Intel Plans for Ultra-Small Chips

hc簡評
這篇翻譯在兩處category 的翻譯不一致

此文的 devices 不是設備 (computing/ MIDs)等]

"a fixture of advertising and marketing materials since the early 1990s." 翻譯為"在上世紀90年代初啟動名為“Intel Inside”的營銷攻勢"
建議:advertising fixture 廣告賽和營銷題材
(fixture━━ n. （普通pl.） 定着物, 備品, 設備; （役職などに）居すわりの人; 競技（の開催日）; 恒例競技会［行事］.)

'We are looking at each platform on its own merits,' said Bill Calder, an Intel spokesman. 'In this case, flexibility is important.'英特爾發言人比爾•考爾德(Bill Calder)表示﹐公司在研究每種平台各自的優點。在這個問題上﹐重要的是靈活性。
look at 不是"研究"
參考
on one's own merit　真価によって; 実力で.
case 不是"問題"


英特爾為超級微型芯片造勢

2008年03月03日14:53
英
特爾(Intel Corp.)正在為其即將問世的超級微型芯片進行品牌造勢﹐期望能推動市場對兩類新興電腦設備的需求。

英特爾的新款微處理器系列將以“Atom”品牌打市場﹐產品分為兩種型號。其中一種是此前公佈代號為“Silverthorne”的芯片﹐將給被英特爾稱為移動互聯網設備(MID)的袖珍電腦充當運算核心。另一種代號為“Diamondville”的芯片則面向單機成本在250美元上下的低檔筆記本和台式電腦。

英特爾還打算以“Centrino Atom”為品牌推出開發MID設備的技術“平台”﹐包括一顆Silverthorne芯片和一顆英特爾的圖像處理芯片。它可以說是英特爾2003年面向筆記本電腦所推“迅馳”(Centrino)品牌的延伸。

英特爾的此番品牌推廣活動受到了非同尋常的關注。一定程度上是因為﹐這意味著英特爾將拿出大筆資金吸引硬件廠商在產品上加貼其標識並滿足其他要求。自從英特爾在上世紀90年代初啟動名為“Intel Inside”的營銷攻勢以來﹐該公司一直堅持這種做法。

英特爾的品牌影響力同時也是一件令人生畏的競爭武器。該公司在微處理器領域的主導地位﹐為其施展各種營銷激勵手段提供了讓競爭對手望塵莫及的財力支持。

品牌效應也是幫助英特爾開拓新市場的法寶之一。例如筆記本廠商若想在產品上加貼“迅馳”品牌標識﹐就必須採用英特爾的無線網絡芯片及微處理器。

而要想加貼“Centrino Atom”品牌標識﹐硬件廠商生產的移動設備必須符合英特爾定下的產品規格。例如產品的對角線長度不得超過7.5英寸﹐而且必須能無線上網。但這項功能並不一定要採用英特爾的芯片才能實現。例如生產商可以採用其他廠商提供的蜂窩式數據網技術。

英特爾發言人比爾•考爾德(Bill Calder)表示﹐公司在研究每種平台各自的優點。在這個問題上﹐重要的是靈活性。

這兩款新型芯片是如此小巧﹐一枚硬幣大小的面積上足可以容納11塊此種芯片。這是英特爾首次運用最先進的微處理器製造技術來縮小芯片尺寸﹐而它此前都是通過運用最先進的微處理器製造技術來將盡可能多的功能集成到一塊芯片上﹐以提高芯片的售價。這兩款芯片擬於第二季度正式投放市場﹐而基於它們製造的硬件設備則將在今年晚些時候面市。

英特爾為品牌造勢並不是每一次都能獲得成功。例如該公司在2006年宣佈將以“Viiv”品牌推出一種新型娛樂設備和網絡視頻程序。然而該公司在同年12月份宣佈放棄此計劃﹐此品牌經過調整後將只用在娛樂型個人電腦上。

DON CLARK


Intel Plans for Ultra-Small Chips

2008年03月03日14:53

Intel Corp. is launching a branding campaign for a forthcoming family of ultra-small chips, hoping to drive demand for two emerging categories of computing devices.

The company will use the name Atom in marketing a new microprocessor line that has two variants. One chip, previously known by the code name Silverthorne, is designed to be the calculating engine for pocket-sized gadgets that Intel calls MIDs, for mobile Internet devices. The other chip to carry the Atom brand, code-named Diamondville, is designed for low-end laptop and desktop computers expected to cost around $250.

Intel, of Santa Clara, Calif., also plans to introduce the brand Centrino Atom for a 'platform' of technologies for mobile Internet devices, including a Silverthorne chip and a companion Intel chip that includes graphics functions. The phrase extends the Centrino brand that Intel introduced in 2003 for technology used in laptop computers.

Intel's branding moves attract unusual attention, partly because they typically come along with lucrative marketing funds for hardware companies that agree to use its logos and meet other requirements. The concept started with the chip maker's Intel Inside campaign, a fixture of advertising and marketing materials since the early 1990s.

The branding efforts also have been a formidable competitive weapon. Intel's dominant position in the microprocessor market helps it fund marketing inducements that are difficult for rivals to match.

Some of the efforts are designed to help Intel build its position in new markets. Laptop computer makers that want to use the Centrino brand, for example, have to use Intel chips for wireless networking as well as its microprocessors.

To use the new Centrino Atom brand, hardware makers have to meet Intel specifications for mobile devices. The products can measure no more than 7.5 inches diagonally and must offer wireless networking. But that function does not have to be delivered using an Intel chip; device makers, for example, could include cellular data-networking technologies that are offered by other suppliers.

'We are looking at each platform on its own merits,' said Bill Calder, an Intel spokesman. 'In this case, flexibility is important.'

The Silverthorne and Diamondville chips are so small that 11 of them would fit in a space the size of a penny. They represent the first time Intel has used its most advanced microprocessor manufacturing process to shrink the size of a new chip, rather than packing more features into a more-advanced chip that commands a higher price. They are expected to be formally introduced in the second quarter, with hardware based on them available later in the year.

Not all of Intel's branding efforts have paid off. The company, for example, in 2006 announced a plan to use the term Viiv for a new category of entertainment devices and Internet video programming. But Intel in December said it will drop that plan, stating it would use a modified version of the brand only on entertainment-oriented personal computers.

DON CLARK