Intel reveals "Macro" strategy

Intel reveals "Macro" strategy

Intel Australian general manager David Bolt flagged the chip maker's desire to further penetrate the enterprise market at a media round table event in Sydney yesterday.

Bolt kicked off Intel's new marketing campaign, "Macroprocessing", designed to drive its recently released Xeon and Itanium platforms in the enterprise server space.

Intel's Xeon platform targets mid-range, dual processor 1.7GHz workstations, while its high-end Itanium platform is the company's first 64-bit processor.

According to Bolt the enterprise server market is dominated by "unique" and highly customised chip architectures. Intel's mantra is to enter the market with volume manufacturing of standardised chip architectures which it hopes will lower the cost of CPUs and enable its server manufacturing partners to bring their products to market faster.

The result for Intel would of course be increased market share and an extension of the dominance it has in the PC space.

Intel's Macroprocessing initiative targets four areas of the enterprise with purpose-built chip sets. The sectors include PCs with its existing Pentium Four range, handheld computing with its Personal Internet Client architecture, servers with Itanium and Xeon platforms, networking and communications with Intel's Internet Exchange chip architecture.

A number of Intel's manufacturing partners showcased their wares at the briefing including Ipex, Xenon, Compaq, IBM and Hewlett-Packard.

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