Intel Microprocessor Will Be Called ‘Celeron’

Intel Corp. unveiled a new brand name for the microprocessor that it’s designing especially for low-priced personal computers.

The new processor will be called “Celeron,” derived from the Latin celer, meaning swift, according to spokesman Robert Manetta. The branding is part of Intel’s effort to sell more microprocessors to makers of low-priced PCs, a market that the world’s largest chipmaker ignored until sales of the new machines--powered by rival chips--accelerated late last year.

“If you’re looking for a $800 to $1,200 PC, you’re looking for a Celeron” microprocessor, Manetta said.

Intel is trying to divide the PC market into three segments, based on the performance of the machines. Basic computers, using Celeron microprocessors, will cater to first-time buyers. Intel’s top-of-the-line Pentium processors will go into the most advanced machines for sophisticated multimedia applications, while less-powerful Pentiums will be used in mid-range PCs.

Intel will introduce the Celeron chip in April, and it will be available in PCs by the middle of the year.

The Celeron doesn’t have any so-called cache memory, which speeds the flow of data from the microprocessor to other parts of the PC. More powerful and more expensive versions of Intel’s Pentium II chips have varying amounts of cache memory, depending on their application.