Intel's Centrino|Business Strategy|Case Study|Case Studies

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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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.


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 >>

1] Intel Announces Centrino Mobile Technology Brand Name, Intel Press Release, January 8, 2003, California, US
2] Short for wireless fidelity and is meant to be used generically when referring to any type of networks. The Wi-Fi technology lets devices located within a 300-foot radius of one another communicate without wires. Any products tested and approved as "Wi-Fi Certified" (a registered trademark) are certified as interoperable with each other, even if they are from different manufacturers.

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