Live blog: IDF 2011 Mooly Eden keynote

Join us as we offer a live account of Mooly Eden’s day-opening keynote from the Intel Developer Forum 2011 in San Francisco.  Reload to refresh, in keeping with our incredibly high-tech real-time operating procedures.

Johan is back, sounding for all the world like Arnold Schwarzenegger, opening the festivities.

And here’s Mooly!

…after a video, I guess.  There are babies and stuff.  Soft music.  So hopeful.  Geoff wipes a tear from the corner of his eye.

 “PCs will continue to inspire all of us to make something wonderful.”

LOUD music, and the beret is onstage!

Mooly’s talking about how amazingly huge the PC market is.

“Emerging markets are on fire.”  China has surpassed US as a consumer of PCs, and Brazil is #3.

 “Let me remind you, the personal computer has been the most adaptable device.”  “Its form and function is constantly evolving.”

1995, Pentium MMX, was transition from enterprise to a consumer device.

Eight years later was another transformation, with the Centrino.  Mobility. Interestingly enough, eight years later, our customers still want us to excel on this mobility vector.

And eight years later, we are transforming things with the Ultrabook.  It will be a consumption device, but also a creation device.

Today, people use their PCs in several ways.  There is debate: which is more important?  The CPU? The GPU? Media?  I think the best thing is to map applications and usage.  In some cases, it’s CPU.  In some cases, it’s GPU.  Actually, your experience is not defined by the best component in the mix, but the worst one.  The magic is to deliver a balanced system.  That’s what we tried to do with Sandy Bridge. 

Annnnnd… demo time.  Content creation.  Picasa 3 with Task Manager showing eight threads.  Going to compare, I think, an Ultrabook to a three-year-old Core 2 Duo system.  Combining three images into a single HDR one.  Showing the before and after images.  Wow, HDR is so…. HDR-ish!

Now we’re demoing a CyberLink video editing tool.  And now the Ray-Ban website with a virtual tool that lets you see different glasses types on a representation of your face.  Uncanny valley, meet high style.

Mooly: “All right, Ivy Bridge.”  Ivy Bridge has 1.48 billion transistors.  Remember the number.  “Those of you who are trying to take picturesw of this beautiful die, I played with this.  It’s not the real one.”  Hmm.. looks like a quad core.  But will there by a quad Ivy Bridge?  Intel is kinda being cagey here.

Mooly says Ivy Bridge is pin-compatible with Sandy.

Now he’s talking about interrupt handling.  2.5K interrupts per second from a Gigabit NIC. 3K from USB.  With Ivy, rather than waking a sleeping core to handle interrupts, the interrupts can be routed to the active core in order to save power, extend battery life.

DX11 is going to be available on all our PCs.  We improved geometry throughput, shader array, sampling throughput. Those of you who have been surprised by Sandy Bridge graphics will be delighted by Ivy’s.

Ivy Bridge demo time!

Display driver has stopped responding and recovered.  Doh!!

Swappped to another demo. And now we’re running HAWX 2 with tessellation on Ivy.  Looks nice and fairly smooth.

We’ve been focusing on user experience.  Actually talking with anthropologist, psychologists, which is weird.  Asking” What do people want out of their computing?

Bringing David, a marketing manager, onstage to talk about this one.

David says we want to satisfy our left-brain side and our right-brain side.  Left brain: We want to be productive and get things done. Learn and advance ourselves.  Be in control, safe, and secure.  Right brain: We want to create, to connect and share, and to lose ourselves in seamless, immersive experiences. Is there one device that can satisfy all of those things?

Hmm, perhaps something based on an Intel chip?!

David is telling us how an Ultrabook might meet each of his criteria.  And he’s finished.

Mooly: This brings us to the Ultrabook.

The Ultrabook is the device that you hold in your hand, the device that you like to show, the device that we put so much effort into what David was talking about.

Need a combination of responsiveness, security, good costs, style, form factor, battery life.

One of the things that we heard with the CULV is that it was still not enough performance.  Ultrabook performance is better than that.

To ensure responsiveness, we extended Turbo.  With 17W and 35W parts, base clock is different, but peak frequency is nearly the same.  So responsiveness is pretty much identical.

Mooly is joined by a young woman who is doing a demo of hibernation, talking about how hibernate is too slow.  Acer Ultrabook comes out of hibernate in ~5 seconds.  (They counted to four, but very slowly.)

Toshiba laptop has been in sleep mode, but it woke up periodically to get updates from the ‘net.  Data is fresh when the user calls the laptop out of sleep.

Now we’re talking security.  To really discuss it, let me invite onstage one of the cyber-warriors, Todd Gebhart, Co-President of McAfee.  Message: You should worry.  And give us money.

McAfee, Intel working on an anti-theft technology.  User can remote-wipe or lock a stolen laptop.  Will be shipping in 2H of next year.  And Todd’s out.

And there’s a ninja onstage.  Him, “No, I’m a hacker.”  “This is very comfortable.  Maybe not as much as a muscle T and Kango hat, but very comfortable.”  Ooh, Mooly.  pwned by the ninja.

Serious dude on the other side of the stage says the ninja/hacker is failing to take over his secure data transfer.

Mooly says you can give your PC a suicide pill, and the PC commits suicide.  Will be a deterrent to theft, since the PC won’t be useful.

Kinda neat: an onscreen PIN pad won’t show up when the ninja remote monitors the display via a hacked display driver.  Server’s display of those PIN pads is somehow secured.

Ninja’s out, and Mooly’s talking about thinness.  Need a smaller, thinner hard drive.  Different batteries.  Was a huge effort.  We had conferences in Taiwan, China, invested more than $300M in order to accelerate economy of scale for Ultrabooks.

Rolling a video about these conferences.

Wow, a room full of people at an Intel presentation is sitting here watching a video of a room full of people at an Intel presentation.  How deep does it go?

But…. there was a lot of discussion lately about Windows 8.  Intel is working with Microsoft.  Welcome Bret Carpenter from Microsoft, who flew from the build conference to give us a demo.

Win8 tablet running on a 32-nm Atom SoC.

And moving over to the Ultrabook.  Acer Aspire S3.  13mm profile, 13″ display.  Resumes very quickly.

A picture of Mooly onscreen.. without a beret.  Mooly is scandalized!

Showing a Windows Metro UI start screen.  “I am able to use a keyboard and mouse with this.”  Even though it was designed for touch.

Tiles represent all of your content, and you’ll notice they’re live.  You’ll notice there’s no chrome.  We give developers access to every pixel onscreen, so they have control over look of their application.

Popping over the Windows desktop mode… Visual Studio Express.  Looks like Windows.

Mixed mode, a weather widget in Metro style split screen with traditional desktop mode.  Nifty.

Now Mooly’s going down a line of demo systems: Toshiba, Lenovo, Asus, Acer..   And they’re really, really thin.

A surprise: “All of these Ultrabooks are featuring Ivy Bridge.”  Pause.  “I repeat, all of these Ultrabooks are featuring Ivy Bridge.”  Applause.


Now Lily here is to talk about screen power savings.

System on left is a traditional LVDS panel, while on right, an eDP panel is refreshing while the CPU is asleep.  Image is stored statically when nothing is happening.  Savings of 500 mW, or 45-60 minutes of battery life in an Ultrabook.

Slide show: screen stays in self-refresh whenever the image doesn’t change.  CPU only wakes up when things change.  She pulls out the display cable to prove it’s working.  Without the cable, the display continues to refresh itself and show an image.

Mark is here to show off Thunderbolt on Windows.  Streaming four uncompressed HD videos.  Over 700 MB/s.  Acer and Asus will be delivering platforms with Thunderbolt technology on them next year.

Haswell time!  Will deliver more than 20X reduction in standy power.  Mooly holds aloft a Haswell chip.  And now here it is in a working system, up, running, and ready.  Several windows doing different things… briefly.

So, to summarize: PC market is growing and continuing to grow.  Ivy Bridge is a “tick-plus,” lots of new functionality.  Ultrabooks are nifty.  And Haswell will complete the Ultrabook revolution.

Mooly has one more thing!  “Roll the video!”

Oh, it’s inspirational, talking about how we are more than media consumers, but creators.  Music cranked up to 11.  The audience is…. deaf.

Mooly: “Lades and gentlemen, let’s go and build wonderful things together!”

And that’s it.  Thanks for reading!

Comments closed
    • dpaus
    • 11 years ago

    Whoa!! So you’re the guy with the purple beret with 5 gold stripes?!!?

    • NeelyCam
    • 11 years ago

    Is that Jerry Springer..?

    • NeelyCam
    • 11 years ago

    Trinity will probably pull ahead, though. But maybe Intel manages to hit that moving target at Haswell time…

    • NeelyCam
    • 11 years ago

    This whining is getting old.

    • NeelyCam
    • 11 years ago

    Awesome – thanks for the info!

    • ely105
    • 11 years ago

    It’s a real system. It may not have been obvious but it was running Windows 7 with several windows open, looping videos, etc. It is a validation system so it isn’t a standard motherboard or bios and so there’s still work to be done. But we wanted to share the progress and at least show something beyond a static windows desktop. 🙂 I can say this cuz i’m the demo guy who pulled together all the demos for Mooly.

    • eitje
    • 11 years ago

    Trepanning gone horribly wrong.

    • Auril4
    • 11 years ago

    I just want to hear the part on how Intel plans to illegally manipulate the market.

    • FuturePastNow
    • 11 years ago

    Didn’t Intel say 60% more performance in 3DMark Vantage? That puts it right up there with Llano. Of course, 3DMark is a lame benchmark, and Intel’s game compatibility won’t be as good as AMD’s, but signs point to a much faster GPU.

    • ronch
    • 11 years ago

    I wonder why he always has to wear that beret.

    • Bensam123
    • 11 years ago

    I see the lines starting to muddle between Turboboost and Speedstep technology… that’s not good…

    • chuckula
    • 11 years ago

    1.48 Billion transistors…. just slightly more than in the fully-equipped Llanos that run at about 1.45 Billion…

    Let’s assume that’s a quad-core chip (pretty safe assumption). Considering a quad core Sandy is at 0.995 billion transistors, thats about 485 million extra transistors that a comparable Ivy Bridge has to play with.

    Now, some of those transistors could be used in a larger cache, improvements to the core, or in other uncore areas, but just for hypothetical purposes, let’s suppose that they are predominantly put into the GPU. Since SB has about 240 million transistors in the GPU, an extra ~500+ million transistors would put it somewhere between 700 and 750 mllion transistors… which is just about the transistor budget that Llano has for the GPU.

    It’ll be very interesting to see how IB stacks up to the Llano chips in GPU performance assuming Intel put roughly equal resources into the GPU in IB as are in Llano. I don’t expect IB to beat Llano at higher power draws like on the desktop, but IB should be much more competitive in mobile applications, and may be *very* competitive at < 20 watt power envelopes. We’ll see if Trinity can radically cut the power draw while maintaining graphics performance.

    • chuckula
    • 11 years ago

    Here’s a video of the Haswell demonstration (real demo doesn’t begin until about 2 minutes in): [url<][/url<] It looks like a real "running" system.... possibly running Linux by the view we get from the onscreen graphics.

    • Krogoth
    • 11 years ago

    I missed these kind of conferences…..


    • willmore
    • 11 years ago

    Did they claim it was a system or maybe it was just the output of the chip RTL simulation?

    • willmore
    • 11 years ago

    I’m curious to know if it’s ‘really’ or ‘only’. When were we supposed to see ultrabooks show up? I though it was before IVB was supposed to be here (2Q12)?

    • NeelyCam
    • 11 years ago

    No. Use this instead:


    • smilingcrow
    • 11 years ago

    I’m gay for Captain Jack also. Is this the correct forum for coming out on?

    • codedivine
    • 11 years ago

    Looks like ultrabooks will only really launch with Ivy Bridge.

    • chuckula
    • 11 years ago

    Well…. it is unclear what kinds of clocks that Haswell system had, how many cores were actually working, whether onboard graphics were functional etc. etc. The demo appeared to be a brief show of some basic running programs without any real interaction or testing to check on performance or stability.

    I may have been blasted yesterday for questioning AMD’s motives in posting an insanely overclocked Bulldozer, but this demo isn’t much more useful than that demo. It does show that the major design of Haswell is pretty much done though… but lots of bugs likely remain to be worked out.

    The IB demos were a lot more detailed and that chip looks to be ready to go once the yields improve on 22nm.

    • NeelyCam
    • 11 years ago

    Wait, what? They are demoing [i<]a working Haswell system[/i<]!!!??? Some 18mo before the release? Crazy...

    • chuckula
    • 11 years ago

    I wanted pirates.

    • dpaus
    • 11 years ago

    Haswell looks impressive, and the e-DP display sounds pretty cool. But ninjas? Seriously?

    I hate what Steve Jobs has done to the technology conference paradigm. Guys, you’re not rock stars. Nowhere close. You’re not even Charlie Sheen.

    • steddy
    • 11 years ago

    Me likey.

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