Intel’s Atom-branded CPUs are synonymous with netbook computing — tied to thoughts of pokey, budget-priced notebooks that may be good on your wallet, but do little to impress. Now, the company wants to shake off that image with its latest “Bay Trail,” architecture. As Ars reports, the new products will support both Windows and Android (previous iterations either supported one or the other) and make strides in performance significant enough that Intel is willing to begin branding some iterations of the architecture with the Pentium and Celeron labels. This could mark a significant opportunity for the company — which has been struggling to replicate its past successes in the traditional computing field in the new, mobile ecosystem. Still, in a market that’s continuing to mature, there are plenty of unknowns, risks, opportunities and everything in between for the one-time unchallengeable chip-maker.