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Intel's "Silverthorn" processor was designed from scratch to deliver about the same processing power as the original Pentium M processor in a 2.5 Watt envelope

Intel's new Centrino and Atom branding
10 Watts, 4 Watts -- why stop there? Intel debuts 0.6 Watt x86 processor

A flurry of announcements and roadmaps from Intel this week shed light on the company's 5.5 Watt Penryn and the 4 Watt Diamondville processors.  The company went one step further today, claiming it can get a fairly powerful x86 processor down to 0.6W for ultra mobile devices.

Intel first brought us news of Intel's Silverthorne processor in April of last year. At the time, details were light on the processor and it was just known as a successor to the 90nm Stealey-based A100 and A110 that were introduced at the time.

As the months progressed, more details began to leak out regarding the Menlow platform and the Silverthorne processor. Today, Intel officially pulled the wraps off the Silverthorne processor and the Menlow platform.

Silverthorne, a two-issue processor designed from the ground up, is now known as the Intel Atom processor. Atom processors based on Silverthorne are aimed at Mobile Internet Devices (MIDs).

To confuse matters a bit, Intel’s Diamondville processors will also fall under the Intel Atom processor nomenclature. Diamondville-based Atom processors are derived from Silverthorne, feature SMT technology and will be available in both single core and dual core versions. Atom processors based on Diamondville will see duty in low-cost notebooks (known as "netbooks") and desktop computers (also called "nettops").

As previously reported by DailyTech, Diamondville-based Atom processor will fit within a 4W (single core) to 8W (dual core) TDP envelope. The single core, Diamondville-based Atom 230 will launch at 1.6GHz and will feature a 533MHz FSB and 512k of L2 cache. TDP for the Atom 230 is listed at 4W.

Silverthorne-based Atom processors heading for MIDs will have a TDP ranging from 0.6W to 2.5W and will top out at 1.8GHz.  Sources inside Intel hint that the 0.6W version of the processor reaches just over 500 MHz.

Anand Lal Shimpi conjectures on the difference between the two cores. "Intel lists the 1.6GHz Diamondville TDP as 4W, a bit higher than what you'll see in MIDs but I'm guessing it'll run at a higher voltage and thus be a higher yielding part that's cheaper to produce, resulting in the higher TDP."

Intel confirms Diamondville will be the first Intel processor to support simultaneous multi-threading (SMT) since the Pentium 4.  The entire Silverthorne architecture supports SMT, though Intel has only confirmed Diamondville processors as SMT-enabled at this time.

Intel says that a single Atom processor measures just 25mm2 and contains over 47 million transistors. According to Intel, 11 Atom processors would fit on a penny and it's built on Intel's high-k 45nm manufacturing process.

"This is our smallest processor built with the world's smallest transistors," said Intel's Executive Vice President and Chief Sales and Marketing Officer Sean Maloney. "This small wonder is a fundamental new shift in design, small yet powerful enough to enable a big Internet experience on these new devices. We believe it will unleash new innovation across the industry."

The overall Menlow platform is now known as Intel Centrino Atom. The Intel Centrino Atom platform will include an Intel Atom processor, Intel 945GSE chipset and a wireless radio.

Although Intel expects the bulk of its Atom processors to see duty in MIDs, netbooks and nettops, the company also sees the huge potential for sales in consumer electronic devices, embedded applications and thin clients.

Consumers can expect to see the next generation Eee PC with an Intel Atom processor onboard -- HP may be wise to include an Intel Atom on its 2133 sub-notebook, but rumor has it that the company already decided on a VIA platform.

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uh oh
By TomCorelis on 3/2/2008 10:54:57 PM , Rating: 5
Yet another blow upon AMD.

RE: uh oh
By KristopherKubicki on 3/2/2008 11:02:39 PM , Rating: 4
AMD has a similar announcement on Tuesday.

RE: uh oh
By lagitup on 3/3/2008 12:22:30 AM , Rating: 2
this coming tuesday or last tuesday?

RE: uh oh
By KristopherKubicki on 3/3/2008 12:29:30 AM , Rating: 2
9AM this upcoming Tuesday. I don't know anything too specific about it though, because I didn't sign an embargo.

RE: uh oh
By crystal clear on 3/3/08, Rating: 0
RE: uh oh
By crystal clear on 3/4/2008 1:20:06 AM , Rating: 2
This applies to AMD-

"If you can’t run with the big dogs, stay up on the porch."

RE: uh oh
By crystal clear on 3/4/2008 9:15:49 AM , Rating: 3
AMD Demos 45nm Native Quad-Core Processors for Server, Desktop

— Customer Testing of Product Samples Underway —

HANNOVER, Germany. -- March 4, 2008 --AMD (NYSE: AMD) demonstrated at the CeBit electronics exhibition its first 45nm quad-core chips running multiple operating systems and a range of processing intensive applications. The processors were produced in Dresden, Germany, in AMD’s Fab 36 300mm manufacturing facility, using an advanced 45nm process co-developed with IBM.

RE: uh oh
By crystal clear on 3/4/2008 3:46:50 PM , Rating: 2
This is for those ignorant fools/idiots who know just to vote me down at every instance.

They have jusr proved to themselves to be just that.....
ignorant fools/idiots

AMD Launches "Puma" Mobile Platform

Those animal names listed as endagered AMD itself on the endangered list.....

RE: uh oh
By PlasmaBomb on 3/4/2008 6:05:47 PM , Rating: 2
Perhaps it was too vague for the DT readers?
or maybe the AMD fans didn't like it?

RE: uh oh
By crystal clear on 3/4/2008 7:17:59 PM , Rating: 2
uh oh

Have a nice day.

RE: uh oh
By idconstruct on 3/5/2008 7:50:05 AM , Rating: 2
I voted you down before posting on your second post quite simply because I'm sick of ppl with their conspiracy theories thinking they have 'haters' that have nothing better to do than rate you down.

No need to flatter yourself.

RE: uh oh
By PlasmaBomb on 3/3/2008 1:48:39 PM , Rating: 1
If you did sign an embargo you wouldn't be able to tell us :)

RE: uh oh
By crystal clear on 3/4/2008 1:00:46 AM , Rating: 1
Puma, Falcon, Griffin, .................

Neue Roadmap für AMDs Notebook-Prozessoren

RE: uh oh
By murphyslabrat on 3/4/2008 10:27:40 AM , Rating: 2
Well, he would be able to hint at it, or tell outright lies about Via...lies that happen to ring eerily close to what AMD just announced this morning.

RE: uh oh
By daftrok on 3/3/08, Rating: 0
RE: uh oh
By whirabomber on 3/3/2008 10:04:11 AM , Rating: 3
I am running mostly AMD (cpu - 65w, 3850 video card - no big watt saver there) simply because the price/performance ratio is just right. Generalizing, I don't see spending 3x the price of my existing load out to get 20-30fps over the 100fps that I already get. If one wants to niggle over $100-200 for 10-20fps more then go ahead. I sit comfy and play every game I want to play 10-20fps less and still be happy. Don't believe in the hype, just buy whatever is 2x the speed you have now when you can afford it. You don't need to upgrade to compensate for anything, really.

Anyways, it just seems to me like Intel and AMD could have been doing this all along. Oh well, let me know when the desktop MB comes out that can multicore 8-16 of the 8w dual cores, and I'll show my enthusiasm by building a Linux box to based on it.

RE: uh oh
By Calin on 3/4/2008 4:49:08 AM , Rating: 2
AMD see history repeating - once again they are the less desirable processor company, and compete based only on price.
Intel had some plans for a 80-core chip - yet, while you might see this in desktop motherboards, you won't see more dual socket (or quad socket or three socket or whatever) desktop motherboards than you see now (not many).

RE: uh oh
By imperator3733 on 3/4/2008 9:47:06 AM , Rating: 2
Terascale (the 80-core CPU) is only a research chip -- they aren't going to sell it.

RE: uh oh
By PlasmaBomb on 3/3/2008 1:47:39 PM , Rating: 4
Your math is off. AMD were ahead of Intel until they released Core 2 Duo which was 27th July '06.

RE: uh oh
By excrucio on 3/3/2008 5:27:18 PM , Rating: 2
Your English is off. WAS

=] <3

RE: uh oh
By Samus on 3/3/2008 6:02:50 PM , Rating: 2

feel the love!

RE: uh oh
By mal1 on 3/4/2008 12:05:02 PM , Rating: 2
AMD = Advanced Micro Devices

Your correction is off.

RE: uh oh
By excrucio on 3/4/08, Rating: 0
RE: uh oh
By PlasmaBomb on 3/4/2008 6:04:38 PM , Rating: 2
Perhaps it is just a colloquialism, but round here we say your math(s) is off in conversation. That and "your maths was off" to me implies that it has been corrected...

I'm not an English major either :)

RE: uh oh
By Calin on 3/4/2008 4:51:25 AM , Rating: 2
AMD was behind Intel all the time in laptop processors and chipsets, with just a bit lower performance, just a bit lower power efficiency (and lower price too)

RE: uh oh
By murphyslabrat on 3/4/2008 10:36:00 AM , Rating: 2
Actually, AMD had been leading in laptop performance since 2003. They were behind on power-usage though. The Pentium M was an excellent CPU for power-efficiency, but couldn't compare to AMD's A64 platform when it came to processing intensive applications.

But, it really doesn't matter right now, all that matters is the fact that we are seeing very little competition from AMD. While I don't think many investors would see a bankrupt AMD, it still doesn't bode well for progress.

In the short term, however: holy crap, I can get a q6600 for $245!?!?!?

RE: uh oh
By Torched on 3/3/2008 9:51:04 AM , Rating: 2
This is a direct blow to the GeodeLX line of processors. Intel is definitely going after AMD's jugular in the embedded x86 space. The LX800, which is AMD's bread winner, is 0.9W when accounting just the CPU section of the die. The platform we use is just over 7W. When Intel can get its platform lower than the ~10W range where they are now(Celeron M 600MHz + 852GM) they will steal market share away from AMD.

This is exciting for us embedded guys. We hardly ever get new tech in our sector. Intel embedded processor are mostly just trickle-down from the laptop space.

The dual-core one...
By stmok on 3/2/2008 11:18:12 PM , Rating: 2
I'm definitely considering this for a 24/7 Linux-based fanless PC. (keep it lean and optimized for this processor).

Of course...It all depends on the cost.

Anybody want to buy a VIA Mini-ITX mobo I have here? 1 year of use. Has VIA 1Ghz "Nehemiah", with 1GB RAM. :)

RE: The dual-core one...
By Joz on 3/2/2008 11:56:36 PM , Rating: 2
can i drop in an Isaiah latter on?

RE: The dual-core one...
By Lonyo on 3/3/2008 7:34:12 AM , Rating: 2
Seriously, VIA have been doing this sort of stuff for years, but no one cared until now.
They were ahead of the game really, but no one wanted to buy the products they were making because they were for a niche market.
Now we see the Eee PC and both AMD and Intel racing to get products to fit into the market that aren't just underclocked versions of existing products.

Where's the love for VIA?
They really need to do some big press releases and stuff and show the world what they've already got.

RE: The dual-core one...
By Joz on 3/3/2008 1:38:56 PM , Rating: 2
yea...I been thinking (and saying) that for a few years.

Expecialy after the C7-M wooped on the Celeron M and Pentium M.

RE: The dual-core one...
By Oregonian2 on 3/3/2008 3:21:38 PM , Rating: 2
They may have just been too ahead of the market that they can be put into (in larger volumes). EEE's still aren't a huge market yet, so far it's only the forcasts that are good sized. Or maybe there are systemic issues with the circuitry and/or support issues with software/hardware/firmware support by their respective companies. These kind of parts are more than just the IC's themselves. Or even perhaps their hardware bug lists.

RE: The dual-core one...
By bupkus on 3/3/2008 11:31:56 AM , Rating: 2
Of course...It all depends on the cost.

I first bought a D201GLY "Little Valley" and then its successor, the D201GLY2. Both are now in service but if the 1.8GHz Diamondville comes in with a motherboard at a similar price point I'll be in for a few.

RE: The dual-core one...
By arazok on 3/3/2008 12:34:16 PM , Rating: 2
I'm wondering if this would up to the job in a windows home server. Sound's perfect for it.

RE: The dual-core one...
By imperator3733 on 3/4/2008 9:54:16 AM , Rating: 2
That's a good idea.

WHS needs a 1.0GHz PIII equivalent CPU (from Wikipedia). I don't know if that would work, since Atom is an in-order core. You would need the fastest core, at the very least.

RE: The dual-core one...
By marco916 on 3/3/2008 4:19:09 PM , Rating: 2
Thats what I was just thinking, this is a good thing for Linux users. You could build a nice small desktop to run all your favorite apps in a tiny box. I wouldn't mind having a desktop the same size or smaller then my Wii box. Would save me all sorts of room, space.

In other news...
By ninjit on 3/2/2008 11:02:46 PM , Rating: 5

Intel also stated that dual and quad-core variants based on the Atom architecture will be available in Q4, and marketed under the brand " Intel Molecule "

RE: In other news...
By Proteusza on 3/3/2008 5:56:59 AM , Rating: 2
Intel has also stated that they are launching a new low cost gaming platform - a dual core Atom with a single larger graphics processor will be known as H2O.

RE: In other news...
By prenox on 3/3/2008 1:26:41 PM , Rating: 2
I really don't think this would be a good processor for a gaming platform, I am pretty sure this cpu with a decent graphics card could do HD video pretty well.

RE: In other news...
By marco916 on 3/3/2008 4:27:41 PM , Rating: 2
I could picture the gaming to work with a Atom Quad setup, if Intel decides to go that route. 2 processors devoted to the game code, 1 or 2 for video and the other to system, OS resources

RE: In other news...
By MAIA on 3/3/2008 10:31:23 AM , Rating: 2
... and meanwhile AMD has stated they will embrace quantum physics and will be making a similar cpu called "quark". It is so small you cannot see it

RE: In other news...
By murphyslabrat on 3/4/2008 10:41:16 AM , Rating: 2
No, AMD already uses that marketing strategy for its high-end CPU's.

Low power usage in typical notebooks?
By goku on 3/2/2008 11:16:07 PM , Rating: 4
Now this technology is quite appealing, however what I want to know is can they put this technology with the core architecture or not. I want a laptop that in battery mode, gets amazing battery life and in AC mode provides lots of performance. What I'm seeing is intel doing all the power saving for small devices and little for the bigger devices. It's like if they have a 4 cell battery, they use a less power consuming processor, if it has a 12 cell battery, they put a more power consuming processor. Why can't I have a 12 cell battery and a low power consuming components?

The current line of Core2duo laptops gets worse battery life than the original Pentium M based ones which is a damn shame. I'd expect to see BETTER battery life not worse.

By KristopherKubicki on 3/2/2008 11:33:24 PM , Rating: 2
The thing is this is a new chip from the ground up. There isn't a lot of technology that can drop in Penryn.

RE: Low power usage in typical notebooks?
By mtaclof on 3/3/2008 10:58:26 AM , Rating: 2
Personally, I wish they'd consider this sort of low-wattage CPU for use in laptops. A question for the more technically educated guys out there is: How hard would it be to engineer laptop boards that have two CPU's, a power/performance CPU and an efficiency CPU. The board would dynamically switch procs depending on demand/power available/user specification. Could this be realized as a way to provide both long battery life and high-performance?

By A5 on 3/3/2008 11:29:40 AM , Rating: 3
That would be extremely difficult and expensive. I suppose it would be possible with enough work, but I don't see it happening.

By excrucio on 3/4/2008 2:34:32 PM , Rating: 2
AMD new PUMA release has just showed you the door.

By coldpower27 on 3/4/2008 12:03:30 PM , Rating: 2
They weren't able to keep the processor in the same Thermal envelope, so that is to be expected compared to the Pentium M, with the upcoming Montevina platform you will have some 25W TDP Penryn which are close to the 21W TDP of the 90nm Single Core Pentium M, so battery life should be similar but perforance muh improved compared the processor of back then.

In Order Processors
By prenox on 3/3/2008 12:39:11 PM , Rating: 2
Aren't these processors In Order Execution?
I am pretty sure that I had read they were which is why they were able to get them to such low power usage.
I am pretty sure that I read that Out of Order Execution would require more power usage.
Being for embedded devices I doubt that being In Order would really hinder their processing power that much.

RE: In Order Processors
By KristopherKubicki on 3/3/2008 1:06:31 PM , Rating: 2
That's correct. These are in-order two-issue cores.

RE: In Order Processors
By prenox on 3/3/2008 1:16:32 PM , Rating: 1
Yea, HT was just a way to help alleviate some of the performance loss of going in order.

Thanks for confirming that by the way. I don't think I seen it mentioned in the article.

RE: In Order Processors
By PlasmaBomb on 3/3/2008 2:06:50 PM , Rating: 2
In Order would really hinder their processing power

It may well hinder the processing power, we will have to wait for benchmarks.

Rumor mongering -
Reliable sources are saying that it is about 10 per cent above Stealey. which sounds great until you realize that Stealey is an 800MHz Dothan and Silverthorne is at 1.86GHz. This is where in order bites you.

By comc49 on 3/2/2008 10:47:57 PM , Rating: 4
i wish nvidia or ati creates 1 watt gpu

RE: gpu
By Calin on 3/4/2008 4:59:16 AM , Rating: 2
You have northbridge graphics (integrated video) that run in a somewhat similar power envelope, and it would be easy to cut down on the 3D things (pixel pipelines, as vertex isn't usually implemented) to bring it down to less than a Watt.

Very Cool
By Master Kenobi on 3/2/2008 10:48:46 PM , Rating: 3
I like. Good to see Intel is advancing other areas besides how many cores one can jam into a single chip. :P

RE: Very Cool
By lagitup on 3/3/2008 12:22:02 AM , Rating: 2
Very Cool

Haha what a pun.

Intel's New Marketing Slogan...
By toonces on 3/2/2008 11:54:33 PM , Rating: 5
"...up and ATOM!"

Chemists everywhere
By eetnoyer on 3/3/2008 7:10:32 AM , Rating: 2
are trembling before the pending copyright lawsuits.

RE: Chemists everywhere
By peternelson on 3/3/2008 7:44:01 AM , Rating: 2
Thinking of trademark lawsuits.....

There was a 6502 based computer made by Acorn Computers which preceded the very popular Acorn/BBC Micro.

If Apple can sue anything starting with "i-" I guess Acorn might have a case against Intel.

By mmcdonalataocdotgov on 3/3/2008 10:13:09 AM , Rating: 2
Wave of the future, wave of the future, wave of the future...

Imagine these babies in a cluster. If only the mobo manufacturers would shrink their traces, nano-ATX! Okay, efficiency, heat etc. And of course the CPU is not the largest component in a cluster, but this would reduce the power and thus cooling required.

By kkwst2 on 3/3/2008 11:14:38 AM , Rating: 2
Uhh, aren't you in the wrong forum? You want slashdot ("Imagine a Beowulf cluster of these...")

In all seriousness, in a cluster it all depends on what your main goal is. These things have low power, but they're also significantly lower performing than typical server processors. Considering that a lot of code still doesn't scale that well when you get out to 100+ processes, I'm not sure clustering these things is going to be a particularly great solution for most applications. I'll stick with a cluster of dual quad core Xeons for now.

By psychobriggsy on 3/3/2008 5:30:08 AM , Rating: 3
Makes sense - the in-order design of Silverthorne / Atom will be very good for an SMT implementation, so with aggressive power management on the chip I can easily see 2.5W without SMT and 4W with SMT enabled at the same clock speed (and reasonably near doubling performance). Nice to see some dual-core options coming as well. SMT on an in-order core can also mask memory latency a little, I'm a little surprised Intel haven't made the SMT 4-way (c.f. Sun's Niagara).

What is the performance going to be like? I read that a 1.8GHz Silverthorne would perform like an 800MHz Dothan, so would a 500MHz Atom without SMT perform like a 200MHz Dothan? I wonder how that would compare with a 1GHz ARM Cortex which will be under 0.6W.

However I like the idea of a 9" EeePC with a dual-core SMT Diamondville that aggressively clocks down.

What's the cost of Atom? Under $30 a piece I'd expect.

Some interesting observations
By crystal clear on 3/4/2008 8:55:55 AM , Rating: 1
1) The small size of the Atom allows 2,500 of them to be produced on a single 300-millimeter silicon wafer. Intel can then sell them at a low price while maintaining high margins.

2) Centrino Atom will include a single-core Atom processor, as well as the Poulsbo chip set and a wireless chip set. Intel has yet to announce the formal name of Poulsbo, which packs a Northbridge chip set and a Southbridge chip set into a single package to reduce size and power consumption

3) Several versions of the Atom processor are on track to be delivered to during the first half of this year, according to Danny Cheung, an Intel spokesman in Singapore.

4) To differentiate "netbooks" and "nettops" from mainstream desktops and notebooks.
Intel has set guidelines for device makers that limit the features of Atom-based devices, preventing the chips from being used in notebooks with a 15-in. screen instead of a Core 2 Duo processor.

5) Intel visions MIDs to run on LINUX rather than Windows.

6) To use the Centrino Atom brand OEMs have to meet Intel specifications for handheld devices.Intel refers to as a "thinner and lighter" form factor.

The products can measure NO MORE than 25 inches or 19 cms diagnolly & must offer wireless networking, using Intel chips for wireless networking & microprocessors also contain an integrated graphics.

To summarize-

In short plenty of restrictions & preconditions with several versions of the Atom processors being introduced in the market.

Branding confusions - "netbooks" and "nettops" from "mainstream desktops" and "notebooks".

Nathan Brookwood, an analyst with Insight 64, said branding remains an important part of the company’s ability to sell its processors, but Intel needs to ensure that customers know what they are getting.

“Intel has to make sure that customers don’t confuse these processors with its more expensive models,” Brookwood said. “You don’t want a situation where people go out and a buy a $300 notebook and think its going to have the same capabilities as the $600 one they bought last year. Intel has to create a difference with its branding so that it doesn’t kill its high-end products.”

The mainstream buyers confusions from UMPCs to subnotebooks to MIDs to netbooks to nettops......

OEMs/retailers/resellers etc have to use Intel marketing funding to educate/guide the mainstream buyers in choosing the right product/s suiting their requirements/needs & BUDGETS.

Intel has to ensure these OEMs etc do not misuse these funds to dump their hardware on the buyers to boost their own sales revenues/profits etc.
Intel has to ensure the buyers recieve the best suited product at low prices.

These OEMs etc used VISTA FUNDINGS to dump their hardware on the buyers-INTEL should learn from the VISTA/M.S. experience & ensure NO REPEATS !

By murphyslabrat on 3/4/2008 10:46:57 AM , Rating: 2
which packs a Northbridge chip set and a Southbridge chip set into a single package to reduce size and power consumption

The "chipset" is the combination of northbridge and southbridge.

NAS / Home Sever
By iwod on 3/3/2008 1:28:07 AM , Rating: 2
We need NAS built with the Dual Core Version ASAP.
Current Line of NAS are just not powerful enough to max out the gigabit line.

Computors In my Eyeballs!!
By NickF001 on 3/3/2008 1:56:23 PM , Rating: 2

A slogan suggestion...
By blueeyesm on 3/4/2008 12:07:46 PM , Rating: 2
"Up and Atom!"

By phatboye on 3/2/08, Rating: -1
RE: Branding
By fxyefx on 3/2/2008 11:15:10 PM , Rating: 5
Well, it could be worse. At least the Xbox isn't instead dubbed the "Microsoft 3D Entertainment Experience Platform."

RE: Branding
By KristopherKubicki on 3/2/2008 11:31:31 PM , Rating: 2
Ah, the MEEP ...

RE: Branding
By MADAOO7 on 3/3/2008 12:22:12 AM , Rating: 1
or the, standard features include a 30% chance of showing three blue lights and never starting ever again....

RE: Branding
By dflynchimp on 3/3/2008 6:26:53 AM , Rating: 2
Add a "Version Build 2.0127" to the end of that for the 360

RE: Branding
By Murst on 3/2/2008 11:34:32 PM , Rating: 3
Nice new tech but the branding sucks

It is not as bad as Sempron.

RE: Branding
By Gul Westfale on 3/3/2008 1:02:16 AM , Rating: 2
it's intel buddy. after pentium, celery (sorry, celeron), and just plain "core" what did you expect? well they could have gone with minium, nanium, micronium, wattium, watteron, mobilium... so i guess atom isn't so bad.

RE: Branding
By 1337cookie on 3/3/2008 2:00:21 AM , Rating: 3
I like all of those alternatives...

RE: Branding
By eye smite on 3/3/2008 8:28:38 AM , Rating: 3
Those are good names. lol

How about the Intel Militant Midget?

RE: Branding
By MAIA on 3/3/08, Rating: 0
RE: Branding
By crystal clear on 3/3/2008 4:09:14 AM , Rating: 2
The explaination below could give you an idea-"why Atom"

Atom. One of the smallest things in our universe, and a very appropriate name for Intel’s new line of processors that are not only Intel’s smallest processors, but also contain the world’s smallest transistors.

Enough performance to deliver an amazing internet experience in your pocket. Low power. Built on world class manufacturing technology using the world’s smallest transistors. A new miracle in miniaturization: The Intel® Atom™ processor.

Brian Fravel Intel Director of Marketing, Brand Strategy

Its not how the brand name sounds because Intel are not selling a toothpaste or a shampoo or a toy.

Intel is selling a product line thats one of the many components that go into a handheld device.
The name relates to characteristics of the product line....

anything extremely small.... (nontechnical usage)

Intel’s smallest processors, but also contain the world’s smallest transistors.

RE: Branding
By MAIA on 3/3/2008 10:54:10 AM , Rating: 2
Its not how the brand name sounds because Intel are not selling a toothpaste or a shampoo or a toy.

I do agree with you to some extent, but let's face it: Anything that goes to the market is subjected to marketing and advertisement. Commercial names can mean alot, probably not in this case, but it can mean something. Imagine this thing called "smallium" or "tinyum" ... not wait that sounds like a pharmaceutical of some sort ...

"Atom" is not that bad anyway ...

RE: Branding
By TheOtherBubka on 3/3/2008 8:46:06 PM , Rating: 2
Thanks for the background on this. However, apparently nobody has explained to 'Director of Marketing' that the 'world's smallest transistors' are not on a 45 nm node and 'the world's smallest transistors' will be even smaller in 18 months if not sooner...

And maybe someone can clarify this, but isn't flash already on a smaller process than 45 nm somewhere? I think Mr. Fravel needs to clarify his statement to 'the world's smallest x86 production transistors' as at least that is an accurate statement and not an embellishment and not misleading.

RE: Branding
By crystal clear on 3/4/2008 1:16:24 AM , Rating: 2
This applies to all/anybody introducing a new product into the market.

In this age of superlatives I think it would be a refreshing change for a manufacturer to be a little conservative in thier claims and actually surpass them for once.

I'd just like a dose of reality back in the computing hardware/software world.

"It is better to be envied(Intel) than to be pitied (AMD)."

RE: Branding
By DOSGuy on 3/3/2008 7:49:55 AM , Rating: 2
I like it. It's a small processor with small transistors. What would your 5 year old brother call it?

RE: Branding
By bupkus on 3/3/2008 11:46:31 AM , Rating: 2
"Annoying Small Child"

IK, IK, IK, wrong subject

"This is about the Internet.  Everything on the Internet is encrypted. This is not a BlackBerry-only issue. If they can't deal with the Internet, they should shut it off." -- RIM co-CEO Michael Lazaridis

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