Intel’s chief executive Brian Krzanich has admitted the firm became too “insular” over the past few years and failed to meet market demands, but is hoping new chip designs will help it catch up.
Speaking at the firm’s annual investor relations day on Thursday, Krzanich, who took the helm at the firm in May, said Intel was refocusing to recognise what partners need, not just what Intel wants to develop.
“We have become insular. We have become focused on what was our best product versus where the market wants to move. We will embrace where the market moves. That’s one of the big changes that is occurring,” he said.
“We’re going to become more and more market driven. We’re going to have an outside-in view and we’re going to sense what is going on in the ecosystem and the industry and get ahead of that.
Krzanich said this policy would apply across all areas of the market, including data centres, PCs, tablets and mobile phones.
As part of this Intel announced plans for new chips in its Atom range with two products set for the coming years. The first is called SoFIA and will be ready for entry and value-level products by the second half of 2014.
What’s notable about SoFIA is that Intel plans to have the chip developed outside its own factories, in a recognition of its need to move faster and gain traction in entry-level markets.
The second is called Broxton, which is an Atom processor that is designed to be on a par with Intel’s Core processors. This will be available by mid-2015 and Krzanich touted its capabilities.
"Broxton is targeted towards performance segments of phones and tablets. Think of it as the next-generation Atom," he said.
The push to bring these new processors to market is part of Intel's drive to quadruple its position in the tablet market in the next 18 months, as it hopes to have over 40 million devices using its systems.
"2013 was about establishing that [mobile] footprint. 2014 is going to be a year of growth – we're going to invest to scale," Krzanich added.
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