Feeds

Intel uncorks marketing syrup, pours over 16 cloud providers

First of many brandgasm 'waves' to come

5 things you didn’t know about cloud backup

Cloud computing has wrecked the carefully tended brands of tech infrastructure providers by smothering their dodgy logos in layers and layers of opaque software, and Intel is not content to let all that expensive marketing go to waste.

Instead, the world's largest chip design company announced on Wednesday that it is slipping some marketing dosh to 17 cloud providers – including Amazon Web Services and Rackspace – to have them highlight the Intel chips running in their cloud.

The "Powered by Intel Cloud Technology" scheme loops in 16 new providers* with a cumulative cloud services revenue of $3bn between them to go along with previously-announced Amazon Web Services.

Though Intel is making a big deal of this, for perspective Amazon's predicted cloud revenue for 2013 was around $3.5bn, so the new providers don't amount to much relative to Bezos & Co.

By being part of the scheme the cloud companies can access "marketing opportunities with potential for joint funding," according to an Intel slide deck seen by The Register, and can piggyback on Intel's own marketing efforts.

Chipzilla isn't disclosing how much money it has set aside for this effort, but the company's director of cloud marketing Raejeanne Skillern tells us "it's a much smaller amount, really more of a supplement," compared to the multi-million Intel Inside campaign

The reason for the scheme is that Intel wants to push some of the more advanced capabilities of its advanced Xeon processors such as their AES-NI (Advanced Encryption Standard New Instructions) chip instructions, and so on.

"We have talked to a bunch of users and service providers who believe the underlying hardware does matter," says Skillern.

Savvy developers can usually check the underlying hardware their instances if they're willing to poke around a bit – for example, by running cat /proc/cpuinfo in Linux.

But Intel thinks its worth branding these instances with a big badge. This brandgasm follows Intel's surprise announcement at the Intel Developer Forum in September last year that it had partnered with Amazon to clearly label where its Xeon chips powered Bezos & Co's cloudy instances.

For now, the providers feeding at Intel's small trough of marketing bucks do not include Google and Microsoft – two companies which buy far more infrastructure than anyone barring Amazon, and are the only ones to come close to Bezos & Co in terms of technical sophistication.

We asked Intel why it supposed some of the larger providers were not involved and Skillern said: "Sometimes it's because some players don't like to disclose information." She described this cohort of 16 providers as a first wave and said others would follow.

The entire marketing initiative is somewhat paradoxical, given that the main aim of cloud is to put various clever buffer layers between a developer and underlying hardware – but with the decline of the PC and Intel's negligible presence in smartphones it needs to brand something, and it might as well be "the cloud". ®

* Full list of providers: Expedient, Virtustream, UOL Host, Locaweb, KIO, Rackspace, Savvis, Cloudwatt, Canopy, Cloud4Com Online.net, OVH.com, NxtGen, Selectel, KT, and one other provider which did not want to be part of the Intel release due to some kind of marketing-driven internal initiative beyond our understanding. ®

5 things you didn’t know about cloud backup

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Banking apps: Handy, can grab all your money... and RIDDLED with coding flaws
Yep, that one place you'd hoped you wouldn't find 'em
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Primetime precrime? Minority Report TV series 'being developed'
I have to know. I have to find out what happened to my life
Ex-IBM CEO John Akers dies at 79
An era disrupted by the advent of the PC
prev story

Whitepapers

Gartner critical capabilities for enterprise endpoint backup
Learn why inSync received the highest overall rating from Druva and is the top choice for the mobile workforce.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.