In the past 20 years, as long as it is a PC advertisement, the word "Intel Inside" will appear. This is Intel's brand marketing. Now, the chip giant will bring this "skill" into the cloud computing field, and Intel Inside" will become "Powered by Intel Cloud Technology."
Today, Intel announced that it will launch a branding program that cloud computing service providers will be able to clearly identify which customers are using Intel processor-powered hardware. Intel said it is working with 16 cloud computing service providers around the world to add the "Powered by Intel Cloud Technology" brand to these cloud service providers' websites and other relevant marketing information.
What Intel wants is a large share of the data center market. Currently, more than 90% of the hardware devices that use cloud computing services include an Intel chip. However, most cloud service providers seldom want their customers to mention this.
In September last year, Amazon and Intel signed a cooperation agreement, and Amazon Web Services (AWS) became the first cloud service labeled Intel. In addition to Amazon, other Intel-branded companies include US cloud computing service providers Rackspace, Savvis and Virtustream, UK cloud computing service provider ATOS, and other companies from France, Mexico, Russia and Brazil.
Jason Waxman, Intel's vice president and general manager of the data center division, said it was all about making a smarter decision for companies and service providers who are evaluating cloud services.
Intel's move can also be seen as an action taken to cope with a more competitive environment. Although Intel is still the dominant player in the chip market, many branded servers with built-in ARM-based energy-saving chips will be available in the second half of this year, which will inevitably pose a threat to Intel. Intel's brand plan allows it to draw a line between itself and its competitors, allowing users to more clearly distinguish Intel's products.
Patrick Moorhead, an analyst at Moor Insights and Strategy, an IT research firm, said, "This is a genius plan for Intel that addresses two key Intel challenges. First, the program can increase sales of Intel chips; Second, it has opened up the distance between Intel and competitors AMD, ARM, Broadcom, etc. In general, branded solutions will make customers feel more at ease than those without brands. The competitors will also face challenges, they have to respond, and the company that knows how to do it should be AMD, because AMD has similar cooperative marketing experience, while other companies do not."
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