Update: AMD 690 Chipset Builds in ATI Graphics

India
March 1, 2007 6:17am CST
AMD 690 Chipset Builds in ATI Graphics Since chipset integrates Radeon X1250, PCs won't need an add-in graphics card Advanced Micro Devices (AMD) today announced the availability of its 690 chipset, the company's first integrated chipset for AMD processors that includes the ATI Radeon X1250 graphics processor. Integrating the Radeon X1250 graphics processor into the 690 chipset means PCs based on the chipset will not require an add-in graphics card. And by building the chipset itself instead of relying on partner companies, AMD will gain competitive leverage against Intel Corp., said Chris Evenden, director of public relations for visual and media business at AMD. PC vendors such as Dell or Hewlett-Packard want chipsets made by a single company so they can offer more stable platforms to their enterprise customers. That is one reason that Intel makes its own chipsets. AMD has been at a disadvantage because it once built a chipset model, but in recent years has relied on chipsets made by ATI and Nvidia Corp., Evenden said. AMD acquired ATI Technologies last year and has worked quickly to harness the company's graphics expertise with its own processor lineup, including chipsets -- the PC component that connects a processor with other components, including memory and peripherals. The 690 chipset is compatible with AMD's desktop processor lineup and offers several high-end features, including integrated DVI (digital visual interface) and HDMI (high-definition multimedia interface) outputs for high-definition video. The chipset also includes hardware decoding for MPEG2, the video compression technology used with DVDs -- which means less CPU power is required when playing DVDs on a computer. Together, that makes the 690 chipset powerful enough to support PCs running Microsoft Corp.'s new Windows Vista OS, as well as home computers designed as media center PCs, he said. The new chipset is available on motherboards from more than 10 companies, including Asustek Computer and Elitegroup Computer Systems, AMD said.
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2 responses
@Taskr36 (13963)
• United States
1 Mar 07
What do you mean "despite this"? This is fresh news. AMD only acquired ATI less than a year ago and this is their first big collaborative effort. You can't judge their success when the product hasn't even been released yet. I believe this is just what AMD needs to really start mopping the floor with Intel. Intel's integrated graphics are horrible. With ATI graphics chips integrated into AMD motherboards AMD can offer a superior product without relying on NVidia to produce the chipset. That will reduce their costs and increase the quality and dependability of their products.
• India
2 Mar 07
Thanks for your response
@simran1430 (1790)
• India
1 Mar 07
Despite this, AMD was never really able to take away any share from Intel. Revenues and profits were up thanks to high margins and strong retail sales (in fact AMD outsold Intel at retail during multiple quarters), but Intel maintained the lion’s share of the overall PC market. In other words, AMD just wasn’t growing like they wanted to. This must have been an incredibly frustrating experience for AMD executives.