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Intel to dump 'poor brand image' Atom?

Mat Bettinson
Intel to dump 'poor brand image' Atom?

Intel plans to rename the Atom range of low-powered processors as the firm seeks to move beyond a poor reputation for low performance computing.

The DigiTimes cited sources within the notebook manufacturing industry that claimed Intel would rebrand the Atom processor range when the chipmaker launches the Cedar Trail platform in 2012.

The same sources claimed that Intel experienced a drop in demand for mobile devices and so-called nettops based on the Atom-branded processors due to a poor brand image.

The delayed 32nm Cedar Trail-M series including the Atom N2700 and N2800 are due to launch in 2011 according to the report.

Leaked benchmarks published by VR-Zone late last month said the new models "don't have as much of a gap compared to the Atom N570" but added that the new PowerVR graphics core offered performance about three times as fast as the GMA950 GPU in the previous generation of Atom processors.

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Tags: Intel, Marketing, processors, atom

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