TECHiNSIGHT - VBI Under The Knife Story

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Once upon a time, the world of whitebooks was dominated by proprietary shells. Battery packs weren't interoperable. Neither were keyboards or even AC adapters. The market for BTO (Build to Order) notebooks was small, and hardware vendors consequently ignored the few VARs eager to source memory, hard drives, and processors. As a result, the channel struggled against the price cuts and constant refreshes larger vendors used to spur sales.

But the murmur of BTO grew to a buzz as the vocal enthusiast community discovered laptops with at least some promise of upgradeability. Intel's Centrino platform initiative introduced much-needed order to the equation, standardizing on an immensely popular processor architecture, a complementary chipset, and wireless networking support. Slowly but surely, the word got out that whitebooks were not only available, but they were also powerful, affordable, and equipped with the same exciting components used by tier-one vendors.

Although ODMs have taken huge strides to simplify the assembly of whitebooks, cutting the job to about 15 minutes, and integrate critical value-adds like discrete graphics chips, built-in webcams, and biometric sensors, there still seems to be a wall in place keeping resellers from enjoying more success selling whitebooks. Today's landscape of myriad of choices and new features should enable the VAR to help interpret technology for overwhelmed customers. That's still not the case, though.

VBI Emerges

Intel's figurative jackhammer, following hot on the heels of the latest Centrino revamp, is called VBI (Verified by Intel). The program addresses the interchangeability of seven notebook ingredients through a joint effort between Intel, its ODMs, and notebook hardware vendors. According to Intel, the program's purposes are simplified sourcing, inventory management, and build-to-order flexibility. Every certified VBI whitebook is tested to ensure the interoperability with those components on other systems in the program. So, in theory, resellers should be able to buy VBI shells from several different vendors and stock one type of replacement component for all of them.

In practice, there are a few more variables to understand before distilling VBI into a one-size-fits-all magic bullet. Notebook hard drives, for example, are all 2.5" form factor, but some VBI notebooks employ parallel ATA while others have been modernized with SATA. VARs building whitebooks with both storage interfaces obviously won't be able to stock a single hard drive model that'll swap into any chassis.

The septet of standardized Common Building Block (CBB) ingredients also includes optical disc drives, keyboards, batteries, LCD screens, customizable notebook panels, and AC adapters—each category getting its own page on Intel's reseller Web site (reseller.intel.com) to help walk VARs through the process of procuring the right parts. Some of the components, like the optical drives, are truly universal, sliding into a 12.7 mm-tall slot. Others are sub-divided further. Power adapters span three different output levels, LCDs are available in different sizes and screen formats, and customizable panels have to be manufactured to match.

For VARs who have had trouble in the past tracking down replacements for this or that whitebook's LCD screen or battery pack, VBI represents a landmark in improving service. The initiative isn't a foolproof blueprint to building notebooks, though, so it's important that resellers educate themselves on the available puzzle pieces before jumping headfirst into concerted whitebook sales.

Putting VBI to the Test

The VBI program doesn't change the Way you build whitebooks, per se. Put two shells side-by-side, one in compliance and the other non-VBI, and you might not even notice the difference. Both require mobile Intel processors, SO-DIMM memory modules, and 2.5" hard drives. What it does do is simplify sourcing, since multiple third-party vendors feed the channel all seven CBB components.

VBI doesn't define how an ODM designs a whitebook shell, either, leaving plenty of room for continued differentiation. Some models include discrete graphics subsystems; others target business users with cost-effective integrated logic. Some fit into the thin-and-light genus while multimedia and mainstream classifications are well-represented, as well. Testing VBI's efficacy is all about swapping the seven CBB components back and forth to help determine how those pieces really work together. Resellers will want to take note of the parts that are truly universal in addition to the pieces that, though standardized, might be available in several different variations.

In an effort to assess the real-world utility of VBI, we procured one notebook from each of the participating ODMs: ASUS, Compal, and Quanta. The first came directly from ASUS, while the other two were shipped from ASI, demonstrating that VBI is now in full swing and readily available through distribution.

Enjoying True Plug and Play

Both of the whitebooks from ASI arrived kitted, completely
empty and dismantled. Thus, it was immediately apparent that the two utilized identical keyboards, despite the fact that Compal's EL80 was significantly larger than Quanta's SW1. And though it shipped in a more completed state, keyboard installed, ASUS' Z96J clearly featured the same board manufactured by Sunrex.

Optical disc drives, originating from Lite-On, Panasonic, and QSI, enjoy the same universal compatibility. There are three variations available, including CD/DVD combo drives, DVD burners, and SuperMulti drives capable of reading and writing to CDs, DVDs, and DVD-RAM discs. Each type measures 12.7 mm tall and sports a front fascia compatible with the GBAS (Generic Bezel Attachment Specification) to guarantee a perfect fit. Naturally, those swapped back and forth from one empty shell to the next.

Even one generation ago, optical drives shipped with an array of different bezels and rear connectors, complicating compatibility. So although you'll probably need to inventory a couple different types of burners at various price points, at least they'll all slide into the same interface.

Time to Pay Attention

The other five Common Building Blocks are standardized, as
well, but they require a little more attention from resellers. AC adapters, for example, come from one supplier. However, there are three different output levels determined by the whitebook in question—65W, 75W, and 90W. Intel lists all eleven VBI models on its Web site with corresponding wattage ratings to help resellers identify the proper adapter. Be aware, though, that if you sell whitebooks spanning the power gamut that you'll need to inventory all three types of adapter and not just one.

Also, power adapters don't include AC cables. Because VBI is a worldwide initiative, Intel specifies 15 different part numbers to accommodate electrical sockets around the globe. Simply order the appropriate cable each time you buy a power adapter.

VBI establishes two standard battery packs, both six-cell configurations bearing the same dimensions. Only capacity differs, with one rated at 48.8 WHr (Watt hours) and the other a slightly greater 53.3 WHr. Larger whitebooks, such as ASUS' Z96J and Compal's EL80, tend to include the longer-lasting battery, while smaller designs get by with the other one. That VBI helps consolidate 11 different notebooks down to two batteries is nothing short of amazing. Remember, though, to stock replacements for both capacities since mating a lower-power battery to one of the larger VBI shells would likely yield lackluster longevity.

The same due diligence applies to hard drives. As discussed, co-existence between the parallel and serial ATA technologies is in any reseller's best interests since there's still a slow transition taking place from one to the other. But because some VBI shells employ SATA (the EL80 and Z96J, for instance) while others lean on PATA, VARs should probably keep both on hand.

Advanced VBI

After a few hours of dismantling our three hitebooks and exchanging disk drives, batteries, and keyboards, we decided to tackle an LCD screen replacement. The effort was short-lived, unfortunately, when we discovered that there's really no easy way to separate the LCD from its protective lid.

"LCDs are more difficult to replace than any of the other building blocks," says Wes Sieker, Intel's North American channel marketing manager for mobile products. "We expect most customers with LCD issues will RMA their whitebooks directly through Intel."

Indeed, given Intel's promise of support for VBI shells, VARs are much better off letting Intel handle the swap rather than stock another pricey component and have to worry about damaging a sensitive replacement. And because VBI-compliant LCDs span three different sizes and two aspect ratios, it's just as well that you take a more passive role in servicing LCDs.

Of the seven common building blocks, Intel's CNP (customizable notebook panel) is the most unique, giving customers an opportunity to decorate their whitebook with personalized art on a polycarbonate or vinyl surface. Every VBI notebook, including the Compal EL80 and Quanta SW1, accommodates one of two standardized panel sizes through a small depression across each chassis' lid. One size fits 14.1" widescreen panels. The other works with 15.4" screens.

Here's where things get interesting. According to David Ray, marketing manager at ASUS, many of the company's whitebooks don't include the indentation needed to apply a CNP. And because VBI compliance encompasses all seven building blocks, the company is careful not to overstep its claims of compliance with the initiative, even though it helped Intel define the other six components.

Getting More of a Good Thing

Representatives at Intel acknowledge that VBI is a forward-progressing concept, a helpful nudge to encourage standardization in the channel and enable resellers with tools to compete against larger vendors. Prior to VBI, some ODMs implemented four CBB components in their Centrino platforms. VBI now formalizes the list at seven, and you can expect that upcoming Intel mobile platforms will evolve the initiative further.

Earlier this year, Intel's focus was on transforming VBI from a concept to shipping product. Now we're seeing the realization of that goal, according to ASI's Kent Tibbils, who says the availability issues affecting VBI at launch have been addressed.

"VBI debuted with the announcement of 11 whitebooks that were hard to keep stocked. Today, availability is much improved for VBI models covering the 14" to 15.4" screens, and we are even beginning to see other flavors, such as 12" or 17" Core Duo products due to arrive soon that will fill specific niche markets not covered by VBI."

As the program stands today, VBI fulfills its charter to simplify sourcing, inventory management, and BTO flexibility. VBI also takes care of VARs post-sale by extending complete support should a whitebook need more involved service than a simple device swap. Intel is taking control of driver and BIOS updates, too.

Like everything else in life, no initiative is perfect. But VBI is a remarkable step in the right direction for VARs looking to improve whitebook sales without having to sacrifice solid customer support and for a channel in need of a way to survive and thrive in the face of OEM competition.

When Intel set forth with an aim for the first phase of VBI, it envisioned a program whereby channel partners might enjoy better notebook sales through a set of common building blocks, greater availability of spare parts, increased differentiation, and access to unified support. A quick look at the roster of participating ODMs, the barebones whitebooks already selling to VARs, distributor stock, and Intel's own Shop Intel Web site (www.shop-intel.com), loaded with CBB-compliant replacement components, clearly indicates that the effort is progressing nicely. But that doesn't mean it has matured.

"We're thrilled about the adoption of VBI up to this point," says Wes Sieker, Intel's North American channel marketing manager for mobile products. "Having realized some of our initial goals for the program, however, we're now ready to expand and improve even further based on reseller feedback."

Thus, Intel is currently working on the second phase of VBI, which will see a handful of tweaks tailored to improve your customer's whitebook experience even more. For example, expanded distribution should put VBI hardware in the hands of VARs who might not have had access to it previously. D&H and Tech Data Canada are newly on board, each with its first orders already placed.

Particular emphasis is also being placed on improving efficiency. Tier-one vendors have their own streamlined processes for answering support questions and replacing faulty parts. The challenge Intel faces lays in extending a similar degree of timeliness to a huge network of partners, all selling built to order notebooks manufactured by a trio of ODMs. And while Intel shouldered that task in the first incarnation of VBI, the company claims it will step things up a notch in phase two. It's making pre-production BIOSes available for the upcoming Merom processor, for instance. Pin-compatible with today's Core Duo and graced with 64-bit processing, expect Merom to once again raise the performance bar. Intel is also drafting interchangeability guides for the seven common building blocks and focusing more attention on service efficiency.

One arm of that effort comes from improved spare part availability from the Shop Intel site. Currently, VBI specifies two battery pack configurations—both consisting of six cells. Round two establishes a nine-cell option to extend whitebook battery life. Of course, Intel plans to make that component available on its Web site, along with other CBB parts and accessories. Partnerships with Targus and PORT allow resellers to pitch valuable upsells as well, addressing security, storage, and docking.

Intel also hopes to improve efficiency through a better supply chain, which funnels hardware in through a North American hub and give resellers quicker access to product versus distributors sourcing direct shipments from Taiwan. By taking a more proactive role in supplying systems and spare parts, Intel is sending a reassuring message to its partners: more than ever, the company is confident in VBI's value.

Finally, Intel plans to introduce even more lucrative reseller promotions. Though specifics are still somewhat sparse, partners can currently earn rebates on Intel processors, mobile hard drives, and whitebook chassis. Expect to see similar programs in the future, along with cooperative distributor promotions.