The only three true job interview questions are:

1.  Can you do the job?
2.  Will you love the job?
3.  Can we tolerate working with you?

That’s it.  Those three.  Think back, every question you’ve ever posed to others or had asked of you in a job interview is a subset of a deeper in-depth follow-up to one of these three key questions.  Each question potentially may be asked using different words, but every question, however it is phrased, is just a variation on one of these topics: Strengths, Motivation, and Fit.

Can You Do the Job? – Strengths

Executive Search firm Heidrick & Struggles CEO, Kevin Kelly explained to me that it’s not just about the technical skills, but also about leadership and interpersonal strengths.  Technical skills help you climb the ladder.  As you get there, managing up, down and across become more important.

You can’t tell by looking at a piece of paper what some of the strengths and weaknesses really are…We ask for specific examples of not only what’s been successful but what they’ve done that hasn’t gone well or a task they they’ve, quite frankly, failed at and how they learned from that experience and what they’d do different in a new scenario.

Not only is it important to look at the technical skill set they have…but also the strengths on what I call the EQ side of the equation in terms of getting along and dealing or interacting with people.

Will You Love the Job? -Motivation

Cornerstone International Group CEO, Bill Guy emphasizes the changing nature of motivation,

…younger employees do not wish to get paid merely for working hard—just the reverse: they will work hard because they enjoy their environment and the challenges associated with their work…. Executiveswho embrace this new management style are attracting and retaining better employees.

Can We Tolerate Working With You? – Fit

Continuing on with our conversation, Heidrick’s Kelly went on to explain the importance of cultural fit:

A lot of it is cultural fit and whether they are going to fit well into the organization…  The perception is that when (senior leaders) come into the firm, a totally new environment, they know everything.  And they could do little things such as send emails in a voicemail culture that tend to negatively snowball over time.  Feedback or onboarding is critical.  If you don’t get that feedback, you will get turnover later on.

He made the same point earlier in an interview with Smart Business, referencing Heidrick’s internal study of 20,000 searches.

40 percent of senior executives leave organizations or are fired or pushed out within 18 months. It’s not because they’re dumb; it’s because a lot of times culturally they may not fit in with the organization or it’s not clearly articulated to them as they joined.

Preparing for Interviews

If you’re the one doing the interviewing, get clear on what strengths, motivational and fit insights you’re looking for before you go into your interviews.

If you’re the one being interviewed, prepare by thinking through examples that illustrate your strengths, what motivates you about the organization and role you’re interviewing for, and the fit between your own preferences and the organization’s Behaviors, Relationships, Attitudes, Values, and Environment (BRAVE).  But remember that interviews are exercises in solution selling.  They are not about you.

Think of the interview process as a chance for you to show your ability to solve the organization and interviewer’s problem. That’s why you need to highlight strengths in the areas most important to the interviewers, talk about how you would be motivated by the role’s challenges, and discuss why you would be a BRAVE fit with the organization’s culture.

There are several components of this including positioning yourself for a leadership role, selling before you buy, mapping and avoiding the most common land mines, uncovering hidden risks in the organization, role, and fit, and choosing the right approach for your transition type.

The successful IPO of Facebook, the flak surrounding Twitter’s decision to censor some tweets, and Google’s weaker-than-expected 4th-quarter earnings all point to one of the big events of our times: The crazy, chaotic, idealistic days of the Internet are ending. Once, the Prairies were open and shared by everyone. Then the farmers arrived and fenced them in. The same is happening to the Internet: Apple, Amazon and Facebook are putting up fences — and Google is increasingly being left outside.

The old Internet on which Google has thrived is still there, of course, but like the wilderness it is shrinking. Often these days, we sign up for Facebook or Amazon’s private version of the Internet. At other times, we use a smartphone and download an App instead of using Google search.

Investors are already placing their bets on who the winners of the new Internet will be: Over the past five years Amazon’s shares, despite their recent fall, have risen 370%. Apple’s are up 438%. Google’s, meanwhile, have merely risen by 17% in all that time.  It is still the early days of this long-term trend, but my hunch is that this gap in performance will widen over the coming year — and that Google’s long slow decline has already begun.

What makes Google’s predicament so serious is that it has little to do with technology and everything to do with business models. You can buy or copy technology, but changing a business model is about the hardest thing any company can do. Google’s business model, and nearly all its revenue and profits, depend on the Internet remaining open. When we search, Google pockets billions from advertising. If the old Internet is changing, Google’s original way of doing business loses value.

When Google reported its results two weeks ago, the first headlines focused on the 25% increase in fourth quarter revenues compared to last year. Investors, however, focused on the drop in the cost per click that Google is able to charge advertisers. The main reasons for the decline in this all-important metric is increased competition from Facebook, Amazon, and Apple.

Start with Facebook, which has erected a cyber fence around its 800 million-plus users and refuses to share some important data with Google. This means that Google’s searches are not quite as valuable to advertisers as they used to be when the Internet was open and when Facebook was much smaller than it is today.

Amazon is increasingly playing a similar trick — but with a twist. Amazon has taken Google’s freely available Android operating system and adapted it for its new Fire tablet. Amazon gets to free ride upon Google’s software, in other words, while the search giant gets nothing back in return. No data, and no advertising revenue.

Apple’s land grab, meanwhile, may be the most definitive. The Apple universe is like a cable TV network that owns content or aggregates it. It’s phones, computers and tablets are like the set-top boxes your cable company gives you. The content you consume might be a film that you download, a song, a book, an application or something you buy on line, like a pair of shoes. And none of the data Apple’s customers generate is available to Google. (Amazon basically has the same arrangement going with its Kindle and Fire. The only thing it doesn’t own is the network, but it doesn’t matter: Once you log into Amazon with a password, you’ve left Google’s open Internet.)

The danger to Google, in other words, is that as social networking, smartphones and tablets increasingly come to dominate the Internet, Google’s chance to earn advertising revenues from searching will shrink along with its influence.

Yes, Google has the Android and Google+, but these may not be enough to fight the shift to the closed Internet. Google+, of course, has just a tiny fraction of Facebook’s scale and there’s currently little reason to think it can catch up. The Android operating system, also an attempt by Google to build its own internet eco-system, is a more conspicuous success. Most commentators focus on the rapid growth of Android and the fact that it has greater market share than the iPhone.

But this analysis misses the point: The Android may have market share, but more than half of mobile searches come from iPhone users. Google may have developed Android but, unlike Apple’s iPhone, it does not really control it. Licensees like Samsung and HTC are able to adapt Android software to their own ends. And smart companies like Amazon are getting a free ride on Android while sharing little of the spoils with Google.

Don’t get me wrong: Google is still a force, just as Microsoft, Intel and IBM are. But they are no longer at the epicentre of the zeitgeist. Like Microsoft before it, Google can fight the good fight on many different fronts. Whether it can ever find an engine of growth capable of supplanting its core business is another question.

About the Author

Keith Woolcock has been covering technology as an analyst and journalist since the mid 1980s. He has worked for Nomura, Merrill Lynch, the Daily Telegraph and the Mail on Sunday; appears regularly on CNBC in London; and in 2010 founded 5thcolumnideas, which provides global thematic research and spots important investment trends — especially in technology – for institutional investors.

A young woman I know is a star. In her early thirties, she had an M.B.A. and was already running a small division of a successful fashion company. She had that rare combination of design sense and business savvy that makes a virtuoso fashion executive.

The owner of her company noticed. And when the company’s president left, the owner tapped my friend for the job.

She had her doubts. In the job, she would be more disconnected from the design work she loved and she would be focused far more on finances and doing deals. More than anything, she would have to manage the owner who was temperamental. That wasn’t really her forte or interest.

On the other hand, what an opportunity! And honor! It would look amazing on her résumé, the money was great, and to be president at this young age? How could she turn it down?

So she took the job.

The first few months were grueling, but she expected that. What she didn’t expect is that it wouldn’t get better. She mastered the finances – and even enjoyed that part – but the politics of her relationship with the owner were sapping her energy. Things began to slip through the cracks. The designs began to sell less well. And the owner was becoming increasingly tense and erratic.

Within a few years, she left the job and the company.

If you think about it, the entire outcome was predictable.

We all have a sweet spot where everything seems to flow; where we feel happy, competent, in sync with everything around us, uniquely talented, and predictably successful. It feels like magic, but it’s not: It’s the intersection of our strengths, weaknesses, passions, and differences.

My friend, in taking the job, veered from her sweet spot.

The scenario is not uncommon. Of more than 10,000 people who have taken a productivity quiz on my website, a full 72% admit to doing work they neither excel at nor enjoy.

That’s a mistake. We should plan our work and our lives so that we operate in that intersection. Outside it? Chances are we’ll fail. We might succeed at first, but it won’t be sustainable.

So why do we ever leave our sweet spot? Sometimes, it’s because we want to learn. One of the reasons my friend took the position was to get experience running her own business.

But there’s another temptation at play: ego. A new job sounds impressive and the external rewards and recognition are significant, so we think we should take it, even when we might know in our gut it’s not the right fit.

A few years ago, I was asked to sit on the board of a non-profit. I was honored and I accepted. After a few meetings though, my enthusiasm started to wane. I liked the organization and I liked the people on the board, but I didn’t care enough to devote real time to it. It wasn’t something I was passionate enough about and it required that I be a strong fundraiser, definitely a weakness of mine. In other words, it failed two out of four of my sweet spot criteria.

Here’s the crazy thing: A year later, they asked me to be president of the board, and I accepted again. I lasted a year.

So, why did I accept? I’m embarrassed to say that, mostly, I liked the idea of being president of the board, even though the role took me out of my sweet spot.

At first glance, you might think the dilemma of seduction could be solved by being clear about what you want versus what other people what from you. That would be a fairly easy distinction to sort out.

But it’s more complicated than that. In fact, the dilemma is entirely within us: It’s between what we want and what we think we should want, which is hard to distinguish.

Still, in the midst of that complexity, there’s a simple way to assess an opportunity. Next time you’re given an “offer you can’t refuse,” ask yourself if it will place you squarely in your sweet spot. If it won’t, you know what to do.

As for my friend? She eventually started her own company. She works on the designs herself, which she loves, and is very close to the marketing, promotions and finances. And politics? Very little.

The company is successful, of course. She’s in her sweet spot.

About the Author

Peter Bregman speaks, writes, and consults on leadership. He is the CEO of Bregman Partners, Inc., a global management consulting firm, and the author of Point B: A Short Guide To Leading a Big Change.

[Via WSJ]

Brad* is as hard a worker as anyone I know. He’s not just busy, he’s keenly focused on getting the right things done. And it pays off — he is the largest single revenue generator at his well-known professional services firm.

A few days before Thanksgiving, Brad flew from Boston to Los Angeles with his family. He was going to work for the first few days and then relax with his family. During the flight, he decided not to use the plane’s internet access, choosing to talk and play with his children instead. A five-hour digital vacation.

When they landed, Brad turned on his BlackBerry and discovered that a crisis had developed while he was in the air and he had close to 500 email messages waiting for him.

So much for a digital vacation.

The truth is, we can’t ever really get away from it. There is no escaping the nonstop surge of email, text, voicemail, Twitter, Facebook, LinkedIn — and that’s just the technology-based stream. How can we ever catch up?

We can’t.

The idea that we can get it all done is the biggest myth in time management. There’s no way Brad can meaningfully go through all his email and there’s no way any of us are going to accomplish everything we want to get done.

Face it: You’re a limited resource.

Each day only has 24 hours and we can’t sustainably work through all of them.
On the one hand, that’s depressing. On the other hand, acknowledging it can be tremendously empowering. Once we admit that we aren’t going to get it all done, we’re in a much better position to make explicit choices about what we are going to do. Instead of letting things haphazardly fall through the cracks, we can intentionally push the unimportant things aside and focus our energy on the things that matter most.

There are two main challenges in doing the right things: identifying “the right things” and “doing” them.

Most of us manage our time reactively, making choices based on the needs that land on our desks. To determine the “right things,” we need to make deliberate choices that will move us toward the outcomes we most want. Which, of course, also means that we need to make deliberate choices about what not to do. The world will take what it can from us. It’s never been more important to be strategic about what we choose to give it.

In terms of the second challenge — “doing” or following through — we need tools and rituals. We need an environment that makes it more likely that we will do the things that matter most and less likely that we will waste our time with meaningless, unproductive diversions. We need to know how to prioritize properly, delegate deliberately, tabulate to-do lists, and mitigate multi-tasking.

But which tools work best? Which rituals will help us follow through? If you spend all your time discovering and using all the advice you get from me and others, it could become a distraction to the work itself. Here’s a process to help you avoid turning time management into another excuse to procrastinate on your most important priorities.

1. Think for a moment about the time-management problems you face. Do you leave the office with a nagging feeling that you worked all day but didn’t get your most important work done? Do you feel like you aren’t taking advantage of your talents and passions? Are you distracted by little things? Avoiding big hairy projects? Do you interrupt yourself with email and other distractions? Try taking this three-minute quiz to discover where you are distracting yourself the most.
2. Once you’ve identified your biggest time-management challenges, choose a single one to tackle. Maybe you’re not clear on your “right things.” Maybe you use the wrong rituals. Maybe you strive for perfection. Pick the challenge that most often gets in your way. Then choose one time-management tactic to solve that challenge — just one of the many good suggestions you’ve encountered here and elsewhere.
3. If that tactic works, repeat the process with another challenge. If it doesn’t, try a new tactic. Continue to approach things this way, one at a time, so you can be sure what works for you and what doesn’t.

Brad, overwhelmed by his hundreds of emails, put his BlackBerry away and did nothing until he arrived in his hotel room. Then, using his laptop, he triaged his now more than 500 emails based on what he knew were his most important priorities, answering the ones he needed to and deleting the majority of them. Within an hour, he was done. He shut his laptop, left his BlackBerry in his room (gasp!), and enjoyed a fun, chaos-filled dinner with his family, which, at that time, was precisely the right thing for him to do.

*Names and some details have been changed

Memory Effect in Lithium-based batteries

First of all it’s necessary to unfold a myth that persists in many people’s head.
The battery memory effect.

In lithium-based batteries this is in fact a myth, it only applies to older Nickle-based batteries. So fully discharging and charging the battery is completely useless and even harmful as we will see below.

The modern lithium battery can be charged regardless of its current percentage, given that it has absolutely no negative effect in its performance.

Should I remove the laptop battery when A/C is plugged in?

Many laptop users have this question and we will answer it right now:
The answer is: YES and NO, it depends on the situation.

Having a battery fully charged and the laptop plugged in is not harmful, because as soon as the charge level reaches 100% the battery stops receiving charging energy and this energy is bypassed directly to the power supply system of the laptop.

However there’s a disadvantage in keeping the battery in its socket when the laptop is plugged in, but only if it’s currently suffering from excessive heating caused by the laptop hardware.

So:

- In a normal usage, if the laptop doesn’t get too hot (CPU and Hard Disk around 40ºC to 50ºC) the battery should remain in the laptop socket;

- In an intensive usage which leads to a large amount of heat produced (i.e. Games, temperatures above 60ºC) the battery should be removed from the socket in order to prevent unwanted heating.

The heat, among the fact that it has 100% of charge, is the great enemy of the lithium battery and not the plug, as many might think so.

Laptop battery discharges

Full battery discharges (until laptop power shutdown, 0%) should be avoided, because this stresses the battery a lot and can even damage it. It’s recommended to perform partial discharges to capacity levels of 20~30% and frequent charges, instead of performing a full discharging followed by a full charging.

Laptop batteries contain a capacity gauge that allows us to know the exact amount of energy stored. However, due to the charging/discharging cycles, this sensor tends to be inaccurate overtime.

Some laptops include in their BIOS, tools to recalibrate this battery gauge, which is nothing more than a full discharge followed by a full charge.
So to calibrate the gauge, it should be performed, in every 30 discharge cycles, a full discharge non-stop , followed by a also, non-stop, full charge.

An inaccurate gauge can lead to the fact that the the battery capacity values are are wrong. The battery may report that it still has 10% of capacity when in fact it has a much lower value, and this causes the computer to shutdown unexpectedly.

Discharge (or charge) cycles consist of using all that battery charge (100%) but not necessarily all at once.
For example, you can use the laptop for some minutes in a day, using half its capacity e then fully charge it. If you did the same thing in the next day, it would be counted a discharge cycle and not two, so it may take several days until a full discharge cycle is completed.

How to perform a calibration (full discharge) of a laptop battery?

The most adequate method to do a full discharge (100% to a minimum of 3%) consists of the following procedure:

1. Fully charge the battery to its maximum capacity (100%);
2. Let the battery “rest” fully charged for 2 hours or more in order to cool down from the charging process. You may use the computer normally within this period;
3. Unplug the power cord and set the computer to hibernate automatically at the minimum percentage possible as described by the image sequence below;
        
4. Leave the computer discharging, non-stop, until it hibernates itself. You may use the computer normally within this period;
5. When the computer shuts down completely, let it stay in the hibernation state for 5 hours or even more;
6. Plug the computer to the A/C power to perform a full charge non-stop until its maximum capacity (100%). You may use the computer normally within this period.

After the calibration process, the reported wear level is usually higher than before. This is natural, since it now reports the true current capacity that the battery has to hold charge. Lithium Ion batteries have a limit amount of discharge cycles (generally 200 to 300 cycles) and they will retain less capacity over time.

Many people tend to think “If calibrating gives higher wear level, then it’s a bad thing”. This is wrong, because like said, the calibration is meant to have your battery report the true capacity it can hold, and it’s meant to avoid surprises like, for example, being in the middle of a presentation and suddenly the computer shuts down at 30% of charge.

Prolonged laptop battery storage

To store a battery for long periods of time, its charge capacity should be around 40% and it should be stored in a place as fresh and dry as possible. A fridge can be used (0ºC  – 10ºC), but only if the battery stays isolated from any humidity.
One must say again that the battery’s worst enemy is the heat, so leaving the laptop in the car in a hot summer day is half way to kill the battery.

Purchasing a replacement laptop battery

If you intend to purchase another battery, it’s recommended that you do it only when the current battery is very degraded. If it’s not the case, the non usage of a battery leads to its degradation.

If a spare battery is purchased and won’t be used for a long time, the above storage method should be used.
Besides that, when purchasing a battery you must pay attention to the manufacturing date.

[Via: BatteryCare]

Britain is facing a shortage of workers with programming skills, fuelled by poor-quality training courses in universities and colleges, which has left firms in fields ranging from advertising to Formula 1 struggling to recruit.

Leading companies interviewed for a new series say they require staff at a senior level to be computer literate, combining digital skills with the ability to lead a team. But they face delays in hiring the right staff, or have to give new employees extensive training because many computer science courses are nothing more than “sausage factories”.

Ian Wright, the chief engineer for vehicle dynamics with the Mercedes AMG Petronas Formula One team, said: “There’s definitely a shortage of the right people. What we’ve found is that somebody spot on in terms of the maths can’t do the software; if they’re spot on in terms of the software, they can’t do the maths.

“It’s a question of time – how long it takes to find people. That can mean months down the road. This is a fast-moving business. Every two weeks in the racing season you’re out there, everyone seeing how well you do.”

The government is poised to overhaul the teaching of computer science in schools, and Michael Gove, the education secretary, is due to outline the coalition’s approach to digital skills on Wednesday.

Gove is keen to see a greater emphasis placed on training children to be technologically adept, and believes that in the past schools have focused too much on acquiring expensive kit that has rapidly become obsolete.

The paper has spoken to firms involved in games design, outsourced IT support and visual effects that are critical of the scarcity of properly trained recruits. In a series of articles, the writers will explore the state of computer science teaching in schools, look at the use of technology in teaching, and see how other countries are faring in comparison to Britain.

In higher education, although universities such as Bournemouth are praised by employers for working closely with industry, other universities and colleges have been criticised by businesses for running a significant number of “dead-end” courses in computer science, with poor prospects of employment for those enrolled.

Figures for the graduate class of 2010 show computer science graduates have the highest unemployment rate of any undergraduate degree, at 14.7%.

There is particular criticism of specialised video games and effects courses. In 2009, just 12% of graduates from video games courses found jobs in the sector within six months of graduating. Employers in the games industry say graduates of these courses lack expertise with the relevant gaming platforms, have poor technical skills in areas such as maths and programming, and lack management skills.

Ian Vickers, the managing director of Managed Enterprise Technologies, an IT support firm that works with businesses including food manufacturers and insurance companies, said: “A lot of training agencies have been focused on making money, [and are] not interested in providing young people to be fit for work. It’s like a sausage factory.

“They’re not interested in how successful they are, being fit for purpose for employment. All of the training organisations are guilty of getting young people on to the courses so they can get the funding from government.”

In a highly critical report last month, school inspectors warned that too many information and communication technology (ICT) teachers had limited knowledge of key skills such as computer programming. In half of all secondary schools, the level many school leavers reach in ICT is so low they would not be able to go on to advanced study, Ofsted said.

High-flying students are often not stretched while many pupils spend computing lessons repeating tasks asked of them a year ago.

There has been a dramatic fall in the number of pupils taking a GCSE in ICT over the past four years. In 2011, 31,800 pupils took the GCSE, compared to 81,100 in 2007.

Labour’s shadow education secretary, Stephen Twigg, said in a speech last week that schools must embrace technology as a “vital tool of learning”.

Wright, of Mercedes AMG Petronas, said the lack of good candidates meant his firm had to make compromises, devoting time to training people up in maths or software skills.

A growing demand for computer skills has not been matched by a supply of skilled recruits, firms say. The transformation of businesses by the internet has increased the need for senior staff to be skilled at using new technology.

Jason Goodman, founder and chief executive of advertising agency Albion, said: “The sort of business we are in 2011, and when we started nine years ago, is radically different … When we started, we had a much bigger design team; now we have a much bigger technology team.”

Trialling ideas through social media has taken the place of carrying out research, Goodman said, giving the example of a pilot which had 70,000 “likes” on Facebook: “Then it became clear that was it, we were going to develop an offline campaign.”

He said: “You’ve got to have a very tech-savvy team, who understand how an idea is executable, rather than having to ask anybody about that.”

Fierce competition for scarce talent has led to long delays in recruitment, Goodman said.

“We spent two years looking for a tech director, looking in the UK, Europe, in the States. The US has got a much bigger English-speaking pool of talent. We’re doing a lot of this work for 12 months longer than we have to.”

The problem is magnified for smaller firms competing against household names. Companies such as Microsoft, which has around 3,000 candidates chasing 40 graduate places annually, say the problem for them is more one of sifting applicants, but a smaller business will often have to reach a compromise on conditions with a promising applicant – agreeing to flexible working packages, or signing over intellectual property rights.

Kim Blake, the events and education co-ordinator for Blitz Games Studios, said: “We do really struggle to recruit in some areas; the problem is often not the number of people applying, which can be quite high, but the quality of their work.

“We accept that it might take a while to find a really good Android programmer or motion graphics artist, as these are specialist roles which have emerged relatively recently – but this year it took us several months to recruit a front-end web developer. Surely those sorts of skills have been around for nearly a decade now?

“Programmers of sufficient quality remain hard to find in all their varieties, whether it’s tools specialists, game-play programmers, audio programmers, network programmers.”

While her firm was prepared to invest in training young people, there were often fundamental flaws in new employees’ school education, Blake said.

“There is still a basic level of maths and physics skills, in particular, which are alarmingly absent in all too many candidates.”

While recruitment delays have never led to them turning work down, “projects have certainly been delayed or progressed more slowly than we thought,” Blake said.

Alex Hope, who co-authored a review of digital skills for the video games and visual effects industries, emphasised the value of a combination of relevant skills and a strong track record of academic achievement.

Hope, managing director of the visual effects firm Double Negative, said: “In Harry Potter [and the Half Blood Prince], the opening sequence has Death Eaters flying across the river Thames, destroying the [Millennium] bridge between St Paul’s and the Tate Modern.

“The way you create that is people who understand computational fluid dynamics, they know how water moves. They take the physics that’s used in modelling rivers and the flow of water and apply that in our world. People doing it need an artistic sensibility as well. An understanding of maths and science is fundamental to many of the disciplines in our industry.”

Wright supported the need for better maths and science education. “We use maths and physics all the time,” he said. “You need to understand them to do the kind of things we do. We’re looking at very small gains all the time, [so] your accuracy of simulation has got to be very high. Otherwise you can’t make a judgment as to what you’re doing. If we put a device on the car, then we need to know what performance advantage it will give us and need to know this very early in the design process. This is measured in fractions of a second. It’s measured in less than tenths of seconds.”

Last year, Intel began talking about a new category of super-thin notebook computers called the ultrabook. Here at the International Consumer Electronics Show, the company, the world’s biggest maker of computer chips, made it clear it plans to pour a lot of money and effort into turning ultrabooks into the next big computing phenomenon.

Ultrabooks are essentially an effort to bring to notebooks based on Microsoft’s Windows operating system the lightweight, thin design of Apple’s MacBook Air, a machine with the thickness of a short stack of papers. Intel knows a lot about the MacBook Air because it supplies the chips that run Apple’s product, but the company wants the much larger market of Windows-based notebooks to embrace the style of the Apple device too.

At a news conference on Monday here at the show, Intel said 75 new ultrabook designs are expected to be released in 2012. Intel executives demonstrated a few of the machines, all of which were very thin, often with eye-catching metallic cases like the MacBook Air’s. One design theme Intel pitched was the idea of a hybrid ultrabook-tablet, which has a traditional keyboard for intensive data entry and a touch screen for zooming in on photos and manipulating other software.

One of the wackier-looking designs Intel showed was a concept ultrabook it calls Nikishki. Below its keyboard, the device has a huge touchpad that runs the entire width of the machine, allowing users to switch easily to touch gestures from typing.

The touchpad is transparent so that when Nikishki is closed, you  can see through the underside of the laptop. Through that window, you can view a portion of the computer’s display, which will allow you to glance at e-mails, news and calendar appointments the way many people do with their smartphones today.

Mooly Eden, vice president and general manager of Intel’s PC client group, said touch will no longer be confined to tablets and smartphones. But he said the presence of a keyboard will give ultrabooks greater versatility than those devices. “Ultrabooks with touch will be the ultimate solution,” he said.

Intel also said it was trying to create new ways of interacting with computers besides touch. The company cut a deal with Nuance to add voice recognition technology made by that company to ultrabooks.

Touch screens have been tried by Windows notebook makers in the past though, without much success. No one yet has proved that there is a meaningful market of people who want a hybrid notebook and tablet, although there are plenty of people who buy those as separate products.

Intel and its partners could have one advantage over Apple if they can bring the prices of ultrabooks down to mass market levels. Right now, most ultrabooks hover around the $999 starting price of the MacBook Air. “You will see pricing going down and down,” Mr. Eden said. “You will see ultrabooks going into mainstream price points.”

Intel is using its own cash to help accelerate the decline in ultrabook prices. Last year, it announced a $300 million ultrabook fund to subsidize the development of thinner components like displays and batteries that make ultrabooks possible.

Kevin Sellers, vice president for advertising and digital marketing at Intel, said the company would also pour an undisclosed amount of money into marketing the ultrabook category to create more consumer awareness of the devices. He said an ultrabook advertising campaign will start later this year, representing one of Intel’s most significant ever.

“It’s going to be very epic, very cinematic,” he said.

[Via Gadgetwise]