Global Supplier Directory
Supplier Solutions
Whitepaper Library
Calendar of Events
Association Locator
Contents Pages
Market Research
Subscription Center

Daily News

Intel Plans Unprecedented Push for New Chip Set
May 27, 2004
 Printable format
 Email this Article

Intel Corp. (Santa Clara, CA, U.S.) plans to focus unprecedented attention on one of the more obscure components of personal computers when it launches its newest chip set next month.

The attention follows a fundamental shift in Intel's product marketing strategy, in which the world's largest chip maker has said it will focus less on the speed of the chips and more on the features and user benefits of the Intel platform.

Chip sets—groups of integrated circuits that work together as humble gatekeepers for data coming into and out of the core of the PC—have tended to miss out on the media and marketing attention paid to the brains of the operation, the microprocessor.

Microprocessors, such as Intel's Pentium 4 or Itanium 2 chips, are more visible because they control how fast the PC can run, and consequently have gotten the media attention and millions of Intel's advertising dollars.

Intel's newest chip set, code-named Grantsdale, will be pitched as one of the stars of the show as the importance of PC speed gives way to multimedia and communications features.

To be released by the end of June, Grantsdale has been upgraded with more powerful sound and graphics, an ability to turn a PC into a wireless access point, and a speedier link for peripherals and memory.

Intel designed Grantsdale to lead a new generation of "entertainment PCs" to be shipped later this year, part of a plan to bring PCs into the living room and displace consumer electronics equipment.

William Leszinske, the director of marketing for Intel's "digital home" initiative, said Intel is making a special effort to train retail salespeople to explain the benefits of the Grantsdale chip set, even if consumers aren't introduced to the intricacies of how a chip set works.

"The chip set delivers a lot of the value," he said.

Grantsdale will be sold at around the same price as an older chip set, about U.S. $30 or $40 each, so it won't bring in more profits for Intel on its own.

Because the chip set incorporates features such as Dolby audio and advanced 3-D video previously found only in add-on cards, PC makers may be able to configure less expensive PCs that catch the eyes of power-hungry consumers, Intel says.

The features in Grantsdale also could help persuade shoppers to seek out Intel-based computers, said Intel spokeswoman Laura Anderson. That may also steer shoppers away from PCs built with chips from rival Advanced Micro Devices Inc.

Anderson said Intel is aggressively adding features to its chips that cannot be quantified in raw speed figures, such as two-in-one, or dual-core, processors.

Analysts say Grantsdale could be the product that finally gets media and PC consumers to pay attention to the overlooked importance of chip sets.

Intel's chip sets bring the company between $3 billion and $4 billion a year in revenue, and Intel sells about 60 percent of the chip sets for all personal computers, said Dean McCarron, an analyst with Mercury Research.

Grantsdale, he said, will improve memory speed, communications, multimedia, and wireless communications. (Reuters)

Back to Daily News


Daily News


Dec 22, 2014: DOE's Building Technologies Office releases Roadmap for Emerging HVAC Technologies

Dec 19, 2014: Whirlpool Corp. provides guidance for 2015

Dec 19, 2014: Panasonic to showcase built-in appliances at LivingKitchen 2015

Dec 19, 2014: New residential construction in November 2014

Dec 19, 2014: 2014 U.S. steel production up 0.7% from 2013

More Daily News>>

RSS Feeds
Appliance Industry
Market Research


November 2014: Appliance Magazine Market Insight Annual Subscriptions
November 2014: U.S. Appliance Industry: Market Value, Life Expectancy & Replacement Picture 2014
October 2014: Portrait of the European Appliance Industry
September 2014: Appliance Industry Focus: HVAC

Contact Us | About Us | Subscriptions | Advertising | Home
UBM Canon © 2014  

Please visit these other UBM Canon sites

UBM Canon Corporate | Design News | Test & Measurement World | Packaging Digest | EDN | Qmed | Plastics Today | Powder Bulk Solids | Canon Trade Shows