My Involvement in the "Intel Centrino in 2007: A New "Platform" Strategy for Growth"

The below is a case study written by Professor Robert A. Burgelman. I feel proud to have been part of the strategy team which brought this development to the world. This initiative brought the Intel Israel Development center to the leading edge of Microprocessors development in this huge corporation. It also changed dramatically Intel's strategy and Microprocessors focus.

A few quotes:

"Banias is born, the Israel Development Center proposed a chip to achieve Higher performance with lower power"

"Four vectors of mobility: High Performance, Small Form-Factor, Wireless and longer battery life"

"In late july 2001, a face-face meeting was held with the Mobile Platforms Group's staff. Paul Otellini (Intel's President) attended. In preparation for the discussion, two MPG Strategists, Alex Peleg and Adi Golbert, worked into the night defining how best to articulate Banias value proposition for the mobility sector ...... they presented the Mobility Vectors to Otellini who agreed with the strategy .........."

The case study summary is below and can be purchased on the attached link.

Intel Centrino in 2007: A New "Platform" Strategy for Growth
by Robert A. Burgelman, Philip E. Meza, Evan Barrett
34 pages. Publication date: Jan 04, 2007. Prod. #: SM156-PDF-ENG
Creating Centrino required Intel to make major changes to its strategy and organization. The development of Centrino was part of Intel's "right hand turn" toward increased performance measures, including improvements coming from increased power efficiencies and away from maximizing processor clock speed. This strategic shift, together with the introduction of new multi-core architectures, fundamentally changed the company's definition of success for the future. It was a dramatic move forced on the company, in part, by physics and changing industry and competitive forces; but also made possible, in part, by a radically innovative microprocessor architecture developed by its scrappy, geographically distant microprocessor design center in Israel.

Purchase Case Study, $6.95