Intel Rallies Firms With Tablet Chips
This Article from the Wall
Street Journal speaks about Intel's attempt to branch into the Tablet
Market. The article explained that for a while Intel has sat back and watched
Dell and Microsoft control the smartphone and tablets.
While these other
companies successfully garnered attention and gained market share, Intel pushed
for their Ultrabook laptops. What they learned was that the market is changing
and technology is moving into tablets and smartphones versus computers. From
this, Intel has looked to compete with iPads. With the help of a new chip known
as Atom z2760, detachable keyboards, and built in security, Intel hopes to use
a differentiation strategy to breach the gap in of market unbalanced tilted
towards Apple.
Their goal is reach a market segment, in particular, the corporate world. They believe that the added bonus of security, long battery life, and management features will give them the edge in finding their share of market. "Intel for the past year has tried to respond with Ultrabooks, its term for thin laptops and convertible designs based on Intel's Core line of microprocessors. At an event here Thursday, the company stressed a different tack—using another chip line called Atom to create hardware with roughly the same size, weight and battery life as iPads and competing tablets."
I think this article is a good example of various marketing concepts including product differentiation, brand competition, and product development. With the tablets already being a household product, it is crucial for Intel to differ from this competition in an appealing way that will give them a competitive advantage. Obviously branching into an existing market will broaden their consumer base, the question remains on if their previously established name in the technology business will help or hurt their cause.
Truthfully, I believe this will be a difficult field for Intel to break into. Despite, whatever success or failures that have happened to them as a company, the structure of the market is already established and new invites to the tablet party seem to lack possibilities. Therefore, I do not think that Intel will be able to create enough buzz to fight the big boys of apple.
Their goal is reach a market segment, in particular, the corporate world. They believe that the added bonus of security, long battery life, and management features will give them the edge in finding their share of market. "Intel for the past year has tried to respond with Ultrabooks, its term for thin laptops and convertible designs based on Intel's Core line of microprocessors. At an event here Thursday, the company stressed a different tack—using another chip line called Atom to create hardware with roughly the same size, weight and battery life as iPads and competing tablets."
I think this article is a good example of various marketing concepts including product differentiation, brand competition, and product development. With the tablets already being a household product, it is crucial for Intel to differ from this competition in an appealing way that will give them a competitive advantage. Obviously branching into an existing market will broaden their consumer base, the question remains on if their previously established name in the technology business will help or hurt their cause.
Truthfully, I believe this will be a difficult field for Intel to break into. Despite, whatever success or failures that have happened to them as a company, the structure of the market is already established and new invites to the tablet party seem to lack possibilities. Therefore, I do not think that Intel will be able to create enough buzz to fight the big boys of apple.
Topics: Product differentiation,
Market Segment, Competitive Advantage, Brand Competition, and Product
Development
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