Intel looks to be on a warpath for regaining any marketshare lost to rival AMD in recent quarters. And no better way to do it than through platforms custom-made for local markets. And no better time than now when the government, service providers and hardware vendors are all talking of tapping rural and small city markets with such solutions.
The concept of the platform is not new: We’ve been hearing about it for quite some time now; it all started with the Centrino and it launched two new ‘platforms’ in late May. What’s new is the greater focus on designing custom-made, localized ones.
And the team of Intel channel executives and partners have an even more important role to play now since the company created the channel products group, one of five since January. The group is the most significant in the context of the local market. According to Intel, the channel products group will be combining into one organization existing groups focused on developing and selling Intel products to meet the “unique needs of local markets worldwide”.
The latest proofs from Intel of its commitment, to innovate on local solutions so as to reach farther into markets yet untapped: Its plans to set up a Platform Definition Center in Bangalore one of three it has established since March (others being in Cairo, Egypt and Sao Paulo, Brazil); and an MOU with Small Industries Development Bank of India for easier finance.
More on the center it will be ‘defining’ potential new technologies based on local needs in terms of features, pricing, usage and delivery to end users. An Intel executive hinted at some of the prototypes, a PC chassis that work like water coolers in Delhi heat, a PC that can send out SOS messages inspite of power outages, low-cost multi-function computers, a device useful in rural healthcare,
As Anand Chandrasekhar, Intel’s corporate vice president, said Intel’s investing to be ahead of the curve. The only hurdles it may face is resistance from OEM partners who don’t see a ready market or component manufacturers who don’t see critical mass for profitable production. Once the platform is built, Intel will be relying heavily on its OEM, GID and IPP partners for manufacturing, assembling, marketing and selling the solutions based on platforms it creates. Volumes are expected come in only by late 2006.
In the words of Gerald Greeve, Intel’s GM, APAC, execution is paramount.