High-end handbag manufacturer Intel is hoping that the move to the 22nm process with Ivy Bridge will see the all-in-one desktops save its bacon in the PC market.
With the rise of mobile computing helping to push the PC market into decline, it seems that Intel has fight on its hands to keep the platform relevant in an evolving market. According to Intel’s PC marketing managing Jeff Austin Intel’s future plans will involve the more “stylish” – a buzzword for Intel at CeBIT it seems – all-in-one desktops.
“We are starting to see growth of the all in one platform, and with 22nm you will be able to deliver better experience in those smaller factors,” Austin told TechEye.
“We see great growth in all-in-ones in the United States, in the China market.”
However Austin admits that uptake has not been great in certain areas, such as in Europe where PC sales have been rocked by the eurozone crisis.
“In the European market all-in-ones haven’t quite taken off yet,” he says. “We think they are right on the verge of taking off.”
Intel reckons that we will start to see growth of the all in one market in Europe soon however, and is looking at compound annual growth rate at around “25 to 30 percent”.
This is despite the challenges faced by mobile computers, with Apple boss Tim Cook claiming recently that tablets will soon overtake PC. Unsurprisingly Intel sees a place for the desktop even with the evolving landscape. “With notebooks you are limited to the keyboard, limited to the screen size.”
The problem he identifies is the way that all-in-ones are actually sold. Apparently many potential customers end up thinking that it is just an overpriced monitor staring at them in the window. Currently retailers “don’t really articulate what it is very well”.
But if Europe is still problematic for Intel, there are signs that it is beginning to see an increase in emerging markets with more top end devices. Relying on sales of high end products from less affluent markets may seem strange, but Austin says that there is a lot of scope
“We are seeing a lot of growth of the enthusiast segment in other parts of the world as well, including some of the emerging markets,” he says. “As we break down the demographics with the emerging markets, there are a lot of enthusiast type individuals which actually do have the disposable income.”
Austin says that the Ivy Bridge launch will show Intel’s focus on enthusiast users, with emphasis on overclocking.