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AMD to keep ATI brand, may create more integrated chips


After some initial rumblings that indicated otherwise, AMD has reaffirmed their desire to attach the ATI brand to several of their forthcoming product lines. "The ATi name will live on at AMD as our leading consumer brand, and so will the Radeon brand and other ATi product brands," says spokesperson Eric DeRitis. "AMD's executive management knows very well the power and value of branding, and ATi's branding is some of the most valued in the global technology industry. As such, we plan to keep it. Period."

The nature of the products to be branded as such have yet to be fully disclosed, but already AMD is hinting at providing more integrated graphics solutions. Indeed, the branding may become especially vital when faced with the widespread (and arguably correct) perception that "integrated graphics" is merely a shorter term for referring to that worthless piece of tech that came with your computer and can barely push two frames per second in the latest Tiger Woods game. According to their marketing manager for Europe, AMD sees integrating graphics acceleration directly into the CPU as the next logical step.

"So, in much the same way as a floating point unit is now integrated into the processor, I would expect to see joint single pieces of silicon for certain specialist markets too." Richard Baker restrains the idea a bit, though, and says that AMD won't "integrate some steaming great big quad-core CrossFire engine into a CPU; that would be crazy. But if you're looking at entry level parts for emerging markets, where a very simple GPU could be integrated, then that could be possible."

The true fallout of the AMD/ATI deal will likely become most evident once the new product lines show up which, if Baker is to be believed, could happen as early as next year.

Read - AMD stays hand over ATI brand axe
Read - AMD hints at integrated graphics and physics acceleration in CPUs


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