A very large benefit that AMD has received from their acquisition of ATI is that they are now able to offer customers with complete platforms for workstation and desktop systems along with notebooks. The notebook market is a market in which AMD has had a large amount of trouble to gain marketshare in. A major reason for AMD’s difficulty to penetrate the notebook market was that they couldn’t introduce complete notebook platforms to manufacturers while Intel could. Because of ATI’s chipset capabilities, AMD can now create complete notebook platforms for manufacturers.

Throughout 2007 AMD will be introducing new platforms that combine their Turion 64 processors with chipsets that were in the ATI roadmap before being bought by AMD. In 2009, AMD will completely change their platform approach with the introduction of Fusion which are processors that fuse the CPU and GPU together into one chip. Fusion will find a comfortable niche in the mobile segment as it will allow for great energy efficiency, a characteristic which plays a fundamental role in the success of portable products.

Historically, AMD has been a company that has worked very closely with partners. Much of their original success was based off of partnerships, such as that with NVIDIA, primarily because the company was dependant on third-party chipsets. Even though AMD now has capabilities to create their own chipsets, the company will still maintain strong ties with partners by integrating their technologies into AMD platforms. This is a very interesting business approach that AMD has taken as it will allow the company to supply platforms with AMD chipsets along with platforms that use chipsets from different manufacturers.

Fusion Technology has a very strong potential to succeed in the consumer electronics market. The technology will be able to supply compatibility with x86 applications while not compromising battery life or performance. This means that Fusion CPUs will most likely be widely adopted in products that require performance, compatibility, and protability. In this market, the role of ATI for AMD’s success will be an integral one as the experience that ATI has in the consumer electronics market will be invaluable for AMD.