THEVIEWFROMSANTACLARA.

A New Focus on Mobility

In1998Intelhasamarketshareofover80%,theDesktopGroupatthecompanywas
wellfunded,wellrespectedandtheprimarymoneymarketforthecompany.

Themobilebusinessgroupontheotherhandwaslessfunded,wasseenasasecondary
oppurtunity.

THEVIEWFROMISRAELDESIGNCENTER

IsraelDesignCenter(IDC),whichwasestablishedin1974,attractedsomeofthebest
graudauatesstudentsofprestigiousuniversitiesinIsrael,however,IDCalsofeelthat
theyareinsurvivalmode,lookingforthenextprojectthatwouldprovidethemwitha
temporaryoppurtunitytoexist

Atthattimetwosignificantmicroprocessordevelopmentprojects,codenamedChopaka
andTimnawascancelled.

THEVIEWFROMISRAELDESIGNCENTER
The Timna Innovation

Theoriginalgoalwastoreducecosts,whichmeansareductionindiesize.

Thefirstdiscoverywasslightlylowerclockspeedcanreducethediearearequiredforthe
chipdesigndownsignificantly.

Anotherdiscovery,whichisparticularlyimportantforIntel'sfuturemobilestrategyisto
discoverhowtomakeenergyefficiencyandlittletonoimpactatall.

THEVIEWFROMISRAELDESIGNCENTER

Banias is Born (continued)

AfterTimna,IDCbeganBaniaschipdesign,whosegoalistoworkbetterandsave
energy.

BeforeBanias,circuitswerealwaysonandonlyturnedoffwhennotneeded,whereasin
Baniasdesignmostcircuitswouldbeoffandonlyturnedonwhenneeded.

Moreover,theBaniasdesignbehaviorwasmeasuredwithenergy.ThatisBaniashasa
uniqueabilitytouselessenergy,theworkefficiency.

THEVIEWFROMISRAELDESIGNCENTER

Four Vectors of Mobility

Baniasexistenceseemedtemporary.

IDCtriedtoconvincetheintel

LearnedfromChopakaandTimnaexperience

IDCandMPGworkedtogetherandconcludedthatforfutureproductstheyhavetobrek
outoffvalueandconcentrateonfastgrowingmobileproducts.

MPGbelievedthatMobilesegmenthavetobethecombinationofperformance,battery
life,wirelessandformfactororsize.

Althoughwirelesscommunicationshadbeenidentifiedasoneofthefourvectorsof
mobility,itwasnotincludedintheBaniasplan.

NOTEBOOKMARKETTRENDS
(DRIVENBYMOBILEMSA)
4 Vectors of Mobility
1.Work(Performance)continuestobethebasisofyourhome.
2.Batterylifeisimproving,onethathasbeendemandedforMobilePCs.
3.Mostusersprefernotebooksthatarelighterandthinnerthan(>70%inthe
MSA).
4.Connectwirelessly.

HQTAKESANEWLOOKATMOBILE
Conflict between Desktop and Mobile

DesktopGroupbelievesthatthefrequency(Clockspeed)istoolowtobeusedwith
desktopcomputersthanthatBaniasisstillatargetforcriticisminameetingseveral
times,butPaulOtellinihasarguedthatBaniasisnotonthetableandBaniasis.
microprocessorforNewMobilityPlatform

OnceapprovedbyOtelliniandCEOBarrettandBaniashasbecomeanimportantproduct
forMobileProcessorGroup.

ThecurrentpositionofBaniasonIntelRoadmapseemtobethesafestandgrowing.