Big Changes To Intel's Whitebook Channel Program

The VBI program, introduced in 2006 as part of Intel's mobile Common Building Block (CBB) initiative, will continue to support channel partners in the program with systems built on the current Napa and Santa Rosa mobile platforms but will be phased out with the introduction of the chipmaker's Monte Vina platform in Q2 of next year, Dallman told ChannelWeb on Thursday.

While the Santa Clara, Calif.-based chip maker would stop verifying most of the components listed under CBB, Intel would continue to do so for channel partners with chassis and LCD displays, he said.

"We're going to take the VBI program, and wind it down, but we're not reducing our financial investment in supporting the channel and global OEMs. We'll continue to evangelize Common Building Block in chassis and LCD displays, but we're going to the next stage of support and development in this marketplace. This marketplace will become a little more boutique-ish, but there'll be room for more profit margin, too," Dallman said.

Intel's CBB initiative, introduced in 2005, standardized certain notebook components such as hard disk drives, optical disk drives, LCD display panels, battery packs, AC/DC power adapters, keyboards and customizable notebook panels. The VBI program was launched to give whitebook builders access to more Intel-vetted notebook ingredient suppliers who meet CBB quality, customization and interchangeability standards with their peripheral components.

Dallman said that VBI had outlived its usefulness and that "Intel no longer needs to take the lead position" on enforcing CBB standards for whitebook components due to the maturity of the notebook ingredient market and "significantly improved" manufacturing quality by components suppliers.

Bill Paschick, president of whitebook builder Rain Recording, didn't disagree with Dallman's assessment but suggested there might be a bit more to the story.

"It's not surprising. But it's a little disheartening. I have mixed feelings about it. I really do commend Intel for their attempts to make the notebook space more like the desktop space for system builders," Paschick said.

Rain Recording, a Ringwood, N.J.-based builder of digital audio workstations, notebooks and storage devices, was an early entrant in VBI, as well as its predecessor, Intel's Build to Order (BTO) program for whitebook builders.

"We were one of the first shops in the BTO program. It allowed us to build our first notebook that was completely branded as Rain. We were like, 'Hey, this is kind of like the desktop world!'," Paschick said.

"But Intel may have suffered by trying to standardize a platform that doesn't take kindly to standardization. Maybe they bit off a bigger chunk than they had anticipated. They're very good at servicing their own product, but [with BTO and later VBI] they opened up a Pandora's Box of being responsible for other manufacturers' products. Maybe they weren't ready."

Paschick also said that despite positive reception by whitebook builders for VBI, actual Intel-verified components were often hard to find.

"There were immense shortages with VBI in the channel. It first met with a lot of initial success and it really worked for system builders, but after a while it seemed like it may have become too unwieldy for them," he said.

Paschick said he was still unsure of how Intel's new direction would play out after just being informed of the VBI phase out at a recent partner event. But the whitebook builder guessed that the move might free the chip giant up to play a quieter, perhaps even more influential role in the space.

"Now Intel doesn't have to be the cop on the whole thing, they can just influence the direction everybody goes in," he said.