Signs show 'Wintel' axis is beginning to wobble

Article Abstract:

The so-called alliance between Microsoft and Intel may be fraying, especially because of a shift in computer technology and new consumer electronics products. Such a rift would cause more damage to Intel, the world's leading semiconductor manufacturer that has joined with Microsoft to dominate the PC hardware and software industries through the 'Wintel' duopoly. Intel already is facing a threat to its PC microprocessor dominance, as AMD and National Semiconductors have developed products for sub-$1,000 PCs. Microsoft also is joining the growing interest in cellular telephones, hand-held PDAs and other consumer electronics devices by courting potential Intel rivals. A Jul 1998 deal between Microsoft and Matsushita Electric Industrial pairs Microsoft's Windows CE software with Matsushita's multimedia microprocessor chip. The chip is being designed for TV set-top boxes in addition to other audio and video products.

Semiconductor Devices, Prepackaged software, Computer Software, Software Publishers, Planning, Computer software industry, Software industry, Software, Microsoft Corp., Licensing agreements, Company licensing agreement, MSFT, Company technology development, Company business planning, Market domination, Market share

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Intel is gambling with a new and more powerful set of chips

Article Abstract:

Intel and HP are developing the Merced, the code name for a computer chip that would revolutionize Intel microprocessors and personal computing. Merced, due for release by 1999, would employ a radically different instruction set that consists of numerous basic operations. Merced is expected to pack 20 million to 50 million transistors onto the chip's surface, according to John Novitsky, a former Intel Pentium design team member and current vp of marketing for Micro Module Systems. This compares to the most recent Pentium II chip's more than 7 million transistors and the first Intel PC chip that encompassed 30,000 transistors in 1979. The 64-bit Merced offers twice the capacity of the current 32-bit Intel Pentium. Merced's clock speed of 1,000MHz also will more than double the fastest 1997 chips in raw performance. Most Silicon Valley observers believe Intel is risking its international industry dominance.

Hardware product development, Product development, Computer hardware, Microprocessor, Microprocessors, Hewlett-Packard Co., HWP, Intel Merced (Microprocessor)

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Intel starts a campaign to tell people who it really is - on the inside - not just how great its chips are

Article Abstract:

Intel launches its first image campaign as the company attempts to convey a positive corporate identity that ranges beyond its microprocessor chips. The successful 'Intel-inside' campaign has given the Pentium chip outstanding brand recognition, but company executives now say they want to explain who the company is and what it believes in. The new advertisements focus on children as a symbol of the future and on the company's emphasis on encouraging technology literacy. The series will also feature ads that highlight Intel's sponsorship of the 150th anniversary of the Smithsonian Institution. The ads will contain a few shots of Intel products, since consumers sometimes are not aware of the distinction between corporate and product campaigns. Intel says the price will be comparable to previous efforts, and observers estimate the company spent $60.3 million in 1994 for advertising.

Company marketing practices

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