As the mobile computing wars heat up, chipmakers that supply the crucial components inside smartphones and tablets aim to grab more of the glory.
Not content to remain in the shadows of hot consumer brands like Apple or Samsung, chipmakers - including Intel, Qualcomm and Nvidia - want consumers to get to know the processors that power their mobile devices. They hope to build brand loyalty in the process.
Intel is leading the charge by extending its hugely successful "Intel Inside" marketing campaign beyond personal computers. Launched in 1991, "Intel Inside" stickers turned commodity electronic components into premium products, and eventually became ubiquitous on laptops.
This year, the Intel Inside logo has appeared on the backs of smartphones launched in the United Kingdom, India and Russia.
Intel hopes to bring the phone campaign to the United States next year, seeking a marketing advantage over rivals like Qualcomm and Nvidia, which are not as well-known among consumers.
"Without a doubt, my goal would be to have consumers walk into stores and have Intel Inside as a key driver of which phone or tablet they choose, just like we've done in the PC space," said Brian Fravel, Intel's head of branding.
The world's top chipmaker dominates the PC market but lags smaller competitors in the fast-growing mobile industry. Intel is flexing its branding muscle to try to catch up
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