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Intel Spending Big To Lure OEMs To Ultrabook Market

Chip giant Intel is spending a lot of money on marketing its Ultrabook notebooks to PC makers, it has been revealed.

Laptop vendors have told Digitimes that the company hopes that Ultrabook laptop devices will comprise 40 per cent of the notebook market by the end of 2012, something which could be possible with industry wide adoption.

To realise this dream, Intel has been spending lavish amounts in marketing the devices to OEMs in the hope that they will take up the platform.

Ultrabook laptops are ultra-thin notebooks similar to Apple’s MacBook Air, and will feature Intel’s Ivy Bridge processor and its Thunderbolt data transfer technology. The company has also released three Sandy Bridge processors for the Ultrabook as well: the 1.7GHz Core i5-2557M, 1.7GHz Core i7-2637M and 1.8GHz Core i7-2677M.

However, the price of the device will be in the $1,000 range, something that could go against it. This is one of the reasons why not so many vendors are too optimistic about the device. Only Asus has defined a roadmap for Ultrabook devices, planning to release the UX21 device in September.

With Intel spending a truck load of money on pitching the platform to OEMs, some experts believe that the Ultrabook project is already in trouble.