Intel tried selling software before. Will it succeed this time?
From a bigger picture perspective, views have changed on how components, systems, and software should be integrated and sold to businesses and other commercial end users.
The other big change is last year's return of Gelsinger, who spent the first 30 years of his career at the chipmaker and then, after a few years at storage vendor EMC, served for nearly nine years as the leader of virtualization software giant VMware. "So when he looks at Intel stuff now, [Lavender] looks at it and says, 'OK, that's great. You're great engineers. You put together this great piece of whatever. Now show me how it's going to be used from the end-user perspective. Because if we can't do that, no one's going to buy the stuff anyway,'" he said.
"Their software sales are really going to be more focused on software creators as opposed to a finished product," said Gold, which is very much unlike the situation with McAfee.as a remote verification SaaS offering that aims to improve security for cloud service providers while SigOpt provides optimization software for organizations developing AI models and simulations.
"That's what they've always done well at: things that enable other people to better leverage their platform and better highlight the capabilities of the chips they design," he told us.how the company plans to use Granulate's cloud optimization software to highlight the benefits and features of Intel's processors.
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