Feeds

Intel positions Celeron against Athlon

Loses the plot big time

  • alert
  • submit to reddit

Maximizing your infrastructure through virtualization

What a difference a year makes. Twelve months ago, Chipzilla was snug inside its ivory tower, pouring scorn on the 'imitators'. Everything in the garden was rosy and world+dog waited eagerly for every speed bump Intel deigned to release. At the low end, the chip behemoth poured scorn on little Cyrix and its System on a Chip plans. We sat through numerous presentations from senior Intel dudes assuring us that the SoC concept was complete crap because upgrades were impossible. At the high end no one took AMD seriously, due to yield and reliability questions. Intel had everything under control. But an unbelieveable series of self-inflicted cock-ups has so effectively screwed Intel's plans that it is now clear that the company simply doesn't have a clue about what to do next. Athlon goes from strength to strength and, coupled with continuing shortages of Coppermine Pentium IIIs, more and more OEMs are moving to the AMD platform for their high-end desktop systems. The latest price cuts on the Athlon make PIII look singularly unattractive. Intel's reaction? To position little Celeron against Athlon. How stupid does Intel think its customers and users are? Celeron looks like becoming a dumping ground for Coppermines that didn't make the grade in testing and don't run properly at 100MHz FSB. They get tweaked to run at 66MHz and flogged off cheap as Celerons at the same price as Athlons. Intel will naturally trumpet that Celeron now has Screaming Sindie's Extensions and the new 0.18 micron Coppermine core. Don't be fooled. It's only doing this because Chipzilla is desperate not to allow Pentium III to be positioned against Athlon. It is also worth remembering that Celeron - now a pretty good value CPU - was originally rushed to market before it was ready (no L2 cache) in a knee-jerk response to AMD eroding market share at the low end. Later this year, Intel will send out for a large order of humble pie when it launches the next generation Celeron, codenamed Timna - a SoC product just like the Cyrix ones it sneered at a few short months ago. And I'm not going to bore you by repeating the never-ending saga of non-functional Caminogate mobos and chipsets, let alone the Rambus farce or the abandonment of the i740, and with it, the graphics chip business. In a way it's a shame to see how the mighty Intel has fallen. It has produced some pretty damn fine products, but has been brought low by its unbelievable arrogance and a quaint belief that the world of IT owed it a living. For the first time in its history, the company has to react to a market it no longer controls. And it patently hasn't got a bloody clue how to do it. ®

The Power of One Infographic

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Airbus promises Wi-Fi – yay – and 3D movies (meh) in new A330
If the person in front reclines their seat, this could get interesting
UK Parliament rubber-stamps EMERGENCY data grab 'n' keep bill
Just 49 MPs oppose Drip's rushed timetable
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
prev story

Whitepapers

Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.