Merlin Kister

Evolving the Intel® Atom™ Processor Brand

When it comes to choosing a PC, many of us know that the “brains” inside the PC — the processor — is an important factor in determining what to buy.  The processor’s performance is key to the overall PC experience you receive — impacting what kind of tasks it can handle, how long they will take, ability to multitask and more.

A few years back in an effort to simplify our brands, we introduced a new brand construct for our flagship PC Intel® Core™ processor brand.  We are now introducing a similar construct for the Intel® Atom™ processor brand for mobile devices.  Before we go into the details, let me walk through the Intel Core brand construct to provide context.

In an effort to make it easier for consumers to choose a PC and quickly understand the processor’s feature set, relative performance and experience, we instituted a good/ better/ best scheme for the Intel Core processor brand. Instead of the need to understand SKU numbers and then researching which features are in which SKUs, the  good/better/best construct of Intel Core i3, Core i5 and Core i7 presents three simple options for consumers to choose from.

Intel Core™ i3 delivers entry premium performance with support for full multitasking and stunning graphics; Intel Core i5 brings an even higher level of performance through the Intel Turbo Boost technology feature; and Intel Core i7 is the most fully featured processor with the highest cache, GHz and all of the other features found in the Core i3 and i5 processors.

With the tablet market maturing, consumers are now faced with a dizzying array of designs and choices.  Understanding the experience a particular tablet provides is difficult as performance and capability varies and not always directly related to price point.  As it is with PCs, the processor inside is a key enabler of the overall experience — having a better processor can make a huge difference in the tablet experience.

In order to help consumers understand the level of processor performance in a tablet and make an informed purchase decision based on their needs, we are introducing a similar good/better/best construct for the Intel® AtomTM brand — the Intel processor that is designed to provide the best battery life with great performance.

Starting with the next generation processors, Intel Atom will be offered in three distinct brand levels — the Intel Atom x3, x5 and x7.  Intel Atom x3 processor provides basic, but genuine Intel level tablet and smartphone performance.  Intel Atom x5 processor has more capabilities and features for consumers looking for a better experience and the flagship Intel Atom x7 processor provides the highest level of performance and capabilities for the Atom family.   With this simplified structure, choosing a tablet will be much easier as relative level of performance and experience delivered from the processor will be easily identified.

Here’s a simple graphic to show our full brand portfolio for consumer devices including the Intel Core processors for high performance desktops and laptops; Intel® CoreTM m processor for premium tablets and 2 in 1s; Intel Atom processors for mainstream and value tablets, 2 in 1s and smartphones; and Intel® Pentium® and CeleronTM processors for basic laptop and desktop computing at affordable price points.


Stay tuned for announcements in the near future on how new Intel technologies will support the full spectrum of mobile devices across form factors and price points.


Merlin Kister

About Merlin Kister

Merlin Kister is Intel's Director of Global Product Brand Strategy. His team is responsible for developing long term brand strategies and structure for all processor and product technologies and features. Businesses covered by his team include consumer PC, tablets and phones, enterprise products, and new areas such as wearables, Internet of Things (IOT) and software applications/services.

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