Intel targeting both enterprise, Generation Y with Windows 8 tablets

Intel targeting both enterprise, Generation Y with Windows 8 tablets

Summary: Intel is going for a more youthful vibe in showcasing its partner ecosystem of Windows 8-based tablets.


SAN FRANCISCO -- While the Wintel partnership might have seemed in jeopardy earlier this week, Intel continued to reiterate its support for Microsoft and the impending Windows 8 launch with a showcase of its partner-developed tablets at a media presentation on Thursday.

See also on CNET: Intel and partners may be late to the tablet party, but they're here

The overall gist of Intel's Windows 8-based lineup appears to be that these tablets can do it all, and that there is an Intel-based tablet for all customers out there.

With a wide partner ecosystem consisting of Dell, Acer, Asus, Hewlett-Packard, LG, Samsung, and ZTE, among others, it certainly is possible that Intel has covered all of its bases.

But that might seem overly broad (and even confusing) to customers when compared the approach by partner Dell, which recently introduced a handful of Windows 8-devices (based on Intel architectures) with a more fine-tuned strategy to meet BYOD challenges.

On the one hand, Intel looks like it is trying to target the enterprise with certain tablets. Along with unveiling the new Intel Atom Z2760 dual-core processor, Intel highlighted how some of its tablets are being used within businesses for everything from tracking sales forecasts to enabling doctors to be able to read medical charts while on-the-go.

But the chip maker also looks like it is trying to update its brand by talking more directly to Generation Y.

Intel made this most evident by kicking off Thursday's presentation with a talk from Lauren Berger, author of All Work, No Pay as well as founder and CEO of her own startup,

Self-described as a Generation Y expert on personal and professional networking and career development, Berger explained how she uses her tablet throughout the day, emphasizing just how important it is not just to her work, but all facets of her life.

"Technology isn't how I run my day. It is my day," Berger remarked. For example, when scrolling between fashion and political news, Berger said that she tweets anything she finds interesting to her followers so she "can be constantly adding value to their lives" as well as her own.

Berger admitted that Millennials are usually quite "fickle" and "hard to pin down." She posited that as a Millennial, she typically says she wants "everything," describing this to mean she wants to "go everywhere" and meet as many people as possible. Berger continued that the only way to do that is through technology.

"Technology allows us to be accessible to everything," Berger concluded. "We are the everything generation."

Essentially, that is exactly what Intel and its partner ecosystem needs to understand. The challenge is to predict what this demographic wants next.

It's arguable that Apple has already addressed this with the iPad, but we'll find out Intel and its partners did that too or not with the roll out of these new Windows 8-based tablets.

Wintel in jeopardy?

Erik Reid, general manager of the Apps Processor Division within the Intel Mobile and Communications Group, did briefly address the kerfuffle earlier this week in which it was speculated whether or not Intel CEO Paul Otellini told employees that Windows 8 wasn't ready for launch.

Reid tried to do some more damage control on Thursday, defending Otellini's comments by telling the media present that Intel has worked for years with "hundreds and hundreds of engineers at Microsoft" to make Windows 8 devices happen.

He added, "We could not be more excited about Windows 8 and what it brings to the market."


Images via Intel

Topics: Intel, Microsoft, Mobility, Tablets, Windows

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  • Wintel

    Note that the Microsoft Surface Pro, by far the more eagerly anticipated of the Surface models, runs Ivy Bridge Core i5. There's still some magic left in Wintel.
    • Ivy Bridge has no Connected Standby always on state

      Ivy Bridge has no Connected Standby always on state. That won't happen until the Ivy Bridge successor Haswell.

      Without Connected Standby, you have to shutdown or suspend the device and boot up and that just doesn't cut it. Always on is the killer feature of smartphones and iPads.

      Surface RT is a nonstarter because it's ARM and won't run Windows Applications or support any existing hardware drivers and you have to pray that your printer is on the supporter list out of the box. Surface Pro is too bulky and lacks always on Connected Standby.
    • Ivy Bridge has no Connected Standby always on state

      Ivy Bridge has no Connected Standby always on state. That won't happen until the Ivy Bridge successor Haswell.

      Without Connected Standby, you have to shutdown or suspend the device and boot up and that just doesn't cut it. Always on is the killer feature of smartphones and iPads.

      Surface RT is a nonstarter because it's ARM and won't run Windows Applications or support any existing hardware drivers and you have to pray that your printer is on the supporter list out of the box. Surface Pro is too bulky and lacks always on Connected Standby.
      • Surface Pro isn't out do you know it won't have Haswell?

        I think you meant to say Windows 8 Pro gen1 devices won't have Connected Standby. Surface Pro hasn't even been announced with specific specs yet...rumor is it will (and should) have the Intel Haswell chips, so it would have Connected Standby.
      • I stand corrected...surface specs sheet does indicate Ivy Bridge chip

        I'll just say that it could change in the next 3 months. My recommendation to anyone wanting to purchase the Surface Pro is to wait until the Haswell chip is implemented.
  • Intel just needs to hurry up and get their 14nm out the door

    They really should have aligned this with W8/WP8. Hello Intel? Fanless?
    Johnny Vegas
  • No Seven-Inchers?

    Surprising to see both Intel and Microsoft completely blind to this new market burgeoning right in front of their eyes.

    Or perhaps not so surprising...
  • Haswell is just around the corner

    and will delay my purchase of the W8Pro but not the RT which will be a difficult decision.
  • I foresee lots of consumer confussion in the coming months.

    Companies will be flooding the market with all variations of so called "tablets" in the market at all different price-point. OEMs are thinking that tablets are just an extension of the commodity PC market so therefore, they must overwhelm the consumer with a thousand different "tablet " choice. They are trying to cover all the bases with tablets - all the form factor, all the specs, all price point. This will just overwhelm and confuse the consumer who's simply looking for an iPad-like alternative tablet.
    • Somehow, the consumer survived the same kind of confusion with so many PC

      choices in the past, and, that market segment still has hundreds of choices from so many manufacturers...


      How will the many choices for tablets be so confusing? People just need to get informed, before going to make a purchase, or they need to play with a device before making it their choice; somewhat similar to what people have done for about 30 years with PCs.
      • Choice = Confusion?

        How does that work out? More choice can only be good for consumers.

        @adornoe is correct. PCs/Laptops provide unlimited choices and that has not stopped them from growing marketshare so why should it be stopped now. I know a lot of people who don't want an iPad and have been waiting for a Windows equivalent.

        Taking a phrase from Steve Jobs: Windows 8 - This Changes Everything.
        Kunal Nanda
        • Choice = Quality Dilution

          If the manufacturers focus on producing a dozen devices each, that will harm their ability to produce the best possible device. As for consumers 'educating' themselves about hundreds of devices, or playing with them - dream on. They will do what they always do - pick the top rated device on Amazon at the price point they can afford. Apple's 'choice' of iPad is false and only based on memory size or presence of 3G/4G. The best single thing about non-Apple tablets is the ability to expand storage.
          • Choices = more, and variety, and diversity and happy people, because,

            they're able to choose between what's offered, and not have to settle for what a manufacturer decided that you wanted or needed.

            The idea of choices is one of the free-market, which means that, you actually have choices to make. When one goes into a tech store, as an example, one gets to play with various devices, and ask questions, and read the material provided (if any), and then, make a choice. The choices are not always overwhelming, since, people tend migrate towards the devices which more closely match what they're looking for and can afford. Most people don't purchase the high-end product just because it's the best or includes the most options; they move towards the product that best matches what their budgets can handle, and that include most of the features needed to get their work or fun tasks done. Thus, they automatically limit the choices that they will have to make. That's common sense.

            I don't go to the BMW store, because, I know it's more than I can afford, and luxury is not my cup of tea. On the other hand, I'll go to a Toyota dealer where I know I'll have the kind of choices I can afford, and will give me what I need or want at the same time. Thus, I've limited myself to the practical and functional.

            Same with PCs and any tech device. I don't need, for example, an iPad when I can get a tablet that can do the same, at much lower prices. Thus, I don't investigate the Apple devices in too much detail, although I might play with them.

            When I went shopping for my latest PC, I didn't play with all that the store had on display, and I didn't play with all of them, and I automatically kept walking past the $2000 PCs, because, I didn't need it, or it was overpriced, and I could probably find most of what I needed in the lower priced items or lower priced brands.

            See how simple that is? A lesson in shopping, from someone who knows that, having a huge number of choices is not the same as confusion.

            Quality? For the most part, most PCs will last about as long as the more expensive brands and more expensive models. PCs, just like all other tech items, become obsolete before their quality starts giving you problems. Tech obsolescence is the biggest reason that people get new PCs.

            When it comes to quality, I will be looking for it when I purchase a home, but then, that's a very high-priced item which should be lasting 30-100 years, but a PC is a short-life item, and easily replaced by your next purchase.
      • The tablet market is NOT the PC parket. They are two different categories.

        There's plenty of choices currently with Android tablets, and yet it's the singular iPad that's selling like crazy. Why is that? And Android tablet are closer in relation to the iPad than many of these Windows tablets coming out, which is basically an extension of the PC running full Windows desktop (which consumers ignored for a decade).

        The modern tablet market is still young, just because consumers have taken to the iPad does not mean they will likewise get what Microsoft and partners are doing with their version of the "tablet" (tablet PC reincarnated again). Which will be more expensive than the iPads if I may add. We will have RT tablets, full Windows tablets, tablets running different processor, hybrid tablets, transformer tablets, tablet PCs with detachable screens. Too many variations/choice especially in a new market can create confusion and push consumers towards that other device that everyone's talking about and currently buying (iPad).
        • Apples and oranges, which means that, you're not comparing the same items..

          The new tablet offerings from Microsoft are NOT the same as the tablet of the past which tried to shoehorn an OS into devices which couldn't handle it.

          Windows 8 is designed for the new tablet hardware that is available today. Windows 7 and before, where not designed for the current category of hardware.

          Now we have a combo of hardware and OS/software which will work fine together. Thus, you are conveniently lying to yourself and others about tablets of the past and the newer tablets coming out. They're not the same. But, you already know that.

          Also, when it comes to the MS tablets coming out, from what's been release about the coming tablets and the prices, there is no way that iPads are less expensive, not when one includes the hardware inside and the OS/software include in the MS branded tablets. As an example, iPad keyboards would cost $100-$200 more for iPads, and the MS tablets already include it without having to pay more. Plus, the MS tablets (x86 version), come with Office and other software which would cost hundreds of dollars more if they were to be purchased separately.

          Apples and oranges might both be fruits, but, that's where the similarities and comparisons end, because, the MS tablets come with a whole bunch of other goodies included, and Apple's iPad is just, well, an Apple with nothing on the side, and if you wanted something on the side, you'd have to come up with a few hundred dollars more.
  • Microsoft is sending Intel a message while ignoring AMD

    Intel (and AMD) are dependent upon Windows remaining an x86/x64-based operating system.

    In the consumer space, Windows is losing gound to the iPad (and other tablets) which cannot come close to doing what Windows can do but they CAN DO everything the consumer NEEDS them to do.

    Microsoft is telling Intel, in no uncertain terms, that if Windows OEMs cannot produce an attractive, competitively-priced Windows/Intel solution that is as portable and energy efficient as an iPad or equivalent Android-based tablet, then Microsoft will find a hardware manufacturer who can.

    Enter Windows RT. In order to insure that there is an affordable tablet, priced competitively to the enormously successful iPad, Microsoft has introduced the Surface RT.

    Sure, there is a Surface 8 Pro as well, for the road warrior, which covers the best of all possible worlds but the message is clear. If consumers can get what they need with Windows RT (on ARM), and they cannot get the portability and battery-life on x86/x64 that they want, Intel could find themselves in an every shrinking market.
    M Wagner
  • Awesome!

    f iOS, f Android. Finally a real company puts out a real OS on some real devices from some real partners.

    So sick of all the penny ante bs from android devices trying to distinguish themselves via price, and the poor usability and hamstrung functionality of the CrApple devices.

    Thank you Microsoft! Thank you Samsung!