We're inside the Palazzo Ballroom in the ginormous Venetian Hotel, being washed by Intel-blue lights and waiting for Paul Otellini to grace us with his awesome presence.
To set the scene for you: there's a massive stage backed by a cinema-sized projection display, with two smaller -- well, less huge -- screens framing that. We snagged a pair of burgundy seats in the second row, with a large crowd building up behind us.
We're getting close, an electronic voiceover gave us the five-minute warning.
Music started to boom even louder before subsiding. And now, a video of Las Vegas is projected on the side screens.
It's a CES auto-advert: more than 3,300 exhibitors, 140k attendees, etc.
President and CEO of CEA Gary Sharipo comes out with a big grin.
"Our speaker today is a familiar face at CES." No kidding, when was the last CES without a Paul Otellini keynote? Answers on twitter, please.
"Paul has led Intel through one of the most turbulent eras in business. Intel's revenue was $5bn in 2006, his first year on the job." Today, the company's on track to rake in more than $50b for 2011.
"Today, the ultrabook is reinventing the PC. You've seen these light, sleek devices - they're irresistible!"
"Over time, there have been just a handful of enduring, high-performance global businesses." And Intel is one of those.
And now Gary is illustrating his Intel brand pitch with a sweet hi-tech video.
For a company that needs no introduction, Intel is getting a really long introduction.
"The everyday things that we do really are extraordinary." Hey, didn't Nokia take that oxymoronic catchphrase with the Amazing Everyday?
We spotted Intel's Medfield prototype in that video.
Here comes Paul.
Massive applause, lights flashing all over the place.
Quite a rock star entrance, replete with the stage lights blasting the audience in the eyes. Thanks, guys!
Paul is starting off by walking us through the products of the 'digital revolution: consoles, all-in-one PCs, etc.
"I contend that what we've seen is nothing compared to what's on the horizon."
Moving from an era of the personal computer to "an era of personal computing."
"The devices themselves are less relevant. The more important question is 'are we creating a better experience?'"
"That's the litmus test for all of us in the industry and at CES." Here, here, Paul.
"Four essential qualities of computing" for Paul. The experience must be Engaging, Consistent...
Aware. As in "aware of our preferences". And most importantly for Paul, the computing experience must be Secure.
"The standards of security have to be higher. Security can't just be a wrapper we wrap around the device, it has to be integrated."
With cloud computing becoming more widespread, Paul's point about security is well founded.
Now he's moving to the 22nm Ivy Bridge after reminding us about the 32nm Sandy Bridge.
"And we have line-of-sight to the next generation: 14nm technology."
