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Intel Tries Anonymity, For a Change

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Paul Otellini, Intel

Paul Otellini, the head of Intel, which reported strong earnings on Tuesday.

Robert Galbraith / Reuters

An average laptop contains about 1,800 components, but only one garners much brand awareness from typical consumers: the chip made by Intel.

Over the years, Intel has used aggressive and catchy marketing programs to help elevate its position in the computing marketplace. This cachet has served Intel well, allowing it to command top dollar for its products, which power the vast majority of PCs. The Intel juggernaut was apparent on Tuesday as the company reported earnings better than expected on a sharp revenue increase.

But these days, Intel is moving into a new business—putting its chips inside products like TVs and other consumer electronics. In these areas, that familiar "Intel Inside" sticker found on so many PCs is often missing since it seems out of place on the sleek devices anchoring living rooms. And so Intel’s expansion plans include an unfamiliar level of anonymity.

From The New York Times
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