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Some Thoughts

It is obvious that ATI, graphics business unit of Advanced Micro Devices, is not only back, but it is back in big time. In terms of market share, the company continues to fight fiercely against its rivals and with its new product lineup - ATI Radeon HD 6800 and ATI Radeon HD 6900 - almost already here, it has very high chances to win the high-end of the market once again.

Nvidia is not standing still and its performance in Q3 2010 is quite remarkable when it comes to graphics processing units for desktops: the company boosted its standalone GPU shipments by 28.7% and managed to increase supplies of IGPs by whopping 41%. So far the company has been acting predictably for analysts and AMD in terms of behaviour, even though very few could make assumptions about actual performance of GF100 or GF104. At this point not a lot outsiders have credible ideas about performance of the GeForce GTX 580 also known as the code-named GF110. But since we do know about the product ahead of launch, Nvidia is on the right path to further capture mind share.

But while ATI unit of AMD is definitely getting more products to win the market share: Radeon HD 6800 "Barts" and Radeon HD 6900 "Cayman", it should very carefully watch even tiny shift on the market to address it quickly. The company managed to boost its sales on discrete desktop market amid heavy competition in the third quarter and that shows that ATI is again rapid and flexible.

Good luck, both companies.

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