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

  • Microsoft's mixed reality and generative AI moves—girding for war? Computerworld | Jan 27 The company is poised to make a major investment in OpenAI, setting itself up for a fight over AI and looking to avoid repeating past mistakes.
  • The Amazing Success Of IBM's Mainframe techspective | Jan 27 IBM just released its financials which show it has significantly outperformed its peers. Given IBM’s age, this is amazing in and of itself. But what is even more amazing is that the star of the IBM show is a mainframe, the Z16, and it grew revenue a whopping 16% for one of the most expensive and arguably most secure, capable, and reliable platforms in the market. For those new to technology, back in the 1980s, everyone, including most at IBM, thought the mainframe was virtually dead. Yet here we are some 40 years later with a mainframe as IBM’s top-performing offering. There are a couple of lessons and common mistakes here I’d like to chat about this week.
  • IBM Outperforms Tech Peers TG Daily | Jan 26 Given IBM is one of the oldest tech companies in the world, there is always a concern that the company will become obsolete and age out like many of its competitors (DEC, Sun Microsystems, etc.). But its founders, particularly Thomas Watson Jr., created such a solid foundation for the company that even though it has clearly had problems in the past, it has been doing well enough recently to outperform its much younger peers. Recent financial results showcase surprising strength in what is a problematic time with wars and the threat of more wars, a triple pandemic, and concerns about a coming recession which seem to be resulting in decisions that will assure it. Let’s talk about some of the highlights.
  • Generative AI and the Ensuing Computer Human Whisperer TechNewsWorld | Jan 23 enerative AI is a category of artificial intelligence that uses algorithms to create things like literature, graphics, music, and language models. Gen-AI has been burning up the news of late and promises to change computing. ChatGPT is the current star of this category, but Google is spinning up a challenger because ChatGPT has scared the heck out of them. They are hardly alone. While there is a lot of concern about this technology taking jobs away from humans, the kinds of jobs it will mostly eliminate, at least initially, are jobs that people often don’t like doing. In addition, this is part of the anticipated evolution of computers from glorified calculators to something like working peers, and it changes critical dynamics. Rather than people having to learn how to work with computers, generative AI-based computers will increasingly be learning how to work with humans.

More articles »

Rob Enderle on…


“On the positive side, it could be used to replace call centers with a more effective tool than people, addressing the severe labor shortage problem and assuring a higher return on the related investment.” [However, it could be used for nefarious purposes.] “Like any capable tool, this one is neither inherently good nor evil but could effectively be used for both.”

The Power of ChatGPT Unleashed on Military Technology

Microsoft’s new Teams Premium product

[The AI features do several things not done at meetings, such as provide outlines, notes, and translations for their audience.] “I expect this AI component will be the defining difference between platforms in the future. The powerful conferencing solutions seem to be racing to see who can provide the most powerful AI-based solutions.”

Microsoft Offers Commercial Customers Test Drive of Teams Premium

The mammoth expansion to a Taiwanese-owned semiconductor plant and a future second plant in Arizona

"Virtually every large tech firm ... is sweating bullets that something's going to happen between Taiwan and China. And so there's a massive rush to shift manufacturing out of both countries.”

Biden Celebrates US Manufacturing Comeback At Giant Semiconductor Project

The Quick Reaction Instrumentation Package that records flight data

“The use of QRIP will now allow a massive increase in data collection. It should result in a competitive edge ... I expect several fascinating aircraft and aerodynamics breakthroughs will result from capturing and understanding these new data streams.”

Crowd-Sourcing Flight Data With the QRIP-Equipped F-35

Amazon’s Jeff Blackburn retiring

[Before Blackburn rejoined the company,] “Amazon media seemed to be thrashing quite a bit, trying to find its place in the world. He seemed to bring a certain amount of stability and directional competence into the effort and at least from an outside observer, it looked like during his tenure things had improved.”

Amazon Prime Video and studios architect Jeff Blackburn to retire
Los Angeles Times

Advising Services

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

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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.


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