Company: AMD
Authour: James Prior
Editor: Charles Oliver
Date: August 30th, 2010
The Game Changed

With the launch of the world's first DirectX11 capable graphics processors, the ATI Radeon HD 5000 series (codenamed 'Evergreen') was a great success for AMD, as they managed to not only rectify the mistake made with ATI Radeon HD 2900 (R600) but get a full mobility and desktop product line to market, unopposed. AMD are now the discrete graphics product market leader (if only for a quarter, so far) with more than 16 million DirectX 11 parts shipped. New design wins from Apple (the ATI Radeon powers the Apple iMac exclusively, and is featured in the highest Mac Pro Towers) and many notebook partners have bolstered AMD's profile even more.

VISION Notebooks
VISION Notebooks

For the first time in a long time we have experienced (to the irritation of some) a high-end product that has launched and stayed above the original launch price for almost a year. Rebates and combo discounts are the exception, not the rule, for the ATI Radeon HD 5850 and HD 5870. If you were one of the launch day purchasers for these cards, you likely paid less than nearly every other owner. Similarly for the ultra-enthusiast World's Fastest Graphics Card, HD 5970 - prices have stayed strong for it too, with the latest dual-GPU HD 5970 from XFX retailing at $1,199. Recession? What recession?

AMD VISION & ATI Eyefinity
AMD VISION & ATI Eyefinity

In the face of this fantastic success, it seems nonsensical to now abandon the ATI branding. However, with every ATI branded HD 5000 series card sold, it was an AMD branded card too. The full product name, begins with AMD and the AMD VISION logo is identically styled to the ATI one alongside.

The New Logos

Examples of the new logo and style can be seen below:

New AMD Radeon
New AMD Radeon
New AMD FirePro
New AMD FirePro
New Radeon
New Radeon
New FirePro
New FirePro

AMD's recent settlement with Intel also opens up avenues and options for AMD. Previously AMD and OEM partners have been, shall we say, discouraged, to produce mixed Intel and AMD technology systems. AMD are not insensitive to partners, and won't be thrusting the AMD branding down their partners throats - they will be non-AMD but obviously Radeon graphics branding options, as seen above.

Mixed Intel AMD Branding
Mixed Intel AMD Branding

This picture is an example of the new non-AMD but clearly Radeon co-branding available for OEMs and ISVs. This will be an improvement from the current situation, where the presence of AMD product doesn't even get noted in some cases:

Dell Notebook With ATI Mobility HD 560v
Dell Notebook With ATI Mobility HD 560v

So now AMD are set to remove the ATI brand and continue with their experience based marketing, using VISION technology as their core branding. Based on improving the user experience, this moves away from 20 years of processor-centric branding, and allows the Radeon product name to shine.

Perfect Timing For FUSION
Perfect Timing For FUSION

The branding change is no whim on AMD's part. The timing comes as Radeon name recognition is at an all-time high, making this year's release of the next generation of discrete graphics cards the prime time to perform that transition. AMD's VISION branding is having great success, with notebook and desktop wins to the point where AMD-s partners are asking for accelerated inclusion - they want in, now.

Demand For AMD VISION Platforms
Demand For AMD VISION Platforms

This is partly due to the excellent execution of AMD's sweet spot strategy, with all the DirectX 11 graphics options you could shake a stick at. It is also due to AMD's new FUSION APUs with Phenom II + Evergreen based Llano production units coming in 1H 2011 and the brand new Bobcat architecture based Ontario units sooner, coming in Q4 2010.

Evolution of APU
Evolution of APU


content not found


Copyright 2022 © Rage3D.com

You may not use content, graphics, or code elements from this page without express written consent from Rage3D.com

All logos are trademarks of their original owners. Used with permission.