[Infowarrior] - Intel's walled garden plan to put A/V vendors out of business

[Richard Forno]

Intel's walled garden plan to put A/V vendors out of business

By Jon Stokes | Last updated about an hour ago

http://arstechnica.com/business/news/2010/09/intels-walled-garden-plan-to-put-av-vendors-out-of-business.ars

SAN FRANCISCO — In describing the motivation behind Intel's recent purchase of McAfee for a packed-out audience at the Intel Developer Forum, Intel's Paul Otellini framed it as an effort to move the way the company approaches security "from a known-bad model to a known-good model." Otellini went on to briefly describe the shift in a way that sounded innocuous enough--current A/V efforts focus on building up a library of known threats against which they protect a user, but Intel would live to move to a world where only code from known and trusted parties runs on x86 systems. It sounds sensible enough, so what could be objectionable about that?

Depending how enamored you are of Apple's App Store model, where only Apple-approved code gets to run on your iPhone, you may or may not be happy in Intel's planned utopia. Because, in a nutshell, the App Store model is more or less what Intel is describing. Regardless of what you think of the idea, its success would have at least two unmitigated upsides: 1) everyone will get vPro by default (i.e., it seems hard to imagine that Intel will still charge for security as an added feature), and 2) it would put every security company (except McAfee, of course), out of business. (The second one is of course a downside for security vendors, but it's an upside for users who despise intrusive A/V software.)

From a jungle to an ecosystem of walled gardens

For a company that made its fortune on the back of the x86 ISA, the shift that Intel envisions is nothing less than tectonic. x86 became the world's most popular ISA in part because anything and everything could (and eventually would) run on it. And don't forget Microsoft's role in all of this--remember the "Wintel" duopoly of years gone by? Like x86, Windows ended up being the default OS for the desktop software market, and everything else was niche. And, like x86, Windows spread because everyone who wanted it could get it and run anything they wanted on it.

The fact that x86 was so popular and open gave rise to today's A/V industry, where security companies spend 100 percent of their effort trying to identify and thwart every conceivable form of bad behavior. This approach is extremely labor-intensive and failure-prone, which the security companies love because it keeps them in business.

What Intel is proposing is that the entire x86 ecosystem move to the opposite approach, and run only the code that has been blessed as safe by some trusted authority.

Now, there are a few ways that this is likely to play out, and none of these options are mutually exclusive.

One way should be clear from Intel's purchase of McAfee: the company plans to have two roles as a security provider: a component provider role, and an end-to-end platform/software/services provider role. First, there's the company's traditional platform role, where Intel provides OEMs the basic tools for building their own walled gardens. Intel has been pushing this for some time, mainly in its ultramobile products. If anyone is using Intel's ingredients (an app store plus hardware with support for running only signed code) to build their own little version of the App Store ecosystem, it's probably one of the European or Asian carriers that sells rebadged Intel mobile internet devices (MIDs). It's clear that no one is really doing this on the desktop with vPro, though.

Then there's the McAfee purchase, which shows that Intel plans to offer end-to-end security solutions, in addition to providing the pieces out of which another vendor can build their own. So with McAfee, Intel probably plans to offer a default walled garden option, of sorts. At the very least, it's conceivable that Intel could build its own secure app store ecosystem, where developers send code to McAfee for approval and distribution. In this model, McAfee would essentially act as the "Apple" for everyone making, say, MeeGo apps.

In the world described above, the x86 ecosystem slowly transitions from being a jungle to network of walled gardens, with Intel tending one of the largest gardens. If you're using an x86-based GoogleTV, you might participate in Google's walled garden, but not be able to run any other x86 code. Or, if you have an Intel phone from Nokia, you might be stuck in the MeeGo walled garden.

A page from the web

None of the walled garden approaches described above sound very attractive for the desktop, and they'll probably be rejected outright by many Linux and open-source users. But there is another approach, one which Intel might decide to pursue on the desktop. The company could set up a number of trusted signing authorities for x86 code, and developers could approach any one of them to get their code signed for distribution. This is, of course, the same model used on the web, where e-commerce sites submit an application for an https certificate.

This distributed approach seems to work well enough online, and I would personally be quite happy to use it on all my PCs. I would also love to hear from users who object to this approach--please jump into the comments below and sound off.

Pick any two

Obviously, security has always been a serious problem in the wild and woolly world of x86 and Windows. This is true mainly because Wintel is the biggest animal in the ecosystem, so bad actors get the most bang for their buck by targeting it. So why has Intel suddenly gotten so serious about it that the company is making this enormous change to the very nature of its core platform?

The answer is fairly straightforward: Intel wants to push x86 into niches that it doesn't currently occupy (phones, appliances, embedded), but it can't afford to take the bad parts along for the ride. Seriously, if you were worried about a particular phone or TV being compromised, you just wouldn't buy it. Contrast this to the Windows desktop, which many users may be forced to use for various reasons.

So Intel's dilemma looks like this: open, secure, ubiquitous--pick any two, but given the economics of the semiconductor industry, "ubiquitous" has to be one of them. Open and ubiquitous have gotten Intel where it is today, and the company is betting that secure and ubiquitous can take it the rest of the way.