That's the message from Intel's chief technology officer, Justin Rattner, who will present a keynote address at the annual Intel Developer Forum (IDF) in San Francisco on Thursday.

"I think that it's basically incumbent on Intel and the PC industry in general to deliver a competitive platform capability," Rattner told Computerworld on Wednesday. "If you can't deliver a comparable or , the PC isn't going to win."

The PC market has struggled through several years of a slow economy and is being squarely hit by the burgeoning and markets. Consumers and even some enterprises are so enamored with their smaller, more portable devices that they've delayed upgrading their PCs and are instead spending their IT budgets on or smartphones.

That trend is taking its toll on PC makers, as well as chip makers like Intel.

Last month, industry analyst firm IHS iSuppli its 2012 forecast for the worldwide semiconductor market blaming slumping economic conditions and chip revenue. The global chip market, which had been expected to grow by less than 3% for the year, now is projected to decline by 0.1%, iSuppli reported.