Providing perspective for today’s technology leaders

Rob Enderle

The Enderle Group provides an unparalleled look inside breaking technology events to identify the core reasons that buyers and builders of technology should care.

Rob’s Articles

  • NVIDIA Blackwell And The Difference Between Energy Efficiency And Power TG Daily | Jun 14 NVIDIA’s new Blackwell GPU is an amazing offering. It’s similar in some ways to AMD’s Threadripper in that both parts push the envelope of performance, and both, due to the amount of power they require, would be difficult to get approved based on energy consumption. When Threadripper came out, it was positioned at the gaming market, but Lenovo saw the opportunity it represented in the workstation market, brought out a line of Threadripper workstations and took market leadership in workstations. Engineers have always favored absolute power and performance. To them, energy use isn’t as important.
  • NVIDIA/Databricks Partnership Advances AI Competency techspective | Jun 14 Everyone is currently learning how to train and deploy AI. Companies like NVIDIA provide the core technology as well as some direction given its multi-decade-long path to achieving AI dominance. But its strongest competency is in collaborating with companies like Databricks that, in turn, provide more focused expertise and greater industry depth when it comes to deployments.
  • Why the Current Approach for AI Is Excessively Dangerous Datanami | Jun 13 When I look at AI efforts from companies like Microsoft, the focus is on productivity, which has been the primary benefit of most technological advances over the years. This is because it is far easier to quantify the benefits financially from productivity than any other metric, including quality. This focus on productivity has resulted in a lack of critical focus on quality and quality problems with AI platforms, as highlighted by the recent WSJ head-to-head AI comparison article that ranked Microsoft’s Copilot last.
  • Rethinking AI Priorities: Lessons From IBM Think and Intel's Lunar Lake TechNewsWorld | Jun 10 I watched IBM Think last week. As I listened to IBM CEO Arvind Krishna talk about how IBM is willing to configure hardware, software, and services for every customer, it struck me that the one thing we are not doing with AI is thinking it through. We are throwing AI at everything and not prioritizing where we need it to focus.

More articles »

Rob Enderle on…

AI features in new Chromebook Plus laptops

“This all seems very rushed, likely because Google was caught flat-footed when Microsoft announced the expansion of Copilot. ... The Chromebook Plus appears to be targeting the AI PCs shipping next month, but it’s feature-light compared to those machines. However, they should also be far less expensive.”

Google Joins AI Laptop Party With Chromebook Plus

Dell’s data breach

“The issue for Dell is that, if Dell can’t protect itself from this kind of problem why would anyone use them to protect themselves? ... With this information, a hostile actor can effectively steal Dell’s identity and convince a Dell customer they are Dell. Imagine if that customer is an admin, CIO, CEO, or CFO. The damage could be massive.”

Dell Data Breach Could Affect 49 Million Customers
Security Boulevard

Deep fakes

"Deep Fakes are creating two problems tied to confirmation bias. ... These fakes are decoupling us from reality where we believe the videos we agree with are real, and the ones that challenge our views, are fake regardless of whether they are fake or real."

In Deep Fake Video, White House Claimed WWII Won By America And Ukraine

Intel and Pat Gelsinger

“If things go sideways on Intel, it is the manufacturing side that will sustain them. He is doing the right thing… he is the only one who knew it well enough to turn it around.”

Pat Gelsinger was brought in to fix Intel. 3 years later, it still seems like a mess.

The surge in AI content

“AI is getting a ton of hype pushing more and more people to try these AI tools. The tools mostly work reasonably well and are relatively easy to learn and use. They allow you to create decent content far more quickly, resulting in greater proliferation than pre-AI tools.”

Copyleaks Study Finds Explosive Growth of AI Content on the Web
E-Commerce Times

Advising Services

The Enderle Group delivers customized advisory services to businesses based on their unique needs. Those services include:

  • Business operations review, assessment and guidance
  • Market and competitive evaluation and recommendations
  • Customer and vendor insight and market strategy
  • Marketing and product introduction counseling
  • New hardware and software testing and review


Rob Enderle

An Internet search of media quotes validates Rob Enderle as one of the most influential technology pundits in the world. Leveraging world-class IT industry analysis skills honed at DataQuest, Giga Information Group, and Forrester Research, Rob seized upon the power of the information channel as a conduit to reach business strategists and deliver valuable, experienced-based insight on how to leverage industry advances for maximum business advantage.

As President and Principal Analyst of the Enderle Group, he provides regional and global companies with guidance in how to create credible dialogue with the market, target customer needs, create new business opportunities, anticipate technology changes, select vendors and products, and practice zero dollar marketing. For over 20 years Rob has worked for and with companies like Microsoft, HP, IBM, Dell, Toshiba, Gateway, Sony, USAA, Texas Instruments, AMD, Intel, Credit Suisse First Boston, ROLM, and Siemens.

Mary Enderle

Mary EnderleAs Enderle Group’s Branding and Web Design Consultant, Mary brings a depth of knowledge regarding brand-driven design, creation of brand management tools, creative direction and agency management. Mary was the worldwide corporate brand identity manager at Intel® Corporation, one of the top ten brands in the world. Under Mary’s leadership, her team was responsible for ensuring that all communications were consistent and reflected Intel’s values, to make sure that Intel would continue to rank among the top ten recognized brands worldwide. Mary also spent nine years managing the look and feel for, consulting across many divisions on both creative and site usability.

After leaving Intel, Mary consulted with top tier companies on branding and web design including Dolby Laboratories, Gateway Computers, Advanced Micro Devices, Intel and Kodak Gallery.

Mary was the Brand Director and Affiliate Manager for CafeGive® for 1½ years, a startup that is focused on building a thriving community of nonprofit organizations and their advocates consumers and merchants dedicated to grassroots fundraising through ecommerce. CafeGive has evolved their focus to help nonprofits create social media campaigns for their causes. CafeGive Social is the easy to use platform that helps organizations and teams of all sizes create successful cause marketing campaigns.


Contact the Enderle Group

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Rob Enderle
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Brand & Web Design Consultation

Mary Enderle
Brand Identity/Web Design Consultant
63081 Casey Place
Bend, OR 97703-9008
(408) 272 8554 Office
(408) 839 6296 Cell