Intel numbers don't add up

Chip maker's plan to play down clock speeds doomed to failure, say analysts

Intel's proposed overhaul of the way it brands processors is already getting the thumbs down from many in the industry.

In a major U-turn, the chip giant has chosen to market its processors by playing down clock speeds and highlighting other features, something rival AMD has been doing for years.

Intel plans to introduce a new numbering system in May and June. Pentium, Celeron and Pentium M chips will sport three-digit numbers beginning with a 3, 5 or 7.

For instance, a chip in the Pentium 300 range will boast fewer features than one in the 500 or 700 ranges. Intel has already been accused of copying the numbers used by BMW to differentiate its cars.

Intel plans to take the spotlight off clock speed by emphasising additional features such as Hyper-threading technology, bus speed and on-board cache.

It also hopes to clear up the pricing confusion when customers have to pay more for a lower-clock- speed notebook processor, such as a Pentium M or Centrino chip, than for a high-end Pentium 4 notebook processor.

"The sum of all these features [has a] greater [value] than just gigahertz alone," said Bill Calder, an Intel representative.

But analyst Gartner has already claimed that the plan will be meaningless to most PC buyers, who will still focus on clock speed.

"The new numbering will not help Intel achieve its aim and will be largely ignored by PC buyers, sellers and users," said a Gartner analyst.

"Intel's aim is reasonable, but its execution is flawed. Higher numbers indicate more features, not more performance, and users will inevitably be confused.

"The numbers don't explicitly reflect clock speed, and users will have to use tables to interpret them."

Les Billing, managing director of Microtronica, also questioned the move. "I'm not sure it will make any difference," he said.

"Intel is saying there are more things than clock speed. Megahertz and gigahertz used to matter but now they don't matter.

"Intel is trying to make it easier for buyers, who are confused by the mobile processor arena, but it will take a while before people get their heads around this. We will be trying to educate the channel as it becomes more clear."

The new numbering is expected to kick off with the arrival of Intel's new Dothan-based Pentium M processors in May. It will be followed by new desktop branding, but it is not expected to apply to server chips.