NEW ORLEANS: Intel has stepped up its ultrabook push with an increased effort to bring its channel partners onto the platform.
The company is showcasing ultrabooks this year at its Solutions Summit and showing channel partners ways to 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 which can be purchased by smaller firms and then offered to consumers and businesses as branded notebooks.
By expanding ultrabooks into its channel operation, Intel hopes to further bolster the variety and versatility of the platform.
"It has injected a level of innovation that I have not seen in some time," said Intel Americas vice president 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 V3 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 may share usage cases with tablets, the company views the tablet as a consumption-based device separate from the PC space.
"Ultrabook is a new notebook platform," she explained, "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."
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