It's not just computers that have 'Intel Inside'. Since 2006 the US chipmaker has campaigned to widen its market to handsets and other high-end devices, albeit so far with less success than with which it dominates the PC sector. It is pushing hard into the "internet of things" market, as demonstrated by the recent partnership with Tag Heuer in 2015 to develop a luxury smart watch. The world might be a very different place had it not been for the American company that invented the microprocessor, a tiny silicon chip that allows electrical products to "think" for themselves. Almost all electrical appliances now contain microprocessors, from toys to washing machines, from cars to traffic lights, from telephones to thermostats. And computers of course. Around 80% of PCs worldwide operate on Intel microprocessors, and the company has powerful alliances with most of the world's biggest manufacturers. Intel also makes a variety of other memory chips and computing components. After a slowdown in the market in 2008 and 2009, the group was back in growth mode by 2010. However the shift towards smartphones and tablets - not an area of strength for Intel - began to create problems in 2012, prompting the company to launch a bigger push for its own line of Ultrabook laptops, as well as a series of acquisitions of chip manufacturers specialising in other sectors.
Selected Intel advertising
Which agencies handle advertising for Intel? Find out more from the Adbrands Account Assignments database
Subscribers only: Adbrands profile
Account assignments & selected contact information
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:
Adbrands Weekly Update 17th Aug 2017: In an otherwise quiet couple of weeks for corporate news, several major US companies have instead been wrestling with issues of diversity, race and gender. Business leaders yesterday moved to disband two White House advisory councils as a result of President Trump's inconsistent comments regarding a white supremacist rally in South Carolina where one left-wing protester was murdered and 19 others injured. Trump initially demurred on condemning the supremacists, saying instead that both sides were to blame for the violence. That prompted the immediate resignation of Merck's Kenneth Frazier, one of America's most senior African-American CEOs. "America's leaders must honour our fundamental values," he said, "by clearly rejecting expressions of hatred, bigotry and group supremacy, which run counter to the American ideal that all people are created equal." Trump's typically ill-mannered response was to attack Frazier in two tweets about pharmaceutical pricing. That braggart reaction prompted the departure of two further members, Under Armor's Kevin Plank and Intel's Brian Krzanich. "I resigned because I want to make progress," said Krzanich, "while many in Washington seem more concerned with attacking anyone who disagrees with them."
Trump attempted to calm the storm by voicing an explicit condemnation of the far-right (no doubt at the insistence of his more moderate advisers) only to change his position again the following day, and once again blame both sides for the violence. At the same time, he ramped up his attack on the departing CEOs who, he said, were "not taking their jobs seriously" and had resigned "out of embarrassment because they make their products outside" the US. That prompted the resignation of two further CEOs, Campbell Soup Company's Denise Morrison and 3M's Inge Thulin. The remaining members of both councils then took the decision to disband. Typically, Trump tried to save face by claiming the decision to disband was made by him. Shortly before the councils were disbanded, the New York Times asked why so few CEOs speak out against Trump, concluding that "privately, many chief executives say they are fuming, outraged by the president. But many are too scared to say anything publicly that could make them or their company a target of Mr Trump’s wrath."
Adbrands Weekly Update 29th Jun 2017: McDonald's and some other major US brands may have terminated their sponsorship arrangements with the Olympics in recent months, but there are certainly enough other potential partners to take their place. One of the first such is Intel, which has signed up as a technology sponsor from next year's Winter Games until 2024 at the earliest. It aims to showcase its technology in areas including virtual reality, 360-degree video, artificial intelligence and drones. One feature already promised for Pyeongchang 2018 is real-time VR viewing of key events. Intel recently signed a three-year deal with Major League Baseball in the US to offer similar services.
Adbrands Weekly Update 16th Mar 2017: Intel launched a new push to expand its coverage beyond the PC market, jumping into autonomous automotive systems with a $15.3bn deal to acquire Israeli company MobilEye. It is one of Intel's biggest-ever acquisitions. MobilEye makes chip-based camera systems that help cars visualise the driving environment around them, allowing them to steer or break autonomously. The company supplies its technology to GM, Volkswagen and Honda among others, and is already partnering Intel to launch a small fleet of self-driving cars in the US for BMW this year. In a memo to employees, Intel CEO Brian Krzanich said the Mobileye deal "merges the intelligent eyes of the autonomous car with the intelligent brain that actually drives the car. The saying 'what’s under the hood' will increasingly refer to computing, not horsepower."
Adbrands Weekly Update 8th Sep 2016: Intel agreed to transfer control of internet security business McAfee to private equity firm TPG. Intel acquired McAfee in 2010 but has failed to find a way of successfully integrating McAfee's security protocols directly into its chips, as it had intended. TPG is buying a 51% stake in a standalone McAfee for an enterprise value of $4.2bn, considerably less than the $7.7bn for which Intel bought the business.
Adbrands Weekly Update 12th Nov 2015: LVMH's Tag Heuer brand unveiled its $1,500 Connected smartwatch, the first response from any of the Swiss luxury manufacturers to Apple Watch. The device is a three-way collaboration with Intel - which has actually manufactured the first batch of timepieces - and Google. "This is a marriage of Watch Valley and Silicon Valley," said LVMH watch division president Jean-Claude Biver. "The biggest challenge was to make a connected watch that didn’t look like a connected watch," unlike the devices from Apple and other electronics companies. He admitted that Apple's device is likely to lead the market for the foreseeable future, but "the more Apple sells, the more we sell. They opened the door for us." Researcher Strategy Analytics estimated sales of 4.5m units for Apple Watch in 3Q 2015, far ahead of Samsung's Gear, in second place at around 0.6m units.
Brands & Analysis
See full profile
Management & Marketers
See full profile
See full profile
Free for all users | see full profile for current activities: During the 1950s, Bob Noyce and Gordon Moore were two of the founders of US technology company Fairchild Semiconductor. In 1959, Noyce developed the first integrated circuit, which allowed miniature electronic circuits to be stamped onto a single silicon chip. By the late 1960s, Noyce and Moore were frustrated with the way Fairchild was developing and wanted to set up their own business. In particular they felt that computer memory could be stored on miniature chips rather than on magnetic media such as tape or disk drives. In 1965, Moore devised a planning model later known as Moore's Law. This predicted that the number of transistors that the industry would be able to place on a computer chip would double every year. (Incredibly, the model was to remain true for the next 30 years, until Moore revised it to doubling every two years).
Backed by venture capitalist Art Rock, they set up as Intel, short for Integrated Electronics, in 1968. Recruiting another ex-Fairchild engineer, Andy Grove, they started by making RAM memory chips for mainframe computers. But in 1970 a Japanese client, Busicom, commissioned a new order. Busicom asked for 12 custom-built logic chips to run a low-cost desktop calculator. Instead Intel decided to amalgamate the 12 separate chips as one, designed so that it could be controlled by software, instead of having its programming built-in. After nine months of development, the first microprocessor was born in 1971. Smaller than a thumbnail, it contained as much computing power as ENIAC, the first mainframe computer developed in 1946, which had filled 3,000 cubic feet and weighed 30 tons.
Unfortunately, the technology had been funded by Busicom, so they owned it. Noyce and Moore bought out Busicom for $60,000. (The Japanese company went bust a year later). The other catch was that no hardware manufacturers were making products capable of using this revolutionary new technology. Intel mounted a huge campaign designed to let the electronics community know what they'd devised. In fact the first electrical products to use microprocessors had nothing directly to do with computers - they were supermarket scales, traffic lights and telephones. In effect, microprocessors allowed traffic lights to operate independently, as opposed to being wired into a huge city-wide network. Supermarket scales could convert weights into prices and print labels. Telephones could hold numbers in memory for speed-dial or redial.
However gradually computer hobbyists also began to incorporate Intel's chips into their amateur projects. Effectively the first personal computer was the Altair, sold to hobbyists as a DIY kit. It was launched in 1974, using Intel's third-generation processor design, the 8080 chip. Shortly afterwards, two Seattle-based programmers named Bill Gates and Paul Allen set up a small software partnership called Microsoft to write a simple programming language for the Altair. Meanwhile, Intel acquired watch manufacturer Microma and began manufacturing digital timepieces powered by microchips. It was a bad call. The company was quickly overtaken by Japanese manufacturers, and Intel disposed of the business in 1978.
In 1981, computer giant IBM took the decision to sub-contract some of its technology for the first time in order to develop the first commercial personal computer. It selected Intel to provide their fourth generation 8088 microprocessors, and commissioned Microsoft to supply the operating system. A year later, the 80286 - usually called the 286 - was the first chip to be reverse-compatible with software written for its predecessors. In an attempt to make the 286 an industry standard, Intel licensed the technology to smaller company Advanced Micro Devices (AMD), but quickly found they had created a competitor not a collaborator. Meanwhile Japanese rivals forced Intel out of the less profitable memory business, as well as the wider non-computer processor market. The company reinforced its position by concentrating on PC chips, launching the Intel386 in 1985. This was capable of multi-tasking - allowing the computer to run multiple programs at the same time. The 486, launched in 1989, was even faster. However, AMD sued for being shut out of the new technology and a series of lawsuits dragged until the mid-1990s.
In 1993, Intel developed a new family to replace the 86 series, the Pentium series. Containing 3.1m microscopic transistors and circuits each 1/300th the width of a human hair, the Pentium was 1,500 times faster than Intel's first 4004 chip. The Pentium Pro launched in 1995, followed by Pentium II in 1997. The company also began to diversify its range, custom-designing specific sorts of chips for different types of applications instead of the one-size-fits-all approach of previous CPUs. The Pentium II was specifically designed to provide enhanced multimedia; however this wasn't always the most important requirement for different computers. So the Pentium II Xeon range, launched 1998, was introduced for servers and workstations, which specialise in networked business applications. The budget range of Celeron chips, also 1998, offered high multimedia performance at lower prices for home users. The Pentium III, launched in 1999, is top of the range with enhanced handling of multimedia as well as demanding business computing. It is being superseded in 2000 by the company's newest chips, the Itanium processor, and Pentium 4. Advances in technology mean that the company can now stamp more than 10m transistors on a silicon chip, using circuits 1/1000th the width of human hair.
In 1997 the company also began a program of acquisitions to reinforce its product portfolio. During the 1980s, smaller company CHIPS had proved a thorn in Intel's side as a manufacturer of clone microprocessors, undercutting Intel's prices. By the 1990s, CHIPS had become a specialist in graphics controllers for portable computers. Intel paid $420m to buy the business in 1998. It also settled a lawsuit from Digital, who claimed the Pentium chip plagiarised their rival Alpha CPUs, by paying $700 to acquire Digital's semiconductor business.
Later that year Intel moved into networking, buying Level One Communications for $2.2bn. It paid a further $780bn for computer telephony business Dialogic in 1999, followed by $1.6bn to purchase cellular communications software maker DSPC. Intel also invested $100m for a strategic alliance with Korea's leading semiconductor manufacturer Samsung. There were a series of stock-based acquisitions during 2000 in a variety of companies including networking processor company Basis Communications ($450m), communications software designer Trillium ($300m), Danish chipmaker GIGA ($1.25bn) and circuit board maker Ziatech ($240m). The rivalry with AMD resurfaced in 2000 when the smaller company beat Intel to the launch of a 1-gig processor by two days. But Intel's close ties to Dell, Compaq, Microsoft and several other major developers have effectively closed out AMD from the top tiers of the computer industry.
In early 2001, the company raised the stakes even further in chip development, announcing they had perfected the technology to make microprocessors containing more than 400m transistors by 2005. Intel's current top-end chip, the Pentium 4, has 42m transistors. The group also spent almost $2bn in cash and stock to acquire a number of smaller technology developers during the year, including wireless communications company Xircom, semiconductor maker VxTel, components company Cognet and fire-optics developer LightLogic. The Itanium 64-bit microprocessor for servers, developed with Hewlett-Packard, finally launched in 2001, several years later than planned. The group sealed a deal to become the exclusive supplier of server chips to Compaq; however AMD's new Athlon chip for PCs loosened a small part of Intel's hold on the desktop market. Intel won back the lost ground with substantial price cuts, and a string of even faster Pentium chips.
Although the group has consistently held onto its leadership of the market, the economic downturn in 2001 and 2002 hit hard. Sales dropped more than 20%, as both unit volumes and chip prices fell in response to slower demand. Net income plummeted from $10.5bn in 2000 to just $1.3bn in 2001. However 2003 saw a strong recovery throughout the industry, and Intel was no exception.
Yet at least some of Intel's recovery was supported by aggressive and sometimes unfair behind-the-scenes negotiations with manufacturers and retailers, in which it paid computer makers to limit the number of chips they sourced from competitors. This led to a lawsuit from main rival AMD which resulted in fines in several countries. The most significant of these was an unprecedented E1.06bn fine handed down by European regulators in Spring 2009. The EU found that Intel had given large discounts to several manufacturers on condition that they buy some or all of their components from the company, and paid electronics retailer Media Markt, a unit of Metro Group, to sell only Intel-based machines in its stores. Intel vowed to appeal against the fine.
For several years, the group was determined to cross over from computer components into traditional wireless handsets, but these operations incurred heavy losses as Intel had difficulty breaking the stranglehold of rivals such as Texas Instruments and Freescale on the mobile phone sector. The Intel Communications Group's products included wired and wireless networking and connectivity products, application processors and chipsets for cellular handsets and handheld devices. Brand names include StrataFlash memory for high-end cellular phones and XScale processors. Performance improved dramatically in this unit in 2004, with sales rising almost 30%, but the business still reported losses. Eventually Intel called it a day in 2006, selling the entire communications unit to Marvell Technology for around $600m.
A separate unit, the New Business Group, launched a range of other products in early 2000, including DSL modems, PC cameras and toys, but the project was later phased out in the light of poor returns. Its remaining activities, web hosting services for corporate customers, were phased out in 2003. See full profile for current activities
All rights reserved © Mind Advertising Ltd 1998-2017