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Cell Phones: Intel Inside

Posted by: Olga Kharif on March 23, 2006

Apparently, some Asian manufacturers will soon start placing “Intel Inside” labels onto their cell phones to show that their handsets use Intel’s chips.

This is a huge coup for Intel, in my opinion. The company has been trying to get into cell phones for years but, unlike long-time partner Microsoft, it hasn’t made much headway. That could change if Intel’s brand starts popping up on cell phones everywhere, and if people begin to look for that label, as they already do on PCs. Depending on who these Asian manufacturers are, Intel could get a leg up on competitors like Texas Instruments.

That said, I wonder how this “Intel Inside” initiative fits into Intel’s new branding effort, “Leap Ahead.” I sort of thought that the “Intel Inside” campaign was dead. I guess not.

Reader Comments


March 24, 2006 10:39 AM

I don't get it either. I don't see how Leap Ahead works with the old philosophy behind 'Intel Inside'. But more importantly, will anyone sell cell phone because it says, 'Intel Inside'? In this country, it's already getting crowded with the caller id screen, the Service logos (Verizon Wireless isn't exactly a short name, either) and manufacturer's logos. Pretty soon, I imagine every phone will have as many ads as a Nascar car. Which can only help Sprint Nextel, of course!

So, to be serious, "Intel Inside" used to be a really big deal for a reason. My friends wanted the fastest computers to play games. Back in the day, ANY computer blew away the Super Nintendo. Nowadays, they care about the graphics cards. Worse than that, in a cell phone, what do you need Intel for? I'm not playing Half Life on my cell phone.

So maybe they get half a brain and start advertising for Centrino on cell phones, so that it's wifi- capable of VOIP calls. Then you have a strong selling proposition and a reason to care about Intel inside your phone. But the carriers hate this, so I think Intel is a non-factor in the mobile space.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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