For Intel, the last year has been filled with change,
big bets, and the continued quest to remain at the
forefront of the ceaseless computing revolution.
The rise of the smartphone, and the shift from
“the era of computers to the era of computing,”
has made it hard for the brand to stretch from
the processors for PCs and servers for which it is
known, into a broader set of technology offerings.
While marketing efforts like the Creators
Project, staged in conjunction with Vice, and a
host of smaller, targeted marketing programs
are making the brand more accessible to the
next generation of consumers, the drive towards
greater relevance isn’t just a marketing one.
Intel’s response has been to push consumer
understanding into everything that it does —
hiring new leaders, and promoting from within
to help bring a more user-centric attitude to
how it goes about defining and building the
technology of the future. From putting an
anthropologist in charge of the Interaction
and Experience Research group, to bringing in
executives from Apple and the BBC to guide
their entry into smartphones, tablets and home
entertainment, Intel is shifting from a technology
first mindset to one of user first.
are already rolling in. After years of talking about
entering the smartphone space, Intel finally
cracked the market, launching Intel-powered
smartphones around the world. Even in its PC
and server markets, Intel is changing its tune,
delivering a broader experience beyond just
performance. Time will tell whether Intel can
remain ahead of the tide of change in computing,
but if early success and internal changes are any
indication, Intel will be a brand to look to for
years to come.