Editing Intel 4004 (section)

===Marketing the 4004===
[[File:Intel 4004 ad.jpg|thumb|Intel 4004 advertisement in [[Electronic News]] magazine from 1971]]

During a call to Shima, Faggin learned that Busicom was in financial difficulty and would likely fail if the chip price was not reduced. Faggin then convinced Noyce to lower the price in exchange for releasing Intel from the exclusivity agreement. In May 1971, Busicom agreed to this, on the condition that it not be used for any other calculator project and that Intel would repay their $60,000 development costs.{{sfn|Faggin|Hoff|Mazor|Shima|1996|p=17}} With this change of marketing focus name of the chip family name was changed to '''MCS-4''', short for Micro Computer System, 4-bit.<ref name="FFsign"/>

Intel management was skeptical that their sales team could explain the product to their customers. As Intel was now successful in the memory market, they were concerned the 4004 might confuse the market and were hesitant to advertise it.{{sfn|Faggin|Hoff|Mazor|Shima|1996|p=17}} They feared current Intel customers might view the new product as competition, purchasing memory from competitors instead.<ref>{{Cite web |date= November 16, 2007|title=Intel 4004 Microprocessor 35th Anniversary |website=[[YouTube]] |url=https://www.youtube.com/watch?v=j00AULJLCNo }}</ref> Hoff and Mazor were also concerned that the design's limitations would make it less interesting to users who were accustomed to the new 16-bit [[minicomputer]]s entering the market at that time.{{sfn|Faggin|Hoff|Mazor|Shima|1996|p=18}}

This all changed in the summer of 1971, when Ed Gelbach, formerly of [[Texas Instruments]], took over the marketing department and immediately began plans to publicly announce the product.{{sfn|Faggin|Hoff|Mazor|Shima|1996|p=18}} This took place in the November 1971 when Intel ran ads "Announcing a new era of integrated electronics,"<ref>{{cite web |url=https://spectrum.ieee.org/chip-hall-of-fame-intel-4004-microprocessor |title=Chip Hall of Fame: Intel 4004 Microprocessor |last=Cass |first=Stephen |date=July 2, 2018 |access-date=February 5, 2019}}</ref> first appearing in the November 15 edition of ''[[Electronic News]]''.<ref name="Gilder 1990">{{Cite book |last=Gilder |first= George |title=Microcosm: the quantum revolution in economics and technology |publisher=Simon and Schuster |year=1990 |page=[https://archive.org/details/microcosm00geor/page/107 107] |url=https://archive.org/details/microcosm00geor |url-access=registration |isbn= 978-0-671-70592-3 |quote= Intel's first advertisement for the 4004 appeared in the November 15, 1971 issue of ''Electronic News''}}</ref>