Intel's new leaders on Friday vowed to step up the chip maker's long-delayed penetration of mobile devices and other new product categories, starting by giving its inexpensive Atom chip equal billing with its pricier Core line.
In another area, the company's new chief executive, Brian Krzanich, sounded a more cautious note about Intel's new plans to sell a set-top box and associated content service to deliver videos over the Internet.
"We believe from a technology standpoint we've built a game-changing device," Mr. Krzanich said, in his first meeting with reporters since taking over the CEO post in May.
But he acknowledged that the success of the service comes down to licensing attractive programming content, a field where Intel is not an influential or experienced player.
"We are trying to evaluate what do we do now, and how do we best utilize this technology--and what is our business model," Mr. Krzanich said. "We are just being cautious."
As for Intel's Atom chip line, originally sold for low-priced laptops called netbooks, it has been updated by the company for use in devices like smartphones and tablets. Some manufacturers have adopted Atoms already, but many more companies use rival chip designs based on technology licensed by ARM.
The Core line of chips, which is used in personal computers, has long been considered Intel's flagship product line. For one thing, Core models sell for more than $100 while Atoms are closer to the $20 mark.
But Renee James, Intel's newly appointed president, told reporters that the company's new strategy is based on putting Atom "on a level playing field" with Core.
Among other things, that means that Intel will begin using the company's most advanced manufacturing processes sooner to produce the Atom chip, which will help drive down its power consumption, boost its performance and reduce the cost to make it. Up until now, Core chips typically got first access to new Intel manufacturing recipes.
Mr. Krzanich gave new details of plans to use the Atom technology and other new building block components to step up the company's new "foundry" business, which makes chips for other companies.
He disclosed that Intel has been working to offer customers blocks of specialized circuitry, along with its processors, so they can mix and match different combinations to create customizable chips for their products.
While expecting to stick mainly with Intel's longtime-processor technology, Mr. Krzanich said he would not rule out building chips for major foundry customers who prefer ARM technology.
"We will consider what it takes to land customers," Ms. James said.