Intel has launched a branding and promotion campaign designed to uplift Ultrabooks in the eyes of the masses. According to the message Intel is trying to push, Ultrabooks represent the new generation, or as they put it, the new “era” for computing.
Ultrabooks, as most of you must know by now, are ultra thin portable computers that replace the tablets of the world by being as light and also as fast. These are Intel Core processor based machines and the brand is owned and controlled by Intel. These would have replaced the already dying breed of netbooks but the price difference is what keeps that from happening.
The marketing campaign for Ultrabooks is the apparently the largest ever launched by Intel after their 2003 Intel Centrino campaign. Centrino was a milestone for the IT industry because it brought things like WiFi to laptops and made them standard issue everywhere.
The campaign is both online and on print and TV. With the hundreds of millions of dollars that Intel is putting in to this campaign, the company is definitely matching the efforts of the rest of the industry when it comes to Ultrabooks. Intel has been really bullish on this new standard even though it is essentially the PC counterpart of the MacBook Air.
The main selling points for the Ultrabooks over the MacBook Air is usually the availability of Windows and the better specs and larger size for the same price. A lot of people want a fully native Windows machine that allows them to run all their complicate productivity applications. This group of people have been sorely missing a category of devices that will be a bridge between the extremely light and portable tablets and the heavy, production oriented laptops that most of us heft around right now.
Ultrabooks are meant to fill up that gap and also provide a much-needed variety in the market. The MacBook Air is just one model and for $1000 you can buy the 11inch model. But for approximately the same price you can get an Ultrabook that is 13.3inch and is also much faster with a larger SSD unit. And there are multiple of these models to choose from.
With every major PC maker entering the Ultrabook market by summer this year, consumers will have their pick from the likes of HP (world’s largest PC manufacturer), Dell, Lenovo, Toshiba, Asus and more.
Ultrabooks will also get another leg up once Windows 8 is launched. Windows 8 stands to bring a brand new UI to the market for the world’s most commonly used OS and with it will come Ultrabooks with hybrid designs for converting to tablets. Windows 8 will also make the Ultrabooks run faster and have instant-on features that are as speedy as tablets.
Date: April 4, 2012