Intel has seriously aimed at redefining mobile computing industry. Yesterday Taiwan’s Asus launched two ultrabooks within its Zenbook series based on Intel processors.
Photo: Asus UX31, Forbes gallery
Both Zenbook models, UX21 and UX31, power up from sleep mode in two seconds and feature audio technology from Bang & Olufsen. The smaller, 11-inch version (UX21) measures 17 millimeters at its thickest point and weighs 2.4 pounds.
With the release of the UX21 and UX31Asus light-built and fast boot-up aluminum-covered ultrabooks, Intel is intended to promote the new genre of mobile computers. To do it, Intel plans to make ultrabooks the focus of its “single biggest marketing campaign in 2012,” said Intel Senior Vice President Tom Kilroy in an interview. According to Forbes, due to Intel’s typical marketing expenditures, it might be a multimillion-dollar investment.
Intel is certain that there is a need in ultrabooks on the market, despite of the popularity of smartphones and tablets. There are already such computers from Asus, Acer, Lenovo and Toshiba on the market. Intel expects more from LG and Samsung and possibly HP and Dell.
Intel has also created a $300 million Ultrabook Fund to drive growth in the category. It will invest in firms building hardware and software technologies focused on enhancing how people interact with Ultrabooks, prolonging battery life, developing innovative designs and improved storage capacity. Intel also plans to popularize ultrabooks in a big marketing campaign next year.
A year ago, Intel predicted ultrabooks capture 40% of the consumer laptop market by the end of 2012 but the market grows even faster—Asus has already committed to releasing more ultrabooks next year. And as Microsoft’s Windows 8 will be rolled out, the ultrabooks will become real competitors for Apple’s MacBook Air. Ultrabooks with touchscreens are being developed to be availavle also in 2012. Currently, the MacBook Air and other ultrabooks are in the similar pricing range. Apple’s product cost starting $999 as well as the new Asus models, while Acer and Lenovo are in the $800—$900 range.
Earlier this year, Intel-powered classmate PCs went to developing countries.
