Intel’s Centrino
Ravi Madapati
Faculty Member
Icfai Knowledge Center
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The Centrino’s USP
As the use of video, audio and detailed graphics became more prevalent, and the
number and types of applications increased and mobile processing power have
become more important. Centrino was positioned as a product that allowed users
to get superior performance when traveling, commuting or at home.
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Centrino was designed to meet the multi- tasking needs
of a constantly computing lifestyle. Users could move between a multimedia
slideshow and a home video with ease due to technology that offered faster
execution of instructions at lower power. With support for USB 2.0,
Centrino increased performance with peripherals and provided backward
compatibility with USB 1.0 devices. Centrino connections to the Internet
or a corporate network could be made without wires or an add-on adapter
card, due to the integrated WLAN capability. WLAN used radio waves to
connect computers to each other, to the Internet or to wired networks.
Centrino supported WLAN standards and enabled wireless connectivity from
WLAN networks— including thousands of hotspots[1] worldwide. |
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Hotspots provided WLAN service, for free or for a small
fee, from a wide variety of public meeting areas, including coffee shops,
airport lounges and convention centers. To use these hotspots, computers had to
be configured with Wi-Fi certified technology so that connections could be made
with other Wi-Fi certified products. Wi-Fi certifications were included in
Centrino.
Centrino supported a wide range of industry WLAN security standards and leading
third party solutions. Intel had teamed up with VeriSign and Check Point to
enhance and optimize its products to provide a better wireless security
solution. In addition, Intel and Cisco had come together to extend Centrino’s
security capabilities to support leading wireless security protocols (LEAP,
TKIP, WPA).
To fit high-performance processors into all PC designs, including slim and
ultra-slim notebooks, Centrino used leading edge Micro FCPGA (Flip Chip Pin
Grid Array) and Micro FCBGA (Flip Chip Ball Grid Array) packaging technology.
This technology was optimized for a range of thinner, lighter notebook PC
designs that were less than one inch thick. Centrino made new notebook products
further minimize thermal power, the target power level at which mobile systems
worked best and used the least amount of energy. Centrino technology enabled
computer makers to design sleeker, smaller portable computers included the
special Low Volt (LV) and Ultra Low Volt (ULV) options. These options set the
processor to run at a lower voltage specification, which was critical to
lowering thermal power in tablet designs and extra-slim notebooks that were
less than one inch thick and Centrino made this possible.
Launching Centrino
Grove was more excited about Centrino. As he put it [2]:
“I look at Centrino as a shot in the arm for the computing and communication
industries.”
Intel budgeted about $300 mn to promote Centrino. This was close to the cost of
the original and highly publicized Intel-Inside Pentium campaign. In addition,
the company worked with telecommunications carriers, hotel chains and cellular
providers to develop networks for “hot spots”— public places that gave people
wireless access. Intel never officially accepted that it was subsidizing such
networks though its active role was clearly evident. Intel had also made a
series of venture investments totaling $150 mn into Wi-Fi start-ups. But the
future of Wi-Fi looked uncertain. A number of wireless data carriers had
already gone broke while survivors had cut their fees. Notebook buyers often
seemed to care more about price than about battery life. This aspect worried
Intel as it launched Centrino . Intel’s own product development plans had not
gone without a hitch either. The company planned to integrate its first
homegrown Wi-Fi chip into Centrino, but had delayed it until the middle of
2003. Instead, Centrino incorporated a Wi-Fi radio from Philips Semiconductor.
Intel’s communication group, which could have benefited the most from wireless
acceptance, still lost money and faced stiff competition from incumbents.
Analysts predicted that roughly 35% of the notebooks shipped by the end of 2003
would come equipped with wireless. Despite all the concerns about battery power
over the years, energy-efficient chips such as Transmeta’s Crusoe and Intel’s
low-voltage Pentium III chips had not sold in large volumes.
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[1] A Hotspot is an increasingly popular way to work and play on the go.
Hotspots provide wireless LAN service, for free or for a fee, from a wide
variety of public meeting areas, including coffee shops and airport lounges.
There are currently thousands of hotspots worldwide and new access points are
being added daily.
[2] CNET News.com, March 2003.
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