B2B Tech Talk with Ingram Micro
B2B Tech Talk with Ingram Micro

Episode · 1 week ago

The Future of Processing: The Intel 12th Gen Core Processor

ABOUT THIS EPISODE

If you’re like most people, whenever a new iteration of a product comes to market, it can be tempting to write it off as a minor improvement. Really, how much different can a product be in the span of twelve to eighteen months?

But in the case of Intel’s 12th Gen Core Processor, it’s light years ahead of the previous iteration, the 11th Gen. So before you write it off as a minor improvement on an already existing product, take a second look.

On this episode of B2B Tech Talk, we chat with David Bradshaw from Intel, all about Intel’s newest innovation. Some things we discussed:

- The 3 primary groups of buyers that Intel has in mind when innovating

- Why the 12th Gen is such a huge leap forward from the 11th Gen

- Why users shouldn’t wait for the 13th Gen

- Where he sees technology going in the next year

To join the discussion, follow us on Twitter @IngramTechSol #B2BTechTalk

Listen to this episode and more like it by subscribing to B2B Tech Talk on Spotify, Apple Podcasts, or Stitcher. Or, tune in on our website.

...you're listening to B two B tech talkwith ingram Micro, the place to learn about new technology and technologicaladvances before they become mainstream. This podcast is sponsored by ingramMicro's. Imagine next. It's not about the destination, it's about goingsomeplace you never thought possible. Go to imagine next dot ingram micro dotcom to find out more. Let's get into it. Welcome to B two B tech talk withingram Micro. I'm your host, Shelby Square Hawk. And my guest today isDavid Bradshaw client compute group platform and distribution sales ofIntel. David welcome. Hi, thank you Shelby and thank you very much forhaving me on today. Of course. Well, so today we are talking about Intel's new12th gen. Intel core and how resellers can sell into it. But first David, Iwas reading about Intel's code made system, how this brand new 12th gen iscode named Alder Lake, but I found a quote from a former principal engineer.It was really interesting. He said that the biggest competitor for Intel's CPUis an Intel CPU from four years ago, but basically by updating thegeneration number that might give consumers the impression that it's justa slightly improved version of Elastin processor rather than a unique piece ofhardware with very specialist abilities of its own. Do you agree with that?There's a good question, Shelby. And I think if you went back in time maybe,10 15 years ago. there may be some truth in that, but I firmly believethat certainly in the last decade, things have changed dramatically. Youknow, Intel has this uh ticktock approach to, to manufacturing and CPUdesign, that kind of plays into what you justmentioned. And you know, also for many years, we haven't had much in terms ofcompetition. How there and the fact that AMG is so active today andactually has some very good products drives people like us to actuallyilliterate and innovate more aggressively. So certainly in the pastdecade, what you've seen from us, every time we introduce a new CPU generationlike this as significant gains in performance for all the reasons I justmentioned. So certainly in the case of 12th Gen core, which, which, you know,we just barely announced. Um, The overall performance lift is about 19%,1, 9%, which in CPU terms is pretty dramatic anytime you're in that kind ofdouble digit area, you're kind of talking about, you know, once in adecade type generational performance improvements in the CPU, so, and that'ssignificant and that's on average, right? Just depends on what you'reusing the CPU for, but you can actually...

...see more gains than that even so, youknow, going back certainly as we look at 11th, 10 and 10 39 30 in each ofthose generations all saw double digit performance gains from one generationto the next. And, and it's great to see, you know, you know, competition makesus all better and it's better for the customer in the end as well. And youcan see a ton of innovation happening, you know, around the CPU and in manyrespects, it's not just about performance. Right? When we talk aboutas we look at these Cpus generation on generation, you know, intel brings alot to the table in terms of platform capabilities as well, whether we'retalking about Wifi or Thunderbolt and you know, all the goodness of offeringslike V pro and so on, all of these things. Again drive a lot of innovationaround the CPU and it's all goodness for the end user. Let me ask for aclarification, what do you mean by a Tiktok approach? Yeah, well this wassomething that was formulated back in 2006, I believe. And basically it's aproduction model That really allows us to alternate between improvement andinnovation every 12 to 18 months, Whether we're focusing on the microarchitecture, which is really a tick in the tick tock and then then we go aheadand develop more innovation on the talk. So it's, it's about every 12-18 months,it's something that we, we kind of moved away from in the last severalyears. But with our new Ceo of the helm Pat Girl Singer, the determination isto get back to that tick tock model so that we're developing more aggressivelyon, on our own roadmap as we move forward. So that's not the Tiktok withK's in it, that the teens are, are filling in themselves and videos. Right,correct. Yeah, that's where they got it from. Wow, Okay, now I didn't make theconnection. Thank you all. So you know, let's talk about some of thosesolutions that channel partners can offer their clients. I read in TheIntel 12 gents, how to sell guy, there's, there's basically threeprimary groups of buyers of the latest generation. Those are enthusiastscreators and gamers. So what are these personas looking for in the latestgreatest CPU? Yes. So, and just to clarify for 12th gen core at this pointin time, you know, we're talking, you know, november 2nd 2021 the only partof the 12th gen lineup that we've actually launched so far as the case Qso and, and that just means that the CPU can be over clocked and that thisparticular part of the 12th gen lineup is focused squarely on. As you, as youmentioned in the enthusiastic creator, the game, the rest of the 12th genstack, the, the non case cues, you know,...

I three I five I seven and so on areactually going to launch early 2022. So, but in terms of what 12 jen is today,Yes, you're right as we look at these three personas, all of which areTerribly important to, to the 12th gen lineup, the enthusiast is really the PCHobbyist. So this, this is somebody who is all about building their own PC.They're about creating mods for that PC in every way possible. A key part ofthe hobby is maximizing the performance of that PC as best they can. Whetherthat means not just upgrading the CPU, but you know, the board, the GPU andand all the other components inside of it. This is the type of individual thatyou'll see, you know, youtube videos of pouring liquid nitrogen into their PCtwo to, you know, to over clock that PC to the maximum capability. So they'llget the best applications for that PC, the very best hardware and really tryand create an environment where they're, where they're getting the bestperformance out of it and they are building the whole thing themselves.The creator on the other hand, we talk about them as having the PC as, astheir tool. So this is where you're running very advanced applications. Youknow, you may be in video production or you may be a photographer or you know,whatever it is, you are an architect so on and so on. And this is all aboutusing the PC in a very creative way in order to do your job basically. And intoday's world, that means multitasking. So you, you know, you could be usingsome very advanced applications from adobe, another, another softwarevendors on the one hand, and you, you may be, you know, compiling video filesin the background and a ton of other things. So, you know, the ability foryour pc to multitask is incredibly important. The third persona is thegamer and this I think is the one that we all kind of have in mind when we'retalking about these case use and this is a massive, massive market, right?The pc gaming market. And, you know, interestingly enough actually outstripsthe market for console gaming today. And and some of these personas kind ofcrossover one into the other. There are plenty of games out there who are alsoenthusiasts who love to build their own system, make sure they've got the verylatest greatest hardware in order to get the maximum performance they can,so they can perform as well as they can in in whatever game they happen to beplaying. Mhm. So, yeah, a massive market, one that we try to to cater tovery heavily and the fact that these are the case Q editions of 12th Gemmeans that they can be over clock so they can gain the maximum amount ofperformance for their PC. So, no, not only do we, we we work very closelywith the gaming community, the end user,...

...but we also work very closely with thesystem. Integrators who are building those pcs, you know, companies likecyber power, I buy power main gear, just to name a few right? Um but wealso work very closely with the gaming vendors as well to make sure that thevery latest greatest games they're producing, um work their very best on aCPU like the 12 900 K. Which is our, you know, our top in 12th gen case Q.That just uh just launched. So we've touched on some of those points thanwhat what those personas are looking for from their their their PC and theirtheir CPU, can we dive further into that and kind of, can you speak to howIntel, 12th gen core delivers on those, those needs for those personas. Yeah. And you know, the feature I'mabout to talk about is really common to the needs of each of these personas.But what you see in 12th Jane core, which is actually a brand new in a CPUis this notion of, of hybrid performance. So what that means is thatif you take the 12 900 K. Cpus an example, you know, there are now 16cause in fact in the previous generation product 11th gen core thatwe only go up to eight cores. So now we've got 16 cause in this, in thisprocess er and there are what we call eight performance or P course and eightefficient cause or recourse so you know, eight plus eight make the 16 and whythese cause are important and why they're designated this way is becauseif you look at what these uses the enthusiasts create a game or usingtheir Pc for today. It's generally not just one thing, even if you're a gameryou may be playing a game, but you probably also broadcasting that gamewe're watching somebody else play or something. Right. So the need tomultitask has never been greater. So the performance cause the P cause aregreat at what we call single threaded performance and the E cause or kind ofoperate in the background there efficient cause and they're taking careof all of the kind of day to day management stuff that goes that your PCdoes in the background, you know, whatever that may be a virus detectionor, you know, whatever it is, and it's sitting across the top of these causeis something called the intel thread director, which is a new feature fromintel. So what the intel thread director does, it looks at theapplication you're running and determines the very best core for thatparticular application or game or whatever it is. So, if you're playing agame that requires a very high frame rate, for example, no doubt, it's goingto select the very best performance core in order to make that the bestpossible experience for the user and...

...the efficient cause meanwhile, thethreat director is directing, you know, email and, you know, your connectivityand your virus detection probably to those efficient cause it's all going onin the background, so it's not interrupting anything you're doing onthe performance side. So, um, so that that ability to navigate the, the typeof application, the type of workload that, that your pc is being used for ispretty common across, you know, the enthusiast community creator and gamer,they're all going to be able to take advantage of this this new intel threaddirector um feature as well as this, you know, performance hybridarchitecture that we're bringing to market for the first time. Well, sowhat does the, and you've spoken to the, you know, hybrid performance and thethread director, but what does 12th gen core radically do better than 11th gen.And then what do you say to consumers or resellers who have the questionsthat, you know, they might be inclined just to wait till 13th gen. Yeah, so,you know, if I was to point to one thing that that makes it better than11th gen, it would certainly be this new architecture and this inter threaddirector um feature As I mentioned earlier, there are significantperformance advantages to be had on 12th gen, core on average about 19%.Some of the games that we're looking at In our own benchmarking, you're seeinggains, you know, 2025, 30% gen. On gen. So, you know, the frame rate per secondfor some of those games, the performance gain is significant. So Ithink, I think between, I think the overall message then would be would beone of performance and this really is a new, literally a new generation, a newtype of CPU that we're bringing to market for the first time that, youknow, that enables all of these things from a, from a performance perspectiveand to answer the other part of your question on 13th gen core, which weactually haven't announced yet, you know that there is nothing on theroadmap that says 13th gen core, there is a box that says rap to lake, whichis coming out a year from now, but you know, the branding maybe a differentmatter, but I mean at the end of the day, you know, as we look across theindustry and this is not just intel or am D but as we look across all of thedifferent components that make up the ecosystem. Um, this is the key thing toremember is that the rate of innovation is significant and um, And, and thefact that we are bringing new products to market every year isn't unusual.That cadence is, has been that way for for many, many years. And sure, 13thgen or whatever it's called will be an improvement generation and generationin terms of performance. But if you...

...want the very latest, greatest bestperforming PC today, then then, you know, 12th gen core is where you needto go. Well, um, David, you've been with Intel for 25 years. So what CPU orwhat technology I guess did you come in on and, and was there a code name forit. Yeah, making me sound old all of a sudden. Okay, well actually when Ijoined until um It was 1997 and it was a very exciting time during my master'sprogram. You know, Intel and Microsoft had overtaken the world and it was youknow, I just wanted to go and work for Intel. That was my job one coming outof college And as I joined until we had just launched, who just launchingPentium two which was code named I think um Clay Meth if I remembercorrectly. But Yeah, many years ago, Yeah. Pentium two and At the timebrought a ton of innovation to the market on a single core. Can youimagine now we're talking about 16 cause but yes a lot has transpiredbetween then and now definitely. Well, you know we always ask our guests thesame question to uh to finish up our our podcast and that is where do yousee technology going in the next year? Yeah, that's that is a great questiontoo. And you know, we almost touched on this just a moment ago and we talkedabout rap too late coming, you know, a year from now and that will will alsobring to market a lot of innovation and and you know, advances in terms ofperformance but I think tough of most people's minds today is supply still.So even outside of technology itself, it's the ability to supply thecomponents around technology in general which we all hope is going to getbetter over the next 12 months. I mean there's the specific elements in thatecosystem that we're all concerned about, right, gpu being one of thoseand you know, intel in fact is going is getting ready to launch our owndiscrete graphics card coming up in Q one a product which is called Arc,which will hopefully alleviate some of those supply issues that are currentlyin the industry around graphics cards. So we'll certainly do our own part inmaking sure that the supply situation is improving from an internalperspective. Actually, we've been in a very difficult situation for the lastthree years on supply, but for the CPU itself, it's improved dramaticallycertainly in the current quarter. And as we go through next year as well, Ithink the other the other things that are going to be interesting in the PCmarket over the next 12 months, as you know, Windows 11 will continue to rollout. That's gonna, you know, they're...

...still very young. But you know, overthe next 12 months we'll certainly see that start to take hold and all thegoodness that comes from that. I think from an industry growth perspective,you look at the PC market and you talk to some of the analysts today, you know,they're calling about 12% growth to the pc market next year, which isinteresting. I mean, you know, the pc market itself has grown amazinglyduring the pandemic during the last year and a half. And people have beenrefreshing their pcs, buying more pcs that what we call pc density, thenumber of pcs in any given home per person has grown dramatically. And thattrend I think continues And the tremendous growth we saw PC at the rateit's been growing over the last year or two, that rate will be at leastmaintained as we go into next year. In fact, we're calling for something muchgreater than 1% growth as we go into the air. Probably, you know, kind oflow double digit growth for the pC industry next year is what we're, we'repredicting and certainly a lot of those drivers that we just mentioned, youknow, work from home school from home, that that type of thing. I think we'llprobably continue is probably going to be with us, who knows, maybe forever.But and then if you look at the pieces of the pc market, mobile, the move tomobile or notebook is certainly going to continue, you know, brands like theintel evo brand, which is all about bringing the very best of a pC platformto a single device, you know, that that brand will continue to grow and I think,you know, desktop continues to hold its own over the next year, certainlydriven by some of these markets that we've talked talked about today, youknow, enthusiast creator and gamer and their demand for the very latest,Greatest desktop CPU I think the other two things that will continue to rollout over the next year will be, um, device as a service or deaths. You know,the, um, that is a, as a business go to market process. I think we'll continueto, to grow and get legs as we go through this year. I think there's beena pause in, in chrome, the chrome devices. I think most of us have seen apause as we go into the end of the year here, but as um, as school districtsand others get to grips with how to spend the new government money that'scoming their way. I think we'll also see some recovery around, aroundchrome's would go through the beginning of next year. Excellent. Well, um, alot of insight there if if our listeners want to find out more aboutwhat we talked about today, how can they reach out? Yeah, they, you know,intel dot com is a great reference point to go to. But you know, my my dayjob is looking after us distribution...

...for the pc. So they're more thanwelcome to reach out to me directly as well. Or two. Michael Swain who looksafter the ingram micro account specifically. But yeah, we're more thanwelcome to, to engage and take questions. Well. Fantastic. David. Alot of great information and thank you for uh, for indulging us on that, uh,that Pentium to look back into the history books. Right? I think I've gott shirts and we're still with Pentium two on it, but that you better keepthat. That's a collector's item there. Well, really appreciate all of yourtime. David, thank you so much for joining me and thank you listeners fortuning in and subscribing to B two B tech Talk with ingram Micro. If youlike this episode or have a question, please join the discussion on twitterwith the hashtag B two B tech talk. Until next time I'm Shelby scare talk.You've been listening to B two B Tech talk with ingram Micro. This episodewas sponsored by ingram Micro's. Imagine next B two B Tech Talk is ajoint production with sweet fish Media and Anger Micro. To not miss an episode.Subscribe today to your favorite podcast platform.

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