Intel to push Centrino in 2004

Intel is making a resolution to convince consumers that Centrino notebooks will be the thing to have in 2004.

The chipmaker, which began advertising the notebook-chip bundle to consumers earlier this year, plans to step up its efforts with new ads and an onslaught of new products in 2004. Dothan, a faster, higher-performance version of the Pentium M chip, and a dual-band Wi-Fi module offering 802.11g, are both expected to be available in Centrino notebooks during the first quarter of 2004. New print and television ads are also in the works, executives at the chipmaker said. Between the new chips and its stepped-up marketing effort, Intel aims to broaden Centrino's presence in the consumer notebook market. Intel hopes to help PC makers improve the mobility of their consumer-oriented notebooks with thinner, lighter, more wireless-friendly models. Over time, the chipmaker is also expected to launch new Celeron processors that will help lower the price of thinner, lighter notebooks to be closer to what consumers pay now for popular Pentium 4-powered desktop-replacement systems.

"We are going to expand our messaging to consumers...over 2004," said Karen Regis, director of marketing programs for Intel's mobile products group. Although Intel will put engineering and marketing resources into the transition, PC makers say Centrino will face several challenges along the way. One challenge will be shifting people away from the "bigger is better" mentality. That includes moving some consumers away from purchasing larger, desktop-replacement notebooks and also encouraging them not to base buying decisions purely on processor clock speeds.

News source: C|Net

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