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AMD hopes to compete Intel with the new Trinity chips

AMD to target mainstream shoppers with new ultrathin laptops.

With a hope of taking on Intel, PC chipmaker AMD’s chief executive knows that their rival company has overestimated consumers who are willing to pay a high price for the new category of premium laptops.

As Intel is ready to produce sleek personal computers with features like “instant on” that are made popular by tablets, few laptops are chosen for new processors powered by AMD. It is believed that it will be one of the most expensive marketing push in the decade.

In order to have an impact in the market, AMD will target mainstream shoppers with thin laptops, AMD chips called Trinity and all that at a price range of $600. This price range is almost similar to any bulkier laptops and much cheaper high-end, Intel powered ones.

Intel was the first company who introduced the term “ultrabooks” which defined svelte laptops with its processors along with high quality features like solid-state drives and metal cases.

Recently HP introduced a new lineup of “Sleekbook” with Chips from AMD and Intel. It is seen that all the three companies are depending on thin laptops to boost up their PC sales in this fast growing market. Though, AMD has been lagging behind in this race but now they intend to come back with ultrathin laptops.

Intel executives have shown concern over cutting down the prices of the laptops due to which they have failed in adding new improved features. According to Intel Vice President Kirk Skaugen customers would automatically pay a good amount if they get laptops with premium features. He also said that they will include touch display laptops in their lineup in 2013.

Many analysts believe that Intel will have their work cut out while persuading customers to spend that extra money on Microsoft Windows based computers that lack the Apple brand. It will also be interesting to see that if Intel’s low priced Ultrabook will give any competition to Apple’s MacBook Air.


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Pallab Jyotee Hazarika, 2012-05-17 (Update: 2012-05-26)