Ever since the details of the AMD buyout of ATI emerged, gamers wondered what the future of the graphics company would be. We are now discovering that AMD plans to gradually phase out the ATI brand name although it is likely that the RADEON brand will survive.
The first signs that the ATI name is on the go, come from the new AMD marketing push which claims that AMD+ATI=The New AMD. Further evidence of the subtle change is the Ati.com URL which now redirects to ati.amd.com. These new changes, coupled with earlier reports that ATI employees had been given amd.com emails suggests that the change may be quicker than initially anticipated. Additionally the, redesigned ATI website, now includes no ATI logo while the only logo present is an AMD one.
A press release, posted on both the AMD and ATI websites, pretty much puts an end to the speculation about ATIs future by announcing the creation of ONE company although it stops short of actually stating that the name ATI shall cease to exist. The press release states:
On October 25, 2006, AMD and ATI joined forces in a transaction that combines AMD's technology leadership in microprocessors with ATI's strengths in graphics, chipsets and consumer electronics. The result is a processing powerhouse: a new competitor, better equipped to drive growth, innovation and choice for its customers in commercial and mobile computing segments and in rapidly-growing consumer electronics segments.
Headquartered in Sunnyvale, California with centers of excellence around the world, the new company has a combined workforce of approximately 14,900 employees. This transaction breaks new ground for both companies and is expected to provide increased customer benefits in four key technology areas:
As a combined company, AMD and ATI will develop commercial platforms that deliver simplicity, stability, and manageability in graphics-rich and mobile environments.
As a combined company, AMD and ATI will advance mobile computing by delivering integrated platforms that are designed to extend battery life while optimizing graphics and media processing.
Consumer Digital Media
As a combined company, AMD and ATI will empower users to create and experience rich, immersive digital entertainment across multiple consumer devices, including PCs, handhelds, and digital televisions.
As a combined company, AMD and ATI will deliver highly-integrated, low-cost, power-efficient solutions to meet the expanding demands of billions of new users in emerging markets.