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

High performance access to file storage

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. ®

High performance access to file storage

More from The Register

next story
Feast your PUNY eyes on highest resolution phone display EVER
Too much pixel dust for your strained eyeballs to handle
Samsung Galaxy S5 fingerprint scanner hacked in just 4 DAYS
Sammy's newbie cooked slower than iPhone, also costs more to build
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Rounded corners? Pah! Amazon's '3D phone has eye-tracking tech'
Now THAT'S what we call a proper new feature
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Nvidia gamers hit trifecta with driver, optimizer, and mobile upgrades
Li'l Shield moves up to Android 4.4.2 KitKat, GameStream comes to notebooks
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
NORKS' own smartmobe pegged as Chinese landfill Android
Fake kit in the hermit kingdom? That's just Kim Jong-un-believable!
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.