Intel Montevina platform to be named Centrino 2

Monica Chen, Taipei; Joseph Tsai, DIGITIMES [Monday 18 February 2008]

Intel is planning to rename its brand name for the upcoming notebook Montevina platform to Centrino 2 in order to clear up confusion for consumers, according to sources at notebook makers.

Intel has used the brand name Centrino for four generations of its notebook platforms including Carmel, Sonoma, Napa and Santa Rosa. Although the technology and specifications have continued to improve, the unchanging brand name has left consumers unable to identify the differences, which has also lowered recognition in the market.

Notebook makers agree with Intel's decision, since they believe most consumers are not familiar with the specifics of each platform and codename. The new marketing strategy should give consumers the feeling of a tangible upgrade and will hopefully spur replacement demand.

Intel is set to launch the Centrino 2 platform in Computex Taipei 2008 along with six 45nm notebook CPUs, all with a 1066MHz FSB. Core speeds will range between 2.26-3.06GHz and prices between US$209-851 in 1000-unit tray quantities.

Intel will then launch seven 45nm SFF (small form factor) notebook CPUs, similar to those used in Apple's MacBook Air and soon other ultra-portable notebooks, in the third quarter of this year.

In additional news, Intel shipped over 100 million notebook CPUs in 2007. Shipments are expected to increase to 123 million units by the end of 2008. The company also expects to ship 145 million, 169 million, and 195 million notebook CPUs in 2009-2011, respectively.

Intel declined to respond saying it cannot comment on unannounced products.

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