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Caught napping, Intel 'reinvents' the laptop

Intel's back-from-the-deathbed Brit, executive vice president Sean Maloney hosted the chip maker's customary Computex opening keynote by attempting to rebrand the flagging netbook segment as Ultrabook - a term Intel just happens to have trademarked.

Baloney reckons that by the end of 2012, some 40 per cent of the consumer laptop market segment will be made up of 'Utrabooks'. He reckons they'll be secure, thin and elegant. And he hopes that they'll be kicked off with his outfit's latest "second Generation Intel Core processors" based on what we've been callng Ivy Bridge up until today.

Asus yesterday brandished its new Ultrabook, without jumping Intel's gun by referring to it as such and Asus chairman Jonney Shih joined Maloney on stage to show it off again.

сAt Asus , we are very much aligned with IntelНs vision of Ultrabook,о Shih enthused. сOur customers are demanding an uncompromised computing experience in a lightweight, highly portable design that responds to their needs quickly. Transforming the PC into an ultra thin, ultra responsive device will change the way people interact with their PC.о

Ivy Bridge chips won't tip up in computers until 2012 so Gareth will have to wait a bit to get his hands on one.

Ivy Bridge is the first high-volume chip based on a 22nm process using Intel's Tri-Gate transistors. It will be followed by 'Haswell' which Intel claims will halve the power draw of current-generation products.

Maloney turned his attention Intel's Atom chip, claiming it would transition to a 14nm process within three successive years. This is what Intel will stick into what it reckons are netbooks. The outfit says the latest, 32nm 'Cedar Trail' Atom will ship later this month

Maloney showed off a dozen or so tablets, running on three different operating systems, based on the Intel Atom processor Z670.

Three years ago Anand Chandrasekher brandished what he said was a 'Medfield' Atom aimed, at the time, for smartphones and now taking aim at tablets too. Now Chandrasekher's gone and Maloney showed a 'Medfield' design running Google Android 3.0 'Honeycomb'.

You still can't buy one though.

Tags: baloney, ultrabook, notebooks, intel netbook