nor does it look to be one where they have concealed whats going on in the market because thats not a wise strategy with your new boss.
My biggest knock on Dave Orton, besides the long list of delays and late product launches, is his inability to accurately forcast the market. From PCIe adoption to quarterly revenue and gross margin expectations, Dave Orton hasn't been very good at forcasting...period. This has lead to the the multiple warnings and misses experienced over the past couple of years. He has always underestimated Nvidia's ability to put pricing on ATI's asps and gross margins because of underestimating Nvidia's ability to hit the market running with hard launches on new products that make ATI's launches look late and as a response to Nvidia.
This last quarter is yet another example of how Orton would have been wrong...AGAIN...on his previous quarterly forcast. Excluding the loss of the Intel chipset business, Nvidia clearly gained enourmous SEQUENTIAL share from ATI in desktop and more importantly notebook. ATI's internal forcasts haven't been right in a very long time concerning gross margins, HDTV sales, handheld, launch dates or other key metrics. It is no surprise to me that ATI forcast incorrectly, sold the forcast to AMD, and have fallen short as evidenced by NVDA's numbers. NVDA didn't get to 40% + gross margins, huge sequential market share gains and become the leader in notebook GPUs for the first time in the company's history at the expense of Intel. This happened at ATI's expense...AGAIN.
In sum, had the deal not closed as quickly as it did, this continued market share loss would have been more evident to AMD. I am of the opinion that ATI's market share loss had finally reached a tipping point last quarter and started to accelerate...again not anticipated by Orton. This is the second major product launch cycle that ATI is 2-4 months behind. This will further depress margins, market share, revenue and ASPs as ATI tries to move "last generation" high end product against Nvidia's "current DX10 Vista blah blah balh" products. ATI has no pricing power, no flagship product in the lead and is simply trying to sell their stack against a superior stack from Nvidia. As a result of this decling market share, which I believe is accelerating, AMD overpaid by about 25% or $1.3 billion for ATI IMHO...maybe more.
When R600 does finally come to market, it will be up against a mature G80 that has had months of uncontested pricing power and months of yield tweaking that should give Nvidia the option of pushing prices down or allowing them to tweak G80 to repond in time to any R600 surprises. Again, ATI lacks the initiative and simply won't have any pricing power against G80. In addition, the rest of the G80 stack will begin to appear when R600 launches and the problem for ATI moves from just the high end down further into the stack. ATI will have 1-3 SKUs against Nvidias 4-7 SKUs in the February/March time frame. Will ATI be able to sell all that old product against Nvidia's newer stack? Will ATI be forced to do a big write off again?
If AMD did realize all this BEFORE the deal gained terminal velocity I would be VERY surprised. I think ATI got lucky and AMD simply overpaid for a company they could have picked up for at least 25% less once this last quarter saw the light of day. If R600 is some leapfrog technology that gives ATI an R3xx type of advantage of 6 months or more, I will be the first to say I was wrong. The odds of that are slim as G80 seems to have exceeded everyone's expectations...again. Nvidia simply has the killer instinct that ATI lacks and they understand the stakes of a zero sum game.