Intel plans fresh offensive for comm products

NEW DELHI: Intel has formulated a series of strategies to popularize its

communications products. As a part of the exercise, it will launch a branding

campaign, offer consulting services, assist in setting up data centers and

organize seminars. Speaking about the company’s initiative to increase its

market space in the communications segment, Dan Eichenberger from Intel’s

Director Marketing, Communication Products Division says, "We want to

change the perception that we are only a chip company. To that extent, we are

launching a slew of products and organizing events to educate the market."

Channels, South Asia, general manager RK Amar Babu adds, "We have made a

soft launch of our consulting services to educate users. We shall not only

identify their communication needs but also develop the architecture suited for

their requirements." He, however, declined to provide details about the

financial allocation for the brand building exercise.

Intel has been gradually sharpening its focus on the communications segment

over the past two years through its takeover of Case Technologies and Dialogic

at the global level. Last year in a restructuring exercise, the company set up

the Communications Products Group (CPG). Earlier, Intel had a Network and

Communications Group which focused on the communication needs in a networked

environment. Now, the focus of the CPG is eBiz data centers and communication

products that facilitate convergence. "Intel is working on a number of

projects that would soon make the converged economy a reality. For instance, the

soon-to-be-launched voice portals will enable cellular users to avail a service

that would convert their e-mails into voice-mails. The service would help users

beat the problem of time zones and make life that much easier," says

Eisenberger.

Intel has already provided consultancy to a number of ISPs for setting up

data centers and enabling them to prioritize traffic for effective utilization

of bandwidth. However, no details about the ISPs were available. "We are

not looking at consulting as a profit-making activity, but using it as a tool to

create the market. In India, we are first looking at ISPs and the ASPs,"

says Amar Babu.

Intel has launched two products under its Netstructure family–the 7340

traffic shaper and the 7370 application shaper which would help in effective

management of bandwidth. The products will be priced in the range of Rs 13 lakh

to Rs 20 lakh depending on the requirement.