Alpha Processor Inc ramps up anti-Intel battle

Marketing blitz set to start

The signs are that Alpha Processor Inc, a consortium backed by Samsung, is beginning to take on Intel at its own game. The company has posted a marketing document on its site here which outlines its future strategy. According to Jeff Borkowski, VP of business development at API, the consortium will exploit the market outside of Compaq and focus its energies on Linux, NT server, digital content creation and MCAD. He said: "Samsung is making significant investments in copper, SOI and flip chip technology which will enable us to continue to deliver the fastest Alpha processors in the market. We have an Alpha architectural license (sic) that enables us to design low cost, yet high performance Alpha processors for specific markets." API will roll out a series of promotions. It has hired spin paramedics Miller Shandwick, and a series of other marketing companies to promote its systems. At the same time, it has rolled out its global service organisation and has hired Linux pundit Rich Payne as well as ex-Compaq exec Jim Snyder. Later on today, API will kick off its benchmarking programme on its Web site. It is positioning systems against Intel Xeon machines and claims they are comprehensively outgunned. ®

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