Updated: Intel to junk current Celeron strategy in two week's time

A senior executive from the Intel Corporation said it will re-vamp its entire Celeron roadmap in two week’s time. OEMs will be the first to know full details of the changes, he said. Mike Aymar, VP and director of Intel's Platform Launch Operation, on a fleeting visit to the UK, said that Intel had realised that competitors, such as Advanced Micro Devices (AMD), had made inroads into its market share. Said Aymar: "We will not allow that position to last." Intel, said Aymar, was still committed to capturing the lower, volume end of the market. His company would not make precipitous price moves to re-capture share but was constantly re-considering its position at the low end. Aymar suggested that there would be a range of higher powered Celeron processors. From what he was saying, it seemed that we would begin to see these from the beginning of next year. He said that Intel would match AMD’s aggressive pricing strategy, step by step, by introducing faster and faster Celerons that its competitor could not possibly match. ® Click for more stories Click for story index