Feeds

Poor Intel TV dies on vine, its fancy pop-up shops turned into cafes, cinemas

Chipzilla puts on brave face in US holiday boutiques

Choosing a cloud hosting partner with confidence

Intel will open three pop-up retail locations in US cities this holiday season, but they won't be the kind of stores that some Intel execs originally envisioned.

That's because Chipzilla originally picked up the retail spaces in New York, Chicago, and Los Angeles to host the rah-rah launch of its much-hyped but little-seen internet TV service, Reuters reports – but new CEO Brian Krzanich is far less bullish on Intel TV than his predecessor Paul Otellini was.

In September, Hollywood trade magazine Variety reported that Intel was forced to push back its TV launch until 2014 because it was having trouble signing on partners to deliver content for the service.

But the latest scuttlebutt says that Krzanich sees the TV project as little more than a distraction for Intel as it struggles to keep up with shifting trends surrounding its core semiconductor businesses, and that he may be ready to pull the plug altogether.

In a meeting with investors on Thursday, Intel chairman Andy Bryant said the company "seemed to have lost our way," a further hint that it plans to refocus on its traditional markets.

Some sources even say that Intel has already been talking to a number of companies with an eye to selling off its TV technology, with Verizon being a rumored front-runner.

The Intel experience, live!

So what of Intel's retail stores? Chipzilla still has its three holiday pop-up locations reserved, but with no Intel TV launch imminent, what it plans to use them for had become a mystery.

On Friday, Intel answered that question. In a press release, the chipmaker revealed that the pop-ups will open as Intel Experience Stores, designed to allow visitors to get their hands on the latest Intel-powered laptops, tablets, PCs, and other devices.

"Store" actually seems to be a bit of misnomer in this case, however, because in order to actually buy anything, customers will have to go online and place orders on a special website Intel is running in partnership with Best Buy.

Rather than being strict retail affairs, the pop-ups will instead offer "experiences," with their layouts reconfigured several times throughout the day.

"The stores will be a community hub in the mornings, transform into a technology showcase in the afternoons and then become an entertainment hot spot in the evenings, offering a variety of activities that will also change daily," Intel's announcement explained.

In the mornings, Intel will offer free coffee. On Friday evenings it will screen free movies. And it plans to invite speakers from the stores' local communities to give talks on a variety of topics. What's more, Intel will allow people to drop off their old technology for recycling, and each store will donate an unspecified amount to benefit local schools.

In other words, the sites will be more like showcases for Intel's brand than actual retail shops, in contrast to the pop-up stores that Microsoft opened around the country last year, which were mostly about flogging Surface.

Intel plans to launch the three pop-ups in a staggered fashion. The first will open in New York's Nolita neighborhood on November 23, followed by a location in the Lincoln Park neighborhood of Chicago on November 25 and one in Los Angeles' Venice area on November 26.

All three stores will be open through the Thanksgiving, Christmas, and New Year's Day holidays, but will close on January 25, 2014. ®

Website security in corporate America

More from The Register

next story
Bono: Apple will sort out monetising music where the labels failed
Remastered so hard it would be difficult or impossible to master it again
Oi, Tim Cook. Apple Watch. I DARE you to tell me, IN PERSON, that it's secure
State attorney demands Apple CEO bows the knee to him
4K-ing excellent TV is on its way ... in its own sweet time, natch
For decades Hollywood actually binned its 4K files. Doh!
Your chance to WIN the WORLD'S ONLY HANDHELD ZX SPECTRUM
Reg staff not allowed to enter, god dammit
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Monitors monitor's monitoring finds touch screens have 0.4% market share
Not four. Point four. Count yer booty again, Microsoft
Getting to the BOTTOM of the great office seating debate
Belay that toil, me hearty, and park your scurvy backside
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.