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ATI Technologies to Fire Its Shots in Graphics Chip Battle.
Knight Ridder/Tribune Business News, May, 2004
By Dean Takahashi, San Jose Mercury News, Calif. Knight Ridder/Tribune Business News
May 5--Picture a scene in a Santa Clara office where four guys are huddled around a computer admiring a lifelike animation of a woman.
Dave Orton, chief executive officer of Canada-based ATI Technologies, was showing off the finer points of Ruby, a sexy secret-agent character that ATI is using to show off its newest graphics chips, to be unveiled today.
Much of ATI's latest chip technology, destined for high-end gaming PCs, was developed by about 250 engineers in Santa Clara.
"We want to show the gaming community the capabilities of the chip and do it in a way that is very engaging," Orton said.
The battle in the graphics chip market...
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