Intel's Atom seems to be doing so well that it will no longer be marketed under the "Centrino Atom" branding. Instead, the abbreviated name "Atom" will fend for itself.

Intel has dropped the Centrino Atom brand after just five months, opting instead to use just the Atom brand across this part of its product line.

"Basically, we are simplifying and coalescing our efforts around 'Atom' as the single brand for Internet devices," said Nick Jacobs, a company spokesman in Singapore.

Centrino Atom was the brand name given to a chip package formerly codenamed Menlow, which includes an Atom processor and a single-chip chipset. The package was designed for small, handheld computers that Intel calls Mobile Internet Devices, or MIDs. But that segment of the market has been slow to take off, with only a trickle of devices hitting the market since Intel launched Centrino Atom at its Intel Developer Forum conference earlier this year.