Thursday, July 18th 2013

Intel To Kill Atom Brand

Intel is planning to drop the "Atom" brand name, as it's sounding synonymous with "entry-level" or "cheap." The brand could be actually affecting popularity of Intel's "Clover Trail+" mobile SoCs, which are intended by Intel to compete with high-performance SoCs, under the Qualcomm Snapdragon and NVIDIA Tegra brands. Given how Atom makes up the slowest CPUs Intel has to offer, on the desktop and notebook platforms, its popularity in other emerging platforms could take a hit. Intel could brand Atom successors in its roadmaps to some of its more reputable brands, such as Celeron or Pentium. In the coming few years, Intel will have transitioned entry-level CPUs from its Celeron, Pentium, and even Core i3 brands to BGA (ball-grid array) packages, which could reduce their board footprint to nearly as much as today's Atom CPUs.

Source: DigiTimes
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42 Comments on Intel To Kill Atom Brand

#1
McSteel
Good. Kill it with fire. Atoms are so painfully slow that this is about the only move that makes sense.

HOWEVER. Don't you dare call your Atoms Celerons, or worse Pentiums, Intel!
That would be too low even for the likes of AMD and their OEM and laptop part naming scheme...
Make up a new one and never link it to Atoms of old. It was a stupid name anyway.
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#2
drdeathx
AMD's Fusion APU's kick the snot out of Atom PSU's. The article does not say that. LOL
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#3
RejZoR
Intel is planning to drop the "Atom" brand name, as it's sounding synonymous with "entry-level" or "cheap."
Erm, isn't Atom just that? I associate "atom" as small, but they aren't exactly powerful or expensive, so what else can they be other than just that?

Besides, i'm not sure why Atom would sound "bad". Calling it "SuperDuper Fast Hyper CPU" won't change the fact it's the slowest CPU Intel has to offer. They are mostly present in netbooks anyway, which are budget stuff so why all the fuss about it?
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#4
Morgoth
can i get now my larrabee?
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#5
JDG1980
by: RejZoR
Erm, isn't Atom just that? I associate "atom" as small, but they aren't exactly powerful or expensive, so what else can they be other than just that?

Besides, i'm not sure why Atom would sound "bad". Calling it "SuperDuper Fast Hyper CPU" won't change the fact it's the slowest CPU Intel has to offer. They are mostly present in netbooks anyway, which are budget stuff so why all the fuss about it?
This isn't about netbooks (which are pretty much dead by now); it's about smartphones and tablets. The problem is that the bad reputation of Atom netbooks has spilled over into Intel's attempts to get into the much more important smartphone/tablet business.

Atoms are weak and inexpensive by desktop standards. But even the current generation is actually very competitive with ARM designs like Tegra and Snapdragon. Mobile OSes have a much smaller footprint, and both the OS and apps are designed to run with far lower system requirements than you'd need for Windows or OSX. The problem is that people see the "Atom" label and think "crappy netbook" rather than "good smartphone". That is the branding problem Intel is trying to solve.
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#7
repman244
by: RejZoR
Erm, isn't Atom just that? I associate "atom" as small, but they aren't exactly powerful or expensive, so what else can they be other than just that?

Besides, i'm not sure why Atom would sound "bad". Calling it "SuperDuper Fast Hyper CPU" won't change the fact it's the slowest CPU Intel has to offer. They are mostly present in netbooks anyway, which are budget stuff so why all the fuss about it?
Atom is still ancient tech compared to modern CPU's we have today. You are right that it "should" be slow (compared to desktop CPUs) but so slow you can't normally browse or even watch HD video?
Even mobile devices do the job better. They are killing it because people automatically connect Atom and low performance (so low you can't do anything with it).
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#8
Static~Charge
by: McSteel
HOWEVER. Don't you dare call your Atoms Celerons, or worse Pentiums, Intel!
That would be too low even for the likes of AMD and their OEM and laptop part naming scheme...
The current Celeron (G550, G1620) and Pentium (G645, G870, G2140) processors are actually trimmed-down Core i3's. They perform quite well for everyday computing use. I wouldn't want to game on one, but they weren't made for that role anyway.
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#9
ensabrenoir
.....they just figured that out.....
hope whatever they call it next, the performance matches the "cool" name...
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#10
McSteel
by: Static~Charge
The current Celeron (G550, G1620) and Pentium (G645, G870, G2140) processors are actually trimmed-down Core i3's. They perform quite well for everyday computing use. I wouldn't want to game on one, but they weren't made for that role anyway.
By "low" I meant like a "low blow" (= punch in the nuts) - they'd hit a new low by branding their new iterations of Atom a Celeron or a Pentium. I mentioned AMD for their wonderful rebranding of graphics cards/chips in the mobile and OEM sectors.

In actuality, Intel made the Atom brand so notorious, that they can't use it anymore. And this is not undeserved in the least - Atoms just suck and that's that. Even the AMD C50s don't suck nearly as much.

Why not simply call the new, out-of-order execution-capable Atoms "Valence", for example? Intel "Valence" SoC... It'd be a new brand, but that's what would make the tech appear brand new! And to a degree, the name would still imply some connection to the Atom of old, but not nearly as much as Intel would fear.
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#11
Prima.Vera
They could have go with Atom 2 and so on, if they could double its performance or something.
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#12
scazbala86
Is it just me or don't people associate Celeron and Pentium with "low end" and "slow" as well?
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#13
xorbe
by: McSteel
Good. Kill it with fire. Atoms are so painfully slow that this is about the only move that makes sense.

HOWEVER. Don't you dare call your Atoms Celerons, or worse Pentiums, Intel!
That would be too low even for the likes of AMD and their OEM and laptop part naming scheme...
Make up a new one and never link it to Atoms of old. It was a stupid name anyway.
Only the brand is going away ... it will probably be called Pentium, hahaha.
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#14
McSteel
by: scazbala86
Is it just me or don't people associate Celeron and Pentium with "low end" and "slow" as well?
Not since the 45nm days. At least not me, and a mass of other people, according to written and spoken statements.
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#15
SaltyFish
I wonder how much of this is Intel's fault (no out-of-order execution and not being able to play up the "low power consumption" feature) and how much of it is the market's fault (flood of low-end netbooks and laptops because the masses want cheap). Either way, you know a processor line's image is bad when Celeron has a better reputation than it.
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#16
scazbala86
by: McSteel
Not since the 45nm days. At least not me, and a mass of other people, at least according to written and spoken statements.
Maybe not us enthusiasts, but the vast majority of regular users will walk into Best Buy or see a PC with the plain looking Pentium or Celeron sticker on it they'll assume it's a cheap/lower end model.
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#17
tigger
I'm the only one
by: scazbala86
Maybe not us enthusiasts, but the vast majority of regular users will walk into Best Buy or see a PC with the plain looking Pentium or Celeron sticker on it they'll assume it's a cheap/lower end model.
From my experience with normal pc users, they would not know the difference between pentium, atom, i5,i7 ,phenom, FX or any other. The number or name of the CPU means nothing to them, most will buy what is recommended by the store they buy from.
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#18
dwade
I agree. The Atom brand stink up with the failure of Netbooks and general perception of "cheapness." The new beast Atom needs a new name, just like from failure Pentium 4 to Core branding.
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#19
scazbala86
by: tigger
From my experience with normal pc users, they would not know the difference between pentium, atom, i5,i7 ,phenom, FX or any other. The number or name of the CPU means nothing to them, most will buy what is recommended by the store they buy from.
Exactly, and if you walk into a Best Buy and ask the associate which PC you should buy, 99% they'll point you toward a higher cost (higher margin) model. Then when the customer responds with "Well what about this one with the Pentium sticker on it, its $200 cheaper" The associate responds with "Oh that's a lower end model, its slower and won't do X, Y, or Z like this one can"
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#20
Slizzo
I think if they substitute with Pentium or Celeron that'd be fine. Both CPU brands are well known in Intel's circle, and both do not carry the negative connotations that Atom brought on.
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#21
RejZoR
I had Atom N270, which was the bottom feeder and i kinda liked it. I even got it to play HD stuff smoothly. Tablets are still useless if you do a lot of typing so netbooks are great alternative for "on the go".
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#23
itsakjt
I have a Pentium Dual Core B960 in the laptop in my specs. It is based on the Sandy Bridge die and performs excellent. Better than many desktop Core 2 Duos especially in the memory bandwidth. The IMC is awesome.
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#24
Hilux SSRG
Intel just needs to make a better product and rename it Core2Triple or some variation of that. Atom lost its luster with its lackluster performance - glad its being taken out back by the shed.
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#25
95Viper
by: btarunr
Intel is planning to drop the "Atom" brand name
The brand name people... not the chip!

And, it don't matter to me... a duck is still a duck no matter what you call it.

Got two in tabletbooks and they do just fine for what I expected them to do.
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