Intel-based smartphone unveiled by Orange for UK and France
Published: 31st May 2012 11:40:44
Europe's first "Intel Inside" smartphone has been unveiled by the telecoms firm Everything Everywhere.
The handset is powered by Intel's single-core Atom Z2460 processor and runs Google's Android system.
It was manufactured by the Chinese firm Gigabyte, but will be marketed under EE's Orange brand.
The launch marks Intel's entry into a market dominated by chips based on designs by British firm Arm Holdings.
It will go on sale on 6 June in the UK - where it will be called San Diego - and will be released in France shortly after. There has been no announcement as yet for other markets.
The handset is the third Intel-based smartphone, following the launch of Lava's XOLO X900 in India in April and the Lenovo LePhone K800 in China on Wednesday.
Intel has also partnered with Google's Motorola Mobility division with devices scheduled to launch in the second half of the year.
Sales of mobile devices are growing at a much faster rate than PCs and some analysts believe the dividing line between the two sectors will blur, so success could be critical for Intel's future.
"This is part of our strategy to grow into what we refer to as adjacent markets, whether that be premium high performance smartphone products in the mature markets or lower cost solutions in some of the emerging markets, and everything in between," Graham Palmer, Intel's country manager for the UK and Ireland told the BBC.
"This is absolutely a core part of Intel's strategy to allow us to take our technology into these new growth sectors."
He added that his firm had worked closely with Google and other developers to ensure apps designed for ARM-based phones would be compatible and run at desired speeds on the Atom chip.
"Our intent is that all applications will run seamlessly on the Intel-based phone," added Mr Palmer.
"A huge amount of effort has been put in already to make that completely transparent to consumers."
Intel and EE are co-funding a multimillion pound marketing campaign - the first to promote an Orange's own-brand device on television.
Despite the big budget the handset is not targeting the top end of the market.
It has a 4.03 inch (10.2cm) screen - smaller than HTC and Samsung's top-end Android models - and runs the Gingerbread version of the system software, rather than the newer Ice Cream release.
Intel said the single core CPU (central processing unit) on its chip outperformed many dual core models on the market, but admitted it would be beaten by recently released handsets featuring quad core technologies.
However, it also sells for a cheaper price: £200 for the pay as you go option.
"It's not about going head-to-head with a [Samsung] Galaxy S3," said Paul Jevons, director of products and devices at Everything Everywhere.
"In targeting those customers who may be new to smartphones and are at a different point in the market we are able to meet an unsatisfied need."
One tech industry watcher expressed surprise at the move.
"In the PC world Intel's brand is associated with the high performance," said Malik Saadi, principal analyst with Informa Telecoms and Media.
"Yet San Diego is positioned as entry level. I don't understand why they have done that, it seems like the wrong decision."
Unlike most mobiles, the chip designer's branding features heavily.
An Intel Inside logo appears after Orange's when it starts up, and the US firm's insignia also features at the top of the device's screen, its rear and on a screensaver.
Although this might appear unusual, Mr Saadi said this could soon be the norm.
"At the moment there is a rush towards multiple core processors - consumers are aware that more cores means more power and are asking for that," said the analyst.
"Chipmakers have noticed this trend and are now becoming keen to promote their brands.
"Last year Qualcomm announced a branding strategy to promote its Snapdragon chips, and Intel obviously now wants to migrate its campaign from PCs to mobile devices. So expect chips as brands to become more important over the next few years."
At 18:57:29 in EnglandThe summer of 2013 saw a sleepy Sussex village hit the headlines as months of protests over fracking led to dozens of arrests.
At 18:54:29 in EnglandA man arrested when a 19-year-old was hit by a car on the M23 near Crawley has been freed without charge.
At 18:48:57 in SportBritish number one Laura Robson will miss the French Open and Wimbledon after having minor wrist surgery.
At 18:48:12 in ScotlandLandowners have reacted angrily to claims the persecution of birds of prey on Scotland's grouse moors has returned to levels last seen in the Victorian era.
At 18:38:55 in EnglandKeyhole surgery for upper gastrointestinal cancer (GI) has been stopped indefinitely at a Kent hospital after the deaths of five patients.
At 18:36:55 in EnglandA man in his 70s died when his car crossed a junction and hit a fence in Weybridge.
At 18:26:57 in Northern IrelandA 20-year-old woman has been the victim of a serious sexual assault in Armagh.
At 18:24:04 in ScotlandThe case against a delivery van driver accused of causing the death of a nine-year-old boy on an Aberdeenshire street has been found not proven.
At 18:20:02 in EnglandA man who died in a house fire in Gateshead has been named.
At 18:11:51 in ScotlandA former West Lothian councillor has been convicted of embezzling an elderly couple's life savings.
Harvard CitationBBC News, 2012. Intel-based smartphone unveiled by Orange for UK and France [Online] (Updated 31st May 2012)
Available at: http://www.ukwirednews.com/news/1432016/Intel-based-smartphone-unveiled-by-Orange-for-UK-and-France [Accessed 17th Apr 2014]
News In Other Categories
Retirees could be issued guidance on how long they are likely to live, a government minister has said.
Black bag rubbish may be picked up every three weeks as Gwynedd council battles to avoid possible fines it "simply cannot afford".
China's largest Twitter-like service, Weibo, has had a lukewarm reception on the first day of its listing on the US stock market.
With the doors to its brand new £1million training centre officially open, one of the UK's leading apprentice training providers, Bristol based S&B Automotive Academy, is showcasing its world-class facilities by launching a series of foreign student exchanges for the first time in its 41-year history. To get a flavour of what life is like as an apprentice in the UK, the Academy hosted 16 apprentice engineers and bus drivers from the G9 Automotive College in Hamburg, Germany, as part of a Europe-wide vocational training initiative called the ‘Leonardo Programme’ with support from the European Social Fund. In a reciprocal arrangement, S&B will be sending nine apprentices to Germany during February 2012 so that they can get an appreciation of life in the automotive industry on the Continent. A further three German exchange groups are being planned for next year. Designed to assist the development of vocational skills and training across Europe, including work placements for trainees, the Leonardo Programme has a budget of €1.75bn, which is helping to encourage UK organisations to work with their counterparts abroad. In what is expected to be another challenging year for employers in the UK automotive sector, S&B’s Chief Executive, Jon Winter, claims that the exchange initiative will bring many benefits to the Academy and its apprentices: “In a world of global automotive brands, it’s important for our learners to understand the international context of the industry they have chosen to make their career. This new exchange programme will enable apprentices and Academy staff alike to achieve a better understanding of the challenges and opportunities within the automotive arena in Europe. With the Academy’s influence also extending to the USA and Asia, there’s every possibility that this initiative could move further afield in the future.” Continued Winter: “The need for skilled technicians across the world is on the increase and we actively encourage our apprentices to look at broader horizons during their training. Many of them have already learned the phrase ‘Vorsprung durch Gelehrtheit’, quite simply, ‘Advancement through learning.” In the 2010/11 academic year, S&B doubled the number of successful Apprenticeships over the previous year with some 350 apprentices graduating from the Academy. At the same time, achievement levels reached an all-time high with an overall success rate of 85%. For those learners on the Advanced Apprenticeship three-year programme, success rates were even higher, at over 98%. PHOTO CAPTION: As part of their exchange visit, S&B Automotive Academy arranged for the German apprentices to visit Hampshire bus operator, Bluestar, at its Barton Park depot. The students are pictured with S&B’s Andy West (3rd right) and Steve Prewett, Bluestar’s Area Engineering Manager (2nd right). Ends http://www.sandbaa.com
Commons speaker John Bercow has said several female MPs have told him Prime Minister's Questions is "so bad" they no longer take part.
BBC News presenter George Alagiah has been diagnosed with bowel cancer.