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Intel To Kill Atom Brand

Discussion in 'News' started by btarunr, Jul 18, 2013.

  1. btarunr

    btarunr Editor & Senior Moderator Staff Member

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    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.

    [​IMG]

    Source: DigiTimes
  2. McSteel

    McSteel

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    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.
  3. drdeathx

    drdeathx

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    AMD's Fusion APU's kick the snot out of Atom PSU's. The article does not say that. LOL
  4. RejZoR

    RejZoR

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    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?
  5. Morgoth

    Morgoth

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    can i get now my larrabee?
  6. JDG1980

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    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.
  7. Prima.Vera

    Prima.Vera

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    Next hop is Molecule CPU brand.
  8. repman244

    repman244

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    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).
  9. Static~Charge

    Static~Charge

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    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.
  10. ensabrenoir

    ensabrenoir

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    .....they just figured that out.....
    hope whatever they call it next, the performance matches the "cool" name...
  11. McSteel

    McSteel

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    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.
  12. Prima.Vera

    Prima.Vera

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    They could have go with Atom 2 and so on, if they could double its performance or something.
  13. scazbala86

    scazbala86

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    Is it just me or don't people associate Celeron and Pentium with "low end" and "slow" as well?
  14. xorbe

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    Only the brand is going away ... it will probably be called Pentium, hahaha.
  15. McSteel

    McSteel

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    Not since the 45nm days. At least not me, and a mass of other people, according to written and spoken statements.
  16. SaltyFish

    SaltyFish

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    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.
  17. scazbala86

    scazbala86

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    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.
  18. tigger

    tigger I'm the only one

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    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.
    stinger608 says thanks.
  19. dwade

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    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.
  20. scazbala86

    scazbala86

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    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"
  21. Slizzo

    Slizzo

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    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.
  22. RejZoR

    RejZoR

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    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".
    95Viper says thanks.
  23. Deadlyraver

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    Good.
  24. itsakjt

    itsakjt

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    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.
  25. Hilux SSRG

    Hilux SSRG

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    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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