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Remember “Intel Inside”? That label remains one of the most successful marketing tools of all time. Who would’ve thought you could get millions of consumers to care about which brand of microprocessor their PC had? Yet that’s exactly what “Intel Inside” did.

Now Intel is at it again, this time with a new label for Project Athena. That’s Intel’s multiyear program, introduced earlier this year, for creating new advanced laptops.

Laptops verified through the Project Athena program will now feature a sticker or label that bears Intel’s name and the words “Engineered for Mobile Performance.” Here’s a look, courtesy of Intel:

The first laptop to bear the new Project Athena identifier is Dell’s XPS 13 2-in-1. The device is available for purchase now.

Looking forward, Intel says several other laptops from other suppliers will bear the new Project Athena identifier in the coming weeks. These include two systems from HP: the company’s EliteBook x360 1040 and EliteBook x360 830.

More Project Athena-authorized laptops should be coming later this year. Intel says systems from Acer, Asus, HP, Lenovo and Samsung will ship in time for this year’s holiday season.

The new Project Athena visual identifier can be used on supplier websites, in-store displays, demos and packaging. It can also be used in conjunction with 10th Gen Intel Core processor badges for applicable CPUs.

Athena explained

Project Athena was introduced by Intel this past January at the CES 2019 show. Five months later, in May, Intel then detailed the program at the Computex 2019 show in Taiwan.

The Project Athena program aims to enhance laptops with next-gen technologies including 5G and AI. Components include an annual spec outlining the platform’s requirements; benchmarking targets defined by real-world models; and a comprehensive certification program.

To date, Intel says it has garnered support for Project Athena from more than 100 companies in its product ecosystem.

Project Athena’s 1.0 target specification incorporates 6 key areas of laptop innovation: instant action, performance and responsiveness, intelligence, battery life, connectivity and form factor.

So do you have customers looking for next-gen laptops? Tell them about the new Project Athena identifier.

And check out the official Project Athena fact sheet.

 

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Devices