Article: Cereal Killer (DH Moderator)
Editor/Design: Allan "Zardon" Campbell

ATI Technologies, a company that has been in existence since 1985, has been setting some high standards in today’s 3D graphics card market. It was not too long ago that ATI went through some hard times in terms of competition and in most cases was always “playing catch-up” to other companies. Rivals such as Nvidia and 3DFx had overtaken ATI in terms of 3D graphics speed and market share. Many criticized ATI for lack of driver support, below average customer support, and many incompatibilities with their hardware and software. Nevertheless, ATI stuck with it and continued playing second fiddle. It wasn’t until ATI introduced the Catalyst Crew and their Catalyst Driver Software Suite that ATI made a huge effort to try to claw its way back to the top in the graphics market. Fast forward a little to the present and we now see that the tables have turned. ATI has made a dramatic turnaround! Many customers were being heard, their customer support improved tremendously plus, above all, their once “lack of” driver support is now the total opposite. ATI has now been releasing WHQL certified Catalyst drivers approximately every 6 weeks since Catalyst was introduced.

Flying the flag High, ATI: One of Canada's most innovative companies

Just recently, thanks to a few people including Terry Makedon at ATI, I had the privilege to visit ATI’s Headquarters up in Markham, Ontario. Being a fellow Canuck and not living too far from ATI’s HQ, a 40 minute drive was all it took for me to get there. This was my first ever visit to ATI. I have driven by it a few times since it located right along a major highway but never stopped to admire the beauty of its design. Once I got there I was overwhelmed by the architectural design of the building.

The main entrance to ATI's HQ (click for full sized image)

 

Notice how each floor pivots over one another (click for full sized image)

 

Entering through the main doors, you are instantly overwhelmed by the “stainless-steel-ish” interior surrounded by lots of glass. As you approach the main lobby area of the building, you are instantly greeted by the front receptionist.

The front reception desk over at ATI (click for full sized image)

 

I politely asked for Chris Hook and took a seat in the waiting area. Chris Hook, for those who don’t know who he is, is the Public Relations Manager over at ATI. He is the PR in charge of Catalyst and the Mobility departments. Looking around the lobby, a sudden flash caught my eye. It was a “ring of fire” within their soothing ambiance which consists of trees and various waterfalls. I must admit that it looked really cool!

ATI's "Ring of Fire" located in their main lobby (click for full sized image)

 

Radeon 9700 Pro banner located in main lobby (click for full sized image)

 

Continuing to look around the main lobby, one cannot miss the massive Radeon banner extending from the ceiling down over some of the conference rooms. What is interesting to note is that all their conference rooms over look the main lobby area.

Radeon 9800 series banner located in main lobby
(click for full sized image)

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