Featured Articles

Broadwell to be faster than Skylake-S in desktop

Broadwell to be faster than Skylake-S in desktop

Intel will do something that it never did before. It will release two processor generations at once in the desktop space.…

More...
ARM’s signs off on 64 bit ARMv8-A

ARM’s signs off on 64 bit ARMv8-A

British chip designer ARM has just signed off its 50th licensing agreement for its ARMv8-A technology, which includes support for 64-bit…

More...
Intel Business vPro market divided into 7 categories

Intel Business vPro market divided into 7 categories

Just a few years ago we had two market segments for business users. We had desktops and notebooks and now Intel…

More...
GTA 5 will make November release

GTA 5 will make November release

While we have continued to hear that Grand Theft Auto V for the Xbox One, PlayStation 4, and PC will not…

More...
Aerocool Dead Silence reviewed

Aerocool Dead Silence reviewed

Aerocool is well known for its gamer cases with aggressive styling. However, the Dead Silence chassis offers consumers a new choice,…

More...
Frontpage Slideshow | Copyright © 2006-2010 orks, a business unit of Nuevvo Webware Ltd.
Thursday, 15 August 2013 09:21

Intel President talks up Atom

Written by Nermin Hajdarbegovic

Bringing it on a par with Core

Intel’s Q2 earnings call signalled the start of a strategic shift to small cores, namely Atom. Although Intel introduced Haswell in Q2, much of the emphasis was on Atom. In a recent interview with the Wall Street Journal, Intel President Renee James said Intel is now bringing Atoms on par with its Core products. 

"We are treating Atom and Core equally," said James. This was not the case just a few years ago. For much of its life Intel treated Atom as an unwanted bastard child, a small core with low ASPs and margins - and we all know Intel loved big and pricey chips.

"We’re building parts for Atom that come all of the way up to Core,” said James. “You can build a Windows tablet, you can build and Android tablet, you can run both.”

James also talked up Android, which will probably be the OS of choice for many future Atom products.

"We've increased our efforts on Android," said James. "We're upping everything on the developer side"

Asked to comment on possible Atom cannibalization, James shrugged off any fear that consumers might ditch big cores in favour of Atoms.

“We think lots of people want high performance machines,” she said.

James showed off a Sony Vaio hybrid based on Haswell and pointed out that it could replace older PCs and to some extent tablets.

“That’s not a one-for-one replacement,” she added. “We’ve created Atom products that scale all the way up and down and Haswell products can also scale down to fanless designs.”

James said there will be some amount of cannibalization, but with different price points and form factors Intel should have no trouble coming up with a new segmentation approach.

You can watch the interview here

blog comments powered by Disqus

 

Facebook activity

Latest Commented Articles

Recent Comments