The chip giant elaborates its ultrabook concept, and what it means for the market

Intel talks up ultrabooks

The introduction of the ultrabook is not just a new device but the creation of a new category, Intel has told PCR.

Intel’s director for enterprise and public sector, Tristan Wilkinson, said the company is looking to replicate the paradigm shift brought about by the introduction of the Centrino Wireless chipsets, which allowed manufacturers to cater for the flourishing demand for mobility and connectivity.

“This is about redefining what people do with a PC,” Wilkinson told PCR. “It’s about reflecting the shift in emphasis among the users, away from using their device primarily as a means of increasing productivity, and towards entertainment.”

Wilkinson continued by citing some of Intel’s own predictions. The company has become famous for its focus on predicting the way that people will use technology in the future – the mount of time and funding required to develop new products means that the costs of failure can be high, so accurate predictions are vitally important.

“The ultrabooks are designed to be a no compromise device where it comes to user experience because we see the laptop as the device for the future,” reveals Wilkinson. “We see desktops becoming more of a niche market, with the devices getting bigger, more powerful and more expensive. Tablets will likely continue to be consumptive portal devices.

“On the other hand, laptops are going to be the workhorse of the future. This new category is designed to be a shot in the arm for the laptop category and it’ll be the boost that the wider industry needs.”

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