Speaking in a conference call, Otellini said that Intel’s earlier attempt to crack the ultrathin notebook market with CULV processors was a “kind of a trial run” for ultrabooks. He argued that Intel will use an entirely different strategy with ultrabooks and work closely with partners to develop top notch products.
"The ultrabook project is much more akin to Centrino," he said. "It's a very wholistic approach to moving the entire market to a different kind of form factor.”
However, there are some downsides to Intel’s platform-oriented approach. Intel is apparently insisting on using pricey components in an effort to create premium products and ultrabooks are expected to cost up to $999. Taiwanese vendors have already voiced concern about Intel’s strategy. They fear high production costs could result in low margins and slow demand, hence Intel is offering subsidies to some vendors who take up the concept.
More here.