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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The Intel Centrino brand signifies a new generation of mobile PCs that will change where and how people compute. Whether at work, at home, at an airport or a café, Centrino mobile technology will bring the freedom and flexibility of being unwired.
- Pam Pollace1, Vice President and Director, Corporate Marketing Group, Intel.
Introduction
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In early 2003, Craig Barrett (Barrett), the CEO of Intel was reviewing the prospects for his company's new mobile technology, branded as Centrino. The Intel Centrino brand represented a microprocessor (formerly code-named "Banias"), related chipsets and Wi-Fi2 wireless networking capability.
This was the first time Intel had branded a combination of technologies under one name. Centrino enabled extended battery life. Intel believed the product was ideally suited for a range of thinner, lighter notebooks that delivered outstanding performance to satisfy the needs of mobile computing. Barrett wondered how the market would receive Intel's latest offering.
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Background Note
Centrino was Intel's new technology designed specifically for mobile computing with a built-in wireless LAN capability. It also enabled extended battery life and sleek, easy-to-carry notebook computers. This was Intel's first integrated computing technology designed from scratch for wireless notebook PCs...
Excerpts >>
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