Intel's Centrino


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Case Details:

Case Code : BSTA082
Case Length : 11 Pages
Period : 2000 - 2003
Organization : Intel
Pub Date : 2003
Teaching Note :Not Available
Countries : Global
Industry : Information Technology, SemiConductors

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Wireless Computing

Guglielmo Marconi had invented packet-based wireless communication more than 100 years ago. The technology remained little used until the sinking of the Titanic. The disaster drew public attention to the potential of wireless communication as a safety measure...

The Centrino' USP

As the use of video, audio and detailed graphics became more prevalent, and the number and types of applications increased, mobile processing power seemed to have become more important. Centrino was positioned as a product that allowed users to get superior performance when traveling, commuting or at home...

Launching Centrino

Intel budgeted about $300 million to promote Centrino. This was close to the cost of the original and highly publicized Intel-Inside Pentium campaign. In addition, the company worked with telecommunications carriers, hotel chains and cellular providers to develop networks for "hot spots"--public places that gave people wireless access...

The Road Ahead

Analysts were divided about the fate of Centrino. Some felt PC makers would want to work with the communications specialists. Others said that a Wi-Fi chip was just a fancy modem, and the only thing that would be important to customers after a while was price...

Exhibits

Exhibit I: Intel Centrino Mobile Technology Features
Exhibit II: Intel Centrino
Exhibit III: Centrino Architecture The Pentium M Processor Features

 

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