The new chief executive of Intel Brian Krzanich has admitted the firm was slow to react to the huge growth of mobile and has promised to improve the situation left by Paul Otellini.
Speaking to investors, Krzanich said that while the firm had been beaten to the punch by rivals, it was now fighting back.
"Yes, we missed it, we were slow to tablets and some of the mobile computing. We do believe we have a good base," he said, according to Reuters in attendance at the meeting.
Krzanich also revealed that the firm has started gathering feedback from its partners on where it went wrong in the past on the mobile market and said it is taking steps to rectify that.
"They're all showing us – here's where the market's moving and here's where we need Intel to move," he said. "We're going to make adjustments in our architecture and our product choices."
The move comes soon after Intel launched Silvermont, the processor microarchitecture that will underpin its upcoming Merrifield, Bay Trail and Avoton chips later this year, targeting smartphones, tablets and microservers respectively. Silvermont will serve as the foundation for a number of 22nm products including new Atom chips coming to the market later this year.
Intel has faced tough competition in the mobile market from Arm, whose processors are used in the vast majority of smartphones and tablets.
Analysts said Krzanich's appointment earlier month was a smart move as it was a sign the firm is happy to stick with the traditional strategies that have served it so well for so long. However, whether this helps the firm improve its mobile position in the market is open to debate.
Dan Worth is the news editor for V3 having first joined the site as a reporter in November 2009. He specialises in a raft of areas including fixed and mobile telecoms, data protection, social media and government IT. Before joining V3 Dan covered communications technology, data handling and resilience in the emergency services sector on the BAPCO Journal.