INTEL DROPPING its 'Intel Inside' tag line provided an unexpected boost for F1 racing fans, according to Chipzilla's marketing mouthpiece for Europe, Mark Brailey.
It allowed Intel to cut a deal with the BMW/Sauber team, as there's no longer any implication that there's a Pentium lurking underneath the racing chassis.
Sponsoring Formula One also shows how keen Intel is to push its new image inside Europe. Europeans make up 70 per cent of F1's viewers and 12 out of the 19 races are in Europe.
Indeed, the new Intel logo will make one of its highest profile appearances yet when the BMW/Sauber car is actually unveiled tonight. Brailey reckons that you won't need a microscope to stop the logo either – not exactly the case with the Toyota machine.
Intel now becomes a 'preferred technical player' with Toyota – rather than pulling its sponsorship entirely. However, Intel is keen to stress that its relationship with BMW is much deeper than just co-operating over F1. The pair are promoting an 'open' standard for car cradles based around Windows CE.
How basing a protocol on the Beast's software makes it 'open', is a puzzle. Perhaps, you use the PDA to open the Windows?
Anyway, it's obvious that there's going to be plenty of fun to be had with this new marketing push. Intel will, for example, "improve the experience for the fans." Should we expect things to 'heat up', then? Better still, will there be fewer crashes now it has changed its IT supplier? [That's enough jokes, Ed].
One thing is for sure. Since one tenth of a second is all it takes to gain a competitive advantage in F1, Intel really is going to learn the true meaning of mission critical computing.
It allowed Intel to cut a deal with the BMW/Sauber team, as there's no longer any implication that there's a Pentium lurking underneath the racing chassis.
Sponsoring Formula One also shows how keen Intel is to push its new image inside Europe. Europeans make up 70 per cent of F1's viewers and 12 out of the 19 races are in Europe.
Indeed, the new Intel logo will make one of its highest profile appearances yet when the BMW/Sauber car is actually unveiled tonight. Brailey reckons that you won't need a microscope to stop the logo either – not exactly the case with the Toyota machine.
Intel now becomes a 'preferred technical player' with Toyota – rather than pulling its sponsorship entirely. However, Intel is keen to stress that its relationship with BMW is much deeper than just co-operating over F1. The pair are promoting an 'open' standard for car cradles based around Windows CE.
How basing a protocol on the Beast's software makes it 'open', is a puzzle. Perhaps, you use the PDA to open the Windows?
Anyway, it's obvious that there's going to be plenty of fun to be had with this new marketing push. Intel will, for example, "improve the experience for the fans." Should we expect things to 'heat up', then? Better still, will there be fewer crashes now it has changed its IT supplier? [That's enough jokes, Ed].
One thing is for sure. Since one tenth of a second is all it takes to gain a competitive advantage in F1, Intel really is going to learn the true meaning of mission critical computing.