Intel’s New Chief Exec Begins to Shake Up the Company

Intel Wants to More Aggressively Address Emerging, Mobile Markets

by Anton Shilov
05/21/2013 | 11:33 PM

Just days after taking the lead at Intel Corp., Brian Krzanich began to restructure the company in a bid to improve its presence on the market of mobile gadgets and lower the dependence on the PC microprocessor market. The chief exec announced internally that it will supervise various products group personally in a bit to speed up the decision making process.


"As your CEO I am committed to making quick, informed decisions. I am committed to being bolder, moving faster, and accepting that this means changes will be made knowing that we will listen, learn and then make adjustments in order to keep pace with a rapidly changing industry. Our business faces significant challenges, and we simply must continue to execute while finalizing our future strategy,” said Mr. Krzanich in his letter to employees, which was partly republished by Reuters news-agency.

Intel’s three main product groups – the PC client group, mobile communications and data center unit – that previously reported to Intel architecture group chief Dadi Perlmutter – now report directly to Brian Krzanich. It is believed that by applying more hands on approach by the chief executive himself, Intel’s products will get more competitive.

Separately, Intel formed a new unit called “new devices group”, which will be headed by Mike Bell and which will address the markets that are yet to emerge with new products. After being unable to respond to demand for smartphone and tablet application processors, Intel will now try to create chips for devices that do not exist yet.

"The new devices organization is responsible for rapidly turning brilliant technical and business model innovations into products that shape and lead markets," Mr. Krzanich said in the email.

Renee James, the president of Intel, will handle manufacturing operations of Intel as well as will oversee some other things like security technologies. The new chief executive of Intel has also made a number of less significant appointments.