Intel has announced that, as it introduces new security products, it will replace the McAfee brand with that of 'Intel Security'.
The red shield logo will remain to represent the core values of security and protection, Intel said, while the re-branding is set to begin immediately. Intel said it expects to complete the re-branding exercise within a year.
McAfee will continue to operate as a wholly owned subsidiary. Its employees will continue to work with Intel staff currently working on projects under Intel Security.
Intel said it aims to provide ubiquitous security and identity protection on all computing devices, and take a leadership position in the industry for enabling safe digital experiences.
Making the announcement at the Consumer Electronic Show (CES) in Las Vegas, Intel CEO Brian Krzanich said Intel plans to offer elements of McAfee mobile security products for free.
The move is part of an initiative – aimed at helping guard today’s most popular mobile devices – that includes the release of Intel device protection technology.
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The technology is due for release later this year and is aimed at improving enterprise security of all Intel-based Android mobile devices.
In a keynote address, Krzanich said that, in the evolving computing landscape, security was too important not to be embedded in all devices.
“The complexity of keeping digital identities safe grows as mobile applications and devices become a more important part of our daily lives," said Krzanich.
“Intel’s intent is to intensify our efforts dedicated to making the digital world more secure, and staying ahead of threats to private information on mobile and wearable devices.”
In March 2011, Intel finalised its acquisition of the security firm founded in 1987 by John McAfee, who ended his involvement with the business in 1994.
In 2012, he made world headlines after going on the run in Central America after being linked to a murder investigation.
Some market pundits have characterised Intel’s decision to re-brand as way of severing the inconvenient association of its security operation from the McAfee founder.