"Intel Inside" has been the US chip maker's calling card since the slogan was introduced in the early '90s. (Along with the accompanying "bong" sound mark.) However, while this motto was originally deployed to make customers think about what chips were inside their PCs, the scope for Intel's products has widened since. The company's new advertising campaign emphasizes this fact with a montage of Intel-powered devices, from 3D printers and robot assembly lines, to solar-powered cars and fitness trackers. Intel is inside everything, seems to be the intended message.
Intel wants — and needs — to be about more than just PCs
And while most of the tech in this video was chosen for its flair rather than its revenue potential (other ads in the campaign focus on niche, creative uses of the company's products), it's true that Intel is slowly diversifying its business. The company's latest earnings report shows good growth from the its data center division, as well as improvements for its Internet of Things business. Intel's ambitions were also clear at CES earlier this month, with the company showing off chips to power drones, sensors, and robot butlers — but no new laptops.
However, the company's efforts to wean itself off chips are going to be painful. The lion's share of Intel's revenue (about three-fifths of it) comes via declining PC sales. The latest market estimates suggest the PC industry shrunk somewhere between 8.3 percent and 10.6 percent in the last quarter, despite the introduction of Windows 10 and the usual boost from holiday season sales. Are Intel's other businesses growing faster than PC sales are falling? It's easy to make an advert about it, but it's much harder to make changes to the balance sheet.