ATI partner launches UK recruitment drive
HIS has announced plans to take its high-performance products to the UK amid demand from ATI partners
Ben Berraondo: The processing power Nvidia is using improves speed for users
The intense rivalry in the graphics card industry heightened this week, as a new ATI partner re-launched in the UK, and Nvidia moved to consolidate its performance.
Hong Kong-based HIS, which makes high-performance over-clocked graphics cards from the ATI chipet, has re-opened a UK office and announced a recruitment drive.
With ATI now making the fastest graphics chipsets on the market, demand for cards from ATI partners is soaring, claimed newly appointed UK and Nordics sales manager, Maggie Zaboura.
Following the departure of UK managing director Terry Gardiner in June 2007, the company has had no representation in the UK. Now, the company claims its under representation and high-performance cards could work to its advantage.
“We can offer something that stands out,” claimed Zaboura.
The 4800 product portfolio ranges from the sub-£400 top end 4870 X2, to a new range of £50 graphics card, the 4650, which are due to be launched in October. HIS claimed its specialised cooling systems Ice Q and added memory make this the best design for any power users.
“It is designed for over-clocking,” said Zaboura. “As there was no presence in the UK we can offer system builders something different.”
Zaboura said HIS will embark on an ambitious channel push, in a bid to displace Sapphire as the top-selling ATI graphics card.
Meanwhile, troubled graphics card maker Nvidia has announced the results of a number of collaborations aimed at improving its card performance.
Last week it revealed work with software specialist CyberLink will help optimise the performance of PCs running video editing software.
CyberLink’s Powerdirector promotes faster editing of high-definition video by using the Nvidia CUDA technology that uses the graphics processing unit (GPU).
Adobe is using massively parallel processing power on Nvidia GPUs, explained Ben Berraondo, Nvidia’s marketing manager.
It is more than just a matter of rendering pixels, it is about improving the speed at which people work, he argued.
“A Photoshop user will notice a big difference,” he said.