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sillyputty
Intel's branding faux pas?
Intel hasn't transitioned a chip brand since 1992, and Prudential
Equity Group analyst Mark Lipacis believes the playbook is a bit dusty.
In an Aug. 6 research note, Lipacis said the ramp of Intel's desktop
performance chip Core 2 Duo will be slower than expected due to brand
confusion and tight chip inventories. The biggest challenge with the
transition to Core 2 Duo (code-named Conroe) from the Pentium: Intel's
pricing of the Pentium, designed to clear inventory, is causing
customers to do double takes. Customers are asking, "Why spend $180 for
a Conroe when you can get a Pentium for $80," said Lipacis in San
Francisco.
What does it all mean? According to Lipacis, Intel's transition to make
Core 2 Duo its primary brand is fraught with risks. The big ones:
In addition to the costs associated with the introduction of the new
brand, there is a risk that the new brand will freeze sales of the
older brand or vice versa, said Lipacis.
If Intel doesn't handle inventory correctly, it faces pricing
inconsistencies, an excess supply of old chips and possibly shortages
of the new ones.
Customers may get confused. Intel typically has supported two desktop
brands: Pentium, its performance brand, and Celeron, its value brand.
Lipacis said Intel has at least three brands targeted at the desktop
market: Core 2 Duo, Pentium 4 and Celeron. That's not counting Pentium
D, Pentium 4 EE (Extreme Edition), Core 2 Duo EE and Core Duo. "By
flooding the desktop PC market with so many brands, we fear that Intel
may be complicating, and thereby delaying, the buying process," said
Lipacis.
"Our own empirical observation is that there is a high correlation
between product transitions and earnings misses -- it is no wonder you
don't see many major brand transitions to the scale Intel is executing
now," said Lipacis.
eWeek, August 21, 2006
Intel hasn't transitioned a chip brand since 1992, and Prudential
Equity Group analyst Mark Lipacis believes the playbook is a bit dusty.
In an Aug. 6 research note, Lipacis said the ramp of Intel's desktop
performance chip Core 2 Duo will be slower than expected due to brand
confusion and tight chip inventories. The biggest challenge with the
transition to Core 2 Duo (code-named Conroe) from the Pentium: Intel's
pricing of the Pentium, designed to clear inventory, is causing
customers to do double takes. Customers are asking, "Why spend $180 for
a Conroe when you can get a Pentium for $80," said Lipacis in San
Francisco.
What does it all mean? According to Lipacis, Intel's transition to make
Core 2 Duo its primary brand is fraught with risks. The big ones:
In addition to the costs associated with the introduction of the new
brand, there is a risk that the new brand will freeze sales of the
older brand or vice versa, said Lipacis.
If Intel doesn't handle inventory correctly, it faces pricing
inconsistencies, an excess supply of old chips and possibly shortages
of the new ones.
Customers may get confused. Intel typically has supported two desktop
brands: Pentium, its performance brand, and Celeron, its value brand.
Lipacis said Intel has at least three brands targeted at the desktop
market: Core 2 Duo, Pentium 4 and Celeron. That's not counting Pentium
D, Pentium 4 EE (Extreme Edition), Core 2 Duo EE and Core Duo. "By
flooding the desktop PC market with so many brands, we fear that Intel
may be complicating, and thereby delaying, the buying process," said
Lipacis.
"Our own empirical observation is that there is a high correlation
between product transitions and earnings misses -- it is no wonder you
don't see many major brand transitions to the scale Intel is executing
now," said Lipacis.
eWeek, August 21, 2006