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Today’s morning keynote was hosted by Intel’s Vice President and General Manager of the PC Client Group Mooly Eden. He was going to touch upon the current state of the business, the needs and desires of the consumers, the transformations necessary to meet these needs and desires, and the new kid on the block – the Ultrabook. And of course, he promised us a nice little teaser surprise.

Mooly started by talking about the growth of the PC market:

As you can see, PC market is growing. There are more than 1.5 billion PCs out there today. It is true that in order to create this growth Intel had to initiate and feed the evolution in PC, which got the market where it is now. But where is the future growth going to come from?

As you can see from this slide, two out of the top three consumption countries are emerging markets. And if you ask whether the people in the emerging markets will be eager to buy PCs, the answer will be “yes”. Let me remind you that PC is the most adoptable device and it changed itself several times during the last decades. We have already gone through several milestone transformations in the past. Let’s quickly recap what they were.

In 1995 transition from enterprise to consumer segment took place. CDROM and MMX found their way into computers, but the reaction was a little restrained: why would we want to watch videos on a PC, if it is perceived primarily as a productivity device. Ten years later Intel introduced Centrino platform. This is when the transformation from desktop to notebook occurred. As a result of this transformation, consumers got desktop performance in a notebook form-factor. They acquired portability, extended battery life and wireless internet access. And now, 8 years later Intel customers still want them to excel in this field. That is why Ultrabook concept has been developed and it will be a great consumption device and great creation device at the same time. According to Mooly Eden, “people will not only work with a PC, but they will also love the PC”.

In order to make sure that this is indeed so, we need to understand clearly what people are doing today with PCs. How do they use their PCs? Today there exist several different usage models. But the perfect way to understand it is to map these usage models onto different components of the system: the CPU, the GPU, the media component.

And it is also very interesting that your experience is always defined by the potential of the worst component in your system, and not the best one. Therefore, the magic is to deliver a balanced system that will deliver optimal performance of all three in harmony. This is what Intel tried to do with Sandy Bridge, and judging by the number of units sold to this date (more than 75 million), it was a very successful attempt. But what can we expect moving forward?

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