Nicki Hayes

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Texas Instruments' chips dominate the wireless world, but unlike Intel, the dominant player in the wired world, its branding is nonexistent. Consequently, not many end users know they're there. As Intel now advances into the handheld space, WBT asks Danni Glaeden-Dreen from TI's wireless strategic marketing division, "Is TI doing enough to protect its market share?" Unless you're a wireless developer, the name Texas Instruments (TI) is likely to conjure up images of those ever-so-complicated scientific calculators you insisted on for your math homework, yet never figured out how to use. The name Intel, however, is likely to trigger associations with Pentium processors and that really annoying jingle. That, ladies and gentlemen, is the power of marketing or, more precisely, branding. Did you know that while Intel's Pentium processor has the lion's share of the worl... (more)