Will the Real Customer Please Stand-Up ! Intel Inside & The Role of Brand in B2B Marketing April 2007 Roger Benson General Manager Intel Northern Europe

Agenda Who is Intel ? Intel’s Audiences / Organisation The Intel® Centrino® Mobile Technology Case Study Invigorating Intel’s Brand Observations for B2B Marketing Summary

Who is Intel ?

Intel’s Audiences / Organisation

The Intel® Centrino® Mobile Technology Case Study

Invigorating Intel’s Brand

Observations for B2B Marketing

Summary

Intel’s Business: We Sell (silicon) Real Estate

Intel’s Business: Creating Value

The World’s 10 Most Valuable Brands 2006 Brand Rank Brand Value($B) Coca-Cola 67 Microsoft 56.9 IBM 56.2 GE 48.9 Intel 32.3 Nokia 30.1 Toyota 27.9 Disney 27.8 McDonald’s 27.5 Mercedes 21.7 Data: Business Week

2006

Brand

Rank Brand Value($B)

Coca-Cola 67

Microsoft 56.9

IBM 56.2

GE 48.9

Intel 32.3

Nokia 30.1

Toyota 27.9

Disney 27.8

McDonald’s 27.5

Mercedes 21.7

Data: Business Week

MOBILITY DIGITAL HOME DIGITAL ENTERPRISE CHANNEL / EM PRODUCTS DIGITAL HEALTH Intel Organises Around the Customer

Intel ® Centrino ® Mobile Technology Case Study

Convergence 1985 1990 Demand Innovation 1995 2000 2005 2006 COMPUTING COMMUNICATIONS Any Time, Anywhere, Any Device

Convergence Vision All Computers will Communicate All Communication Devices will Compute

Start with the Un-met Need Source: CTIA, RHK 1.5 2 2.5 3 3.5 1990 2010 Mobile 0 0.5 1 1890 1910 1930 1950 1970 Fixed Billion Lines 1876: Invention of Telephone 1973: Mobile Phone

Intel ® Centrino® Mobile Technology = Four Benefits of Mobility *Wireless connectivity and some features may require you to purchase additional software, services or external hardware. Availability of public wireless LAN access points limited. System performance measured by MobileMark* 2002. System performance, battery life, wireless performance and functionality will vary depending on your specific hardware and software configurations. See http://www.intel.com/products/centrino/more_info for more information. Wireless networking Enables Thinner, Lighter Designs Breakthrough Mobile Performance* Enables Extended Battery Life*

What is Intel® Centrino ® Mobile Technology ? = First Architecture built from the ground up for mobility Processor Chipset Wireless component

Standard B2B Pull Marketing Intel PC OEM IT User Push IT - Campaign Pull Corporation TCO - Productivity

Enhanced Pull Marketing Intel PC OEM IT User Push User - Campaign IT - Campaign Pull Pull Corporation Experiential - Lifestyle TCO - Productivity

User Awareness – Seeing is Believing

Double Digit Growth Continues 0 20 40 60 80 100 2003 2004 2005 2006 2007 June 2003 Gartner Forecast 35 41 46 51 56 Millions of Units Portable PC System TAM 2003 Gartner forecast CAGR at 10%

Double Digit Growth Continues 0 20 40 60 80 100 2003 2004 2005 2006 2007 Gartner Mobile Forecast 35 41 46 51 56 38 47 61 74 86 Millions of Units Portable PC System TAM 2003 Gartner forecast CAGR at 10% 2005 Gartner forecast CAGR at 18%

Double Digit Growth Continues Portable PC System TAM 2003 Gartner forecast CAGR at 10% 0 20 40 60 80 100 2003 2004 2005 2006 2007 Gartner Mobile Forecast 35 41 46 51 56 2005 Gartner forecast CAGR at 18% 38 47 61 74 86 Millions of Units 63 81 100 2007 Gartner forecast 2003-2007 CAGR at 21%!

Invigorating Intel’s Brand From … what we make To … what we make possible Moore’s Law of “human advancement”

Intel’s Business Direction ‘ 60s & ‘70s ‘ 80s & ‘90s ‘ 00s & beyond To a microprocessor company From a memory company To a platform company

Evolution of Our Brands Well respected but lacks excitement Familiar and positive, but exclusive to CPU Exciting, although link to Intel unclear Corporate brand Platform brands Intel Inside® brand Two source brands = global challenges of consistency & complexity

New Logo Signals a Change Simplifies our Brand Hierarchy Tagline Captures our Essence – Internal & External

New Logo Signals a Change

Simplifies our Brand Hierarchy

Tagline Captures our Essence – Internal & External

Intel Brand Architecture Branded Platforms Processor Brands Master Brand

B2B Marketing - Observations What’s my Purchase Influence Chain ? Do I Use It ? Who Cares ? How Do I Get Them to Care ? What Problem Am I Solving ? We Are All Consumers Do I / Could I : Just do sales promotion ? Create an ecosystem ? Create markets ? Think environment / context – beyond my company ? Am I Holistic In My Go-To-Market Plans ?

What’s my Purchase Influence Chain ? Do I Use It ?

Who Cares ? How Do I Get Them to Care ?

What Problem Am I Solving ?

We Are All Consumers

Do I / Could I :

Just do sales promotion ?

Create an ecosystem ?

Create markets ?

Think environment / context – beyond my company ?

Am I Holistic In My Go-To-Market Plans ?

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