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Intel Debuts Visual Identifier for Project Athena
Today, Intel announced that laptops verified through its innovation program, code-named “Project Athena,” will feature the visual identifier “Engineered for Mobile Performance.”
PC manufacturers and retailers can use the identifier across promotional activities and in-store and online retail environments to draw consumers to the laptops that meet the high standards of the program’s target specification and key experience indicators (KEI).
The new identifier can be found for the first time today with the new Dell XPS 13 2-in-1*, one of the initial systems verified through Project Athena and now available for U.S. customers to purchase from Dell.com. Over the coming weeks, the identifier will also be visible in marketing efforts for the HP EliteBook x360 1040* and HP EliteBook x360 830*, which are also among the initial laptops verified through the program. Additional laptops are expected from Acer*, Asus*, Dell*, HP*, Lenovo* and Samsung* for the holiday season.
“With Project Athena, we are fundamentally changing our approach to innovation by defining the program and its methodologies through the lens of how people use their devices every day. On-the-move, ambitious people turn to their laptops across every facet of their lives – work, home, and passion projects. ‘Engineered for Mobile Performance’ refers to the high-quality experience consumers can expect from these laptops enabled by deep co-engineering from Intel and its partners.”
–Josh Newman, Intel vice president and general manager of PC Innovation Segments in the Client Computing Group
Why It Matters: Project Athena is Intel’s ambitious innovation program aimed at delivering a new class of advanced laptops that help people to focus, to be always ready and to adapt to different roles throughout the day. With support from more than 100 partners across the ecosystem, Intel’s long-term commitment with Project Athena includes ongoing research to define new experience targets and product specifications, co-engineering support, innovation pathfinding and joint marketing efforts. Through broad ecosystem collaboration, the program will drive innovation across the entire PC platform to create better experiences on the laptop and help people do the things that matter most to them.
Research suggests that consumers often rely on visual signals and retail displays to inform their buying decisions. Testing of the identifier and its messaging showed that it grabbed people’s attention in stores and online and indicates how the laptops are the result of engineering collaborations specifically designed for on-the-go PC experiences.
How It Works: In this first year of the program, the “Engineered for Mobile Performance” identifier indicates that the laptop has been co-engineered with Intel to meet the foundational KEIs of the program.
Laptops featuring the identifier will have passed the verification process, a robust and iterative process led by Intel engineers, that includes meeting specified platform requirements and KEI targets across six innovation vectors: instant action, performance and responsiveness, intelligence, battery life, connectivity and form factor.
The identifier can be used across PC manufacturer, retailer and other online listings and product detail pages, as well as on in-store display systems, demos and packaging. For applicable 10th Gen Intel® Core™processor-based systems, the designation will be used in conjunction with 10th Gen Intel Core processor badges.
For highlights of the 1.0 target specification1 and KEIs, see the Project Athena fact sheet. More than a dozen designs from PC manufacturers are expected to be aligned with the first target specification.
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fantaskarsef
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#5698730 Posted on: 08/09/2019 10:22 AM
Fellow guru, don't pick apart PR talk. We all know it's rubbish, a waste of your time, it's pep talk to get people interested like you said yourself.
Fellow guru, don't pick apart PR talk. We all know it's rubbish, a waste of your time, it's pep talk to get people interested like you said yourself.
insp1re2600
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#5698764 Posted on: 08/09/2019 01:45 PM
Bet it took longer to type that out than intel did creating the logo.
Bet it took longer to type that out than intel did creating the logo.
anticupidon
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#5698794 Posted on: 08/09/2019 03:50 PM
Intel fighting for their last bastion mobile/laptops.
Athena project strikes me like something made to look somehow elite, enhancing something that productive persons already do, but really, really nothing substantial .
My 2 cents
Intel fighting for their last bastion mobile/laptops.
Athena project strikes me like something made to look somehow elite, enhancing something that productive persons already do, but really, really nothing substantial .
My 2 cents
RealNC
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#5698816 Posted on: 08/09/2019 05:41 PM
Intel is getting its ass kicked by AMD right now. What do they do? "“With Project Athena, we are fundamentally changing our approach to innovation by defining blah blah."
Project Athena is where it's at. Designing a logo is gonna shake some waters, y'all. :p
Intel is getting its ass kicked by AMD right now. What do they do? "“With Project Athena, we are fundamentally changing our approach to innovation by defining blah blah."
Project Athena is where it's at. Designing a logo is gonna shake some waters, y'all. :p
schmidtbag
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#5698817 Posted on: 08/09/2019 05:57 PM
Reminds me a bit of the Centrino days.
I don't really understand what Intel hopes this will accomplish, since it's only looking at their products. How exactly do they think this supposed to convince customers to choose Intel over anything else (not just AMD)? Pretending there's no competition doesn't make it cease to exist.
If people need help in what they need to buy, they're not just going to look at 1 brand. That's like shopping for a new car, where a brand is like "here's an infographic that will help you pick which of our cars best suits your need". Most people shopping for such a thing have a general idea of what they want for things like style, fuel economy, cargo room, and amenities. If someone wants a large SUV, they don't need help figuring out if an SUV is the right choice for them, they want to know which SUV to get, and a lot of brands don't sell more than 1 type of vehicle per class. In the event there are multiple options per brand, it's usually in the brand's best interest to upsell you the best thing they have, so, it doesn't make sense why they'd want to give you a reason to buy their cheapest option.
What people want to know is which product in the segment they're looking at offers everything they want for the best price.
Reminds me a bit of the Centrino days.
I don't really understand what Intel hopes this will accomplish, since it's only looking at their products. How exactly do they think this supposed to convince customers to choose Intel over anything else (not just AMD)? Pretending there's no competition doesn't make it cease to exist.
If people need help in what they need to buy, they're not just going to look at 1 brand. That's like shopping for a new car, where a brand is like "here's an infographic that will help you pick which of our cars best suits your need". Most people shopping for such a thing have a general idea of what they want for things like style, fuel economy, cargo room, and amenities. If someone wants a large SUV, they don't need help figuring out if an SUV is the right choice for them, they want to know which SUV to get, and a lot of brands don't sell more than 1 type of vehicle per class. In the event there are multiple options per brand, it's usually in the brand's best interest to upsell you the best thing they have, so, it doesn't make sense why they'd want to give you a reason to buy their cheapest option.
What people want to know is which product in the segment they're looking at offers everything they want for the best price.
SamuelL421
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#5698823 Posted on: 08/09/2019 06:27 PM
Hah, the sad part is that the logo probably came into being over MONTHS of continuous effort. Some sad intel designers spent hours through many revisions, focus groups, A/B testing, etc. A buck gets 10, there was a whole horde of intel staff involved in this marketing stunt. Committees, multiple marketing teams, management giving the sign-off - not to mention all the people doing the actual work ...like the design team and those coordinating printing / production / distribution of the badges and new packaging.
Just imagine if this sort of effort was spent on something like, say, 10nm :p?
Bet it took longer to type that out than intel did creating the logo.
Hah, the sad part is that the logo probably came into being over MONTHS of continuous effort. Some sad intel designers spent hours through many revisions, focus groups, A/B testing, etc. A buck gets 10, there was a whole horde of intel staff involved in this marketing stunt. Committees, multiple marketing teams, management giving the sign-off - not to mention all the people doing the actual work ...like the design team and those coordinating printing / production / distribution of the badges and new packaging.
Just imagine if this sort of effort was spent on something like, say, 10nm :p?
Gomez Addams
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#5698869 Posted on: 08/09/2019 09:20 PM
“With Project Athena, we are fundamentally changing our approach to innovation"
No you aren't. You have not fundamentally changed a single thing, let alone your approach to innovation. Complying with your list of features that are standard for nearly every laptop sold today is not innovative. There is not a single thing innovative about anything mentioned. Every feature touched on has existed for a long time.
This is nothing more than marketeering that it meaningless to users.
“With Project Athena, we are fundamentally changing our approach to innovation"
No you aren't. You have not fundamentally changed a single thing, let alone your approach to innovation. Complying with your list of features that are standard for nearly every laptop sold today is not innovative. There is not a single thing innovative about anything mentioned. Every feature touched on has existed for a long time.
This is nothing more than marketeering that it meaningless to users.
DeskStar
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#5698994 Posted on: 08/10/2019 02:29 PM
It should say "Engineered with ransomware in mind!!"
Intel.... How can anyone buy their shtuff with a track record as messed up as theirs as of late!?!?
I mean with vulnerabilities just falling out of their behinds every day how do you even suggest their hardware?!? What with the notion that it's new and they've learned from their prior mistakes.....?? Nooooooooo........ Waiting with new hardware for a few years just to see if it'll have some sort of inherent vulnerability baked in because of a performance gain on the flip side. You know there's going to be something that they've missed in their R&D.... Hope I'm wrong as I've been hit pretty hard with all of these vulnerabilities...
AMD's fifteen percent increase in stock from Google and Twitter is looking very nice. And that's just a couple (big) companies making the switch. Can't wait to see who else makes the jump.
It should say "Engineered with ransomware in mind!!"
Intel.... How can anyone buy their shtuff with a track record as messed up as theirs as of late!?!?
I mean with vulnerabilities just falling out of their behinds every day how do you even suggest their hardware?!? What with the notion that it's new and they've learned from their prior mistakes.....?? Nooooooooo........ Waiting with new hardware for a few years just to see if it'll have some sort of inherent vulnerability baked in because of a performance gain on the flip side. You know there's going to be something that they've missed in their R&D.... Hope I'm wrong as I've been hit pretty hard with all of these vulnerabilities...
AMD's fifteen percent increase in stock from Google and Twitter is looking very nice. And that's just a couple (big) companies making the switch. Can't wait to see who else makes the jump.
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Research suggests that consumers often rely on visual signals and retail displays to inform their buying decisions.
How It Works: In this first year of the program, the “Engineered for Mobile Performance” identifier indicates that the laptop has been co-engineered with Intel to meet the foundational KEIs of the program.
KEI - key experience indicators
KEI targets across six innovation vectors: instant action, performance and responsiveness, intelligence, battery life, connectivity and form factor.
- - - -
Since when is instantly waking up from sleep called innovation? Are we in 1993?
performance and responsiveness - Quick boost? like since 2001?
intelligence - Wonder what falls under this criteria. Cortana always listens?
battery life - Was it ever anything else than no-brainer?
connectivity - So, all of them will have 4G/LTE? And $250 extra on price while stand-alone USB modem costs fraction of that. Or is it NFC, Thunderbolt, ...
form factor - I almost forgot that nobody till now thought about portability of laptop...
I really wonder about actual details of given criteria, because it looks like just another sticker on the chassis for purpose to "get specific sales".
And maybe way to sandbag against AMD which will not get sticker even if it provides same functionality since it is provided by intel
Edit:
1. Instant Action: Modern Connected Standby and Lucid Sleep* features implement fast wake with a simple lid-lift, push of a button or quick fingerprint recognition.
2. Performance and Responsiveness: Systems based on Intel® Core™ i5 or i7 processors with Intel® Dynamic Tuning Technology, ≥8GB DRAM dual channel mde and ≥265GB NVMe SSD including Intel® Optane™ memory H10 options.
3. Intelligence: Including features such as far-field voice services and support for OpenVINO™ and WinML*. Upcoming designs based on 10th Gen Intel® Core™ processors bring broad scale intelligent performance to the laptop with Intel® Deep Learning Boost for approx. 2.5X AI performance6.
4. Battery Life: Including fast-charging capabilities over USB Type C, integration and optimization of low-power components and co-engineering support for power efficiency.
5. Connectivity: A fast and persistent connection with Intel® Wi-Fi 6 (Gig+) and optional Gigabit LTE. Connect to billions of USB Type C devices with Thunderbolt 3, the fastest7 and most versatile port available.
6. Form Factor: Touch display, precision touchpads and more in sleek, thin-and-light and 2 in 1 designs with narrow bezels for a more immersive experience.
ad 1) notice "Or" in requirements. Means it is enough to have just one of them working (lid wakes up any laptop)
ad 2) Almost anything matches this except for their typo which means laptop has to have 480GB SSD or larger.
ad 3) For most, intrusive. For few helpful.
ad 4) So it is about USB-C Power Delivery Standard? Or just Quick Charge 3.0? Anyway it is mere port requirements since all others are present everywhere.
ad 5) LTE is optional, Thunderbolt 3 sandbaging even while they made it recently free to use.
ad 6) Nothing is more immersive than having fingerprints on display. At least they push for "narrow bezels" whatever anyone imagines under that.