Intel plans to introduce a new brand for enterprise desktop products, similar to its Centrino notebook and Viiv media center PC brands, during a press event scheduled to be held Monday in San Francisco.
News of the announcement was confirmed Wednesday by Chief Executive Officer Paul Otellini during a conference call with financial analysts, when Otellini referred to an “upcoming brand associated with the business desktop that we’ll talk about on Monday.”
On Friday, Intel spokesman Scott McLaughlin said his company planned an “enterprise announcement” in San Francisco on Monday, which will include a number of industry partners including security vendor Symantec. McLaughlin declined to comment further on Otellini’s statement.
According to observers, Intel plans to wrap a number of important enterprise features into the new brand, much in the way that it associated wireless laptop computing with its Centrino brand.
“The three things they’re going to focus on are security, manageability and energy efficiency,” said Richard Shim, a senior research analyst with IDC.
Intel hopes that investing in a new brand will revitalize growth in the enterprise desktop market, which is expected to be flat in Europe and the United States this year, according to Shim. “The desktop PC needs a little love, so this other platform will help to shine a little light on this segment,” he said.
Worldwide enterprise desktop shipments grew 7.9 percent in 2005, totaling 84 million units, according to the latest IDC figures. In 2006, that number is expected to rise by another 6.1 percent, totaling just over 89 million units.
Intel hopes to reproduce the success of its Centrino platform with the new brand, said Nathan Brookwood, principal analyst at Insight64.
“When Intel looks at Centrino, the general conclusion is, ‘Boy, that was a home run.’ They spent US$300 million advertising the brand, and 12 months later everybody thought Intel invented wireless,” he said. “They’re hoping that they can re-create that here.”
-Robert McMillan, IDG News Service
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