An anonymous reader writes with this excerpt from ZDNet: "The launch of the Orange San Diego, the first handset using an Intel Atom processor, marks a big milestone for the chipmaker: it's finally in the smartphone market. But does the market need Intel at all? ... Intel's scale and the reach of its other divisions gives [Mike] Bell's smartphone unit a boost; for example, it can reuse code optimizations for Atom done by the desktop team. ... Even so, the smartphone team has got a tough job on its hands — but it's one Intel has to tackle, according to Carolina Milanesi, mobile analyst at Gartner. 'This is certainly an attack strategy for Intel. The smartphone market is so large now that they need a piece of the pie,' she said. But will consumers care whether their handset runs on an Intel chip? Bell conceded that aside from the tech-savvy, most people probably don't know which chip is inside their phone. It's likely, given the lack of advertising on this, that most probably don't care — making Intel's job even harder."