Intel CEO Paul Otellini Global (English name, please add) read, "Augustus Biography", his deep feelings: As founder of the Roman Empire adopted son and heir of Caesar, Roman rule shaped the order in which the first A political (Principate) as the fundamental system of Rome, and opened a long period of time, "Roman peace."
Otellini said: He (Augustus) is legendary, he changed the Roman.
And Augustus is similar to Europe and Germany Ningji Cheng Intel is a chip empire. He took office that is, Intel's internal environment in which the external environment is undergoing tremendous changes. Internet, Internet this 锕?cloud computing is quietly changing the world, the industry is facing re-distribution of words, face remodeling industry chain.
Otellini to appear in such a historic trade adjustment point in time, continue to hold Intel's empire?
Previously, only Intel chips embedded in computers, but in fact, the new terminal is Intel's wasteland. Otellini to pioneering, to Intel chips embedded in all computing devices.
Pioneer is one of Intel's model of change. As the year Gerstner did at IBM, INTEL history, the first non-technical majors in college to Otellini, now using a more subversive ideas recycled INTEL.
"Platform" of policy challenges
Platform strategy to Otellini from the COO to take over non-controversial CEO, but also being criticized by analysts, after he took office at the peak point, INTEL decline in the financial statements, the company's frustrated mood, is placed in front of Otellini challenge.
In early 2005, Intel Chairman Craig Barrett either, Otellini took over as CEO. At that time, Intel appears to fame. The second quarter of the year, Intel's sales revenue had also reached "record" of 9.2 billion U.S. dollars, net profit rose 16%. The fourth quarter, Intel's sales revenue reached 102 billion dollars in new high.
In fact, Intel has to hilltops, and to challenge received Chong. Fiscal year 2006, the world's largest semiconductor company's sales and profits fell by 9% and 39%, in September 2006, Intel announced plans to lay off 12,000 employees. Until the end of March 2007, Intel's revenue decline year on year for 5 consecutive quarter, net profit has witnessed a whole year around.
Emotional frustration dispersion around both inside and outside of Intel. Wall Street analysts began to criticize Otellini: I do not know too busy to embrace the so-called platform, ignore the conduct of the - chip.
Intel stagnation in the development of those two years, competitors quickly catch up with AMD. With lower energy consumption, better compatibility with Opteron chips (Opteron), AMD from the PC server market, once won nearly 40% share, and will catch up with the momentum has carried over to the consumer market. This makes Intel pinned. All kinds of speculation began to spread: Otellini will be no guarantee that the throne.
When it was criticized by investors and analysts a platform strategy is Otellini's New Deal. Otellini believes that computing industry will increasingly rely on application-driven, not only by technology-driven, chip processing, graphics processing, storage capacity, including broadband and other technologies, the application of different functions, require the whole of the computing platforms consideration, but not considered in isolation.
January 2005 began, around the "platform mode", will be Intel's global organization with an unprecedented adjustment. Otellini on Intel's business structure of an unprecedented reform: he will be Intel's business restructuring into five divisions, namely mobile, digital enterprise, digital home and digital medical division.
New organizational structure for the division of customer and application logic. Strategic expansion and adjustment of organizational structure, bringing the company's expansion in the scale of 2005, Otellini recruited 20,000 new people.
In 2002, Otellini served as COO, who was appointed as successor to the then CEO Craig Barrett occasion, Intel began a "platform" experiment. In early 2003, Intel launched Centrino (Centrino) platform, which is a CPU, wireless modules and chipsets for computing platforms.
Within a few years, swept the entire Centrino notebook computer market, and let the original manufacturer is interested only a few high-end market, has become the largest PC field of the driving force of growth.
Otellini platform strategy's success, allowing him to take the undisputed position within Intel. Take over Intel CEO, he hoped copy in various fields, including digital enterprise, digital home, digital health care and other areas of the field of copy their success in the mobile notebook. Subsequently, Viiv (Viiv home entertainment platform) and vPro (vPro business platform) has a range of platform solutions for the birth.
Viiv and vPro platforms and has not been as successful Centrino platform. Otellini's "platform" for experimental setbacks, he faced a challenge.
Difficult restructuring
Failure bred success. Otellini firm that transition and then the pain should continue. Begin in 2009, INTEL's earnings improved, and nearly 30 years to achieve the biggest increase.
Passed in 2006 suffering from doubt, Intel seems to be no improvement, but the change has quietly produced.
In the difficult 2006, the second quarter of 2007, its net profit rose 44% over the previous year, an increase of 43% in the third quarter, fourth quarter, then again raised to 51%, reaching 2.3 billion. The arrival of the global economic crisis of 2008, Intel became the first company out of its economic crisis. Second quarter of 2009, Intel's revenues of 8 billion U.S. dollars, growth of 12%, profits 1.4 billion. Third quarter of 2009, Intel posted revenue of 9.4 billion U.S. dollars, up 17% sequentially, exceeding original expectations, which is Intel's largest chain 30 years increase. Otellini is expected to Intel has come out of the shadow of the crisis, growth will continue, Intel expects fourth quarter revenues of 10.1 billion U.S. dollars.
At this time, competitors are still in the shadow of economic crisis. Rival AMD's market share is shrinking. Otellini said: back AMD has taken away market share.
It is Intel's success breeds failure. Intel's global president, vice president and China, the Syrian Young recalls: the late 90s of last century, that is, the rapid development of the Internet, when Intel found a trend: the future of computer processing of data is growing, more and more complex applications, more and more complicated tasks, the computer to simultaneously handle many applications.
He said examples: the first computer processing is an e-mail or powerpoint, electronic documents, tasks, single, not complicated.
However, place the computer to the Internet application environment, the need for multitasking, video, image, instant messaging, applications are more complex. The face of complex, concurrent applications, single-core chips seem powerless, in this time, Intel plans to launch dual-core, multi-core chips to meet the needs of new computing applications.
Intel has made a decision at that time, after the Pentium 4, Intel will abandon the previous structure.
Structure has been before a problem: the higher the frequency, the leakage problem will become increasingly serious, power consumption will be higher. Development in accordance with the original architecture, Intel will soon meet her physical limits. The new structure does not require a high frequency single-core, energy consumption, leakage problems have been well resolved.
Smooth transition is not, in fact, the transformation into Intel's history one of the most difficult transition. 2000 Intel introduced the Pentium 4,2006, Intel launched the Core architecture based on the new chip. Time of up to 6 years, which is Intel's longest product life cycle, the previous record for 3 years. Competitors took advantage of the opportunity to erode Intel's turf.
Intel originally planned to launch Core chips in 2005, but the development process is too complicated, product delays for one year, this became a good time to attack opponents.
Otellini feel for the transition cost is worth it: Duo chips came out, suddenly ahead of Intel in 2007 锕?2008, Intel regained lost ground. The economic crisis raging in 2009, when competitors are in a difficult winter, Intel will come up from 10.4 to 10.6 billion U.S. dollars for investment and research and development, of which 106 million for research and development.
Intel's investment in process technology Gengrang rival can match, from 65 nanometers to 45 nanometers, Intel is way ahead. Next, Intel will invest 70 billion dollars to chip plant transformation, Otellini said: Soon, Intel will introduce 32-nanometer, 22 nanometer chips.
More radical changes
Marketing origin Otellini, then in charge as IBM's Lou Gerstner as being in a history of courage to get rid of the reform INTEL. The new strategy is the key word: market as possible and become the dominant technology.
Multi-tasking, multi-application Internet scene is changing the industry structure. In the wintel times create faster and faster Intel chips, Microsoft's new operating system will consume the computing power. The task now is to meet the increasing number of applications that the number in the millions of dollars from software provider, or even individual developers.
Otellini face of such a new world full of temptations and challenges. Can the New World in the winning Intel, Otellini a pressure set at.
In Intel's history, every CEO in Intel who left his mark. Noyce (RobertNoyce) to Intel to bring a powerful sense of innovation, scientists Moore (GordonMoore) formulated the "Moore's Law," Grove (AndyGrove) is a "management guru", Barrett (CraigBarrett) is a "chip Wizards. "
The technical background of these people with different backgrounds, Otellini came from marketing, to embrace customer needs faster and consumer behavior. That as CEO of Intel, but also think that only such people can disregard of Intel's history, turning back the courage to take risks.
As Lou Gerstner at IBM, his background and to do with IT, but make IBM the elephant to dance. Intel hopes that Otellini is their Moses to lead Intel out of Egypt.
In Otellini as CEO shortly after the new Intel logo, the "Intel.Leapahead" (Beyond the future). Market analysts mixed smell from the breath: is it to replace the technology with the market, the company's new dominant force?
"Intel.Leapahead" replace the "Intel Inside". In 1991, during the administration Grove, Intel processors and to his own imitation products from competitors to distinguish, Intel launched the "Intel Inside" program and later as the "Pentium" chip (Pentium) the success of the popular .
"Intel Inside" in the sense that a company can rely on a technology-driven industries affect consumers. Otellini will change to this?
From the platform plans to launch Core, Intel's Otellini has been completely sorted out the future: in the "advanced technology" at the same time, embrace customer needs and consumer behavior, to "Engineer Culture" and "marketing culture" while melt in Intel's blood, and to promote the Intel move. "Intel.Leapahead" the idea is transmitted.
2006 Core launch, Intel introduced the Core Duo processor market, products have more than 100 balance, Otellini seems more like "Moore's Law" in accordance inheritor. Intel co-founder of Moore in 1965, an article pointed out: the number of transistors on a chip every 18 months to two years will double, which is known as Moore's Law.
Grove said: "The only sustainable way to launch a another product, our success is always under a product, rather than the current."
Intel has also revised its platform strategy. Yang said: platform concept too complex for ordinary consumers, consumers are not interested, but also can not understand, but should highlight the application.
How to face the "cloud" shock
Cloud computing era, IT infrastructure needs in four areas, namely the terminal cloud, cloud background, cloud communications, cloud platform. Otellini believes that cloud the terminal, including the Internet this, MID, smart phones, industrial equipment, various household appliances, automobiles, and a variety of proprietary devices, Intel to all terminals in the chip embedded in their own.
Otellini believes that any future things may be associated to the Internet, in addition to the above-mentioned device, an electronic watch, a wrist worn medical devices, or specialized control equipment would work online. Intel's goal is to embed these devices SoC products, these devices have given the task of handling the task of computing power.
This is the best of times, it was the worst of years. Otellini claims, driven by Internet applications, computing technology is beyond the PC, to the broader spatial development. Over the past three decades, Intel's territory is the PC, Intel is now expanding to more areas. Otellini called it the "spectrum", now PC in the frequency spectrum is just one of many.
Intel spectrum, including at least high-end servers, mainstream PC, consumer electronics, embedded systems, all kinds of handheld devices, they will be embedded in Intel chips.
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