Intel has added another famous player to its discrete graphics dream team. Chris Hook, who recently stepped down from AMD after 17 years as head of global marketing for AMD, announced on his Facebook page that he had joined Intel (statement below). His arrival is fueling speculation that the CPU maker will come with its own line of gaming GPUs to compete with Nvidia and AMD.
Hook will lead Intel's marketing of visual technologies and discrete graphics products. Thus, Hook seems to be the first dedicated marketer of Intel for discrete graphics cards. Hook joins AMD's ex-AMD Raja Koduri, who runs Intel's graphic design team, and Jim Keller, who joined Intel last week to lead his silicon business.
Intel's re-entry into the discrete graphics market came as shocking news earlier this year. Intel has made two previous attempts to bring a discrete gaming GPU to market, but it eventually completed both programs. The chipmaker has not confirmed that it will target the gaming market with its new products, instead the GPUs are designed for "a wide range of computing segments".
Given the history of Hook, his attitude will certainly spur speculation. Intel is developing gaming GPUs that would make sense from a broader perspective.
Intel is focused on increasing sales in its "data-centric" stores that do not include desktops. Overall, these segments accounted for 46 percent of revenue. Intel's last-quarter revenue, led by the high-margin Data Center Group, is rapidly switching to AI-heavy workloads due to energy efficiency and performance improvements, and GPUs are used for a variety of workloads. [1
Similar to Nvidia with its GPUs and Intel with its desktop CPUs, sales to the broader desktop PC market are driving production volumes and building economies of scale that lower costs. This in turn ensures low prices and high margins. Intel will likely need to expand GPU production volume in the PC market to compete with Nvidia's prices. Therefore, we doubt that Intel will reinvent the wheel with its production model.
Intel's maneuver comes after making some structural changes to his hierarchy. which probably has to do with the 10nm process with production challenges. The company is obviously bringing some of the best weapons in the industry to simultaneously expand into GPUs, which is a clever tactic. It is helpful to have experienced hands behind the wheel when testing new waters.
In the coming months, we will certainly learn more about Intel's future discrete graphics cards. Here's Hook's statement (via Facebook):
I'm excited and motivated to start a new marketing leadership role at Intel in Santa Clara, California.
Intel is a company that I have long admired and is without a doubt the best silicon engineering company in the world. It also has a rich history of processor innovation dating back to the Intel 4004 released in the year I was born. It has an equally rich history in marketing innovation, followed by what was once unthinkable – making a 1945 s a nondescript 16-pin black ceramic integrated circuit a household name and well-known consumer brand.
As you know, it's been recently announced that Intel will further extend its leadership in integrated graphics for PCs with discrete high-end graphics solutions for a wide range of computer segments and further expand its technology portfolio in computing and graphics will, media, imaging and machine intelligence for customers and data centers, AI and edge computing.
This is a pretty exciting trip and I want to be part of it. So tomorrow I will take on a new role in which I will drive the marketing strategy for visual technologies and upcoming discrete graphics products.
I am also pleased to meet the Intel team. The people I've met there are the best in the world in what they do; They are laser-smart and powered to win. And there are also a few good Intel people I've worked with at AMD in the past, world-class technical leaders Ari Rauch, Raja Koduri, and Jim Keller, who have designed and engineered some of the most respected software and software in several careers Silicon in history.
So here is the future – one with competition, choice and incredible technology.