Chipmaker Intel Corpis taking its long-running Intel Inside marketing campaign into cloud computing in a bid to head off competition from smaller rivals designing low-power chips for servers. Intel said on Wednesday that providers of data-centre services would begin offering their customers details about the Intel chips used to power their servers - helping those customers make better buying decisions. Intel controls nearly all of the server market and is determined not to cede ground to Advanced Micro Devices and other companies developing energy-efficient server chips based on technology from Britain'sARM Holdings. The "Intel Cloud Technology" campaign expands on an agreement last year with Amazon Web Services to provide the specifications about the various kinds of Intel chips used in services offered by AWS. Last week, Qualcomm Inc's soon-to-be chief executive, Steve Mollenkopf, said data centers presented an opportunity for the smartphone chipmaker and hinted that the company might develop components for low-power servers. Intel shares opened trading Thursday at $26.72U.S., up five centsfrom Wednesday's close, in a 52-week trading range of $20.10U.S. to $27.12U.S.