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As the director of Intel’s marketing and sales division for Asia Pacific, Makiko Eda can talk with authority about her company’s current and future position in a world now dominated by daily tablet announcements. Hailing from Japan, Eda was in Sydney to meet retailers and get an update on the Australian arm of the Intel business.
After the worldwide recall which affected all PC manufacturers, Intel is preparing to re-launch its second generation Core processors commonly known as Sandy Bridge. Eda is under no illusion that the recall did not affect business for both Intel and its customers, admitting there was “pain in the supply chain, delay, and missed opportunities in the market.”
Eda notes that they have strengthened their verification process in the production and testing areas, saying there is definitely a need for “an extra step at the factory”. After the success of the first generation of iCore models, Eda noted there was a “military” push to get the new chips to market, and when they did find the issue that sparked the recall, Intel “had to make a quick decision.”
That recall left much of the market starved of higher value product, particularly in the quad core notebook range. The challenge now is to make enough noise about a category that has been overwhelmed by the interest in tablets. “We hear a lot of concern, that computers are kind of boring”. The new range, Eda says, “has a lot of new capabilities and can bring more excitement into the category. As Intel we have to do a better job of communicating that excitement and experience that Sandy Bridge brings to the market.”
So how does Intel feel about the impending onslaught of tablets? “Tablets are a great device, but they’re not going to replace computers.” says Eda. “It’s going to be a secondary device, but it is getting a lot of attention in the market.” With NVidia becoming well known for their tablet processors, Eda says Intel will have their own offering in the second half of the year. “Our products will focus on energy efficiency, performance and added value to the tablet.”
In the meantime, Eda says that netbooks remain a viable alternative in the near future as a second device, and that Intel are working with manufacturers on innovations to keep the netbook category relevant. “We’ll come up with interesting form factors, like hybrids. You’ll get the goodness of tablets, ease of access and thinness but at the same time you have the convenience of the keyboard.”
Intel have set their sights on the lounge room as well, with a host of manufacturers showing off Intel-embedded Smart TVs at this year’s CES exhibition in Las Vegas. Said Eda, “We’re working with some partners to enable the internet experience on TV more seamlessly. We want to make it an out-of-the-box experience.”
With cloud computing also on the horizon from a consumer perspective, Eda believes that the enterprise space will derive the most benefit at this stage, where “the internal cloud makes more sense”. Consumers may not be ready to make the leap because “you rely so much on the communication infrastructure. You may still want to have a photo on your hard drive; you may have videos you want to see, without thinking ‘do I have an internet connection here’?”
Security will be foremost in the minds of end users when products like Chrome notebooks begin to make their way into the retail space, and to that end, Eda says that Intel are “working on hardware-based solutions”. Intel’s acquisition of McAfee may be part of that plan, with Eda hinting that Intel intends to “extract some of the (McAfee) goodness to integrate into the core business with security features in the future.”
With the computer industry evolving quicker than ever, Intel faces challenges from many corners, but Eda is confident of her company’s ability to repeat the successes of last year’s Core processor launch. As Eda explains, there’s more to computers than talking about speeds and specifications. With the marketing focus on the “experience”, rather than the product, Intel is “trying to put a little bit of the human side into it.”
Interview courtesy of Intel Australia.