Company Report - Intel OpenLab


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Munich Study Abroad - Research on Intel (and Intel OpenLab Munich). Application to three HBR articles.

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Company Report - Intel OpenLab

  1. 1. Intel Open Lab Munich, Germany Jessica Hittner Carrie Martinelli Innovation & Marketing Systems Dr. Bohlmann
  2. 2. Corporate Overview Overview - • Founded in July 1968 as Integrated Electronics Corporation • Silicon Technology and Manufacturing • Inventor of the x86 series of microprocessors, the processors found in most personal computers • World's largest semiconductor chip maker, based on revenue Our mission “Delight our customers, employees, and shareholders Geographic Spread (Sales) by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.” 10% Japan 2009 Revenues $35.1 Billion Net 15% Europe 2009 R&D Dollars $5.7 Billion 55% Asia- Employees Pacific 20% 79,800 people worldwide, with just over Americas half in the United States
  3. 3. Corporate Overview Major Customers - OEMs, ODMs, Consumers • Computer Systems • Cellular Handsets • Handheld Computing Devices • Telecommunications • Networking Communications Equipment • Industrial Equipment Sale through distributor, reseller, retail and OEM channels throughout the world Product Lines • Microprocessors • Chipsets • Motherboards • Wireless and wired connectivity products • Platforms that incorporate these components Competitors AMD, nVIDIA, QualComm, IBM, Sun Microsystems, Freescale Semiconductor, Inc. , and Texas Instruments
  4. 4. Innovation System Intel’s Tick-Tock Model Innovation Driven By Manufacturing Process and Microprocessor Advances Year 1: First the "Tick" Intel delivers new silicon process technology, dramatically increasing TICK TOCK TICK TOCK TICK transistor density while enhancing performance and energy efficiency within a smaller, more refined version Silicon Silicon of our existing microarchitecture. Process Process Technology Technology Year 2: Then the "Tock" Intel delivers entirely new processor microarchitecture to optimize the value Microarch- Microarch- of the increased number of transistors itecture itecture and technology updates now available. Fuels Performance, New Capabilities, Energy Efficiency, and Form Factor 2008 2009 2010 2011 2012 Advances, Moore’s Law
  5. 5. Marketing Systems Growth Mass/Ingredient MPU 3 Branding PHASES MPU 2 Total Solution MPU 1 Architecture/Technology PRE MPU Delivery Speed, Price 1970 1980 1990 2000 2010 TIME Source: “Microprocessor Marketing Wars: Chip Makers Discover the Consumer,” Computer History Museum Lecture Series, November 2009,
  6. 6. Intel Open Lab Munich Overview • Established: March 2009 • Intel Labs Europe - ILE was formally established as a central means of coordinating activities across Intel’s diverse network of labs and to further strengthen Intel’s commitment to and alignment with European R&D for best resource allocation Mission • Foster cooperation between Intel, global industry segment leaders and academia through joint research and innovation programs • Enhance synergies that can be converted into commercial opportunities, strengthening existing businesses and creating new ones. Technological Focus Areas • Automotive - In-Vehicle Infotainment • Education and Sustainability • Automation - Embedded Computing Munich Joint Innovation Research Programs • FOCUS: ITC - Information and Communications Technology • University Partnerships Technical University of Munich - Power and Automation Technologies Saarland University - Interactive Computer Graphics and Natural Interfaces German Research Center for Artificial Intelligence
  7. 7. EXAMPLE OpenLab In-Vehicle Infotainment (IVI) Technology Intel® Atom™ Processor microarchitecture, a very low–power implementation of Intel architecture, Intel continues to meet the design requirements of mobile computing and small form factor embedded applications
  8. 8. IVI Technology Ecosystem OpenLab In-Vehicle Infotainment (IVI) Technology Driving Technology: Open Infotainment Platforms (OIP) based on Intel® Atom™ Processor microarchitecture Network Effects: Common hardware and software architecture, scalable across product lines/generations, greatly reduced R&D costs, greater debug/validation efforts , simplifies product upgrades, speeds time-to-market, firms can reallocate resources to new app/service development that can be downloaded onto already-validated IVI systems Intel Embedded and Communications Alliance A broad 3rd-party ecosystem - robust and interoperable development environment of hardware/software vendors KEY NICHE STONE Consumer Electronics Automotive Vendors Manufacturers Consumers IVI Application PHYSICAL Developers IECA In-Vehicle Service COMMODITY DOMINATOR Providers Automotive Suppliers (OEMs)
  9. 9. Experience Innovation OpenLab IVI Technology Experience EVENT • Navigation • Entertainment • Communication EVENT CONTEXT • Location/Destination • Internet Connection - limitless • Business or Leisure INVOLVEMENT • Setting location, adjusting directions • Freedom to choose • Home Entertainment Sync • Instant Messaging, Hands-Free PERSONAL MEANING • Safety, Stress Relief • Enjoyable • Productivity
  10. 10. Holding Hands Strategy OpenLab IVI Technology Value Chain RESEARCH DESIGN SOURCE MANUFACTURE MARKET SELL SERVICE VOLUME OPERATIONS COMPLEX SYSTEMS Research - High volume of Atom™ Processors distributed Research - Working with ecosystem to OEMs > Must be scalable! (industry leaders, academia) to develop and further customized solutions Design - Must fit as a component to be incorporated into many OEM-specific end solutions > Must be simple and Market - Large supplier network (Intel flexible! IECA) plus complicated upstream eco- system > Collaboration is critical! Source - OEMs take on majority of engineering costs > Price is important! Sell - Must bring together the IECA to facilitate the buying decision > Relation- Manufacture - One component of a variety of complex ships are critical! systems > Standards-based uniformity in manufacturing is critical for compatibility across end solutions! Service - Pre-sale solutions and post-sale upgrade consultations > High-touch
  11. 11. Suggested Questions Q1. Considering the “Holding Hands Strategy,” what are some of the specific challenges that Intel faces in the hand-offs between operations and sales/marketing? How is Intel working to resolve these issues? Q2. How does OpenLab Munich specifically contribute to continuing Moore’s Law? Q3. Are there additional IP protection concerns when employing an open-platform strategy such as Open Infotainment Platforms (OIP)? If so, what is Intel’s response? Q4. Intel often rotates between niche and keystone roles in technological markets. How does Intel identify and develop these niche market opportunities? Q5. Is ingredient branding important for the IVI market as it was for the PC market? If not, do you think it ever will be? Does Intel intend to use this strategy in other (future) consumer electronics markets? Q6. Provide more program details on the Joint Innovation Research Programs- current university projects and industry collaborations. What is the biggest breakthrough achieved by this program (OpenLab Munich) to date?