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Company Name: Diamond

Description: Chong Moon Lee and H. H. Huh are the personalities primarily responsible for establishing the Diamond Multimedia. By 1999 Diamond and S3 Incorporated initiated a merger which allowed S3 to expand its market coverage to include video cards. Prior to the merger the two companies already had a history of excellent partnership in the IT industry. This merger also delivered to the market the S3 Savage 2000 based graphics chipsets.

This revolutionary product included features like free single cycle trilinear filtering process, enabled alpha-bending (supports picture quality), embedded compensation for the moving images, multi-tap X/Y interpolation to implement front and back-end video scaling, and algorithm sets to allow compression of images. This technology is referred to as the S3 Texture Compression.

With continuous research and development efforts the company eventually replaced the Savage 3D chips in the market with an improved version. This resulted in the introduction of the Savage4 product portfolio to the video graphics card market. Aside from providing groundbreaking products to the industry, the merger also resulted in the creation of the SONICblue company to support its innovative efforts.

SONICblue is responsible for putting in the market portable media player devices like the Rio MP3 player. The chipset assets were eventually transferred to S3 Graphics which was owned by SONICblue and VIA. SONICblue however ceased operation on March 21, 2003. The original assets of Diamond were acquired by Best Data.

The brand and company name of Diamond Multimedia made a comeback in the IT industry in 2003. This marked the involvement of the company in the production of computer expansion boards. The company also delved into the development of AGP and PCI based video cards.

Diamond Multimedia successfully introduced into the graphics chip market video cards that had capacities which exceeded 1Gb memory. These products were deployed mostly for gaming, digital, and business environments.

These resulted to the entry of the ATI Radeon Graphics cards into the IT market. The company implemented a marketing strategy of tapping the resources of various resellers, retailers, and system integrators in the technological industry for the distribution of its product lines. Speedstar was the very first brand name used by Diamond for its graphic card debut in the computer market.

Speedstar is characterized by its value and affordability with some versions using the ISA port interface while others used the PCI port. This product portfolio also had reduced throughputs and minimized VGA graphics speed. The most popular company to utilize this graphic chipset solution was the Cirrus Logic.

With the increased popularity of two-dimensional graphic cards, the company released the Stealth brand of video cards. The initial release during the early part of the 1990s was subsequently expanded to include 3D technology in the cards. In terms of sales, this was the most lucrative product to come from Diamond Multimedia. S3 Virge is the board used by the Diamond Stealth 3D 2000 product line.

Diamond Multimedia is also credited for the release of the Fire GL, Viper, Monster3D, and Edge 3D video card line. The company also focused some of its resourced to the production of sound cards that included Diamond Mozart, Diamond Sonic, Xtreme Sound, Sonic Impact, and Monster Sound.