping AMD/ATI with brand recognition. if anything no one is going to know what Vision is and won't immediately say "Oh thats AMD" The are tremendousely crippling their brand recognition in my opinion.....

 

[OneSerious]

Again I think it comes down to the individual. My parents for example could use a computer all day long and wouldn't care less if the machine said Intel/AMD/ATI/Nvidia same as it wouldn't sway their decision when buying. However somebody like me who is in the know, if I see the Radeon Graphics logo that's in the first post I'll know what it is whether it says ATI/AMD or neither, just Radeon. I think the people who really care will know and the people who don't never did know and wont. If this move hurt AMD in the slightest I'd be surprised.

 

[sygnus21]

One thing I noticed here is that computers with Intel/ATI combo's had both logo stickers.

Now, it would be Intel/AMD, but that is being rejected by OEM's so instead you will see neither AMD or ATI anywhere on anything that has Intel chips in it. And instead you will see Vision or Firepro or Radeon?

Not sure how this is helping AMD/ATI with brand recognition. if anything no one is going to know what Vision is and won't immediately say "Oh thats AMD" The are tremendousely crippling their brand recognition in my opinion.....

I don't see this being a problem. It's not like this happened overnight, it was 4 years ago when AMD bought ATI so. And anyone (PC enthusiasts) with an ATI card (after 2006) pretty much knows it's basically an AMD product. If they didn't, well....

Now, if we're talking about the bad blood between Intel and AMD, I’m not sure how that would play out since as I said above, it's not like Intel didn't know ATI was owned by AMD.

Manufacturers may have to spell it out that the "GPU" is AMD, while the "CPU" is Intel.

As for the re-branding, it will be more attracting to the "AMD" fans more so than anyone else in my opinion.

As for myself, I've never used, nor intend to use AMD CPUs, however I'll still continue to use/purchase the "formally known as ATI" AMD GPUs

My two cents.

 

[BCXtreme]

One thing I noticed here is that computers with Intel/ATI combo's had both logo stickers.

Now, it would be Intel/AMD, but that is being rejected by OEM's so instead you will see neither AMD or ATI anywhere on anything that has Intel chips in it. And instead you will see Vision or Firepro or Radeon?

Not sure how this is helping AMD/ATI with brand recognition. if anything no one is going to know what Vision is and won't immediately say "Oh thats AMD" The are tremendousely crippling their brand recognition in my opinion.....

I don't see this being a problem. It's not like this happened overnight, it was 4 years ago when AMD bought ATI so. And anyone (PC enthusiasts) with an ATI card (after 2006) pretty much knows it's basically an AMD product. If they didn't, well....

Now, if we're talking about the bad blood between Intel and AMD, I’m not sure how that would play out since as I said above, it's not like Intel didn't know ATI was owned by AMD.

Manufacturers may have to spell it out that the "GPU" is AMD, while the "CPU" is Intel.

As for the re-branding, it will be more attracting to the "AMD" fans more so than anyone else in my opinion.

As for myself, I've never used, nor intend to use AMD CPUs, however I'll still continue to use/purchase the "formally known as ATI" AMD GPUs

My two cents.

Great ... as if all this stuff wasn't confusing enough to newbies! Now we'll have people filling out their System Specs:

CPU: Radeon HD5870
GPU: Core i5

 

[Thorsen]

AMD states the AMD-less logos are purely at the request of OEMs who sell systems with Intel CPUs and AMD GPUs. I suspect Intel’s logo program may have some stipulations on being used adjacent to a sticker with an AMD logo on it, although AMD told me it was purely at the request of the OEMs trying to avoid confusion.

From the article itself. So any Intel CPU machine will no longer have an ATI badge and will not have an AMD badge either. So they will no longer have their brandname on any intel-cpu machines.

The Intel name will be there, but not AMD. <Edit: It will instead say Radeon or FirePro>

This really doesn't make sense to me, but Im not a business analyst so I am assuming they think they are in good shape still.

 

[an4rew]

Might be confusing for some people, everyone knows they make processors but are familiar with the ATI brand when it comes to competition with Nvidia.

 

[Layback Bear]

I'm thinking that most people who buy a computer get it from a box store or a large online store. They in most cases don't know what it's made up of and don't care. They don't check CPU, GPU, RAM. Because of a lot of advertising the average user only know the names Intel and Microsoft not much more. When was the last time you seen a AMD commercial on TV or heard it on the radio. Most people when looking for a lap top the names are H.P., Sony, Acer is what they see and the size of the screen and price. Don't know any more and don't care. The name change AMD/ATI means nothing to them. We here at Bleeping Computer know and they don't want to know.

 

[sygnus21]

Great ... as if all this stuff wasn't confusing enough to newbies! Now we'll have people filling out their System Specs:

CPU: Radeon HD5870
GPU: Core i5

Well people aren't filling out their specs now so....

As for the re-branding decisions... well I'm sure a lot had to do with the "enthusiast" community anyway. I doubt there are many everyday joe smoes willing to purchase a 5870, let alone a 5970 or, going Nvidia, a 470 or 480.

As I said earlier...

The second point is really the justification for all of this. If AMD’s internal research is to be believed, AMD vs. NVIDIA is better from a marketing standpoint than ATI vs. NVIDIA.

That, ladies and gentlemen is the bottom line!

My point.... It's all about the enthusiast community

 

[BCXtreme]

I'm still somewhat confused, because last time I checked, ATI and NVIDIA are pretty much on equal footing. AMD and Intel have a much less fierce competition, because the CPU market is mostly dominated by Intel chips. It would thus seem to be that ATI is a stronger brand name than AMD. I actually think it would help them more if the AMD brand went away, and they started branding CPUs with ATI.

 

[Lordbob75]

Sounds like no one really cares that ATI is officially dead

~Lordbob

 

[sygnus21]

Sounds like no one really cares that ATI is officially dead

~Lordbob

Other than a name change the cards aren't gone, so no... it doesn't bother me

 

[Solarstarshines]

so that means my computer is all amd lol to me it will always be the same cause i know the brands

 

[Techymike]

From a marketing standpoint it is a long overdue. Pushing one brand name enforces the product of both CPU and Video and after all that is what the public wants. Most people will assume that the combination of the two, now being both AMD, will provide a better product and there by promoting more sales. This simply makes the product more pliable on the market. The next step is to see how the AMD market adjusts prices to be both more marketable and cost effective to the consumer. If you look at the replies here most are about cost for the value and operation. Many builders see the high end lines at just a meager difference as the software that utilizes the high end market is lagging behind anyways.
I find this a very wise choice for AMD and see their stocks jumping in value besides their sales. Those few percentages do add up when you look at market value!

 

[sygnus21]

Most people will assume that the combination of the two, now being both AMD, will provide a better product and there by promoting more sales.

Those few percentages do add up when you look at market value!

Very good point.

 

[smarteyeball]

From a marketing standpoint it is a long overdue. Pushing one brand name enforces the product of both CPU and Video and after all that is what the public wants.

That is a very good point.



Although when it comes to fanboy arguments, you are going to see the name Radeon mentioned a lot more more to delineate between GPU and CPU.

You are also going to see Radeon misspelt quite a lot...



Snapshot of a typical opening fanboy discussion:

"AMD are awesome bang for buck"

-"Nah, their CPU's are te suck. Intel FTW"

"No I, mean the graphics card - you know, the raydon"

-"Oh, yeah. Their CPU's still suck"

"Yep."

---"Nvidia craps all over gaedon

***"AMD does not suck. AMD f0reVah!!!!"

and so on and so forth.

 

[sygnus21]

You are also going to see Radeon misspelt quite a lot...


Snapshot of a typical opening fanboy discussion:

"AMD are awesome bang for buck"

-"Nah, their CPU's are te suck. Intel FTW"

"No I, mean the graphics card - you know, the raydon"

-"Oh, yeah. Their CPU's still suck"

"Yep."

---"Nvidia craps all over gaedon

***"AMD does not suck. AMD f0reVah!!!!"

and so on and so forth.

LOL - that smarteyeball humor strikes again

 

[Thorsen]

Bonus points for coining the 'diss' Gaedon preemptively.