How Do You Beat the iPad? One Way Is to Reinvent the PC

Alongside the Windows 8 release, Intel and its PC-maker partners are pushing a range of unusual new computing form factors, from convertible tablets to touch desktops. The question is will they sell?

Published

7 months ago

Categories

Technology

Topics

Tablets, Computers

Companies

Apple Inc., Microsoft Corporation, Sony Computer Entertainment Of America, Intel Corporation

Transcript

(SOUNDBITE) (English) REUTERS REPORTER, JON GORDON, SAYING: "Brace yourself. PC upgrade season is here.. It's out with the old, and in with the new. This time though there's a bit of a problem. There's actually too much to choose from." Consumers upgrading to the new touch-enabled Windows 8 face a surplus of choice - regular desktops, All-In-Ones, laptops, ultrabooks, convertibles, tablets, and detachables. That means they'll have to think very hard about how and where they'll being using their next PC. Intel executive Leighton Phillips. (SOUNDBITE) (English) INTEL ASIA-PACIFIC PRODUCT MANAGEMENT PRICING DIRECTOR, LEIGHTON PHILIPS, SAYING: "The usage pattern will largely govern the type of form-factor that's used. What is fantastic about Windows 8 is that it really opens up a broad array of these different usage patterns." If it sounds like a complicated decision for the end-users.. think about what it means for PC makers. They have to throw cash at R&D, manufacturing and marketing for a whole range of new device types, without any guarantees as to which ones will actually catch on. Acer for one has delayed launching its Windows RT tablets until it can see how the new platform is adopted by customers. Others like Sony are trying their luck with new Windows 8 Pro convertibles. (SOUNDBITE) (English) REUTERS REPORTER, JON GORDON, SAYING: "Now this tablet from Sony, it's actually a bit thicker than usual. That's because if you put it on table like this, you can just pop it open and you've got a little mini--keyboard here. Not quite the real deal, but pretty good." PC makers who choose to sit out this stage of the sales battle risk getting left behind, according to IDC tech analyst Dickie Chang: (SOUNDBITE) (English) SENIOR MARKET ANALYST, IDC, DICKIE CHANG, SAYING: "In this phase, I think those OEMs and hardware makers have no choice." Sales momentum for the PC industry has been slowing as consumption computing - think browsing facebook or watching youtube - moves to handheld devices. That's left margins tight for the world's top PC makers. Intel hopes the new form factors will help. (SOUNDBITE) (English) INTEL ASIA-PACIFIC PRODUCT MANAGEMENT PRICING DIRECTOR, LEIGHTON PHILIPS, SAYING: "These are very feature rich, innovation rich devices that create opportunity, and certainly create margin upside for the industry and our customers." One thing is clear. The computer industry needs to find a way to lure consumers away from their phones - and back to PC-based devices, whatever form they may take.