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High Tech Marketing

BA-311 Marketing Management

March 14, 2007

Buzz Schadel

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A Short History of Buzz Schadel

Pittsburgh, PAPrinceton UBA Physics

KelloggMM Marketing

FordMotor Co.

Family / upbringingare vital

Physics is notmy career

Marketing is ascience (almost)

Lead a teamEsprit de corpsWork is not college

Intel (80-91) Atlas Telecom eFusion Intel (99 …)

Assume ownershipTake informed risksGet results Be nimble

Listen to the Customer Get good peopleto help you

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About Intel• Intel, the world leader in silicon

innovation, develops technologies, products and initiatives to continually advance how people work and live.

80 90 00

Sales/Marketing

Technol/Manufact

DigitalEnterprise

DigitalHome

Mobility DigitalHealth

S/W andSolutions

Intel

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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

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Virtual

• Simulated or extended by computer software

• Computer virtualization- making one system behave as multiple independent systems

Platform

AppsOS

Platform

Virtual Machine Monitor

AppsOS

AppsOS

AppsOS

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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

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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?

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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?

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Evaluate Against CriteriaRisk

Return1

2

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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

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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.

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Q & A

Thank You!