Intel confirms plans for desktop brand

Intel has confirmed that it is planning to introduce a unified desktop platform brand, one matching that of the Centrino for notebooks.

Marketing Director, Jeff Tripaldi, has suggested the new brand will feature a dual-core processor and follow the template set by its mobile equivalent, reports Reuters.

‘Think of it as the equivalent of Centrino,’ he is quoted as saying. ‘There will definitely be a big push behind it.’

Speaking at the International Solid-States Circuit Conference in San Francisco – which also saw the announcement of the Cell processor for the PS3 – he said the new brand would be unveiled in the third quarter of the year.

Following the company’s reorganisation last month, the company is now positioning itself by ‘platform’ rather than technology. The change in strategy follows the successful progress of the ‘Centrino’ group which brought together the elements of processor, chipset and wireless comms that made up the brand. In this way, Intel minimises the squeeze from falling margins on component prices and also strengthens its brands.

Currently dubbed ‘East Fork’, the proto-platform is apparently referred to as the ‘Desktrino’ within the Santa Clara headquarters.

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