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Intel pushes ultrabooks to its channel partners

‘Whitebooks’ are primed to appeal
Tue Mar 20 2012, 17:49

CHIPMAKER Intel is looking to ramp up excitement around ultrabooks by tempting its channel partners and other small PC vendors.

The company is showcasing ultrabooks at its Solutions Summit in New Orleans and giving channel partners some options that can let them easily offer models of their own.

Although larger PC vendors have been on board with the ultrabook concept from the start, Intel is hoping to expand the concept through its channel system.

The company is offering a series of 'whitebook' platforms and components that smaller firms can buy and then offer to consumers and businesses as branded notebooks.

By expanding ultrabooks into its channel operation, Intel hopes to further promote the category's variety and versatility.

"It has injected a level of innovation that I have not seen in some time," said Intel Americas VP of sales and marketing CJ Bruno.

"We have the whole industry hustling to be the building-block supplier of choice, that only happens when we are onto something and I truly believe we are onto something."

The push is also about the company catching up with its partners.

Intel director for North American channel and distribution sales and marketing Sharon Alt told the INQUIRER that the company is hoping to make life easier for smaller firms who have gone out on their own and built ultrabook systems.

"We believe that the channel leads in transitions, they tend to be smaller companies so they are more nimble and quick," she explained. "We have found that we need to catch up with our customer base."

Intel's ultrabook campaign comes as mobile tablets continue to win over both consumers and business users.

Alt said that while the notebooks might share use cases with tablets, the company views the tablet as a consumption-based device separate from the PC market.

She explained, "Ultrabook is a new notebook platform, the intent is that it will have the same usage models and you would be able to use it for creation as well as consumption." µ


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