True to its famous tick-tock development policy, Intel got about formally launching its fourth generation of Intel core processors, code named “Haswell”, in Sri Lanka on July 10th.

At a press conference that seemed more like an exhibition of Intel powered devices, Intel’s Country Director, Indika de Zoysa and the Director for Strategic Initiatives- South Asia, Rajiv Bhalla, got on stage to tout the various strengths of its new line of processors. While it might seem a little strange to see a chipmaker that already dominates the PC market going around making worldwide launches for its products, Haswell is different for two main reasons and Intel has good reasons to boast.

Firstly, in terms of development it represents one of the greatest leaps in energy efficiency, something that has always been one of Intel’s weaknesses. It also features a variety of new security, manageability and productivity features. Secondly, the PC market as a whole, is in decline and Intel needs re-adapt in a world where superior performance must go hand-in-hand with energy efficiency and enhanced security.

Haswell Features

●        First System-on-a-chip for PCs

●        50% improvement in battery life  (over the previous generation)

●        15% better performance (over the previous generation)

●        2x media and graphics performance (over the previous generation)

●        2x faster multitasking performance (over four year systems)

●        19x faster graphics performance (over four year systems)

As such the new line of processors is perfect for the growing range of ultrabooks and hybrid (or “2 in 1” devices) computing systems that seek to provide a full working day worth of power on a single charge. This market seeks to satisfy a new breed of consumer who wants more portability than the bulky laptops we have become accustomed to but also more powerful performance than what is offered with with standard tablets.

The stakes seem high enough for Intel to take on a more personal role with regards to marketing and product design. Like Google, which sets basic standards for the Android O/S, Intel has its own criteria for ultrabooks and hybrid 2-in-1 systems. The criteria covers design, responsiveness, interactiveness, extended battery life, voice command/control, built-in security and fast I/O. For instance, an ultrabook with a screen that is 14 inches or smaller would have a thickness that is 20mm or less, switch from very deep sleep to screen-on in less than three seconds and feature SSDs or SSD to enhance speed.

There is also a greater such things as WiDi, voice control. The standard for battery life is also encouraging with a required six full hours of HD media playback and nine hours of idle power. Security is also benefits with Anti-Theft (Intel AT), antivirus, anti malware and identity protection technology. In an effort to improve the data I/O, fourth generation ultrabooks also come loaded with at-least one USB 3.0 and Thunderbolt technology.

Rajiv Bhalla’s comments on Intel’s Haswell strategy

I had a wonderful opportunity to sit down with Mr. Rajiv Bhalla, Intel’s Director for Strategic Initiatives- South Asia.

Given Intel’s marketing strategy, my first question to him was about Intel’s standards for Ultrabooks and the company’s relationship with manufacturers. Interestingly, he described them as evolving criterion, developed in partnership with major manufacturers. However, Intel is also trying to draw a fine line between a common set of standards and customisation features touted by different producers.

I did ask him if Intel planned on manufacturing computers under its own brand but in partnership with existing manufacturers (similar to Google’s Nexus line) but the response was a negative of sorts. On the one hand, Intel has no serious plans to produce machines exclusively under its brand-name. However, it does provide a sort of template - i.e., Inspired by Intel - that manufacturers can customise for use.

Mr. Bhalla also sounded upbeat about the PC market and while one may imagine it is in both absolute and relative decline, Intel thinks that the market as we know it is evolving and diversifying. It is within this process of evolution that Intel believes it can create a significant impact with more mobility-friendly processors such as Haswell.

For those of us who also operate on a strict budget, Mr. Bhalla seemed optimistic that prices for Haswell enabled devices will ultimately fall into a more affordable category within a relatively short period.

Is the Haswell Worth Waiting?

If you want a computer and you can afford to wait, then wait until Haswell-powered processors become mainstream. The performance and energy efficiency gains are well worth the wait, even for those who like “leapfrogging” releases. Admittedly, right now your choices are somewhat limited but Haswell but most manufacturers - Apple (Macbook Air), Samsung (Ativ Book 9 Plus, etc.), Asus (Zenbook Infinity line), Sony (Vaio Pro 13), Dell (XPS 12) - have already started shipping Haswell-enabled devices. However, within the next six months or so, Haswell is sure to become more mainstream, especially as manufacturers phase out the older generation of processors.

Next Week: Keep an eye out for the review on new Haswell-enabled Dell Inspiron 15R Notebook.

By Navam Niles