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Intel Corporation Ba401
1. Introduction
Intel decide to exit DRAM business on 1985.
In 1987, Intel began to emerge from recession
Growth of Intel 386.
Andy Groove wondered of “new” Intel, late in 1990
with strategy on:
1. Intel of 1990s should be dominant in the
EPROM business.
2. Emergence of RISC architecture.
3. The growing importance of company’s
relation with its customers
2. DRAMS in 1990
Andy Groove proclamation : “Welcome to the
mainstream of Intel”
Sun Lin Chou quote: “DRAM business would not lead to
a big business”
By 1990, DRAM $ 8 Billion market: 1. Japan 87% 2.
US 8% 3. Korean 5% (will be increase)
Dramatic incline on US DRAM industry, predict the
downfall of the entire US semiconductor industry.
3. New Technology drivers
Sun Lin Chou said it was typical for DRAMs to proceed
logic products in linewidth reduction by at least one year
In 1990 , Sun Lin Chou expressed some skepticism in
discussing the cumulative volumn model for learning in the
semiconductor industry
Craige Barret , executive vice president and General manager
of the Microcomputer Component Group , believed the
importance of DRAMs to technology leader-ship had been
overestimated by most industry observes
Gerry Parker , vice president of Technology Development
, had a slightly difference perspective on the issue of
technology driver
4. EPROM
End of 1986, Intel’s only memory businesses was in
EPROM.
Intel successfully on EPROM business through action
taken by the US government
In 1986, Intel manager recommend to maintain its
position in the EPROM business.
In 1986, Intel remained the EPROM market leader with
21% from $ 1 billion market.
5. Flash
Intel middle manager also recommended business
action on Flash.
Flash is actually a simpler-to- manufacturer.
Flash used on parallel processor or neutral network and
can lead on portable to hand- held units business.
By 1990, began considerable Flash as replacement for
conventional magnetic disk drive.
6. New Microprocessor strategy
In October 1985 Intel made decision to close Fab 5
in Oregon for DRAM production , it announce
shipment of the 32-bit 80386
The electronics industry received the 386 TM
microprocessor with great enthusiasm
The power of the 386’s ability to leverage previous
software led to the most rapid ramp up of
production for any microprocessor in Intel’s history
A new corporate strategy added to Intel’s early
success with the 80386
7. New Microprocessor strategy
Craig Barret described some of the factors which
figured in the decision
Bob Reed , chief financial officer , underlined the
importance of intellectual property to Intel and to the
semiconductor industry.
In order to support the sole-sourcing strategy, Intel
converted their new Israel facility, originally designed
for EPROMs, to make microprocessor products.
Silicon trends and PC Integration
8. RISC Versus CISC
By 1990 , Intel had established a dominant position
in the personal computer microprocessor business
based on CISC (complex instruction set computing)
design.
During 1990, NCR was the first Intel customer to
decide to use Intel microprocessors throughout its
entire product line.
Some analysts believed that Intel’s penetration in
CISC – microprocessor market would continue
throughout the 1990s
9. RISC Versus CISC
A new market for microprocessors led to the
proliferation of microprocessor designs.
Scott McNealy, president of Sun Microsystems
, believed that Intel was charging too much for
its processors.
He initiated the development of news
processor using a computing architecture
called RISC.
Following a strategy of “open” standards,
he made the sun RISC chip design (SPARC)
available to his competitor.
10. RISC Versus CISC
SPARC chip had reached the market place by 1990 ,
including offerings from MIPS and Motorola.
RISC chip was capable of supporting some version
of UNIX operating system environment.
The success of RISC versus CISC is likely to
depend on whether a total seamless software bridge
can be run fast enough on UNIX-based machines
11. The i860 Story
In 1988, Intel’s official response it RISC architecture
was to call it “the technology of the have nots.”
As several companies announced new RISC chips,
Intel developed and internal jargon referring to the
competitor chips as YARPs, for “yet another RISC
processor”
A designer named Les Kohn had been trying for
several years to initiate a RISC program
During the development of the RISC chip , it was
code named the N10, and perceived by the top
management as a coprocessor for the i486
12. The i860 Story
The N10 has a 64 bit architecture with floating
point and integer processing as well as enhanced
graphics capability.
In February 1989 , Intel announced the I860 not as a
co-processor , but rather as a stand-alone RISC
processor.
Craig Barret viewed the I860 as a past of rational
strategy having emerged through the championing of a
top-flight engineer.
13. System business
In 1985 , Les Vadasz became senior vice president
and general manager of the Intel Systems Business .
In 1988 , the business have nearly kept pace with
the dramatic microprocessor growth so that it
announced for about $750 million of Intel’s $2.8
billion in sales.
14. System business
In 1990 , it was expected to contribute over $1
billion
In 1985 , top management had made the strategic
decision to increase the systems business share of
total revenue.
Some industry observes believed Intel’s Systems
Business represented a bold strategy which could
alienate its customers.