Intel will focus its marketing efforts for 2012 on a new category of thin, light, quick computers it has dubbed UltraBooks, the Santa, Clara-based chipmaker?said Monday at the annual Consumer Electronics Show in Las Vegas.
While companies building processors based on ARM?s mobile procesor designs have grabbed onto the fast growing tablet market, and aren?t letting go, PC giant?Intel?is chasing that opportunity, too, and trying to bundle the features that make tablets such as Apple?s iPad so appealing into the notebook computers built around its chips.
?Our focus in 2012 is one thing, we?re goinig to drive awareness for Ultrabooks,? said Kevin Sellers,?vice president of advertising and digital marketing
Below, some notes from Intel?s press conference this morning.
9 am ? Intel kicks off its press event with a performer recreating the viral ?Evolution Of Dance? YouTube video. The high concept here: six decades worth of dance moves in a one man, two minute performance. Impressive.
9:15 am ? After a really really geek processor jokes (I?ll spare you), Mooly Eden, general manager of Intel?s PC client group?declares he?s here to talk about? user experience. ?The first question we asked ourselves: what do people want to do with their devices?? Eden says. ?The average consumer, to my dissapointment, is not interested in branch prediction.?
Intel has a team of?anthropologists?who spend time with customerrs to figure out what the do, how they do it, what they need, and what they will do in the future.
What did they find?
- People want to create content
- They don?t want to wait for the computer
- They want their machine to be always on
- They want ?peace of mind,? they want security
- People want the device to be ?small, sleek, sexy.?
9:30 am ? So what?s next? Touch screens. In the last 30 years the number of transistors has grown 1 million percent, Eden says. As for the user interface? ?We didn?t do very much.? Not anymore, apparently. Mooly?s team shows off a concept notebook with a touch screen. Mooly demos a game that lets him control a paper airplane with the touch of a finger. Fold one of those touch screen notebooks over, and you?ve got a tablet. Another trick: a laptop with an enormous touchpad that spans the space below the bottom of the keyboard. Fick hyour finger across it and it accepts your commands. Rest your palms on the machine, however, the machine knows not to pay attention to the palms.
9:40 am ? Some news: a deal with Nuance to bring speech activation technology to Ultrabooks. Ask a computer what location is my next meeting, or when is my next meeting, and the computer will respond. 9 languages. Further down the road: the possibility an Ultrabook can translate for a pair of humans speaking in different languages.
9:50 am ? So how will Intel get this to market? Kevin Sellers, Intel?s vice president of advertising and digital marketing explains. ?Our focus in 2012 is one thing, we?re goinig to drive awareness for Ultrabooks,? Seller says. One marketing campaign, from Intel and Toshiba involves slipping a Toshiba Portege Notebook into someone?s bag without them noticing. Then a security guard approaches the target, checks their bag? and the fun begins. Clever.
10 am ? Lastly, a stunt. Sellers gives away 50 ultrabooks to audience members. Pandemonium.
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