1 High Tech Marketing BA-311 Marketing Management March 14, 2007 Buzz Schadel

2 A Short History of Buzz Schadel Pittsburgh, PA Princeton U BA Physics Kellogg MM Marketing Ford Motor Co. Family / upbringing are vital Physics is not my career Marketing is a science (almost) Lead a team Esprit de corps Work is not college Intel (80-91) Atlas Telecom eFusion Intel (99 …) Assume ownership Take informed risks Get results Be nimble Listen to the Customer Get good people to help you

3 About Intel Intel, the world leader in silicon innovation, develops technologies, products and initiatives to continually advance how people work and live Sales/ Marketing Technol/ Manufact Digital Enterprise Digital Home MobilityDigital Health S/W and Solutions Intel

4 High Tech Marketing Start with a clear OBJECTIVE –An end state you want to happen Identify the VARIABLES –That most affect the outcome, and that you can affect IMAGINE scenarios that might work –Cause and effect hypotheses EVALUATE options –Against criteria important to your business Deliver a PLAN –That is clear about what needs to happen when

5 Virtual Simulated or extended by computer software Computer virtualization- making one system behave as multiple independent systems Platform Apps OS Platform Virtual Machine Monitor Apps OS Apps OS Apps OS

6 Strategic Objective 1.Be and be perceived as the leader in providing “platform” virtualization solutions –Intel platform H/W + VMM vendor S/W Or 2.“Own” the virtualization layer on Intel platforms

7 Variables When broad adoption / usage? –With earlier H/W, we want this sooner –Or do we? Support from VMM providers –Timing / quality of support on Intel vs. competition Intel ability to develop and market a VMM –Intel does hardware really well OS vendor reaction to Intel VMM under their OS What do end users and computer OEMs want?

8 Scenarios / Hypotheses Can we get OS vendors to go along with Intel VMM? Only 1 VMM to worry about VMM a commodity Give VMM to OSV? Can we get OEMs and EUs to support Intel VMM? Can Intel “halo” effect drive timely, “better” support for our platforms? Would open source competition accelerate support for our platforms?

9 Evaluate Against Criteria Risk Return 1 2

10 Objective / Strategy Be and be perceived as the leader in providing “platform” virtualization solutions and by driving an arms race via open source Or “Own” the virtualization layer on Intel platforms

11 Summary Take this approach with ~ any project Write a data sheet –What are the goals of the data sheet? Who is the target? What stage in the sales cycle? Desired next action? –etc.

12 Q & A Thank You!