Intel® Atom™ Processor and Intel® Centrino® Atom™ Processor ...

Intel Confidential
Intel® Intel Centrino® Centrino Atom
Intel® Intel Atom Atom Processor
and
Processor Technology
Atom Processor Technology
Brand Communication Package
Intel’s smallest processor built with
the world’s smallest transistors
February 29, 2008

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Announcing on March 2, 2008
New processor brand family New Centrino ® brand extension
Intel® Intel Atom Atom Processor
Intel® Intel Centrino® Centrino Atom Atom
Processor Technology

Brand Announcement Key Messages
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Intel® Intel Atom Atom brand represents a new family of processors designed from
the ground-up ground up for low-power low power and performance
– Based on a groundbreaking new low-power low power microarchitecture
– Manufactured on industry-leading industry leading 45nm process with Hi-K Hi K Metal Gate technology
– Dual-core Dual core and single-core single core versions
– Formerly codenamed Silverthorne and Diamondville
Intel® Intel Atom Atom processor enables a new class of Mobile Internet Devices
(MIDs) and simple, affordable internet-centric internet centric computers, next generation
CE devices, and more
Intel® Intel Centrino® Centrino Atom Atom processor technology offers a platform for the best
internet experience in your pocket for MIDs
New brands will represent a significant growth opportunity for Intel Intel
in new
markets
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Brand Positioning
Range of premium to basic price points across different
categories
Nettops, netbooks, UMPCs
Expand PC TAM (Next billion on Net)
Performance leadership in UMPCs, and basic performance
in nettops and netbooks
What we’re we re branding:
– Silverthorne or Diamondville processors
Intel® Intel Atom Atom Brand Positioning
For people focused on internet usage models—communicate,
models communicate,
listen, watch, play, share, and learn—Intel
learn Intel® Atom Atom processor
delivers essential energy-efficient energy efficient technologies suited to
your internet lifestyle
Short-form: Short form: energy-efficient energy efficient processors for internet-centric
internet centric
usage models
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Intel® Intel Atom Atom
Processor
*Note: Brand positioning is not end-user messaging
Intel® Intel Centrino® Centrino Atom Atom
Processor Technology
Mobile Internet Device (MID) segment
Pocketability
Bring Intel Architecture to MID category
Performance leadership in segment
What we’re we re branding:
– MID platform consisting of multiple ingredients / requirements
Intel® Intel Centrino® Centrino Atom Atom Brand Positioning
For cutting-edge cutting edge nomads seeking the best internet
experience that fits in a pocket, Intel® Intel Centrino® Centrino Atom Atom
processor technology inside your Mobile Internet Device
unleashes the freedom and flexibility to communicate with
others, entertain yourself, or access information while on the
go
Short-form: Short form: enables the best internet internet experience that fits in
a pocket

Intel Processors Power a Range of Devices!
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Want a simple and affordable
device for internet-centric
internet centric
usage models?
Get A
Netbook or Nettop
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Want the “best best internet
experience in your pocket”? pocket
Get A
Mobile Internet Device
Want a richer,
fuller experience?
Get A
Notebook or Desktop

The Story Behind the Intel® Intel Atom Atom Brand
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Something compact and fundamental yet powerful
Makes people think small and light
Scientific and futuristic feel yet has
a sense of strength
Well suited for Intel’s amazingly
small piece of silicon
Well suited for the wonderfully small
new and exciting devices it enables
Intel’s smallest processor built with
the world’s smallest transistors

Platform Asset & Labeling
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• Multiple labeling options to accommodate stylish form factor designs and colors
Print/Screen
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Sticker
Embossed Metal
Plate Sticker
Pad Printing

Processor Asset & Labeling
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Print/Screen Sticker
Pad Printing
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Brand Requirements
Intel® Intel Atom Atom processor
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– Any Silverthorne or Diamondville processor will qualify to license license
this new brand
– No additional requirements beyond processor
Intel® Intel Centrino® Centrino Atom Atom processor technology
– Goal: Hero products that showcase awesome wireless internet experience experience
that fits in a pocket
– Positioned as a premium product and experience
– Brand requirements include:
1. Silverthorne processor (Z500, Z510, Z520, Z530, Z540)
2. Poulsbo chipset (UL11L, US15L, US15W)
3. Any supplier’s supplier s WiFi and/or WWAN WWAN wireless comms., comms.,
and the ability to wirelessly connect to the internet
- 3 different hardware combinations okay, and Intel or other supplier supplier
okay:
a. WiFi okay
b. WWAN okay (e.g., WiMAX, 3G, etc.)
c. WiFi and WWAN together okay
4. Battery
Max. 7.5”
5. Form factor / pocketability attributes
a. Diagonal dimension of device is 7.5” 7.5 or less (190.5mm or less)
b. Z-height Z height dimension of device is 1.02” 1.02 or less (26.0mm or less)
Max. 1.02”
c. Diagonal dimension of screen size is 6.0” 6.0 or less (152.4mm or less)
Max. 6.0”
– Only products that meet all brand requirements listed above will qualify to license new Centrino® Centrino brand
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Key Milestones
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Brand Launch
Brand License Agreement
Digital Brand Assets
On-system On system label stickers
MID Platform Launch
Netbook / Nettop Processor Launch
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March 2, 2008
First week of March
First week of March
April ‘08 08
April ‘08 08
June ‘08 08

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Backup

Intel® Intel Atom Atom Processor
Trademark Usage Guidelines
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Proper acknowledgement of Intel’s Intel s trademarks is required.
Whenever the Intel® Intel Atom Atom logo appears, the following footnote must also appear: Intel, the Intel
logo, Intel Atom, and Intel Atom Inside are trademarks of Intel Corporation in the U.S. and other
countries.
Whenever the Intel® Intel Atom Atom brand appears, the following footnote must also appear: Intel and Intel
Atom are trademarks of Intel Corporation in the U.S. and other countries. countries.
Proper trademark usage rules for the Intel® Intel Atom Atom trademark:
As with all other trademarks, the Intel® Intel Atom Atom trademark should be used as an adjective and not as
a noun. This means that an appropriate and approved noun must accompany the Intel® Intel Atom Atom
trademark (e.g., Intel® Intel Atom Atom processor). The approved nouns for the Intel® Intel Atom Atom trademark are
brand, logo, mark, name, processor and trademark.
The appropriate use of trademark symbols with this trademark is as follows: Intel® Intel Atom Atom
trademark.
– Use the trademark symbol in the first appearance of the trademark trademark
in a headline, and/or the first prominent use
and first appearance in the body of text.
It’s It s an Intel Legal mandate to include the Intel mark because this is a unitary trademark with Intel
as an integral part of the whole trademark; thus, Intel MUST always always
be used in the mark (e.g., the
entire trademark is “Intel Intel® Atom” Atom”)
)
Never hyphenate or abbreviate the Intel® Intel Atom Atom trademark.
Never incorporate the Intel® Intel Atom Atom trademark or any part of the trademark into a third party’s party s
company name, product brand name, or model number.
For products with an assigned processor number, the processor number number
must follow the processor
brand name (e.g., Intel® Intel Atom Atom processor Z500).
Processor number font, size, and color must be treated the same as the rest of the brand text
mention.
Please see the Intel Logo Library for specific logo guidelines and artwork.
Intel Confidential

Intel® Intel Atom Atom Processor
Trademark Usage Examples
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Intel® Intel Atom Atom brand
Intel® Intel Atom Atom processor Z500
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Correct Usage
Intel® Intel Atom Atom processor
Intel® Intel Atom Atom processor –based based PC
ABC system with Intel® Intel Atom Atom processor
Intel® Intel Atom Atom processor Z500
Intel® Intel Atom Atom processor N200
Atom Atom processor
Core2 Core 2 Duo brand
Incorrect Usage
PC based on Atom Atom processor
ABC Intel® Intel Atom-based Atom based system
Intel® Intel Atom Atom Z500 processor
N200 Intel® Intel Atom Atom processor
Atom Atom processor Z500

Intel® Intel Centrino® Centrino Atom Atom Processor Technology
Trademark Usage Guidelines
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Proper acknowledgement of Intel’s Intel s trademarks is required.
Whenever the Intel® Intel Centrino® Centrino Atom Atom logo appears, the following footnote must also appear: Intel,
the Intel logo, Centrino Atom, and Centrino Atom Inside are trademarks trademarks
of Intel Corporation in the
U.S. and other countries.
Whenever the Intel® Intel Centrino® Centrino Atom Atom brand appears, the following footnote must also appear: Intel,
Intel Atom and Centrino are trademarks of Intel Corporation in the the
U.S. and other countries.
Proper trademark usage rules for the Intel® Intel Centrino® Centrino Atom Atom trademark:
As with all other trademarks, the Intel® Intel Centrino® Centrino Atom Atom trademark should be used as an adjective
and not as a noun. This means that an appropriate and approved noun must accompany the Intel® Intel
Centrino® Centrino Atom Atom trademark (e.g., Intel® Intel Centrino® Centrino Atom Atom processor technology). The approved nouns
for the Intel® Intel Centrino® Centrino Atom Atom trademark are brand, logo, mark, name, processor technology and
trademark.
The appropriate use of trademark symbols with this trademark is as follows: Intel® Intel Centrino® Centrino Atom Atom
trademark.
– Use the trademark symbol in the first appearance of the trademark trademark
in a headline, and/or the first prominent use
and first appearance in the body of text.
Include Intel® Intel before the “Centrino Centrino® Atom” Atom”
trademark (e.g., Intel® Intel Centrino® Centrino Atom Atom processor
technology)
Never hyphenate or abbreviate the Intel® Intel Centrino® Centrino Atom Atom trademark.
Never incorporate the Intel® Intel Centrino® Centrino Atom Atom trademark or any part of the trademark into a third
party’s party s company name, product brand name, or model number.
See the Intel Logo Library for specific logo guidelines and artwork.
Intel Confidential

Intel ® Centrino ® Atom Atom Processor Technology
Trademark Usage Examples
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ABC system with Intel® Intel Centrino® Centrino Atom Atom
processor technology
Dual-core Dual core Intel® Intel Centrino® Centrino Atom Atom processor
technology
Intel Confidential
Correct Usage
Intel® Intel Centrino® Centrino Atom Atom processor
technology
Intel® Intel Centrino® Centrino Atom Atom processor
technology
Intel® Intel Centrino® Centrino Atom Atom processor
technology
Incorrect Usage
Centrino® Centrino Atom Atom Mobile Technology
Centrino® Centrino Atom Atom with Duo
Centrino® Centrino Atom Atom with Duo processor
ABC Centrino® Centrino Atom Atom -based based Duo system
Centrino® Centrino Atom Atom Dual-Core Dual Core processor
technology

Shortened Brand Name Usage
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There are limited instances where a shortened brand name may be used:
– Headlines
– One may use a “shortened shortened brand name” name as shown below provided that the full brand name
(including the noun/category of goods being branded) is used in all other instances
– Where the only use of the brand name is in the headline, however, however,
then the full entirety of the
brand name must be used; no use of “shortened shortened brand names” names are allowed
– Internet banner ads and television or radio voice-overs
voice overs
– One may use a “shortened shortened brand name” name as shown below
Processor Brand
Platform Brand
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Brand Name Entirety
Intel® Intel Atom Atom processor
Intel® Intel Centrino® Centrino Atom Atom processor technology
“Shortened Shortened Brand Names” Names
Text in ( ) is optional
Intel® Intel Atom Atom (processor)
Intel® Intel Centrino® Centrino Atom Atom (processor technology)

Q&A
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Q1: What LPIA and LCIA products and/or platforms are being branded? branded?
A1: Intel is introducing 2 new brands covering the LPIA and LCIA products and platforms. A new processor family brand Intel® Intel
Atom Atom will be applied to Silverthorne and Diamondville processors. In In
addition, the Intel® Intel Centrino® Centrino Atom Atom brand will be an
extension of the existing Centrino platform brand to cover the Mobile Mobile
Internet Device market.
Q2: What are the brand requirements for these new brands?
A2: For the new processor processor family family brand, including a Silverthorne Silverthorne
or Diamondville processor in the system is all that is required. required.
For the new Centrino platform brand extension the brand requirements requirements
are as follows:
1. Silverthorne processor (Z500, Z510, Z520, Z530, Z540)
2. Poulsbo chipset (UL11L, US15L, US15W)
3. Any supplier’s supplier s WiFi and/or WWAN wireless comms., comms.,
and the ability to wirelessly connect connect to the internet
- 3 different hardware combinations okay, and Intel or other supplier supplier
okay:
a. WiFi okay
b. WWAN okay (e.g., WiMAX, 3G, etc.)
c. WiFi and WWAN together okay
4. Battery
5. Form factor / pocketability attributes
a. Diagonal dimension of device is 7.5” 7.5 or less (190.5mm or less)
b. Z-height Z height dimension of device is 1.02” 1.02 or less (26.0mm or less)
c. Diagonal dimension of screen size is 6.0” 6.0 or less (152.4mm or less)
Q3: Will these new brands be a part of IIP?
A3: The new brands will not be part of IIP.
Q4: If the Intel® Intel Atom Atom processor and the Intel® Intel Centrino® Centrino Atom Atom processor technology technology brands brands will will not not be be included included
in the Intel Inside® Inside Program how will these brands be promoted?
A4: For 2008, Intel will provide a range of sales and promotional-related promotiona related support for both of these brands, including PR, event
support, product collateral, retail training, retail collateral, and some light levels of direct (e.g., online, search, etc.).
Specifically for MIDs, our geo marketing organizations will selectively selectively
promote and co-market co market a limited set of "hero" MID
devices that carry the Intel® Intel Centrino® Centrino Atom Atom brand and and that that best best demonstrate internet in the the pocket.
pocket.
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Q&A
Q5: Why should I use the brands?
A5: The Intel® Intel Centrino® Centrino brand has great equity and associations around around mobility. mobility. We We are are
licensing the Intel® Intel Centrino® Centrino
Atom Atom brand to qualifying customers because we feel it can help establish establish
a strong strong Mobile Mobile Internet Internet Device Device category category and and help help
you drive preference with end-users end users for MIDs that enable the best internet experience that fits fits
in a pocket. For nettops,
netbooks, and devices the Intel® Intel Atom Atom processor brand will communicate quality and reliability from a brand people know
and trust along with the innovation that Intel® Intel Atom Atom will represent in and around internet-centric internet centric usage models.
Q6: What type of brand assets will you provide or support?
A6: We plan to enable customers to have a full range of choices when it comes to using the Intel® Intel Atom Atom processor and the the
Intel® Intel Centrino® Centrino Atom Atom processor technology brands. Our goal goal is to have have these these brands integrate integrate and and be complementary complementary to
the customers’ customers products. Customers may pad print, silk screen, emboss, or deboss the brands, or if a customer prefers prefers they they
can use stickers provided by Intel.
Q7: Why is Intel choosing a new processor family brand instead of of
using one of many existing brands?
A7: The LPIA/LCIA processors and related platforms represent breakthrough breakthrough
technology that that will enable new categories of
devices and usage models distinct from current mobile and desktop desktop
processors and platforms. This new processor family family
brand and the Centrino brand extension will signal these new and unique attributes.
Q8: Is it true that both LPIA Silverthorne and LCIA Diamondville processors will share the same brand name? How can
this work if these products are addressing very different device and market segments?
A8: Yes, both Silverthorne and Diamondville will share the same processor family brand since they are targeted at energy-
efficient processing for internet-centric internet centric usage models. Messaging and differentiation will be made made
clear to the end-user end user
through form-factor, form factor, for example, in which the new processor family brand will will
be delivered.
Q9: Why a 7.5” 7.5 device diagonal dimension maximum, a 1.02” 1.02 device z-height z height maximum, and a 6.0” 6.0 screen diagonal
dimension maximum?
A9: Mobile Internet Device positioning is built around the internet internet
in your pocket (i.e., pocketability). This is the size that we have
determined is the beginning size of the evolution for the internet internet
in your your pocket. pocket. This This represents represents a fundamental improvement
over previous generation platforms.
Q10: Will the dimension / size requirements for device diagonal size, z-height, z height, and screen diagonal size for the Intel® Intel
Centrino® Centrino Atom Atom brand be the same for the 2009 Moorestown platform as compared to the 2008 Menlow platform?
A10: Through silicon innovation Intel intends to enable smaller and smaller MIDs. MIDs. We We anticipate anticipate making adjustments adjustments to the the
dimension / size requirements toward smaller devices enabled by future technology starting with Moorestown.
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