ATI is a multi-faceted company with its hands in several different markets. It manufactures desktop graphics processors, of course. It is involved with scaled-down mobile versions of the same products. It has both multimedia and workstation graphics families. It designs media co-processors and embedded controllers. It works in digital TV, develops its own software, and transcends the PC with Mac solutions as well. But most recently, ATI has involved itself with core logic design.

That is, ATI now offers chipsets to compliment both Intel's Pentium 4 and AMD's Athlon XP processors. While its first generation was somewhat uninspiring, the new 'RS300' Radeon 9100 IGP promises to offer something more - at least to prospective Pentium 4 owners.

Initially, ATI was only prepared to announce support for processors operating on a 533MHz front side bus. It hadn't yet been granted the necessary permission to work with the latest 800MHz chips, and thus, the 9100 IGP was shaping up to be a compelling value proposition.

After recently extending its cross licensing agreement with Intel though, the 9100 IGP has acquired an important capability necessary to compete with Intel's own 865G integrated chipset. Mainly, the 9100 IGP now supports the full range of Pentium 4 processors, from the low-end 400MHz parts to the pricier 800MHz variants.

The executives are betting that the DirectX8 capable RADEON 9100 IGP will be popular in pre-built systems. Several large motherboard manufacturers are also expected to offer boards as well, presumably aimed at enthusiasts on a budget.

Of course, it's always hard to make a call like that - integrated graphics processors haven't exactly bowled anyone over with performance. Undaunted, ATI hope to change the way we look at built-in 3D.

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