Launching a business PC brand would be a new, major step in Intel's attempt to position itself as a company that sells not merely processors but instead technology packages called platforms for specific computer uses. Essentially, Intel is claiming ownership of a larger fraction of what goes inside a PC and assuming responsibility for more of what it can do and its ease of use.
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One logical time to introduce the brand would be at the third-quarter launch of a business PC platform code-named Averill, which combines the dual-core "Conroe" desktop processor with the "Broadwater" chipset and 1 gigabit-per-second Ethernet networking.
Averill systems feature Intel's Active Management Technology, which enables remote administration tasks, and Virtualization Technology, which makes it easier for a computer to run multiple operating systems in separate partitions, such as a tamper-proof domain to let administrators service a PC.
Intel's primary concern is making sure its technology works, but brands still play an important role at the Santa Clara, Calif., company. Although many electronics companies are content being obscure component suppliers--who can say what processor is at the heart of a given mobile phone?--Intel is more ambitious. The famous "Intel Inside" campaign gave the chipmaker a direct relationship with customers even though they buy computers from another supplier such as Dell or Toshiba.