09
-5%
37,257 $m
Technology
While Intel is a clear leader in both the PC and server processor markets, the world’s leading semiconductor company (posting USD $53.3 billion in sales last year) has made significant headway in categories beyond its core businesses. Through strategic relationships with powerhouse brands like Microsoft, which made headlines for adapting Windows to run on less powerful and less expensive processors, Intel is integrated in devices such as Microsoft’s Surface Pro tablet. An increasing number of Intel-powered smartphones is transforming lives in new markets such as Africa, where Yolo, a low-cost Android smartphone from Kenya’s Safaricom, marks a first for the brand and the continent. Catching many off-guard, a leadership shake-up ensued when CEO Paul Otellini stepped down in May. The new leadership team—company veterans Brian Krzanich as CEO and Renee James as president—has already reorganized key business groups and is now exploring non-traditional lines of business with the creation of a New Devices division to focus on emerging trends. This will expose Intel to new competitors, but with its deep heritage in innovation and as a driver of trust for consumers, Intel will be competing from a solid brand footing. As tablets and smartphones gain ascendancy, the big question for Intel in the years ahead is: Can having “Intel inside” be as strong a consumer driver in tomorrow’s world as it was in the era of the PC?