- Intel is a major technology company known for its processors and chips. It organizes its business around key customer groups like mobility, digital home, and digital enterprise. - Intel's Centrino Mobile Technology was an early integrated mobile computing platform that provided wireless connectivity, thin/light designs, extended battery life, and breakthrough performance. It helped drive double-digit growth in the portable PC market. - To further grow its brand, Intel enhanced its marketing approach from just focusing on products to demonstrating how its technologies enable new experiences and productivity for users. This included experiential campaigns highlighting the benefits and lifestyle aspects of mobile computing.

2. 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

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

5. Intel’s Business: Creating Value

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

8. Intel ® Centrino ® Mobile Technology Case Study

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

10. Convergence Vision All Computers will Communicate All Communication Devices will Compute

11. 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

12. 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*

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

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

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

16. User Awareness – Seeing is Believing

17. 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%

18. 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%

19. 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%!

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

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

22. 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

24. Intel Brand Architecture Branded Platforms Processor Brands Master Brand

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