Mittoni gambles on ATI market with GeCube

Mittoni gambles on ATI market with GeCube

GeCube gives Melbourne-based distributor access to ATI chips as CEO sees a potential shift in marketshare

PC hardware distributor, Mittoni, has brought ATI chipset vendor, GeCube, on-board.

Mittoni CEO, Louis Mittoni, said the period of consolidation following AMD's purchase of ATI in late 2006 was drawing to a close and he expected a shift in market share back towards the vendor.

"GeCube has been an ATI partner for a long time and has built a great reputation. We needed a vendor that leverages ATI technology, so it's a great fit for our business," Mittoni said.

GeCube had a long presence in Australia, Mittoni said. However, he claimed it had dropped out during the period where ATI's market share fell in 2005/2006.

"Our first goal is to reintroduce and grow the brand back into Australia," he said.

GeCube products target the mid- to high-end PC enthusiast market. According to Mittoni, ATI-based chipsets are a particularly good fit for home theatre PC applications.

"We'll be bundling GeCube products with some of our other vendors such as Thermaltake and Auzentech. We expect to see good uptake with system integrators as well," he said.

The Melbourne-based distributor recently introduced the Lian-Li high-end cases, also to target the enthusiast PC builder market, and struck a partnership with PC fan vendor, Noctua, in January.

Mittoni said it would bring on another gaming-focused vendor in the next month.

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