DigiTimes reports Intel will no longer highlight the inclusion of an Intel processor, chipset, and wireless solution under the Centrino brand. Instead, the company's 2010 notebook platforms will focus on the processor, and more specifically around the Intel Core brand. The move is expected to open up the market for third-party WiFi chip suppliers.
Intel commented that focusing marketing and branding around the processor, and more specifically around the Intel Core brand, will make it easier for consumers to choose the right Intel technology. The Centrino brand will be transitioned to specifically represent Intel's Wi-Fi and WiMAX products.
Intel's new CPU-oriented strategy will enable notebook vendors to shop around for wireless solutions and could mean the release of up to 30-35% of the global demand for WLAN 802.11n chips to chipset suppliers such as Broadcom, Marvell Technology, Atheros and Taiwan-based Realtek Semiconductor and Ralink Technology, the sources noted.