Notebookitalia have just reported on a 2012-2013 roadmap from Malata, a brand of the Wanlida Group in China. It includes a bunch of mobile products but interestingly it mentions ultrathin products in 13.3”, 11.6” and a 10” screen size. More interesting is that the company appears to merge the Ultrabook and netbook category by offering an Intel Atom Cedar Trail option as a CPU.
Unfortunately, there’s very little information here but one thing is for sure, offering an Ultrabook chassis with an Intel Atom platform option inside is an interesting move from a marketing perspective. Is it a high-spec netbook or a low-end Ultrabook? Customers will be confused, that’s for sure, but why not use the same chassis for all your mobile laptop solutions? A 13.3” ultra-light with SSD, 50% longer battery life and lower cost could certainly appeal to some and in terms of competition, could sit will in the market to fight against the lower-end of AMDs ultrathin strategy. We think Intel should be considering this secondary market and re-fresh of the netbook idea but it needs to be managed carefully.
We have lots of questions that we’ll be asking Malata about next week.