IDF: Mooly Eden highlights ultrabooks and Haswell

Intel's PC client group general manager took to the stage at IDF on Wednesday to talk up the benefits and specifications of the Ultrabook platform, and display the first test models of the Haswell architecture.

Mooly Eden, who addressed attendees in his trademark black beret, said that the upcoming Ivy Bridge architecture will spur the growth of lighter, more powerful and more efficient notebooks, reshaping the way Intel designs PCs in the process.

Eden explained that Ivy Bridge prompted Intel to modify the process used to develop and create products.

The chip maker considered the user experience first, employing anthropologists and sociologists to study people's behaviour, rather than focusing on the hardware and considering the user experience later in the process.

"Today, with the majority of the market, it is not about user experience. It is about productivity," Eden explained. "This was really traumatic for us engineers. We had to go through a major transformation."

The ultrabook models will be lightweight and offer strong support for media display and playback, but Eden said that the devices are designed with enough computing power for editing and rendering of content.

"I like the consumption devices. They are beautiful. But we are not just consuming any more. We need to be able to do some creation as well," Eden said.

Haswell is at the centre of Intel's plans, and Eden unveiled the first test units of the chip and a prototype system based on the new design.

"Haswell will complete the ultrabook revolution and will be ready to go for the next one," he said.

Intel has also enlisted McAfee to develop security tools for the platform. McAfee co-president Todd Gebhart joined Eden onstage to introduce an anti-theft system designed for consumer notebooks.

Gebhart explained that the software can remotely wipe media files and documents from a lost or stolen device, and adds security components to encrypt account information and block theft resulting from malware infections.

"We have some great technology that gives the consumer peace of mind that their data is secure," he said. "If that device becomes locked or stolen they have control over their pictures, their music and their documents."

Microsoft also made an appearance at the event to show off the Windows 8 tablet debuted at the Build conference earlier this week, and to confirm that  the Thunderbolt connection system, seen earlier this year in the Apple MacBook Pro, will appear on Windows PC systems.