Chipzilla’s new chief executive, Brian Krzanich, has surprised analysts by ordering a sweeping company reorganisation.
It had been thought that Krzanich would keep the status quo at Intel and possibly issue a few more fashion bags to show his individuality from previous CEOs.
But it seems that within hours of moving into his new office he created a unit aimed at growing its market share in mobile technology.
The shakeup places most of the main product groups of the world’s top chipmaker directly under the CEO’s supervision.
Intel’s sprawling global manufacturing operation have been given to new president Renee James to play with.
According to Reuters, the reorganisation was outlined in an internal memo sent to employees.
In it ,Krzanich said that he was committed to making quick, informed decisions and wanted to be bolder, faster, and able to leap tall buildings in a single bound. We made the last one up.
“Our business faces significant challenges, and we simply must continue to execute while finalizing our future strategy,” he wrote.
Krzanich said that under his leadership, the top chipmaker will be more responsive to customers in an intensified focus on the fast-growing smartphone and tablet market where it lags.
The PC client group, mobile communications and data centre unit, which previously reported to Intel Architecture group chief Dadi Perlmutter, now reports directly to Krzanich.
It is not clear what Perlmutter gets to do once he has handed these parts of the Intel empire over to its new Imperator. Apparently they still have to talk about that.
Mike Bell will head up Intel’s newly formed “new devices” group, which will focus on emerging product trends.
“The new devices organization is responsible for rapidly turning brilliant technical and business model innovations into products that shape and lead markets,” Krzanich said in the email, according to the source.
Hermann Eul, who shared responsibility for Intel’s mobile communications group with Bell will now take over that business completely.
The restructuring flies in the face of what Intel executives have previously said about mobile chips.
For a long time they have been telling us that the company should not focus too much on catching up in smartphones and tablets at the expense of missing out on future trends in mobile.
While Krzanich’s creation of the “new devices” group signals he is also looking beyond today’s mobile toys, the overall restructuring does indicate a sudden focus on mobile.