Intel said to be putting a lot of money into Ultrabook marketing

ux21 Intel said to be putting a lot of money into Ultrabook marketing

We were mightily impressed by Asus' UX21 "Ultrabook" at Computex and we weren't the only ones, but the company is pitching the UX21 as a high-end niche product, much like Apple's MacBook Air. Now news is hitting the web that Intel wants to hit the bit-time with the Ultrabooks and as such the company is looking at spending a fair bit of money on promoting the platform.

We were mightily impressed by Asus' UX21 "Ultrabook" at Computex and we weren't the only ones, but the company is pitching the UX21 as a high-end niche product, much like Apple's MacBook Air. Now news is hitting the web that Intel wants to hit the bit-time with the Ultrabooks and as such the company is looking at spending a fair bit of money on promoting the platform.

Digitimes is reporting that Intel is looking at putting aside a significant budget towards a marketing of Ultrabooks, something it's hoping will attract tier one notebook makers. Considering how badly the CULV platform failed, which featured a similar concept, just vastly underpowered CPUs, we have a feeling that the Ultrabooks might be yet another flop.

In as much as there's a market space for ultra-thin and lightweight notebooks, Intel is apparently aiming for a 40 percent global consumer notebook market share. We can't help but wonder how Intel is going to achieve this goal, especially as these machines are expected to be in a price category north of US$1,000.

Part of the reason for the high costs is of course Intel's own CPUs and Digitimes is pointing out that Intel will be launching a single core Celeron 787 and a dual core Celeron 857 – both ULV processors – later this year. However, underpowered processors were what caused the CULV platform to fail and if these are the kind of CPUs Intel want to stick in Ultrabooks, it's going to be another major failure for the company. Let's hope the notebook manufacturers are smart enough not to use these CPUs and leave the Ultrabooks in the niche where they belong and will be quite successful in their own way as a product.

Source: Digitimes

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